The future of the wine industry is NOT consumption, surprisingly?

 

The future of the wine industry is NOT consumption, surprisingly? For specialists in the field, it does not seem so curious.

Tourism related to Prosecco is registering a significant increase. Airbnb accommodations in Italy increased by 400%, generating revenues of 200 million euros.

 

The hilly region of Prosecco is becoming an increasingly popular destination for tourists

(Photo: Consortium Conegliano Valdobbiadene Prosecco Superiore DOCG).

 

After Airbnb introduced the “Vine Regions” category in 2022, accommodation rentals in wine regions exploded. In Italy, over 33,000 ads can be found in this category, and the number of accommodation increased by 400% between 2022 and 2023. The hosts obtained an average of over 4,500 euros each, generating a total of over 200 million euros.

 

Among the most visited wine regions are the Prosecco DOCG hills between Conegliano and Valdobbiadene, UNESCO site since 2019. In 2023, the number of Airbnb ads increased by 25%, and the number of visitors also increased by 35%.

 

To support the development of wine tourism, the “UNESCO Hills of Prosecco” association has entered into a partnership with Airbnb. The agreement includes initiatives such as an academy for hosts, support for the “Beauty Narrators” project and a new website to promote the region, with an emphasis on sustainable tourism, gastronomy and local wines, said Luca Zaia, President of the Veneto Region.

 

Airbnb data shows that 60% of tourists in Veneto are foreigners, most of them coming from the USA, Germany, France, Great Britain and Spain. In the UNESCO Prosecco DOCG area, 65% of the hosts are women, and over 90% of the ratings received were five stars.

 

Until we identify the Travel Agencies that will offer you attractive packages for visiting Italy and its famous wine regions, I say let’s drink a glass of Prosecco wine together and make our travel plans.

Here you can find Prosecco for all tastes: click to buy.

 

What do you think, is tourism the future of the wine industry?