The German market loves wine tourism in Italy.

In a rapidly evolving market, amid complex international scenarios and declining consumption, wine tourism represents an exciting opportunity, capable of generating margins, zero-cost ambassadors, and immediate liquidity. Wine tourists from German-speaking markets—Germany, Switzerland, and Austria—are a particularly growing segment. This is demonstrated by data presented today by Susanne Wess, founder of Wine2Stay, a platform designed for high-quality wine tourism. A full 87% purchase wine at the winery after their experience, 30% plan their visits carefully in advance, 61% include experiences that pair wine and food, and more than 50% associate Italy with wine and cuisine. For those choosing full hospitality, from a tour to a tasting to an overnight stay, the average spend per person is €180. Two main categories have been identified: Best Agers, aged 45 to 65, with a good spending power and an interest in culture, terroir, and production; and young people, aged 25 to 45, who are more interested in experiences, environmental sustainability, and lifestyle. Both, however, seek authenticity and unique, memorable moments, so much so that wineries will increasingly need to provide emotions, as highlighted by Domenico Tappero Merlo, producer and Deputy Director of the Master's in Communication for the Wine Sector at the Sacred Heart University of Piacenza. " For Germans, Italy is the country of dreams, " says Susanne Wess. " They love good food, good wine, and the lifestyle, but often encounter difficulties in making their choices. That's why we founded Wine2Stay, designed to bring together wineries that offer a qualified welcome with potential visitors." Wine2Stay is an app and a website, connected to Google Maps. It's storytelling, thanks to an editorial team that explores Italian wine regions. It's a Wine Community and Events platform, and a consulting service for companies. It's the first international platform consistently and specifically dedicated to wine tourism with overnight stays, defining a high-quality tourism model in which wineries aren't just places to visit, but true destinations. The focus is on winemaking estates where wine, architecture, gastronomy, landscape, and hospitality blend into a multi-day experience, going far beyond traditional tastings or day trips. Personal encounters with producers remain the focus.

The platform currently focuses on Italy, one of the world's leading wine tourism countries, with the goal of gradually expanding to all major European wine-growing regions and, ultimately, globally.