AITE maps 5 overlapping profiles of Italian food-and-wine tourists

5 profiles, with discovery in the lead

Roberta Garibaldi, professor at the University of Bergamo and president of AITE—Italian Association of Food and Wine Tourism, presented the research at BTO—Be Travel Onlife 2026, the 18th edition of the digital-tourism and innovation event held at Florence’s Stazione Leopolda on November 10–11, 2026. The analysis used a Computer Assisted Web Interviewing survey conducted in February 2025 among 1,501 Italians.¹

The study identified 5 profiles that can overlap: Explorers represented 69% of respondents, Partygoers 40%, Intellectuals 26%, Flower Children 19% and Hedonists 14%. Because multiple answers were allowed, 1 person can belong to several groups, and motivations can vary with the destination, occasion or stage of life. The findings therefore challenge segmentation based only on age, origin or income.¹

Explorers and Partygoers

Explorers, the largest profile, were motivated by new experiences at 77%, contact with local people at 26% and rural or natural settings at 16%. The group was 48% male and 52% female, with an average age of 42.7. Recommendations from relatives and friends informed 64%, the highest share among the profiles, while 41% used Instagram. Typical dishes in independent local restaurants attracted 69%, direct purchases from producers 67%, and markets or artisanal food shops 61%.¹

For Explorers’ last 3 food-and-wine trips, Tuscany led Italian destinations at 37%, followed by Emilia-Romagna at 24%, Veneto at 20%, Puglia at 18% and Sicily at 16%. Abroad, Spain reached 21% and France 19%; the United Kingdom, Portugal and Greece each recorded 8%. Their average wine-tourism trip was the shortest, at 3.27 days. Declared budgets were €45 for a traditional dinner, €36 for a winery visit with tasting and €27 for a food-and-wine event. They reported the lowest concern about overtourism, with an average impact score of 5.88, and the strongest opposition to an entrance fee as a management measure, at 3.08 out of 5.¹

Partygoers sought entertainment at 63% and a break from routine at 44%. Their average age was 43, the highest of the 5 profiles: 25% were aged 25–34, 26% were 35–44 and 24% were 45–54. Southern Italy accounted for 34% of the group. Campania represented 14%, against 10% nationally, and Naples alone 9%, compared with a 6% national share.¹

Their preferred settings included local restaurants and direct producer purchases, both at 60%, local markets at 51%, and historic restaurants and cafés at 43%. Agritourism was the leading accommodation choice at 26%, the highest figure among the groups. Declared spending was €47 for a traditional dinner, €41 for a winery visit and €34 for an event. Their recent Italian destinations were led by Tuscany at 32%, Emilia-Romagna and South Tyrol at 21% each, and Puglia and Veneto at 19% each. France reached 22% abroad and Spain 21%.¹

Intellectuals and Flower Children

Intellectuals combined education, active travel and digital information. Some 34% held a master’s degree, postgraduate qualification or PhD, compared with 30% of the full sample. Their average age was 40.8, while 18–24-year-olds made up 10%, against 6% overall. Instagram was used by 47%, specialist websites by 32%, food-and-wine guides by 19% and trade publications by 14%. Self-guided themed itineraries attracted 41%, and 38% joined expert-led cycling or trekking experiences centred on local food and products, the highest proportion among the profiles.¹

Flower Children associated food-and-wine travel with physical and mental wellbeing at 66% and self-discovery at 38%. They were the youngest group, averaging 39.5 years; 35% were aged 25–34, compared with 26% across the sample. They were also the only profile with a marked gender imbalance, at 58% men and 42% women.¹

Their trips averaged 3.98 days, the longest of the 5 groups. Day trips accounted for 7%, against 15% overall, while 19% stayed for 5–7 days. Multi-day food-and-wine trips arranged by specialist agencies had been taken by 41%, compared with 26% of all respondents. Only 16% had never visited a winery, versus 26% overall, and 36% had never visited a food museum, compared with 50% in the full sample.¹

