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A Countryside to Sip: Venice Inland and the Prosecco’s Uneasy Relationship with Wine Tourism and Rural Exploitation

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  • Francesco Visentin

    (Department of Economics, Ca’ Foscari University of Venice, Cannareggio 873, 30121 Venezia, Italy)

  • Francesco Vallerani

    (Department of Economics, Ca’ Foscari University of Venice, Cannareggio 873, 30121 Venezia, Italy)

Abstract

In 2016, Italian production of wine exceeded 51 million hectolitres and among the twenty regions, the region with the most production by volume (millions of hectolitres) was the Veneto region, north-east of Italy, with almost 11 million. In particular, the success of Prosecco at the global level is the most important driving factor at both the economic and productivity levels. The worldwide success of Prosecco wine entails a remarkable change in both the local and regional configuration of agrarian landscapes. Traditional winegrowing swiftly changed into an intensive monoculture with remarkable investments and the spread of new viticulture entrepreneurships. The discussion proposed here intends to investigate the process of heritage construction or ‘heritagisation’, UNESCO candidacy, as an important issue for rural tourism promotion in the context of a productive winescape. We concentrated our analysis on the DOCG area, a complex space where several forces need to coexist; the productive drive of growing requests (global and local) of Prosecco, as well as rural representation based on local habits and a concrete hilly landscape. Rural tourism is clearly an important sector in terms of revenue and employment, especially for local communities, and it can help to ensure economic stability; however, doing so in a way that benefits the area and the landscape is not so straightforward. There are potential problems in facilitating increased urbanization, such as the standardization of landscape and damage to the area if plans are mismanaged. In the case of best practices, a desirable model of tourism can be tapped into while helping rural regions take advantage of more sustainable tourism development and landscape management.

Suggested Citation

  • Francesco Visentin & Francesco Vallerani, 2018. "A Countryside to Sip: Venice Inland and the Prosecco’s Uneasy Relationship with Wine Tourism and Rural Exploitation," Sustainability, MDPI, vol. 10(7), pages 1-18, June.
  • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2195-:d:154728
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    References listed on IDEAS

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    Cited by:

    1. Salvatore Di Fazio & Giuseppe Modica, 2018. "Historic Rural Landscapes: Sustainable Planning Strategies and Action Criteria. The Italian Experience in the Global and European Context," Sustainability, MDPI, vol. 10(11), pages 1-27, October.
    2. Lisa Pizzol & Gloria Luzzani & Paolo Criscione & Luca Barro & Carlo Bagnoli & Ettore Capri, 2021. "The Role of Corporate Social Responsibility in the Wine Industry: The Case Study of Veneto and Friuli Venezia Giulia," Sustainability, MDPI, vol. 13(23), pages 1-15, November.
    3. Elisa Giampietri & Samuele Trestini, 2023. "Pro-Environmental Viticulture: Status Quo and Perspectives from Prosecco Winegrowers in Italy," Sustainability, MDPI, vol. 15(2), pages 1-12, January.
    4. Silvio Franco & Barbara Pancino & Angelo Martella & Tommaso De Gregorio, 2022. "Assessing the Presence of a Monoculture: From Definition to Quantification," Agriculture, MDPI, vol. 12(9), pages 1-10, September.
    5. Sara Bertorelli & Stella Gubelli & Valentina Bramanti & Ettore Capri & Lucrezia Lamastra, 2023. "How Does the Wine Sector Perform and Communicate Sustainability? The Italian Case," Sustainability, MDPI, vol. 15(17), pages 1-12, August.
    6. Basso, Matteo, 2019. "Land-use changes triggered by the expansion of wine-growing areas: A study on the Municipalities in the Prosecco’s production zone (Italy)," Land Use Policy, Elsevier, vol. 83(C), pages 390-402.
    7. Stefano Ponte & Valentina De Marchi & Marco Bettiol & Eleonora di Maria, 2023. "The horizontal governance of environmental upgrading: Lessons from the Prosecco and Valpolicella wine value chains in Italy," Environment and Planning A, , vol. 55(8), pages 1884-1905, November.
    8. Luca Simone Rizzo & Raffaela Gabriella Rizzo & Antonella Trabuio, 2024. "Tourist Itineraries, Food, and Rural Development: A Critical Understanding of Rural Policy Performance in Northeast Italy," Sustainability, MDPI, vol. 16(7), pages 1-27, March.

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