Assovini Sicilia presented the enotourism experiences available at its member wineries at the Wine Tourism Expo (FINE) in Valladolid, highlighting that 84.8% have integrated extensive hospitality infrastructure.
Itineraries, enotourism routes, and immersive wine experiences were central to the presentation, underscoring Assovini Sicilia’s dedication to promoting wine destinations as integral to the island’s tourism and cultural fabric, and as key drivers of its economy.
The sixth edition of the Wine Tourism Expo reaffirmed its status as a strategic hub for industry professionals, facilitating knowledge exchange through conferences, round tables, and workshops that explored diverse marketing models and success stories from wineries and regions globally.
Enotourism in Sicily: An Authentic Immersion
For Assovini Sicilia‘s hundred wineries, enotourism embodies the authentic fusion of wine passion and territorial discovery. According to the Assovini Sicilia 2024 Report, curated by the University of Messina, 84.8% of member businesses have integrated enotourism services into their operations. This data highlights that Assovini’s wineries are expanding beyond traditional tastings, incorporating accommodation to offer comprehensive territorial immersion and diverse experiences.
Complementing this are various wine experiences: 91% offer guided winery and production tours, providing insight into the vineyard-to-table journey. Wine trekking, offered by 30%, connects enotourists with nature and terroir, fostering authentic local resource relationships. Furthermore, 15% offer harvest participation, allowing rediscovery of ancient winemaking traditions.
Moreover, Assovini’s wineries are committed to enogastronomic traditions and culture. The Report confirms this: 26% offer cooking classes emphasizing regional gastronomy, sustainability, and biodiversity, while 46% host concerts and cultural events. Finally, 10.9% feature on-site restaurants, and 19.6% provide accommodation like rooms or wine resorts.
A Unique Opportunity for Sicily
“Today, enotourism in Sicilian wineries aims not only to supplement revenue and enhance brand awareness but, crucially, to foster a robust wine culture and create memorable customer experiences,” states Mariangela Cambria, president of Assovini Sicilia. “This presents a unique opportunity for Sicily to share enotourism offerings that transcend tasting, integrating culture, gastronomy, and nature. Wine, with its symbolic and synthesizing capacity, uniquely narrates territories, history, and people, serving as an ambassador for places.”
During the event, buyers and visitors explored enotourism offerings from Spain, France, Portugal, and Italy. The fair also featured conferences, round tables, and workshops analyzing marketing models and success stories, and facilitated B2B connections.