Wine tourism is accelerating and Fine Italy is growing double digits. The second edition of the B2B trade show dedicated to wine tourism, scheduled for October 27 and 28 at the Riva del Garda fairgrounds, registers a 30% increase in registrations compared to 2025, reaching 100 exhibitors including wineries, consortia and Italian and foreign tourist destinations. Organized by Riva del Garda Fierecongressi and Feria de Valladolid, the event aims to strengthen dialogue between producers and organized tourism operators.
Demand will be represented by 90 selected buyers from Europe and the Americas, including tour operators, travel agencies and specialized DMCs. On the supply side, alongside numerous Italian regions, Spanish operators will be present and, for the first time, businesses from Germany and Slovenia. The goal is to exceed the 2025 results, when over 1,440 B2B meetings were organized, with mutual satisfaction of 89%.
“Wine tourism today requires managerial structuring and dedicated marketing channels,” emphasizes Alessandra Albarelli, general director of Riva del Garda Fierecongressi, highlighting the event’s role in directly connecting producers and international distribution.
Alongside business meetings, the Be Fine Stage program will explore the main challenges facing the sector. On October 27, focus on the Saint-Émilion model, a UNESCO heritage site, with Jean-Daniel Debart, and discussion between institutions and the Movimento Turismo del Vino on the value of territorial identities.
On October 28, attention will concentrate on tools for marketing winery experiences, relationships with tourism intermediaries and foreign markets. Roberta Garibaldi and Agata Marchetti will analyze wine tourism consumer behaviors from Germany, Austria, Switzerland and France. Other sessions will focus on building territorial networks and the Sicilia case study, with the aim of transforming wine tourism into a concrete lever for economic and tourism development.
