The Future of Wine Tourism in Italy: Who Decides Where American Wine Travellers Go Next?

Wine tourism remains one of the brightest growth areas in the wine world, especially among American travellers to Italy. Recent studies suggest that more than half of Americans travelling to Italy now place wine, food or both at the centre of their itinerary. Yet most continue to visit the same regions and wineries, leaving enormous opportunity for producers and territories still outside the usual routes.

So who shapes where wine-interested Americans actually go? Increasingly, specialist travel agents, wine-focused tour operators and trusted itinerary builders are influencing decisions, as consumers face choice overload and turn to experts to design memorable wine travel experiences.

In this session, veteran wine journalist, content strategist and global wine travel educator Susan Kostrzewa will lead a discussion with key voices in the specialist travel space, including travel agents and wine-focused tour operators. Together, they will explore how itineraries are built, which trends are emerging among American clients, and how Italian producers and regions can get onto the right radars.

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