Did you know that there are “tribes” of wine tourists? These are motivational tribes, characterized by different interests and expectations. And they were presented by Roberta Garibaldi, lecturer at the University of Bergamo and president of Aite-Italian Association of Food and Wine Tourism, at BTO 2026, the leading event for digital tourism in Italy.
There are the “Researchers” (69%), the “Party-goers” (40%), the “Intellectuals” (26%), the “Flower Children” (19%) and finally the “Hedonists” (14%). The profiles are not mutually exclusive. The percentages derive from multiple responses and the same traveler can belong to multiple tribes, with motivations that change depending on the destination, the occasion and the life stage. It is precisely this overlap that is one of the most relevant elements of the survey. And discovery is the dominant motivation, but not the one with the highest economic value.
The Researchers represent the most widespread segment. 77% travel to try new experiences, privileging the authentic dimension of the territory: 69% frequent typical restaurants and 67% buy directly from producers. With an average age of 42.7 years, they rely mainly on word of mouth (64%). However, they are the least willing to spend: 36 euros for a winery visit and 45 for a typical dinner, with average stays of 3.27 days.
The Party-goers, with an average age of 43 years and a greater concentration in Southern Italy, are looking mainly for fun (63%) and an escape from routine (44%). They prefer convivial experiences, local restaurants and agriturismos. Spending reaches 41 euros for a winery tasting and 47 euros for a dinner.
The Intellectuals are young, digital and interested in learning. They have an average age of 40.8 years and the highest level of education. 47% use Instagram to research, 41% organize thematic tours on their own and 38% participate in trekking or guided bicycle excursions by experts.
The Flower Children, representing 19%, are the most interesting segment from an economic perspective. They have an average age of 39.5 years and associate travel with psychophysical wellness (66%). They are those who stay the longest, averaging 3.98 days, and spend the most: 56 euros for a dinner, 53 for a winery tasting and 46 for a food and wine event. They appreciate wellness, cultural experiences and themed hospitality.
The Hedonists, at 14%, seek instead luxury and personal gratification. Despite having the highest incomes, they spend less than Flower Children: 51 euros for a dinner and 50 for a winery visit. Curiously, 55% buy food from food trucks, compared to 30% who frequent Michelin-starred restaurants.
«These data show how insufficient it is to identify the food and wine tourist only through age, origin or income capacity. Motivations are transversal and overlap: the same person can seek discovery, culture, wellness and gratification at different moments of the same trip. For destinations, this means moving from simply offering experiences to the ability to design different proposals for different needs», emphasizes Roberta Garibaldi.
