Wine tourism is a form of tourism that revolves around wine and its production. Learn more about wine tourism in Italy and its history.

Wine tourism: meaning and history of wine tourism in Italy

Enotourism, also known as wine tourism, is a journey of exploration through regions that have a rich winemaking heritage. It involves indulging in tastings of local wines and gastronomic local delights, participating in guided tours of wineries and vineyards, and immersing oneself in the traditions and culture of the region.

Thus, when one wonders what wine tourism means, it is important to understand that it goes beyond the typical experience of wine tasting at a bar. It offers a comprehensive and immersive experience deeply rooted in the land, encompassing the entire wine culture and production process. Wineries are often nestled in charming villages embraced by sun-drenched hills and endless vineyards, creating a captivating and almost fairy-tale-like setting that becomes an integral part of the tasting experience.

The most sought-after destinations for wine enthusiasts are primarily located in the renowned wine-producing regions of Tuscany, such as the Val d'Orcia or the Chianti area. In these regions, the enterprising spirit and warm hospitality of the local people have played a significant role. Local wineries have breathed new life into small villages and medieval towns, transforming them into museums, bed and breakfast establishments, or luxury resorts where to indulge in relaxation, art, wellness, and the pleasure of savoring exceptional wines.

The wine culture is inherently tied to pleasure, well-being, and entertainment. When it comes to wine tourism, activities such as SPA and thermal paths are never lacking, as well as creative endeavors such as wine focused exhibitions and workshops as well as nature experiences.

The birth of wine tourism

The connection between wine and tourism is ancient, yet wine tourism in Italy is relatively recent. It emerged in the early 1990s through the initiatives of various associations that organized significant wine-focused events still renowned today, such as "Cantine Aperte" and "Calici sotto le stelle". Thanks to these initiatives, over the past thirty years, more than 15 million tourists have approached the world of wine production, its history, and the traditions of the land.

Legislation on wine tourism

But who regulates enotourism? And what are the laws governing this form of tourism?

Legislation on enotourism or wine tourism is very recent. In the early 2000s, the Wine Roads were established. These protected routes encompass "natural, cultural, and environmental values, vineyards, and wineries of farms or associated companies open to the public". They paved the way for a new approach to food and wine-related tourism, focusing on the excellence of the area.

In March 2019, guidelines were introduced regarding the requirements and minimum quality standards for wine tourism activities. These guidelines were strongly advocated by all industry stakeholders and approved during the State-Regions Conference. The Enotourism Decree regulates winery visits, billing for wine tourism activities, and the skill requirements for personnel working in this sector.

Enotourism in Tuscany: where to go?

One of the most charming destinations for enotourism is Val d'Orcia. With its awe-inspiring landscapes, historical villages, and rich winemaking heritage, it has always been a beloved choice for wine enthusiasts.

Nestled in the heart of Val d'Orcia, just a few kilometers from Montalcino, the birthplace of Brunello wine, one can find Castello Banfi Wine Resort. This luxury resort is dedicated to wine tourism and wellness, an oasis of peace amidst the Tuscan hills where to enjoy a pleasant weekend getaway, leaving behind the hustle and bustle of city life and immersing yourself in the slow cycles of the countryside.

Wine tourism: beyond tasting experiences

The beating heart of wine tourism is undoubtedly the tasting of wines and local products, which, with their perfect harmony of aromas and flavors, reflect the excellence of the area. Castello Banfi Wine Resort offers personalized tasting experiences that allow you to indulge in the flavors of the castle, taking you on a sensory journey between Tuscany and Piedmont, sampling the finest Banfi wines or the exclusive Sangiovese Selection.

Moreover, in harmony with the spirit of wine tourism, we provide the opportunity to embark on a unique tour of the distinctive places and craftsmanship that define our winery. The tour begins with a visit to the estate and vineyards, where magnificent grapes thrive to produce exceptional bottles of wine. Next, a guided tour of the cellars awaits, where cutting-edge technologies meet the highest-quality ingredients and time-honored traditions. Finally, the tour ends with a lunch featuring local products created to satisfy even the most demanding palates.