As the demand for Made in Italy wines increases, so do the prospects for expansion in rural regions and local wine-producing communities, where the development of tourist infrastructure is insufficient to accommodate vacations spent at home or in a homestead. A recent Airbnb survey in Italy found that staying at home is the greatest method for more than two-thirds of guests to connect with local culture. Since its inception, the "Vineyards" category on the popular portal has quickly become one of the most popular on Airbnb. In Italy alone, there are almost 33,000 listings in this category. Overnight stays in vineyards climbed by 400% in 2023 compared to 2022, with over 880,000 visitors and an average stay of 3.88 nights. Hosts offering vineyard stays earned more than €200 million in 2023 alone, while the average Italian host in the category earned roughly €4,500 during the same time period.
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