Wine tourism: strategic opportunities for Aglianico del Vulture

The article places wine tourism within the regulatory framework introduced by Italy’s 2018 Budget Law and considers how the Vulture and Aglianico could become stronger destinations for wine travellers.

It cites a Coldiretti survey conducted with Movimento Turismo del Vino in which seven out of ten Italians had bought at least one bottle directly from a winery. It also refers to the XII Città del Vino report, which estimated around 14 million winery visits in 2015 and attributed approximately 70% of wine-tourism turnover to bottle sales.

Drawing on a 2016 World Food Travel Association study based on roughly 2,500 interviews across eleven major markets, the article describes thirteen traveller profiles: authentic, innovative, eclectic, social, local, gourmet, organic, adventurous, budget-conscious, habitual, aesthete, vegetarian and trendy. It notes that 93% of those interviewed had taken part in at least one significant wine-related activity during travel in the preceding two years.

Potential winery services are presented as a broad spectrum: tastings of current releases or special vintages, guided cellar visits, estate-shop purchases, barrel adoption, weddings and events, catering, pairings with local products, barrel tastings, wine clubs, courses, cooking classes, branded wine bars, museums, cycling, vineyard trekking, educational farms and vinotherapy.

For the Vulture, the article identifies Aglianico del Vulture DOC and DOCG as important tools for attracting wine enthusiasts, newcomers and curious visitors. It portrays the area’s distance from mass-tourism destinations, volcanic origins and expanses of Aglianico vineyards as central to its landscape appeal.