Who has never dreamed of earning a “reward vacation”? This globally shared dream has a very definite destination. Italy, in fact, ranks as the leading destination for international workers, surpassing even the United States and Australia. This is a finding that is also being reinforced among those well-acquainted with Italy: even frequent visitors continue to rank it among their preferred destinations, indicating a fascination that persists and deepens over time. This was disclosed by Ipsos Doxa, a prominent market research firm, in collaboration with Wine Tourism Hub, a specialized center of expertise that unites professionals and organizations involved in wine tourism, direct sales, digital innovation, logistics, legal matters, and various other fields. But some progress must be made. Specifically, in terms of the need to reinvent language and vision in order to engage with new generations about food and wine (a popular topic abroad alongside tourism, Made in Italy, and culture). In the case of wine, Wine Tourism Hub discovered that for Generation Z, it's all about sharing (64%), conviviality (65%), and a connection to the local community (51%). However, almost four in ten young people (38%) say they "don't understand much about it", and nearly six in ten (58%) say they're "afraid of saying something wrong". Fifty-one percent think it's "too technical" and just for professionals. Analysts clarify that this is a language barrier, not a content one. Young people are open to exploring wine, but they prefer more direct, visual, and participatory storytelling and experiences. They’re therefore looking for “reward vacations” that reflect their way of being.