Food and wine drive Italian tourism

Expedia Group highlights how cities and regions in Italy, where numerous food and wine itineraries take place, have experienced significant growth in tourism demand in the third quarter of 2019 compared to the same period in 2018.

Always more often, both Italian and foreign tourists wish to turn a trip into a culinary journey aimed at experiencing new flavors and places.

According to data from Expedia Group, regions such as Sicily, Piedmont, and Sardinia, where numerous food and wine itineraries take place, have seen a significant growth in tourism demand in the third quarter of 2019, compared to the same period in 2018.

Food and wine as the tourism engine of regions

It appears that food and wine have become the “driving force” of travel and expressions of a territory. Tourists are increasingly curious to turn their trips into culinary itineraries in order to experience new flavors and explore new places, and Italy, with its rich food traditions, stands out as a prime destination for this type of tourism. In this regard, the Italian Food and Wine Tourism Report 2019 highlights that this trend primarily interests Generation X (born between 1965 and 1980) and Millennials (1981-1998), who more frequently organize trips centered around food.

The same report also highlights a growing interest in travel experiences related to food, wine, and Italian food traditions. In 2016, studies showed that only 21% of Italians traveling were interested in this type of tourism, increasing to 30% in 2017, and 45% in 2018. Over the past three years, 45% of Italian tourists have undertaken trips with the goal of experiencing food and wine.

Sicily

In Sicily, where traditional dishes are a celebration of colors and flavors, cities such as San Vito Lo Capo and Agrigento recorded a nearly 20% and just over 15% increase in tourist demand respectively during the third quarter of 2019, compared to the same period in 2018. During September, San Vito Lo Capo hosts the international gastronomic competition Cous Cous Fest. This festival, attracting global interest from culinary circles and beyond, was born from the desire to combine couscous with passion for food, cultural exchange, and celebration.

Piedmont

In Piedmont, and more precisely in the area between the Langhe and the Monferrato, there has been an almost 20% increase in tourism demand compared to the same period in 2018, with numerous wine routes exploring wines and wineries. In September, the hills of Monferrato come alive with tourists during the most important agricultural event of the season: the grape harvest. Trips to these areas serve as an opportunity to discover new wines and observe where they are produced. Additionally, to emphasize the importance of the wine industry in Italy, in 2014, the Vineyard Landscapes of Langhe-Roero and Monferrato were recognized as part of UNESCO World Heritage.

Sardinia

In Sardinia, Alghero, the Gallura region, and Villasimius recorded increases in tourist demand of nearly 20%, just over 30%, respectively, during the same period in 2018. These locations, popular especially in July and August, have hosted numerous fairs, festivals, and food festivals featuring regional specialties.

For example? Villasimius was selected as one of the many stops for the “International Food Festival,” an event dedicated to the best of traditional Italian cuisine in street food format.

“We know that today’s tourists, especially Millennials, are always looking for a variety of tours and activities to participate in during their stay. Gastronomic itineraries, increasingly involving travelers from all over the world, aim to introduce not only local flavors but also the regions and local businesses of excellence,” comments Giovanni Moretto, Market Management Director, Italy, Expedia Group. “We are honored that Italy’s beauty and flavors encourage tourists to visit these regions hosting such itineraries. Expedia Group is constantly monitoring trends to support hoteliers in emerging and popular destinations with the latest innovations and technologies, aiming to reach these travelers and direct demand towards their properties.”

Expedia Group

The Expedia Group works closely with Italian hoteliers to improve their performance, target their bookings, and optimize their strategy, leveraging the development of new technologies for partner accommodations to help grow their business.

The Expedia Group conducts significant research into travelers’ booking behaviors and the needs of its partner properties. Alongside this research, the company makes substantial investments: over $1.6 billion in technology and content production in 2018, resulting in new Expedia-branded tools and further developments of Expedia Group Partner Central for partner accommodations. An example is the platform supporting online interactions, allowing direct dialogue and increased engagement between hoteliers and guests throughout all phases of the trip, aiming to deliver a personalized experience that ensures hoteliers can provide tailored services and comfort for guests. Since its launch in 2016, over 6 million conversations between hoteliers and guests have been recorded, with more than 9.8 million messages exchanged. These figures demonstrate the high value guests place on communication with hoteliers before their stay, and how this positively influences the overall experience.