Flower Children reported the highest willingness to pay in almost every measured category: €56 for a traditional dinner, €53 for a winery visit with tasting, €47 for a vinegar cellar, €46 for a food-and-wine event and €42 for a food-museum ticket. Their interests included wine-, olive-oil- or beer-themed wellness treatments at 28%, cultural or artistic events hosted by producers at 31%, and cycling or trekking at 36%. They also preferred themed lodging, from country relais to hotels centred on wine, food or olive oil. Michelin-level gourmet restaurants were chosen by 31%, compared with 30% of Hedonists.¹

Hedonists mix luxury with informal experiences

Hedonists, who explicitly sought luxury and indulgence, had the highest income profile. Personal income of €55,000–€75,000 was reported by 11%, against 7% overall, while 6% earned €75,000–€120,000, compared with 3% across the sample. Emilia-Romagna accounted for 15% of the group, versus a 9% national share. Yet 55% bought food from food trucks, while 30% patronised Michelin-level gourmet restaurants.¹

Hotels were the main previous accommodation for 25%, and 21% intended to use them on future trips, the highest future figure among the profiles. For future travel, 37% were interested in wine-, olive-oil- or beer-themed wellness treatments. Over the previous 3 years, 32% had attended cultural or artistic events hosted by producers, and 31% took part in fresh-seafood tastings organised by fishers or seafood businesses, the highest share among the groups.¹

Hedonists declared budgets of €51 for a traditional dinner, €50 for a winery visit, €47 for a brewery visit, €45 for a vinegar-cellar experience and €40 for a food-and-wine event. Each comparable amount remained below the Flower Children’s figure. Their last 3 food-and-wine trips placed Tuscany first in Italy at 37%, Emilia-Romagna and Lombardy at 23% each, and South Tyrol at 18%. Spain led foreign destinations at 29%, the highest percentage among the profiles, followed by France at 23%.¹

Territories and supply chains put the profiles into practice

The BTO panel coordinated by Garibaldi added 3 territorial and supply-chain perspectives. Halil Korkmaz, a board member of the Istanbul Convention & Visitors Bureau, described Turkey through its meeting of cultures, historic routes and gastronomic traditions. The example was connected to Explorers: cultural variety, encounters with communities and discovery of place can serve curious visitors who want to move beyond conventional routes.¹

Rosanna Romano, director general for Cultural Policies and Tourism of the Campania Region, presented conviviality, pizza, festivals, events and gastronomic traditions as reasons to travel and as resources for strengthening territories. Federico Desimoni, general manager of the Consorzio Aceto Balsamico di Modena IGP, focused on the link between quality production, cultural heritage and knowledge. Production expertise, processing methods, vinegar-cellar visits and place-based interpretation can turn Aceto Balsamico di Modena IGP into a structured, recognisable experience particularly relevant to Intellectuals.¹

Together, the examples showed that an agri-food product becomes a tourism resource when its cultural and territorial meaning is made accessible through organised experiences suited to visitors’ motivations. The Turkish case addressed discovery and community contact; Campania highlighted social occasions and traditions; the Modena balsamic-vinegar supply chain connected technical knowledge and heritage with learning-oriented travel.¹

1 asset, several propositions

Garibaldi’s concluding framework starts from overlapping motivations: the same traveller may pursue discovery, culture, wellbeing and gratification at different points in 1 journey. A single winery, farm or destination can therefore address all 5 profiles with distinct propositions: producer contact for Explorers, conviviality for Partygoers, interpretation and knowledge for Intellectuals, nature and wellbeing for Flower Children, and personalisation and exclusivity for Hedonists.¹

The practical task is not necessarily to create more tourism products. Garibaldi proposed making the existing offer modular, changing content, services and pricing to match different motivations. That approach lets 1 place or business organise several recognisable versions of its experience while retaining the same underlying territorial or production asset.¹