Farmhouse with typical products in Italy: Organic farm and traditional cuisine

Agritourism for food and wine experiences in Italy: data, costs, and how to choose.

choosing the best villas, B&Bs and Agritourism for your holidays in the countryside, since 1998

Info and Description

Food and wine tourism on agritourism farms is a travel experience that combines a rural stay, tasting wines and typical local products, visits to wineries or olive oil mills, and direct participation in seasonal agricultural activities. Over the last decade, food and wine stays by foreign tourists have increased by 176% .

(Sources: AITE)

In short

Farmhouses that offer food and wine experiences are characterized by:

tastings of wines and typical local products
guided tours of the cellar, vineyard or oil mill
possibility of direct purchase of wines and artisanal products

Costs and seasonality:

Average cost of a guided tasting is between €20 and €40, while a wine tour with lunch included is between €80 and €120.
peak season between August and November

Explanation

The food and wine tourism market in Italy

Food and wine tourism is one of the fastest-growing segments of Italian tourism. In 2024, 760,000 international arrivals were recorded for food and wine , resulting in 2.4 million overnight stays and a total expenditure of €396 million. For 45% of foreign tourists, food and wine are the first thing they associate with Italy, ahead of historical monuments and fashion . The most attractive regions for international food and wine tourism are Tuscany, Sicily, Sardinia, and Puglia.

(Sources: AITE)

Wine tourism: a €3.1 billion sector

Wine tourism is currently worth €3.1 billion for Italian wineries, equal to 21% of the average turnover of wineries. Italy is the world's leading wine tourism destination: 85% of wine tourists cite it as their preferred destination for wine-related experiences . 98% of wine tourists say they are interested in repeating the experience in the next two to three years . Visits to the municipalities of the main wine denominations (2019-2024) have grown significantly, exceeding the regional average: Conegliano Valdobbiadene recorded a 26.5% increase, Brunello di Montalcino a 39% increase, Barolo a 17.6% increase, and Collio a 27.9% increase.

(Sources: Nomisma Wine Monitor for Unicredit and Vinitaly)

Market data and trends (Agriturismo.net)

Analyzing the offerings of agritourisms offering food and wine experiences:

34% of the total facilities organize wine tours
41% of these farmhouses also offer catering services
Tuscany is the region with the most facilities offering food and wine experiences (59.4%)

(Sources: Based on data from Agriturismo.net)

Practical part

How to choose a farmhouse for food and wine experiences

Check the type of company production : ask if the products being tasted are company-owned or purchased
Check the experience calendar : some activities such as grape harvesting or olive picking only take place at certain times of the year.
Ask if the tastings are guided : there is a difference between an aperitif with local products and a structured tasting
Consider the possibility of direct purchase : many farmhouses allow you to purchase directly from the farm
Consider the length of your stay : the most complete food and wine experiences are enjoyed over the course of several days.
Check the language of the experiences : is it available in English or other languages?
Ask the owner : Have any questions? Before booking, contact the property directly with your request, no obligation, using the "Ask the owner" button on the page.

FAQ

What is a wine tour at a farmhouse?

It's an experience that combines a visit to one or more wineries or vineyards with guided tastings of local wines, often paired with a meal featuring local produce. It can last from a few hours to several days, with overnight stays at the property.

How much does a food and wine experience at a farmhouse cost?

Prices vary greatly depending on the facility and the type of experience. A guided tasting averages €20 to €40 per person. A cooking workshop or wine tour with lunch included can cost up to €120.

Which regions have the most agritourisms for food and wine experiences?

Tuscany, Piedmont, Veneto, Sicily, and Puglia are the regions with the highest concentration of food and wine experiences on agritourism farms.

What's the best time to enjoy food and wine experiences on a farm?

It depends on the experience you're looking for. The grape harvest takes place between August and October, the olive harvest between October and November, and the production of fresh cheeses in spring.

Are food and wine farm holidays suitable for non-wine experts?

Yes. Most facilities offer experiences accessible to all levels, from beginners to enthusiasts. 58% of tourists visit even though they are not experts in the field.

(Sources: Nomisma Wine Monitor for Unicredit and Vinitaly)

Is it possible to purchase products directly from the company?

In many cases, yes. Wines, extra virgin olive oils, cheeses, cured meats, and preserves can be purchased directly from the farm, often at more advantageous prices than traditional channels.

Are farm stays offering food and wine suitable for families?

Generally, yes, although it's helpful to check in advance. Some facilities offer children's activities alongside those for adults. 51% of visitors are couples with children.

(Sources: Nomisma Wine Monitor for Unicredit and Vinitaly)

How many farmhouses organize food and wine experiences?

34% of farmhouses organize wine tours.

(Sources: Based on data from Agriturismo.net)

What's the difference between a tasting and a wine tour?

A tasting is a shorter experience focused on sampling, while a wine tour includes a visit, explanations, and often additional activities.

Sources

Wine Tourism 2025 - Nomisma Wine Monitor for Unicredit and Vinitaly

Report on Italian Food and Wine Tourism 2025 - Roberta Garibaldi / AITE

If for you a holiday is not just about beautiful landscapes but also about authentic flavours , if you are looking for a connection with nature and the authenticity of traditional recipes, why not take a look at our selection of farmhouses with typical products ?

You will find establishments that produce their own oil or wine , establishments that can let you taste homemade jams or fresh vegetables picked from the organic garden , perhaps packaged in small welcome baskets or transformed into tasty recipes.

What are you waiting for? Plan your food and wine holiday on a farm to share delicious flavors with family or friends!