The first edition of Fine #WineTourism Marketplace Italy 2025, the new Italian B2B event entirely dedicated to wine tourism, organized by Riva del Garda Fierecongressi and Feria de Valladolid, closed with highly positive results. Over two days on Lake Garda, 76 Italian and international exhibitors and 74 buyers from 24 countries came together for more than 1,440 targeted business meetings—89% of which were based on mutual preference between supply and demand. These numbers confirm the effectiveness of a format designed to foster concrete dialogue among those shaping the future of wine tourism.
“We are proud to have placed our territory at the center of the European wine tourism map. Fine Italy is not just a successful event but a true engine for development and promotion of Trentino,” said Roberto Pellegrini, President of Riva del Garda Fierecongressi. “We have shown that wine tourism, when approached with a targeted business format and international scope, can further enhance our destination, creating value for all involved sectors.”
Spanish partners shared the same enthusiasm:
“It is a great source of pride for us to have launched this project together with Riva del Garda Fierecongressi and all supporting partners. This marks a significant milestone in our 60-year history, as it is the first time we have organized an event outside Spain,” stated Alberto Alonso, General Director of Feria de Valladolid. “Above all, Fine Italy represents the consolidation of an initiative that, since 2020, has stood out for its pioneering nature, opening new markets and contributing concretely to the development of European wine tourism.”
Fine Italy 2025: Institutional and Market Dialogue Around Wine Tourism
Sponsored by ENIT, the Ministry of Agriculture, Food Sovereignty and Forestry, the Ministry of Enterprises and Made in Italy, and the Ministry of Tourism, Fine Italy 2025 placed wine tourism at the center of institutional and market discussions.
“Last year, we regained the top spot worldwide in wine production, and our wine exports reached €8 billion in revenue,” recalled Tourism Minister Daniela Santanchè. “More and more foreign tourists choose Italy for its fine wine, and wine tourism generates a turnover of around €3 billion, constantly growing.”
A sector in evolution, as emphasized by Alessandra Priante, President of ENIT:
“Wine tourism represents an important growth opportunity for Italian wineries. Structuring to welcome tourist flows means understanding the potential this sector generates: in the last ten years, wine tourism in Italy has grown by 176%.”
Trentino’s Strategic Role
From Trentino, the host region, came recognition of the initiative’s strategic value:
“The first edition of the event marks a significant moment for the territory and for the entire wine tourism sector,” said Provincial Councillor Roberto Failoni. “Trentino confirms itself as a meeting place for experiences, cultures, and expertise capable of generating value and promoting the richness of Trentino’s landscapes and traditions.”
Similar concepts were reiterated by Blanca Pérez-Sauquillo Lopez (Turespaña) and Silvio Rigatti (Garda Dolomiti), who identified wine tourism as a key lever for seasonality adjustment and sustainable territorial growth.
“Fine Italy is the professional platform that Italian wine tourism deserves to consolidate its growth path and strengthen competitiveness in a rapidly evolving global context,” commented Alessandra Albarelli, General Director of Riva del Garda Fierecongressi. “The success of this edition stems from the pact of trust and respect with the entire Italian wine tourism system.”
Looking Ahead
The event, supported by technical partners such as Great Wine Capitals, Movimento Turismo del Vino, and Unione Italiana Vini, along with major industry sponsorships, will return to Riva del Garda in autumn 2026, following the Spanish edition in Valladolid scheduled for March 3–4, 2026.
Be Fine Stage: Visions for the Future of Wine Tourism at Fine Italy 2025
Alongside business meetings, the Be Fine Stage offered two days of high-level insights. Highlights included the presentation of the first Report on Wine Tourism in Italy, curated by Roberta Garibaldi and SRM – Gruppo Intesa Sanpaolo, analyzing management models and economic impacts of the sector.
American lecturer Paul Wagner, in his talk “The Cardinal Sins of Wine Tourism and How to Atone for Them”, stressed the importance of listening:
“In the wine sector, we want to talk and explain everything to the consumer, but often we don’t listen. We talk too much and, as a result, never learn how to truly communicate with our customers.”
Internationalization and collaboration were central themes of “Geographies of International Wine Tourism: Models and Dialogues”, a roundtable moderated by Giambattista Marchetto, comparing experiences from Mainz to Trentino, from Abadia Retuerta to Napa Valley.
The second day featured Movimento Turismo del Vino with “Wine Tourism Styles: Regional Differences and Business Specificities”:
“Italian wine tourism is a mosaic of experiences and styles reflecting the variety of our territories and wineries,” said Violante Gardini Cinelli Colombini. “This diversity is our strength: it transforms plurality into value and competitiveness.”
Closing the series was the roundtable “Growth Paths in Wine Tourism: The Value of Networks”, moderated by Giovanna Voltolini, highlighting wine tourism as “one of the most dynamic engines for enhancing Italian territories.”
From the discussion among Mariangela Cambria, Silvia Ghirelli, Tommaso Martini, and Angelo Radica emerged a shared vision: the future of wine tourism lies in creating strong territorial networks and fostering a hospitality culture that combines sustainability, slowness, and innovation.
With Fine Italy 2025, Riva del Garda has established itself not only as a crossroads for wine business but as a meeting point and vision hub for an increasingly mature, aware, and international Italian wine tourism.
