Italy will be represented at Vinitaly USA 2026 (New York, October 26-27), where it will present the value of wine as a strategic asset and identity driver, as well as the country's growing prominence in the wine tourism sector. In an international market that is experiencing an increase in demand for authentic experiences that are associated with local territories and identities, wine serves as a unique entryway to discovering Italy. According to an ENIT Research Department analysis based on UniCredit-Nomisma Wine Monitor 2025 data, 98% of wine tourists plan to repeat at least one wine-related travel experience in the next two to three years, with Italy ranking as the preferred destination for future experiences for 85% of them. The US market confirms its importance for Italian tourism. In the first half of 2026, 1.9 million Americans visited Italy, accounting for more than 17.7 million overnight stays. Compared to the same time in 2025, spending increased by 7.5%, travelers by 6.2%, and overnight stays by 7.6%.