“Food and wine tourism is a sustainable tool for the development of our destinations” .
This is the summary of the Assembly of Members of the Asolo Montello Wine Route, gathered yesterday for the first meeting of 2026 at Villa Wassermann in Giavera del Montello (TV).
A meeting during which Simone Rech, president of the Asolo Montello Wine Route, presented data from the Report on Food and Wine Tourism between Asolo and Montello. Also in attendance were Lucas Pavanetto , vice president and councilor for tourism of the Veneto Region, and Giulia Casagrande, president of the Marca Treviso Foundation.
"Trends confirm that food and wine is the primary reason foreign tourists come to Italy," emphasized Simone Rech, president of the Asolo and Montello Wine Route , presenting the report. "This is encouraging for the work we are doing to promote and showcase wine and typical local products. Another significant finding is the increase in tourist arrivals, which are estimated to reach nearly 300,000 by 2025. "
Monitoring tourist flows shows that in 2025, compared to 2024, there was a 16% increase in arrivals and a 9.7% increase in presences in the Asolo and Montello area, with an average tourist stay of 2.7 nights.
Italian tourists come mainly from Lombardy , Veneto and Emilia-Romagna, while foreigners who choose the area as a tourist destination come mainly from Germany , Austria and the USA , markets where Prosecco has achieved significant success.
Also indicative is the daily spending of a tourist in the area, which stands at 130 – 145 euros/day , well above the national average of around €110, thus bringing a direct induced effect of over 41 million euros.
"These figures highlight how food and wine tourism can truly represent a tool for sustainable development, generating widespread benefits throughout the region. We are working to better structure our businesses, which are ready and prepared to welcome tourists. We are also supporting them in their training, which today must focus primarily on storytelling and understanding which elements and characteristics are most attractive to tourists, whether Italian or foreign," concluded Rech .
The Road has embarked on a path that will also enjoy significant support from the Veneto Region: "The Land of Venice brand has been used to promote Veneto, which is not just about tourism at its beaches, lakes, cities of art, and mountains, but also about food and wine and typical Veneto artisanal products, " emphasized Lucas Pavanetto , Vice President and Councilor for Tourism for the Veneto Region . " The new regional government, with the Department of Tourism and the relevant departments, will work precisely in this direction, seeking to use the brand for certain products that can be promoted, but above all, to represent Veneto worldwide."
In Veneto, in fact, there are almost 100 agricultural and food products with quality brands and designations (IGP, DOP, IGT, DOC, DOCG, STG); in particular, the area between Asolo and Montello boasts excellent products such as DOCG and DOC wines , Veneto DOP oil, cured meats, fruit and vegetables, and DOP cheeses, as well as several Slow Food Presidia .
"It's true, we are rich in excellence in every field, from gastronomy to know-how, to production companies. Our choice is to consistently bring everyone together at the same table, seeking to share each other's strengths and get them to talk, " concluded Giulia Casagrande , President of the DMO Marca Treviso Foundation . " Our goal is to empower entrepreneurs and offer tourists increasingly structured services. To do this, it's our duty to bring together these various excellences and allow them to bring their expertise to the table. As of yesterday, the Strada del Vino has become a Foundation Consultative Participants, becoming a private foundation participant. This means it has full rights to sit at product tables, which in this case are food and wine, actively and proactively participating in product strategies."
