THE EVOLUTION OF CONSUMPTION MODELS
In the last decades, in many advanced societies, with the numerous changes linked to globalization, the spread of new technologies and the progress in telecommunications, consumption models have changed and shifted from products to services and market trends focused on the importance of roots and authenticity.
In order to face these emerging trends, many enterprises reacted by giving progressive attention to the role of consumers in the value creation and by providing services focused on the experience and on competitive advantages.
..AND NEW TOURISM TRENDS
In this context, also the tourism sector has undergone radical transformations that have influenced also the tastes and choices of the demand.
Today, tourism is increasingly characterized by:
- return to nature
- search of authenticity
- eco-friendly choices
- traditions and spirituality
- experiential and active issues
FOOD AND WINE TOURISM IN ITALY (1/4)
The new travel trends, often identified with definitions of sustainable tourism, responsible tourism, and cultural tourism, are linked to a large number of new segments of the market. Among these, food and wine tourism plays a special role, as it is becoming an important driver for Italians’ holidays, growing every year.
According to the Report on Italian Food and Wine Tourism (2019), enogastronomy is a relevant component in Italian travel choices. In the choice of the destination of the trip, 59% of Italian tourists consider as important or very important the presence of a food and wine offer and thematic experiences. Further elements considered in the decision making process are the quality of production (indicated as important by 54% of travellers), the sustainability of structures and events (50%), and the availability of organic products (46%).
FOOD AND WINE TOURISM IN ITALY (2/4)
When do you choose the destination of a trip how important is the presence of a quality food and wine offer or experiences related to food and wine?
When do you choose the destination of a trip how important is the presence of quality food and wine products (DOP, IGP, STG, DOC, DOCG)?
When do you choose the destination of a trip how important is the presence of eco-sustainable structures and/or events?
When do you choose the destination of a trip how important is the presence of organic products?
Report on Italian Food and Wine Tourism, 2019.
FOOD AND WINE TOURISM IN ITALY (3/4)
In your opinion, which of the following elements are the most relevant in choosing the destination of a food and wine journey? (indicates the 3 prevailing)
Report on Italian Food and Wine Tourism, 2019
FOOD AND WINE TOURISM IN ITALY (4/4)
On holiday, tourists manifest the desire to know and experience food and wine in all its aspects: during the holiday they participate in a wide variety of experiences, even very different from each other. The most popular food experiences, after eating typical local dishes in a local restaurant, are visiting a market with local products and buying food from a food truck. There is also a strong interest in visting farms and wine cellars.
The region most desired by Italian tourists is Tuscany, but there is a strong interest for the South, above all Sicily and Puglia. Many regions have an unexpressed potential and are not perceived as important food and wine destinations, despite being rich in excellence. Lombardy, Piedmont and Veneto, for example, boast an offer that – from a numerical point of view- is immediately placed behind Tuscany. There are therefore opportunities for improvement in the visibility of these places. (Report on Italian Food and Wine Tourism, 2018).
THE FOCUS ON WINE TOURISM
Focusing on wine tourism sector, according to the XV Report on Wine Tourism, in 2018 about 14 million among excursions and overnight stays were recorded, corresponding to a business of about 2.5 billion euros, considering the entire wine tourism chain.
Analysing the profile of foreign wine tourists, among those who love Italian wine more, there are Russian, Chinese, U.S. and German.
The general perception of Italian wines is related to 3 keywords:
Also the places of wine plays a special role within the wine tourism sector, representing real attractions.
This is the case of many historic centres, but also landscapes and tangible cultural heritage.
Considering the case of Tuscany, between 2011 and 2016, tourist arrivals in the wine territories grew by 25%, with the peaks of Montalcino (+125%) and Chianti (+35%).