{"id":216572,"date":"2019-12-09T20:36:04","date_gmt":"2019-12-09T19:36:04","guid":{"rendered":"https:\/\/www.fulltravel.it\/trade\/food-and-wine-drive-italian-tourism"},"modified":"2019-12-09T20:36:04","modified_gmt":"2019-12-09T19:36:04","slug":"food-and-wine-drive-italian-tourism","status":"publish","type":"post","link":"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism","title":{"rendered":"Food and wine drive Italian tourism"},"content":{"rendered":"<p>Always more often, both Italian and foreign tourists wish to turn a trip into a culinary journey aimed at experiencing new flavors and places.<\/p>\n<p>According to data from <em>Expedia Group<\/em>, regions such as <strong>Sicily<\/strong>, <strong>Piedmont<\/strong>, and <strong>Sardinia<\/strong>, where numerous <strong>food and wine itineraries<\/strong> take place, have seen a significant growth in tourism demand in the third quarter of 2019, compared to the same period in 2018.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommario<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab3474d4b478\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab3474d4b478\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism\/#Food_and_wine_as_the_tourism_engine_of_regions\" >Food and wine as the tourism engine of regions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism\/#Sicily\" >Sicily<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism\/#Piedmont\" >Piedmont<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism\/#Sardinia\" >Sardinia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism\/#Expedia_Group\" >Expedia Group<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Food_and_wine_as_the_tourism_engine_of_regions\"><\/span>Food and wine as the tourism engine of regions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It appears that <strong>food and wine<\/strong> have become the \u201cdriving force\u201d 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 <em>Italian Food and Wine Tourism Report 2019<\/em> 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.<\/p>\n<p>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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Sicily\"><\/span>Sicily<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In <em>Sicily<\/em>, where traditional dishes are a celebration of colors and flavors, cities such as <em>San Vito Lo Capo<\/em> and <em>Agrigento<\/em> 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 <a href=\"https:\/\/www.fulltravel.it\/il-cous-cous-fest-a-san-vito-lo-capo\/28085\"><em>Cous Cous Fest<\/em><\/a>. 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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Piedmont\"><\/span>Piedmont<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In <strong>Piedmont<\/strong>, and more precisely in the area between the <em>Langhe<\/em> and the <em>Monferrato<\/em>, 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 <em>Vineyard Landscapes<\/em> of <em>Langhe-Roero<\/em> and <em>Monferrato<\/em> were recognized as part of UNESCO World Heritage.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Sardinia\"><\/span>Sardinia<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In <strong>Sardinia<\/strong>, <em>Alghero<\/em>, the <em>Gallura<\/em> region, and <em>Villasimius<\/em> 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.<\/p>\n<p>For example? <em>Villasimius<\/em> was selected as one of the many stops for the \u201c<em>International Food Festival<\/em>,\u201d an event dedicated to the best of traditional Italian cuisine in street food format.<\/p>\n<p>\u201cWe know that today\u2019s 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<\/em>,\u201d comments <strong>G<\/strong><strong>iovanni Moretto<\/strong>, <strong>Market Management Director,<\/strong><strong> Italy, Expedia Group<\/strong>. \u201c<em>We are honored that Italy\u2019s 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<\/em>.\u201d<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Expedia_Group\"><\/span>Expedia Group<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The <em>Expedia Group<\/em> 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.<\/p>\n<p>The <em>Expedia Group<\/em> conducts significant research into travelers\u2019 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\">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.<\/div>\n<p> <a class=\"mh-excerpt-more\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/food-and-wine-drive-italian-tourism\" title=\"Food and wine drive Italian tourism\">[&#8230;]<\/a><\/p>\n","protected":false},"author":4,"featured_media":212631,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[120],"tags":[602],"class_list":["post-216572","post","type-post","status-publish","format-standard","has-post-thumbnail","category-travelnews-en","tag-expedia-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/216572","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/comments?post=216572"}],"version-history":[{"count":0,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/216572\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/media\/212631"}],"wp:attachment":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/media?parent=216572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/categories?post=216572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/tags?post=216572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}