The wine tourism sector in Italy is expected to produce approximately €3.1 billion in 2025, accounting for an average of 21% of winery turnover. While the average visitor spending is contingent upon the services utilized, it exceeds €100 per individual, which encompasses purchases at the winery and overnight stays. According to the Wine Monitor-Unicredit report, this is a growing trend, fueled by more structured enterprises that can provide a variety of experiences and personalized packages. But who are the main participants in wine tourism in Italy? According to a survey of 300 wineries, the clientele is largely Italian, male, 41-55 years old, generally in couples or families, and has an average level of wine experience. Only Tuscany and Sicily have a substantial number of foreign tourists, led by the United States and Germany. "In a wine market fraught with uncertainty, wine tourism is bucking the trend, driven by the growth in foreign tourists, who reached a record 75 million arrivals in Italy in 2025", says Denis Pantini, Director of Agrifood and Wine Monitor at the economic analytical firm Nomisma. "It effectively represents a strategic driver of value creation for wineries, especially small and medium-sized ones".