Experiencing Wine & Food Tourism through innovation

Wine & food tourism has been growing steadily over the years and the quality demanded by tourists is also increasing, as they are becoming more active and participatory in their experience, attentive to safety and sustainability issues and more technologically inclined. According to the Report on Italian Food and Wine Tourism 2021, this sector has overcome the obstacles of the pandemic, registering a 10% increase in the number of tourists choosing food and wine as the main component of their trip, despite the decline in experiences offered due to the pandemic.

According to the Global Report of Covid-19 Impact on Wine Tourism, some wineries saw an increase in revenue, starting from experiences such as tastings, digital and in-person wine tours, ‘neverending tourism’ and online sales, as well as accommodation. The pandemic also contributed to the development of some food and wine tourism trends such as “Getting back to basics”, “Valuing local and locals” and “Food for well-being”, in line with the main trends identified by the Report on Italian Food and Wine Tourism 2021 and the 5 European food and wine trends.

The user was able to approach lockdowns in a “craft and DIY dimension”, for example through the Stay at home with Vietnam kit or platforms dedicated to digital experiential tourism. A second trend concerns the approach to food as an expression of territories and cultures. The third trend sees a regenerative function in tourism with ethical and sustainable wellbeing experiences. Innovation and participation are increasingly requested by tourists who feel the need to rediscover local products or learn about new flavours through the contact with nature, in safety and with psychological and physical benefits during and after the experience.

At Twissen, we have observed how food and wine are a fundamental element in the diversification of the destinations’ offer, and stimulate their development by increasing their attractiveness. This is why, in the post-Covid era, it is essential to take advantage of the “innovation” factor and digital acceleration to reopen the horizon of opportunities for the entire sector. Digital tools make it possible to broaden and make more interactive the relationship with customers, who become part of a wider audience through hybrid ways of enjoying the experience.

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