According to Divinea's 'Wine Tourism and Direct-to-Consumer Sales Report 2024', the turnover generated by wine tourism services grew by 11% in 2023, reaching 3.8 million euros. The number of wineries open on Saturdays also increased by 30%, while 54.2% of companies now welcome visitors on Sundays too. The offer of experiences has expanded, with an average of six proposals compared to 4.7 in 2022.
However, there is a decrease in wine stocks, reported by "Cantina Italia" with -5.1% compared to February 2024 and -11.3% compared to March 2023. This decrease can be attributed to the poor harvest of 2023, as well as companies' preference for a rotation of their inventory. Veneto stands out as the region with the largest number of stocks.
Italian wine exports recorded an average annual growth of 2.9%, reaching 8.5 billion euros in 2026. The United States remains the main outlet market, followed by Germany and the United Kingdom. There is an increasing focus on new markets such as Japan, China, South Korea and the United Arab Emirates.
Finally, the industry's structural challenges, including soaring raw material costs and inflationary pressure, require prudent management strategies. However, the sector is preparing for a recovery in exports starting from 2025, driven mainly by Prosecco and white wines, in line with international consumer preferences.
