Wine tourism in southern Italy: A surge in popularity and economic impact

Wine tourism has transformed from a leisure activity into a crucial part of the tourist experience, significantly contributing to rural tourism's expansion in italy. It has witnessed a notable surge in popularity in recent years, evolving as a key motivator for travel (antonioli corigliano, 2002; brunori & rossi, 2000; città del vino & censis servizi, 2011; garibaldi, 2018; 2019a; 2020; montanari, 2009; romano & natilli, 2009). The allure of wine tourism, driven by sensory experiences and cultural immersion, continues to attract a diverse group of tourists. The economic impact is substantial, with events and festivals contributing approximately €2.5 billion annually.