Assovini Sicilia at FINE Italy 2026: Sicily is a dynamic and international wine destination

"Wine tourism, a new way to experience Sicily," Assovini Sicilia's talk confirmed the role of wine in Sicily as a hub of culture, history, and discovery of the region.

Assovini Sicilia consolidates its presence in the wine tourism sector with the success of the second edition of FINE #WineTourism Marketplace Italy, the only B2B event in Italy entirely dedicated to wine tourism, held on October 27 and 28 in Riva del Garda. The event, a collaboration between Riva del Garda Fierecongressi and Feria de Valladolid, saw a 30% increase this year compared to its debut, welcoming 100 Italian and international exhibitors and 90 selected buyers from Europe and the Americas. During the two days of B2B meetings, talks, and networking, Assovini Sicilia participated with a dedicated space and ten member companies: Camporè, Cantine Pellegrino, Cantine Fina, Cottanera, Donnafugata, Duca di Salaparuta, Feudi del Pisciotto, Gorghi Tondi, Graci, and Planeta . The wineries presented international tour operators with an increasingly structured hospitality offering, featuring premium itineraries, local highlights, and tailor-made wine experiences . "Our presence at the FINE Wine Tourism Marketplace confirms our desire to position the Region at the forefront of international wine tourism. Leveraging the region's landscape, culture, and winemaking tradition allows us to transcend seasonality and attract quality tourism. We continue to promote our wineries and our food and wine heritage, focusing on authentic and globally recognized hospitality," stated Elvira Amata, regional councilor for Tourism, Sport, and Entertainment . Among the highlights of the Sicilian presence in Riva del Garda was the talk "Wine tourism, a new key to experiencing Sicily." The discussion featured Simon Staffler , director of Falstaff Italia , and Federico Tosazzi , co-founder of ODEX and travel producer WeRoad. "Sicily offers everything a new generation of travelers seeks: from the sea to the inland, to the mountains, combined with an extraordinary wealth of food, wine, and culture. A strong, dynamic, and youthful movement is emerging, particularly in the wine sector, capable of meeting the current needs of tourism. Rarely in Italy and Europe do we find such a level of sensitivity and attention. The scenic beauty, the quality of hospitality, and the excellence of its food and wine products, intertwined with culture, represent Sicily's true strengths," commented Simon Staffler . According to Federico Tosazzi : "For the new generations, travel is conceived and planned online, often guided by algorithms and artificial intelligence that intercept desires and passions before they're even expressed. Young travelers aren't looking for the traditional formal tasting, but for seamless, digital experiences, ideally personalized, authentic, and ideally Instagrammable. Wine in Sicily is the perfect thread connecting culture, history, and discovery of the region, and differentiating the already impressive standard tourism offering." As highlighted in the 2026 report "Sicily's Wine Welcoming the World: Wine Tourism and Sustainability for Growth," edited by the Wine and Oil Tourism Study Center at LUMSA University in Rome and addressed to Assovini Sicilia companies, Sicilian wine tourism is no longer a nascent sector but is in a solid phase of maturation, with a clear positioning tied to authenticity, landscape, and direct experience. The data shows that 61.4% of Sicilian wineries recorded an increase in visitors in 2025, with nearly four out of ten companies welcoming more than 2,000 guests annually. 74.7% of companies report a predominantly international clientele, confirming the island's strong appeal in foreign markets. Alongside the traditional tour and tasting experience, complementary formats are increasingly available, such as picnics among the vines, dinners with the producer, wine weddings, and educational programs. Finally, the report shows that Sicilian wineries cater almost exclusively to the 30-50 age group (91.7%): a curious, high-spending adult traveler. "The challenge today is to transform the richness of our regions and the identity of our wineries into experiences capable of meeting travelers' new expectations. As Assovini Sicilia, we want to continue working together to strengthen the destination's attractiveness and generate new growth opportunities for our companies," concluded Gabriella Favara, president of Assovini Sicilia.