Italy: march of the 'wine-nauts'

A new kind of specialised tourism appears to be taking Italy by storm.

Wine tourism continues is growing in popularity and now generates some 2.5 billion euros in revenue, according to data released during the Wine and Food Tourism Fair 2008.

There are currently around five million practising wine tourists, also known as 'wine-nauts', in Italy and experts believe that the wine tourism movement is operating at only 20% of its potential and could easily double in the near future.

Among the factors helping the movement to expand are Italy's 140 'wine roads', specialised itineraries through wine-producing regions, as well as annual events like Open Cellars, which draws over a million tourists to vineyards in the spring.

Helping the local economy

Evidence of wine tourism's success is the fact that of the three million euros in turnover made by 82 of Italy's leading wine producers, 7.5% comes from direct sales at the vineyards themselves.

A study by the social research group CENSIS found that every 10 euros spent in the vineyard generates 50 euros in earnings for the local economy. And according to another CENSIS report, wine and food have become the second most important reason why tourists come to Italy and are considered the treat which gives the greatest satisfaction to visitors.