The crisis can be the right stimulus, both for winemakers and for institutions, to consolidate this trend
Diversification of proposals and the union with local culture are two very promising tools for the reconstruction of the wine tourism chain on a more sustainable and inclusive basis. Together with technology: it will become, in fact, more and more important to collect data of actual and potential visitors, including not only traditional customers, but also online ones (website, social media, etc.).
Estimates point to a full recovery of the tourism industry in 2023. Being able to track these users is necessary to plan creative and effective services with specific offers for each segment, providing a personalized offer. Technology is an excellent help to maintain interactions with visitors, but without forgetting to give a human touch through good storytelling.
The centrality of the wine tourism sector is evidenced by the success that the events had during last summer. The emotional experience in the places of production remains the main goal, however, in the light of this prolonged health emergency, it is necessary to point out a need to make that digital step forward, at the level of individual companies, but especially at a national level, also highlighted by the comparison with other European countries. The crisis can be the right stimulus, both for winemakers and for institutions, to go in this direction and really help a sector that, thanks to its dual nature of agriculture and tourism, involves with networks and collaborations many entities, activities and realities on the territory.