Nowadays, there is growing attention on sites that combine culture, nature, and tradition. This is confirmed by the recognition of the Amalfi Coast lemon groves as Agricultural Heritage by UNESCO and the Food and Agriculture Organization (FAO). In this context, not only the location and primary production are highlighted, but also the derived products and local culture—elements that often come together in an excellent combination, as exemplified by the famous limoncello.
UNESCO and FAO recognitions are becoming the perfect catalyst for attracting high-quality tourism, with direct benefits for local producers and the region.
By the numbers
Demand is rapidly growing: the Italian wine tourism market is expected to grow by 9.1% annually, reaching €5.6 billion by 2035.
As highlighted by Professor Pierluigi Petrillo, holder of the UNESCO Chair at Sapienza University of Rome, the UNESCO brand’s appeal is confirmed by official data: in 2022, Italian sites recorded an impressive 67.83% increase in visitors and a 59.55% rise in overnight stays compared to the previous year. This is not fleeting tourism, but a genuine desire for immersion.
The clearest example? The Prosecco Hills of Conegliano and Valdobbiadene. Since their UNESCO recognition in 2019, in just five years they have seen a 20% increase in non-hotel accommodations (518 in total) and a 29% growth in winery staff (3,514 employees).
A tangible opportunity
A new prestigious recognition is now emerging: the FAO’s Globally Important Agricultural Heritage Systems (GIAHS) program, which honors heroic and sustainable agriculture. The Amalfi Coast, with its lemon groves designated as Agricultural Heritage, is setting the path for the entire sector, including wine-producing districts.
The opportunity for producers is real: promoting the territory through these recognitions is not mere window dressing, but a highly effective marketing strategy. It means positioning your brand as an expression of a unique heritage, becoming the preferred destination for sophisticated, profitable, and sustainable tourism. In a crowded market, the connection to a recognized territory and product is the strongest competitive asset.
A perfect ally for D2C
When discussing tourism and the appeal of a territory and its brand, one cannot overlook the Direct-To-Consumer (D2C) business.
In fact, promoting the brand and product as traditional and sustainable entities serves as a magnet for consumers who want to connect more closely with a high-quality brand, evoking the carefree and flavorful experiences they enjoyed in Italy.
Whether we’re talking about wineries, distilleries, or breweries, it hardly matters: the unifying element is the story built around the product and its producer, which takes shape in the consumer’s mind. When this is also associated with a cultural and sustainable recognition, the connection becomes even stronger, making the tourist want to bond with those flavors and people, even after returning home to their everyday life.
And this is where D2C makes the difference: it creates a lasting bond between people separated by miles, fostering an exchange that is not only commercial but also filled with happy memories.
