The Achilles heel of Italian wine tourism is human resources: data from the WTH survey

The study, which involved hundreds of professionals in the sector, highlights crucial obstacles and strategic challenges that slow down the development of wine tourism in our country. Human resources, infrastructure and digitalization emerge as the central themes of an overview that invites in-depth reflection.

Human resources: the main criticality of the sector
The survey highlights an alarming fact: 43% of the interviewees identify the lack of specific skills and adequate human resources as the main obstacle to wine tourism in our country. Among the most common difficulties:

• Recruit qualified personnel (54% of companies)
• Motivate and retain employees (35%), often discouraged by seasonal contracts and limited career prospects.

Lavinia Furlani, president of Wine Meridian and co-founder of Wine Tourism Hub, emphasizes: “The lack of qualified human resources is not only an organizational problem, but a real threat to the future of a strategic sector for the economic sustainability of our wine sector.”

Structures and territory: a knot to untie
36% of those interviewed complain about inadequate infrastructure, while 32% report a difficult collaboration between local authorities and tourism operators. The lack of equipped spaces for events and adequate toilets further complicates the reception.
“It is not necessary to wait for perfect structures – continues Furlani – but to start from what we have, with targeted communication and authentic valorization of the territory.”

Food Delivery: A Complex But Crucial Challenge
The survey revealed that offering food products during wine tourism activities is considered very important by most operators, but it remains a critical area. The main difficulties include:

• Complex health and hygiene regulations (36%)
• Inadequate space and logistics (23%)
• High costs for procurement and waste management (13%).

Lavinia Furlani emphasizes: “The pairing of wine and food is an added value of Italian wine tourism, but it requires investment and careful management to be truly effective.”

Digitalization and Artificial Intelligence: The Untapped Potential
Despite the growing importance of digital tools, 46% of companies say they are below par when it comes to digitalization. When it comes to using artificial intelligence, the main barriers include lack of financial resources (20%) and business priority (37%).
However, the use of tools such as booking bots and virtual assistants to personalize visits are recognized as a real opportunity to improve the visitor experience.

Strategic challenges for the future
From the lack of financial incentives (10%) to the oppressive bureaucracy (14%), the survey highlights how the Italian wine tourism sector needs a structural change. Targeted investments, territorial synergies and a greater focus on training are essential steps to ensure sustainability and growth.

Wine Tourism Hub: a beacon for Italian wine tourism
Through training courses and strategic consultancy, Wine Tourism Hub continues to support Italian wineries, promoting skills, innovation and an integrated vision of wine tourism.
“The survey does not stop at photographing the problems, but offers concrete ideas to start again with strength and awareness,” concludes Furlani.