Portrait of the wine and food tourist - Mainly men (61.3%), Italian (62%) aged between 30 and 50 years old, mobile application lovers, who manage in total autonomy the holiday planning: here it is, the portrait of the 2011 wine tourists.
Mainly men (61.3%), Italian (62%) aged between 30 and
50 years old, mobile application lovers, who manage in total autonomy the
holiday planning: here it is, the portrait of the 2011 wine tourists.
Nowadays wine has become also a kind of tourist
attraction, able to gather visitors from all around Italy and from abroad:
there are many wine companies and wineries which decide to participate in
promoting events and fairs connected to wine. An even more successful results
is obtained when the wine companies, beyond producing good-quality wines, are
near sporting structures, cultural places or museums, able to give a range of
additional activity for wine and food tourists.
«This kind of offer is a strategic asset- says Chiara
Lungarotti, president of the Wine Tourist Movement- on which it is essential to
invest to fully exploit the potentialities of growth of the wine tourism,
which now are just at 20%. It is then
necessary that all the structures, public and non-public, hasten in order to
valuate globally Italian territories, mixing together cultural heritage,
promotion events, quality of oenological production and environmental tourism».
According to a survey made by the Wine Tourism
Movement on a sample of more than one thousand wineries which are part of the
Movement and that was released on the occasion of Perugia International
Conference of Wine Tourism, 62% of the wine tourists is Italian, but is the 38%
of foreigners that spends more: wine foreign tourists are indeed more inclined
to spend money to take home typical products of the Country they are visiting.
38% of the people interviewed said they prefer May to
travel and 55% declared that they prefer to travel during the week, to avoid
the traffic of the week-end and the fully booked hotels.
Despite the fact that very often wine tourist travel
in couple, most of them said they are more interested in the wine and food
offer of the area and therefore in wineries, taverns, wine shops etc., more than
in cultural events and in sports centers; for 90% of the people interviewed the
favorite activity during the holidays is wine tasting together with, in 81% of
cases, to a guided tour on the wineries. Indeed for the interviewees the purpose of the holiday is the tasting of
wine and food regional specialties and right for this reason the kind of event
preferred by tourists is the “Open Winery”, the occasion in which a winery
opens up for tourists, wine-lovers and curious (usually for 1-2 days maximum)
organizing for the event a series of gastronomic matches for their wines, in
cooperation with other companies of the area. On these occasions wine companies
wisely match Prosecco Dry and regional cheeses or preserves, salami and red
To plan their travel and wineries visits the wine
tourist uses mainly the web (in 66% of cases), preceded just by the positive
past experience on a certain Region or city or by the jungle telegraph. The
wine tourist indeed uses internet 6 times more than the national average of the
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