Tuscany and wine tourism: discover all the secrets of the quintessential combination of Italian tourism on the Castello Banfi Wine Resort’s blog.

Wine Tourism in Tuscany: what to know

Wine tourism, a precious blend of culture and wine tasting, is as a sensory experience of rare pleasure, to be experienced in places full of charm and allure. These destinations captivate not only due to the richness of their soils but also for the artistic, cultural, and scenic treasures they hold. In Italy, and particularly in Tuscany, a region renowned for its prestigious grape varieties and ancient traditions, wine tourism finds one of its highest expressions. Wine tourism in Tuscany offers the opportunity to immerse oneself in the winemaking culture, savor exceptional wines, and embrace the authenticity of a thousand-years-old tradition, providing an unforgettable experience.

Tuscany and wine tourism represent a symbol of Italian excellence in the tourism sector, as per the latest data, approximately 14 million visitors flock to the green hills and lush vineyards of this region every year. They come to explore the historic wineries, where the artistry of winemakers blends with the beauty of the landscapes. Moreover, they indulge in a few days of relaxation surrounded by nature in the charming villages and wine resorts, such as Castello Banfi Wine Resort in Poggio alle Mura.

Wine Tourism in Tuscany: the data

Let's briefly delve into the data on wine tourism in Tuscany. According to the latest Coldiretti/Ixè report, wine tourism in Italy involves 58% of Italians. Good food and good wine are indeed among the main reasons why a city is chosen as a tourist destination for 56% of respondents. In the case of Tuscany, where wine and food tourism intertwine with art and nature tourism, the numbers are even higher.

Wine tourism in Tuscany is now a well-established phenomenon and one of the most attractive in Italy. Regarding wine-related tourism, the region ranks third, following Piedmont and Campania (according to data from Isnart for Enit), in terms of "food and wine" tourist packages. Based on the 2022 data on wine tourism in Tuscany, provided by the Regional Statistics Office, there were over 13 million tourists and more than 42.7 million overnight stays, showing a significant increase compared to 2021.

The remarkable success of wine tourism in Tuscany is also evident on social media channels. Visits to wine tourism-related offer pages grew by 136.29% from March 2021 to February 2022.

Furthermore, wine tourism in Tuscany fuels not only the tourism sector but also the production sector, with a considerable turnover. According to the latest estimates from the Ismea-Qualivita Observatory, the PDO and PGI Wine sector in Tuscany is worth 1004 million euros (86.9% of the total certified productions in the country). These figures are confirmed by Roberta Garibaldi, vice president of the Tourism Committee of Ocs, one of the leading experts in wine tourism in Tuscany and Italy.

Tuscany and Wine Tourism: ancient history

The primacy of Tuscany in the wine tourism sector is ancient, in fact, it is thanks to this region that wine tourism was born in Italy, with initiatives such as Cantine Aperte and Calici sotto le stelle in 1993, along with the Movimento Turismo del Vino [Wine Tourism Movement - ed.].

However, the guidelines for wine tourism were officialized only in the 2000s, with the creation of the "wine roads," protected itineraries that enhance locations and productions. It was only in 2019 that the so-called Decree on Wine Tourism was issued, regulating winery visits, billing for wine tourism activities, the qualifications of personnel, and the guidelines regarding the requirements and minimum quality standards for wine tourism activities.

Wine Tourism Law in Tuscany

Although the decree applies throughout Italy, some regions are further refining the legislation to better protect and promote this form of tourism, and Tuscany is among them. The wine tourism law in Tuscany saw significant development in the spring of last year with Regional Law 24 May 2022, no. 15 (Regulation of olive oil and farm holiday hospitality. Amendments to the l.r. 30/2003).

This law regulates wine tourism in Tuscany regarding:

• Buildings used for farm holiday activities
• Organization of promotional events for traditional or quality products
• Wine and olive oil tourism activities and the requirements for their implementation
• Minimum quality standards to be respected.

Of particular interest is the new definition of wine tourism, which we report in full: "Wine tourism and olive oil tourism mean all the activities related to the knowledge of wine and extra-virgin olive oil carried out at the place of production, including visits to places of cultivation, production or exhibition of tools used for vine and olive cultivation, wine and olive oil tasting and commercialization, also combined with food, educational and recreational initiatives within wineries and vineyards, oil mills and olive groves.”

The enactment of a wine tourism law in Tuscany is of fundamental importance, serving as a shield for the protection of local producers and the support of their precious winemaking activities. This measure guarantees a solid regulatory framework, capable of preserving centuries-old traditions and promoting excellence in the sector. At the same time, this law becomes a tool of protection for visitors, ensuring safety, quality, and authenticity standards in the experiences offered. In this way, the enhancement of the wine heritage is combined with conscious and rewarding hospitality for all those who choose wine tourism in Tuscany as a form of travel and discovery.