Wine tourism is a form of tourism that focuses on wine and its production. Learn more about wine tourism in Italy and its history.
Enotourism: meaning and history of wine tourism in Italy
Wine tourism or wine tourism is a journey of discovery of the territories with a strong wine vocation, enriched by tastings of wines and local food and wine products, from guided tours of wineries and vineyards, and from encounters with local traditions and culture.
So, when one asks what is meant by wine tourism, it is important to understand that one is not just referring to the classic wine tasting at a wine bar, but to an immersive experience strongly linked to the territory that embraces the entire culture of wine and its production. Often, in fact, wineries are located in villages nestled among sun-kissed hillsides and rows of vines as far as the eye can see, in a fairytale landscape that acts as a backdrop to the tasting experience, becoming an integral part of it.
The most sought-after destinations for wine tourists
The most sought-after destinations for wine tourists are the areas of Tuscany renowned for their wine production, such as the Val d'Orcia or the Chianti areas. Here, thanks to the resourcefulness and feeling of hospitality and welcome that characterises the inhabitants of these areas, local wineries have breathed new life into small villages and medieval hamlets, turning them into museums, B&Bs or luxury resorts where one can dedicate oneself to relaxation, art, wellness and good wine.
The culture of wine is in fact linked to that of pleasure, wellness and entertainment, so when it comes to wine tourism, there is never a shortage of activities such as spas and thermal baths, creative activities such as exhibitions, laboratories and workshops dedicated to wine production, as well as experiences in contact with nature for the whole family, such as hiking, trekking and grape harvest tourism.
When wine tourism was born
Wine and tourism is a very old combination, yet the phenomenon of wine tourism in Italy is relatively recent: born in the early 1990 s on the initiative of a number of associations that gave rise to important events related to wine and tourism and still famous today, such as the events “Cantine Aperte” o “Calici sotto le stelle”. Thanks to these initiatives, over the past 30 years more than 15 million tourists have approached the world of wine production, its history and the traditions of the area.
Legislation on wine tourism
But by whom is wine tourism regulated? And what are the laws that regulate this form of tourism?
Legislation on wine tourism or wine tourism is very recent. In the early 2000s, the Wine Routes were created, i.e. protected routes along which there are 'natural, cultural and environmental values, vineyards and wineries of farms or associated companies open to the public' and which have opened the door to a new way of conceiving tourism linked to food and wine, and above all to the excellence of the territory.
On the other hand, the Guidelines on requirements and minimum quality standards for the exercise of wine tourism activities, strongly desired by all those working in the sector and approved during the State-Regions Conference, date back to March 2019. The Enotourism Decree then regulates winery visits, the invoicing of wine tourism activities, and the skills that staff working in this sector must have.
Wine tourism in Tuscany: where to go?
One of the most evocative places related to wine tourism is the Val d'Orcia, which, with its breathtaking landscapes, villages rich in history and a very strong wine vocation of the area, has always been a favourite destination for wine tourists.
In the heart of the Val d'Orcia, just a few kilometers from Montalcino, home of the Brunello, rises Castello Banfi Wine Resort, a luxury accommodation dedicated to wine tourism and wellness, an oasis in the Tuscan hills where you can treat yourself to a pleasant weekend away from city stress, in harmony with the slow pace of the countryside.
Wine tourism: not only wine tastings
The beating heart of wine tourism is certainly the tasting of local wines and products that, with their perfect harmony of scents and flavors, mirror the excellence of the area. Castello Banfi Wine Resort organizes customized tasting experiences that will allow you to taste the flavors of the castle and travel by taste and smell among the Tuscany and the Piedmont, trying the best Banfi signature wines.
Moreover, in perfect accordance with the spirit of wine tourism, we offer the possibility of a unique visit through the places and excellences that characterise our winery, a tour that begins with a visit to the property and the vineyards, where the superb grapes that give life to the finest bottles grow, continues with a guided tour of the wine cellar, a place where the latest technologies meet the highest quality raw materials and traditions of yesteryear, and ends the experience with a lunch full of local products that will satisfy even the most demanding palates.