The Balsamic Vinegar of Modena business, which generates more than €1 billion in consumer income, is also emerging as a major participant in food and wine tourism. Each year, Modena's vinegar producers welcome between 150,000 and 200,000 visitors, with a clear majority of foreign tourists (about 80%), demonstrating the product's tremendous global appeal. This phenomena exemplifies excellence in tourism linked to Geographical Indications, specifically PDO and PGI products. According to the second PDO Tourism Report 2025, the industry is expanding: 667 activities were registered, up 12%, and events climbed by 26%. Public interest is also growing: one out of every ten Italians has had an experience with Modena Balsamic Vinegar, and 62% say they want to participate in similar activities.