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Italians love to travel to discover local flavors and food and wine traditions. However, sometimes they fail to fully enjoy what a territory can offer as information is difficult to find. Here is that places such as food and wine “hubs” become a possible solution to facilitate the discovery of the food and wine culture and experiences of the visited destination, products and producers. Confirmation arrives from the “Report on Italian Enogastronomic Tourism” edited by Roberta Garibaldi, to Enit, which highlights how the possibility of finding these places in the visited destination is appreciated by 60% of Italian tourists, and not just to get information and book experiences on site ( 67%), but also to live experiences: 66% would like to carry out tastings, 56% would like to take advantage of multimedia itineraries and 55% would like to participate in workshops and cooking courses. And since 75%, moreover, would like to find spaces dedicated to the purchase of local agri-food and wine products, hubs can become promotional-marketing tools for the territorial offer, bring tourists closer to producers and act as “intermediaries”. In fact, 61% would also like to have the opportunity to take tours that, from the “hub”, lead them to visit local companies, and 51% would like to be able to rent, for example, bicycles and e-bikes and then go to the producers.
“Already in 2019 we found that the lack of knowledge of what the territory offers was one of the main reasons for the lack of participation in food and wine experiences – says Roberta Garibaldi – today it is increasingly necessary to enable tourists to easily find proposals, book them and participate in them. Not only before departure, but also during the journey. The food and wine “hubs” are multi-functional spaces that can facilitate the discovery of the territory and, at the same time, network producers, guaranteeing their visibility and facilitating the arrival of tourists “.
The Italians do not, however, conceive of “hubs” as a simple passageway, as if it were a traditional information center. They would like it to be the first, almost “obligatory” stage of a journey to discover the area and its food and wine heritage. An example of how a “hub” can “initiate” the tourist to discover the area is represented by “Tempio del Brunello”, an innovative museum that is the expression of the wider cultural project “L’Oro di Montalcino” in Montalcino. Here, in addition to being introduced to the oenological culture of this important production area, it is possible to rent electric and traditional bicycles and have an indication of the routes that lead to the discovery of the Brunello area, also accompanied by the dedicated app “Oro di Montalcino”.
Likewise, the tourists of the beautiful country would like to live experiences in these places, such as tastings of the typical products of the area with professional guides and participate in workshops and cooking classes to learn local recipes. In our country there are regional wine shops that offer this possibility: the Provincial Enoteca of Trentino, for example, houses an educational kitchen and organizes tasting workshops to get to know the producers and production techniques of local wines live.
There is a strong interest in the use of new technologies and multimedia paths with videos and touch-screens. An opportunity to make a pre-experience and then decide, in full awareness, what to visit. A case history is the World of Wine-Wow in Porto, a widespread cultural and tourist “hub” with 6 interactive museums linked to the world of wine and 9 restaurants located throughout the city. “Planet Cork” is an entirely digital experience: visitors, inside a room where there is a replica of a cork plant, can learn through various devices the variety of uses of this material, of which Portugal is among the leading producers in the world. But also in Italy, the aforementioned “Tempio del Brunello” uses digital installations such as virtual reality viewers and immersive videos to tell the story of wine, the territory and people. For example, in the “Quadro Divino” room, the visitor can create his own artistic composition through touch stations, leaving a tangible sign of the emotions and sensations received.


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Marco Ribaudo

Marco Ribaudo

For the love of food and wine! Marco Ribaudo, Certified Sommelier, with 25 years in the food and beverage industry now invites you to join him in his latest adventure, the opening of la Cucina del Vino to share his culture and passion for creating unforgettable memories around the table.

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