event10 November nest_clock_farsight_analog03:00pm-03:50pm pin_drop Hall #4 language Italian

Wine Experience 4.0: when wine, culture, and the outdoors become a destination

Food and wine tourism is evolving toward increasingly experiential models, in which wine and food serve as the starting point for a broader journey that integrates culture, landscape, wellness, sports, and human connections.

The panel aims to explore how destinations and businesses in the sector are developing offerings capable of transforming a simple tasting into an immersive and memorable experience. The focus will be on both young people and families—through the promotion of nature trails, sports activities, and wellness initiatives—and on an adult and international audience, through offerings that combine wine, art, entertainment, cultural enrichment, and exploration of the local area.

Through discussions featuring leading wineries and industry experts, the event will showcase projects and case studies that demonstrate how the success of contemporary wine tourism lies in its ability to evoke emotions, forge connections, and create authentic experiences. The panel will offer practical insights for destinations, consortia, businesses, and tourism operators interested in developing innovative models of food and wine tourism.