More than any other Made in Italy speciality, food & beverage is the one that most attracts international enogastronomy dealers and tourists to visit the places of production. Many wine cellars and agricultural business are already prepared, while others are organising themselves, for what is considered an important strategic incentive in their relationship with the public.
The marketing of hospitality is a vital point of growth for Italian food & beverage producers, especially from the value point of view. Some real opportunities for “experience” have been created: visits to the agricultural company, products tastings, all organised to reveal the secrets behind production, and introduce the historical and artistic attractions of the territory. In fact, in an open and globalised world, we are increasingly on the lookout for genuine experiences to bring us truly into contact with the culture of the place; also meaning the visitor then shares his experience, becoming an ambassador of the company to the world.
Significant investments have been made throughout almost all the main regions in Italy, particularly in wine-production, in some cases with the commissioning of famous international architects to create innovative structures, buildings that – without betraying their primary function – act as a bridge between nature and civilisation, the beauty of the landscape and the work of man. Places such as Antinori, Frescobaldi, Petra and Rocca di Frassinello in Tuscany, Tramin and Ferrari in Trentino Alto Adige, Tenuta Castelbuono in Umbria, Ceretto in Piemonte and Feudi San Gregorio in Campania are listed as obligatory stops in tourist guides from all over the world.