Articolo disponibile anche in: Italian

Wine tourism in Tuscany is going in a positive direction regarding the national level. This has been confirmed by an analysis of the Movimento Turismo del Vino Toscana in its 13th report on wine territory presented to the Città del Vino a few days ago in Umbria.

In fact, in the report, some aspects of the things on which the Strade del Vino and the Comuni del Vino have to concentrate were discussed.

For example, Applications for smart phones (8 Strade out of 10 don’t even have one) or a functional website (in this case 4% of the “Strade” don’t even have one website). The situation is completely the opposite in Tuscany.

Violante Gardini

Violante Gardini

“We start with the analysis that we can make as a ‘Movimento’ for our members in Tuscany,” explains the president of the Movimento Turismo del Vino Toscana, Violante Gardini.

“In this sample, we can see that in respect to the numbers presented by reports curated by the Wine Business course that our cellars are evolved, starting with, for example, the diversification of the tourist offering, with more than one cellar proposing additional services in respect to the simple guided visit with wine tasting”.

Diversification and emotions will be the main topics for the next edition of the important appointment with summer, Calici di Stelle.

The Movimento Turismo del Vino Toscana will be uniting the uniqueness of wines to that of nature and the landscape from where they come. From August 10 to August 15, in the piazzas and in the wine cellars there will be many events promoted all over Tuscany.

Participating wine cellars will offer the possibility of watching the stars directly from their own vineyards starting at sundown. They will distribute a map of the stars and a kit for outdoor wine tasting. From the reports made by the Movimento Turismo del Vino Toscana on attendance during the last addition of Cantine Aperte, we note a strong growth among young people. 50% of the visitors were between the ages of 25 and 40, more than during the 2016 edition.

The young wine tourist prefers to move by couple or in a group, living the moment as relaxation, but they also consider the experience as personal growth in respect to the wine scene that became a status symbol during the last few years.

It is true that millennials are less in volume, but their experience is mostly out of the home and with more attention to the quality of the final product Fundamentally, for the wine cellars to meet the needs of tourists you need interactivity and the ability to get information relative to services offered.

This is the practical side of the new portal of the Movimento Turismo del Vino Toscana, created to be better visualized especially on tablets and telephones as an application.


The real revolution is the “geo referenziazione” of the cellars: each wine fan, by comfortably using his smart phone and particularly through a filter that localizes services, can receive a list of the nearest wine cellars which best meet their requirements in the area.

Once the wine cellar is chosen, automatically, the system will start navigation with directions for arriving directly at the destination.

“For Italians, wine tourism consists of short trips, within 100 km, which in Tuscany is concentrated in the most famous localities and appellations,” concludes Violante Gardini. “The new style of wine tourism is more diffuse and less elitist than before, in other words one that doesn’t regard only wine lovers”.