The latest data on food and wine tourism paint a picture of a rapidly changing market: it is no longer enough to speak of “food and wine tourists” in general. To design experiences capable of attracting diverse audiences, we need to understand what motivates them, how they make their choices, and what they are truly looking for.
Roberta Garibaldi will present the latest data and new trends in food and wine tourism, introducing five tribes of travelers: Explorers, Partygoers, Intellectuals, Flower Children, and Hedonists. Three case studies will demonstrate how this segmentation can translate into concrete offerings: Halil Korkmaz will explore Türkiye through the lens of the Explorers—travelers driven by the discovery of cultures, regions, and flavors; Rosanna Romano will highlight Campania and the Party-Lovers, focusing on conviviality, gastronomy, pizza, and events; Federico Desimoni will conclude with Balsamic Vinegar of Modena PGI and the Intellectuals, who are drawn to heritage, knowledge, and production sites.
A panel discussion to understand who the new food and wine tourists are and how to transform data and motivations into more impactful, recognizable experiences that can generate value for local areas and businesses.
SPEAKERS
Halil Korkmaz
Istanbul congress and visitors breau Board member & Treasurer
Federico Desimoni
Consortium for the Protection of Balsamic Vinegar of Modena Direttore Generale
Roberta Garibaldi
Italian Association for Food and Wine Tourism Presidente
