Pizza, pasta, and wine – nothing says Italy quite as well. These three words are not only symbols of Italian culture, but also a multibillion-euro industry. Food and wine tourism attracts millions of tourists every year and as a result, in 2023 this sector accounted for 40.1 billion euros of social and economic activity, from which 9.2 were direct revenue. This phenomenon continues to grow and to be the backbone of the country with some regions and products experiencing high protection by the government.
From north to south, Italy has numerous regions known for their wine production. Yet none stands out quite like Tuscany – home of the infamous red wine Chianti. Notable for its beautiful scenery and hospitality, Tuscany is the most popular region for wine tourism in the country. Statistics suggest that over 2 million people visit Tuscan wineries annually, but millions more of tourists come to the region to experience the wine culture. This approximates 14 million visitors each year. With this level of global attention, protecting Tuscany has become a cultural and economic mission. The regional government uses multi-faced policies, such as the DOC and DOCG systems that set strict production rules, aimed to preserve the quality and authenticity of specific types of Tuscan wines. These policies also encourage more traditional and sustainable methods for growing, such as terracing.
Another well-known region for food tourism is Campania - home to Naples, the birthplace of the pizza. The roots of the culinary tradition run so deep that the city even has a UNESCO recognition for its historical significance. In fact, the traditional practice of pizza making, also known as the art of the pizza maker, became part of the List Of Intangible Cultural Heritage in 2017. With that being said, the capital of pizza Margherita and Mozzarella di Bufala has become a cultural landmark for visitors and according to the Rome Business School, the tourism economy contributes 890 million euros to the Campania region. Cooking classes, pizza and buffalo factory visits, and street food tours thrive there, as such experiences serve as a magnet for tourists.
Italy is undeniably one of the countries most celebrated for its food and wine culture, a reputation well earned through its rich culinary traditions. As this is an integral part of the country, it has also become such a dominating part of its economy, generating billions of euros each year. By transforming its culinary culture into economic strength, Italy has shown how tradition and innovation can complement each other to create a lasting prosperity.






References:

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Banfi.it, 2025, www.banfi.it/eng/news/wine-tourism-in-tuscany-regulations-and-data-castello-banfi-wine-resort/. Last accessed 18 Oct. 2025.
redazione. “Food and Wine Tourism Grows in Italy: +12% Compared to 2023 for 40.1 Billion of Economic Impact.” WineNews, 16 Dec. 2024, winenews.it/en/food-and-wine-tourism-grows-in-italy-12-compared-to-2023-for-40-1-billion-of-economic-impact_545160/. Last accessed 18 Oct. 2025.
Rome Business School. “The Business of Tourism in Italy. Analysis and Outlook by Sector.” Rome Business School, 27 May 2024, romebusinessschool.com/blog/the-business-of-tourism-in-italy-analysis-and-outlook-by-sector/. Last accessed 18 Oct. 2025.