For the second time in Vinitaly’s history, wine tourism is no longer a side note. It is a central, structured, strategically designed pillar and Winedering, together with the Wine Tourism Hub network, is right at the heart of it.
A Little Context: Why Vinitaly Matters
Vinitaly 2026 takes place in Verona from April 12th to 15th, marking the 58th edition of Italy’s most significant wine event. The fair brings together producers, buyers, distributors, sommeliers, media, and industry professionals from across the globe. More than 4,000 Italian wine companies will exhibit at Veronafiere, and the program includes over 100 official events such as tastings and educational sessions.
But Vinitaly is not only about bottle transactions and export numbers. It is also a celebration of Italian culture and lifestyle, and increasingly, a platform for shaping the future of how Italy’s wine territories are experienced, visited, and understood by travelers around the world. The incoming campaign by Veronafiere and ITA has already invited over 1,000 top buyers from more than 130 countries, with North America leading the list and growing engagement from Asia — particularly China, India, Japan, Thailand, Vietnam, South Korea, Singapore, Malaysia, and the Philippines.
This is the context in which Vinitaly Tourism was born — and in which it is growing fast.
What Is Vinitaly Tourism?
Vinitaly Tourism is a dedicated area within the fair focused entirely on companies, services, trends, and business opportunities in the wine tourism sector. After its debut in 2025, this year it returns in a significantly expanded and more structured format.
Vinitaly Tourism 2026 will be organised around two physical poles:
Pole 1 — Gallery 2-3 (main area): exhibitor spaces for wine tourism service companies, a Sala Tourism for seminars, tastings and talks, and a Business Point for B2B meetings between tourism buyers and operators.
Pole 2 — Palaexpo, Sala Vivaldi (lower level): four major thematic sessions on topics ranging from wine tourism’s role in the Italian economy to international markets and contemporary arts in wine landsc
Vinitaly Tourism 2026 is built by Veronafiere together with Wine Tourism Hub, a network and consortium of Italian travel, tech and media companies, each bringing a distinct and complementary expertise to the wine tourism space. Winedering was a predecessor in the launch of Wine Tourism Hub together with Wine Suite and Wine Meridan.
Veronafiere selected Wine Tourism Hub as its official strategic partner for the development of the Vinitaly Tourism area. This is a formal collaboration agreement, with Wine Tourism Hub operating in co-responsibility with Veronafiere in defining the content, the programme, and the on-site management of seminars and conferences.
Our role is both intellectual and operational: we curate the agenda, we select the buyers, we bring the data, we coordinate the media, and we ensure that what happens in the Vinitaly Tourism area reflects the real state and real future of wine tourism in Italy and beyond.
The program will be released in these days, but here are some spoiler
Before the day starts at Vinitaly, pass by our Vinitaly tourism stand for a cup of coffee and a chat with us to discuss how the event is going and to relax a little bit among colleagues, just to get some good vibes and energy before the doors open.
From Sunday to Wednesday different seminars related to the status of Wine tourism in Italy and abroad, with perspective from different professionals and new ideas to take for developing wine tourism projects
We launched a brand new idea that was appreciated by many wineries. A moment, during lunch time, for selected wineries to host a wine tasting experience as if it was made..at the winery: no technicalities, but a tourism oriented experience. Every day starting at 12.30 wineries will have 15 minutes to present themselves in a tourist dimension
During the four days of the fair, Wine Tourism Hub will produce and distribute daily newsletters, bearing both the Vinitaly Tourism and Wine Tourism Hub names, reporting in real time on the sessions underway, the content emerging from the conferences, and the voices of operators and stakeholders on the ground.
Together with Wine Tourism Hub and Accademia Symposium, we will administer a survey via QR code, gathering responses from professional visitors on their wine tourism activities, challenges, strategies and ambitions. The survey data will be synthesised into the first edition of Vinitaly Tourism report published after the fair and made available as a reference document for the Italian wine tourism sector.
Veronafiere and Wine Tourism Hub, with the expertise on b2b of Winedering team, have built an incoming plan for national and international wine tourism buyers from the United States, Brazil, Croatia, the United Kingdom, Singapore, and Thailand. The profiles are highly specialised: tour operators, travel designers, and food and wine experience operators working in outdoor and nature tourism, cultural tourism, and luxury & experience travel.
Winedering’s specific responsibility within Wine Tourism Hub is the selection and coordination of these buyers and tour operators identifying the right profiles, facilitating the connections, and creating the conditions for genuine business relationships to form between international demand and Italian supply.
From Monday, April 13 through Wednesday, April 15, delegations of Italian and international tourism buyers will also visit selected exhibition stands across the fair,giving exhibitors direct access to qualified buyers actively looking for Italian wine tourism products.
What This Means for Winedering and for Italian Wine Tourism
Winedering’s presence at Vinitaly 2026 is not a booth with a roll-up banner. It is an active, co-responsible, fully integrated role in shaping how Italy’s wine tourism sector presents and develops itself at the most important professional gathering in the Italian wine calendar.
This is consistent with what Winedering has always believed: that wine tourism is not a passive consequence of having good wine and beautiful landscapes, but an active discipline that requires strategic thinking, operational infrastructure, digital tools, professional training, and meaningful connections between demand and supply.
Vinitaly Tourism 2026 is the moment when all of this comes into focus, not as a vision, but as a concrete, working system. Four days, two locations, a full programme of content, data, connections and business, built by a network that has spent years developing the expertise, the tools, and the relationships to make wine tourism work as a real business.
We will see you in Verona.