Italy will be present at Vinitaly USA 2026, held in New York on October 26 and 27, to highlight the value of wine as a strategic asset and defining identity, as well as our country's increasingly important position in the wine tourism sector. In a worldwide market where desire for real experiences related to particular regions and identities is increasing, wine serves as a unique entryway to understanding Italy. It is a market worth €3.1 billion. According to an ENIT Research Office analysis, 98% of wine tourists plan to repeat at least one wine-related travel experience over the next two to three years, with Italy ranking as the top location for future experiences for 85% of them. In 2025, 30,000 US travelers chose Italy for a food and wine vacation, double the previous year's total expenditure of €42.3 million. The United States is an important market: in 2025, it produced €6.6 billion in tourism expenditure and 3.6 million overnight stays in Italy, and it is still rising. Vinitaly USA is a major event for promoting wine tourism.