Vinitaly celebrates the excellence of Italian wine and here the Movimento Turismo del Vino had an exceptional space. The first survey of regional differentiation of Italian wine tourism was presented by CESEO (Centro Studi Enoturistici e Oleoturistici) of the LUMSA University chaired by Dario Stefàno and directed by Donatella Cinelli Colombini. The study, coordinated by Prof. Antonello Maruotti (Full Professor of Statistics at LUMSA University) on a representative sample of wineries that are members of the Movement, showed how hospitality in the winery is modulated based on the cultural and landscape characteristics of each territory, enhancing the differences of the various Italian areas.
From a global point of view, we can state that the growth, in number and type, of experiences offered by MTV wineries alongside the standard ones is decidedly positive, such as the guided tour of the production sites (proposed by 95% of the sample) and the pairing with local products (87%). In the face of a varied offer, the prices of the "standard" experiences are very similar between the various regions (average of 20-25 euros), while those of the premium offer are more heterogeneous with peaks of 170 euros in Tuscany and 150 in Umbria. The offer aimed at the more demanding public is more present in the Centre (57% of wineries) and surprisingly very scarce in the North West (39%), while in the North East it is concentrated in Friuli-Venezia Giulia.
In detail, Central Italy is decidedly ahead in terms of training activities (offered by 42% of wineries) compared to the North West where the percentage drops to 33%. As already mentioned for the South, the wineries in the Center also pay particular attention to the promotion of local products during tastings (54%), while the North East is less fond of this proposal with only 20% of wineries practicing it. The number of events organized in the winery is also growing (82% of the sample) and that of cultural activities (57%).
In the Center, the wineries focus on their own landscape. Alongside these main evidences, experiential proposals are growing, especially in the South and on the islands , which offer at least 4 initiatives related to entertainment and picnics in the vineyard, especially in the central regions. On the other hand, the wineries in the North are the most available in terms of openings on weekends, while the situation is decidedly different in the Center and South where 2 out of 3 wineries are closed on Sundays. The opening on weekends is therefore too scarce and in contrast to the flows concentrated on holidays.
A surprising fact concerns the South, leading in terms of online presence, underlining the strong orientation towards digital even in traditional companies and this translates into the growing need for professional figures trained in this field. This problem appears to be the most urgent to address at a national level because, in the face of a plebiscitary presence with sites and social media, conversion is low (an average of 1000 accesses to the site) as is the failure to collect useful contacts, effectively preventing the take-off of wine clubs (present in only 13% of wineries).
“ The differences that have emerged should be understood as useful resources for the completeness of the offer – underlined Violante Gardini Cinelli Colombini , president of the Movimento Turismo del Vino - in response to the need to discover the new needs and curiosities of the contemporary wine tourist, integrating them with the needs of families, athletes, those seeking a relaxing stay or those simply approaching the world of wine for the first time. Differentiation is increasingly a key theme for the development of the sector and precisely in this perspective the 2025 edition of Cantine Aperte will be the great showcase of the new proposals created by the producers” .
Alongside these experiences, Cantine Aperte 2025 will be an opportunity to experience new ones: yoga and pilates in the vineyard, ciclowine for an e-bike excursion overlooking the vineyards, wine festival for a complete immersion in the world of wine accompanied by shows, live music and street food. And also wine storytelling itineraries, brunches by the sea, exhibitions in the cellar, painting workshops among the vineyards these and many other activities to live an experience in the vineyard and in the cellar even more engaging and tailored for each visitor.
The survey presented in Verona highlighted the constant evolution of MTV wineries that continue to invest and differentiate themselves by adapting to new innovative tools, while maintaining the passion for hospitality and the authenticity of the experience, which have always been identifying elements of the Wine Tourism Movement, as the cornerstones of its philosophy.
WINE TOURISM MOVEMENT . The Movimento Turismo del Vino Association is a non-profit organization and includes over 700 of the most prestigious wineries in Italy, selected on the basis of specific requirements, first and foremost that of the quality of wine tourism hospitality. The association's goal is to promote the culture of wine through visits to production sites. On the one hand, the Movement wants to make wine tourists more familiar with the activities and products of the member wineries, and on the other, to offer an example of how to do business while respecting traditions, safeguarding the environment and quality agriculture. The Movimento Turismo del Vino, founded in 1993 from an intuition of Donatella Cinelli Colombini, has over the years become a catalyst for training and promotion of wine tourism, also through successful formats such as Cantine Aperte, Calici di Stelle and other activities.
The CESEO Research Center ((Centro Studi Enoturistici e Oleoturistici) recently established at LUMSA University is chaired by Dario Stefàno, directed by Donatella Cinelli Colombini and coordinated by Antonello Maruotti, Full Professor of Statistics at LUMSA University. It was conceived and designed as a privileged and qualified Observatory of analysis, as a point of research and investigation as to trace guidelines capable of being a compass towards sustainable and homogeneous growth of the territories and their actors: the Wineries Members of the Wine Tourism Movement. It also intends to be a stimulus for government policies and, at the same time, a driver to prepare training programs, capable of restoring figures and skills that are more necessary than ever for the sector.
