The study, titled "Enotourism 4.0 - Enotourism Observatory: Evolution of the Digital Era," conducted by Dario Stefàno and Donatella Cinelli Colombini, provides valuable insights into the challenges and opportunities faced by wineries across the country. Italy's wine tourism sector, particularly small family-owned vineyards, plays a significant role in the country's tourism landscape. These establishments, which account for 39% of the sector, attract around 15 million visitors annually and generate approximately 7% of their wine-related business revenue through enotourism activities. Despite their economic importance, 46% of these wineries have an annual turnover of less than EUR 500,000, highlighting the need for targeted support to enhance their competitiveness. One of the main challenges faced by wineries, both large and small, throughout Italy is the shortage of skilled personnel. This issue is particularly acute in regions such as Veneto, Sicily, and Friuli Venezia Giulia, where the demand for trained staff exceeds the available supply. The study identifies key professional profiles sought by wineries, including multilingual staff, sommeliers, and marketing specialists, among others.
In terms of infrastructure and offerings, Italian wineries have diversified their enotourism experiences to attract visitors. From wellness and relaxation facilities to cultural and culinary experiences, wineries are expanding their offerings beyond traditional wine tastings. However, challenges such as limited access to skilled personnel and seasonal fluctuations in visitor traffic remain prevalent. To address these challenges and capitalize on opportunities, wineries are increasingly investing in digital marketing and online sales channels. While social media platforms are widely used for engagement, the conversion rate from online interactions to actual sales remains modest. Nevertheless, there is a growing interest among wineries, particularly in central and southern Italy, in establishing e-commerce platforms to tap into new markets. Overall, the study underscores the need for a coordinated effort among stakeholders, including policymakers, industry associations, and educational institutions, to support the growth and sustainability of Italy's wine tourism sector. By addressing skill shortages, enhancing digital capabilities, and promoting responsible tourism practices, Italian wineries can capitalize on their unique heritage and contribute significantly to the country's tourism economy.
