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An overview of the phenomenon of wine tourism in Italy, contextualized within a wine field unique in the world and an ampelographic variety of high landscape, naturalistic and economic-productive value. A vademecum on everything you need to know about its history and its conceptual and regulatory framework, especially in the wake of the approval of the decree of 12 March 2019 which governs the sector, an increasingly strategic asset for the development of Italian viticulture. But also a guide for entrepreneurs, who find collected tips and rules to follow to place their winery among the most sought-after wine destinations and manage wine tourism in a logic of economic development and environmental and social sustainability, keeping in mind all the safety requirements needed in time of Covid-19. In essence, this is the fulcrum of the volume “Wine Tourism in Italy. History, legislation and good practices “(Edagricole Edition – News Business Media, in the” Strategy and Management “series) on April 9 (11 am) on the Youtube channel of the Senate of the Republic, from the Sala Caduti di Nassirya in Palazzo Madama, from two authors, Senator Dario Stefàno – President, among other things, of the European Union Policy Commission of the Senate of the Republic – and Donatella Cinelli Colombini, founder of the Wine Tourism Movement.
With a view to involving the world of institutions, underlining the importance of the merger in a unitary project in order to develop a joint strategy to relaunch the country system, the two authors will also intervene together with the Minister of Culture Dario Franceschini, Minister of Tourism Massimo Garavaglia and Minister of Agricultural Policies Stefano Patuanelli. Among the guests of the presentation, also the President of Assoenologi and of the Union Internationale des Œnologues Riccardo Cotarella, the TV presenter and author Federico Quaranta and the Edagricole journalist Lorenzo Tosi.
“Wine and agri-food of excellence in general are the locomotives of the tourist restart”, anticipates Dario Stefàno, drafter of the first legislation on tourism in the cellar, making explicit reference to the primary role of agri-food as a magnet for foreign visitors, a role in which it has even surpassed art and culture, of which our country is very rich. “For this – he adds – a manual on“ Wine tourism in Italy ”, where the principles and practice of wine hospitality are taught, is extremely important and allows the 25 / 30,000 Italian wineries open to the public to be transformed into development engines. It can become the first brick of an enormous construction which, in the hope of all, will use wine and agri-food excellence for a faster, more sustainable and lasting rebirth of our country ”.
In the book, which therefore presents itself as a mix of theory and concreteness capable of directing wine territories and wineries towards an important future, we speak not only of history and regulations but also of planning in a European key. And how to combine the post Covid restart with the Green deal, Farm2Fork and Next Generation projects through tourism and the use of the wine locomotive. But above all we talk about wine and its many facets that make it a strategic element for the Italian economy from the points of view of both culture, tourism and agri-food policy.
“Focusing on wine tourism as a locomotive for the restart of tourism – adds Donatella Cinelli Colombini – it means giving concrete application to the European objectives of the Next Generation. In fact, wine tourism requires, especially at this time, a wide use of digital technology and consequently requires a marked improvement in connectivity in the countryside. The prospects are of an increasingly slow, widespread and seasonally adjusted tourism, able to offer young people a future of life and work in the countryside but also to bring those who produce agri-food closer to those who consume it, also in terms of shopping, increasing culture food and encouraging healthier and environmentally friendly nutritional choices “.
Food and wine can thus be the keystone of a return of international tourism, which has suffered a sharp slowdown with travel restrictions. Wine tourism, in the year of Covid-19, made Italians rediscover proximity tourism, but the national presences are only a small part of a much wider audience to which they were used to in pre-epidemic times. The recipe for quickly bringing European tourists back to Italy first and American and Asian tourists later – within a couple of years – also lies in the attractiveness that our country can offer them, in experiential terms. Tastings of food and wine products that give pleasure and emotion, visits and shopping in the places of production in the first place.


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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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