Vineyards Magazine

Credits: Vinitaly 2025

The debut of Vinitaly Tourism, featuring 63 Italian wineries alongside domestic and international travel agencies from the United States, Spain, and Germany, signalled the growing importance of experiential offerings . Violante Gardini Cinelli Colombini, president of the Movimento Turismo del Vino (MTV), articulated the sector’s evolution: “Differentiation is the key to meeting the needs of the contemporary wine tourist. It’s no longer about just showing the cellar, it’s about creating memories” .

Across Italy, wineries are responding to this challenge with creativity and ambition. From yoga sessions among the vines and vineyard cycling tours to wine festivals with live music and art workshops, producers are transforming wine tourism into a sophisticated driver of brand loyalty and market differentiation . Tuscany and Umbria lead with premium experiences priced up to €170, while southern wineries have embraced digital outreach and social media engagement to reach new audiences .

Looking Forward: The Road from Verona

As Vinitaly 2025 drew to a close, the industry reflected on a fair that had successfully balanced celebration with sober assessment. The 7% increase in foreign buyers, strong performance from key markets, and record engagement with new sectors like No-Lo and wine tourism provided grounds for optimism . The presence of two European Commissioners for the first time signalled the fair’s growing policy relevance and its role in shaping the regulatory framework for European wine .

For organic wine, the message from Verona was clear: sustainability is no longer a niche concern but a central pillar of Italian winemaking’s future. From the comprehensive vision of Grapur to the cultural sophistication of Fabula Amoris, organic producers demonstrated that environmental responsibility and commercial success can advance together.

Yet challenges remain. Tariff disputes, regulatory delays, and the need for continued market diversification will test the industry’s resilience in the months ahead. The organic sector, with its emphasis on long-term thinking and sustainable practices, may be uniquely positioned to navigate these uncertainties.

As Italian wine looks toward Vinitaly 2026, scheduled for April 12-15, the foundations laid in 2025 will prove crucial . The organic revolution is underway, and Verona has confirmed its place at the heart of that transformation.

Henry Borzi