Chianti Classico wine tourism is growing: 14,000 visitors to Castello di Meleto

"Tuscan beauty is a beauty of rigor, of perfection, sometimes of asceticism, under the guise of grace." Guido Piovene wrote this in 1957 in his 'Viaggio In Italia', referring to the Mugello and Chianti valleys. Before him, many authors had described the beauties of Italy and Tuscany, a stop on the Grand Tours beloved by English poets. A tradition that has contributed to increasing its popularity and establishing it as a chosen destination for connoisseurs and international travelers.

Among the charming residences nestled in the hills of Chianti Classico is Castello di Meleto. Located in Gaiole in Chianti (SI), it could be defined—to borrow Piovene's words—as "a beauty of rigor, of perfection." With one of the largest organic vineyards in Chianti Classico, Castello di Meleto is an expression of excellence in wine, hospitality, and the offering of immersive wine tourism events and experiences . It is also a popular destination for weddings, especially for couples from abroad, but since last year, many Italians have also chosen it to say their "I do."

" In 2025, we recorded 14,000 visitors, including hospitality, tours, and winery experiences, a significant increase over the previous year, " said Francesco Montalbano, general manager of Castello di Meleto . This figure confirms the growing role of wine tourism as an economic driver for rural areas, with an increasingly international influx of visitors oriented toward immersive experiences of wine, landscape, and local culture.

" Castello di Meleto today represents a model of integration between wine production, hospitality, and the valorization of historical heritage. Those who choose us ," Montalbano continues, " will find vineyards, a winery, hospitality throughout the historic village, and high-quality dining, with an offering designed for quality tourism ."

Driving foreign markets - In 2025, flows from the United Kingdom and South America saw significant growth, with visitors increasingly interested in food and wine itineraries spanning Tuscany's main appellations. Stays are predominantly short : wine tourists tend to split their journey into several stops in iconic regions such as Montalcino, Bolgheri, and Chianti Classico, creating themed experiences dedicated to wine .

Private events and weddings, demand triples - Among the most promising economic signs is the private events segment. In 2025, wedding requests at Castello di Meleto tripled compared to the previous year, with demand now exceeding available dates. " While in the past, this was an almost exclusively international phenomenon ," Montalbano emphasizes, " since last year, we've seen significant growth in the Italian public, increasingly drawn to historic locations immersed in the wine-growing landscape. Here, we offer the option of holding the wedding ceremony as well as the reception, an aspect that is allowing us to garner considerable support. Event management, however, remains deliberately limited to ensure the protection of the historical and landscape heritage and to preserve the quality of the guest experience."

Couples arriving to get married at Castello di Meleto come from as far away as the United States, Germany, Austria, and, to a lesser extent, Belgium, France, Armenia, and Turkey. And even the most bizarre requests come from foreign guests, such as " a wedding guest asked us to make Matcha latte instead of Chianti Classico for a pool party ."

The 2026 strategy: more experiences and quality hospitality - In the current financial year, Castello di Meleto aims to consolidate its international mid- to high-end wine tourism target while enhancing the quality of the experience. The main objectives include:

• expand immersive experiences related to wine and the territory;
• further integrate the inn's gastronomic offering with accommodation and events;
• intercept flows of wine tourists increasingly interested in authentic and sustainable experiences.

The Award – Castello di Meleto recently received an important recognition at the 2026 Tuscany Wine Experience Awards. The historic Chianti Classico winery was honored in the "Best Winery for Overall Wine Tourism Experience" category. The award recognizes the winery's ability to offer visitors an immersive experience that combines wine, hospitality, landscape, and culture. According to the jury, Castello di Meleto has successfully crafted a coherent and engaging narrative of the region.