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The Italian Wine Tourism Among Chinese Travelers. Insights into Preferences, Behaviors, and Emerging Trends

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  • Yuyuan Chen
  • Anna Zinola

Abstract

Post-pandemic, there has been a remarkable return of Chinese tourists to Italy, with many seeking tailor-made luxury and authentic local experiences. Among these, wine tourism – visiting wineries and exploring Italy’s wine heritage – has become increasingly appealing. When evaluating wine tourism options, Chinese tourists consider various factors: the environment, unique services, scenic and Instagram-worthy landscapes, geographical convenience (proximity to major tourist circuits), social media influence (digital marketing strategies), and familiarity with specific wines. Despite this growing interest, most Italian wineries and tourism administrators are small-scale and lack the knowledge or resources to cater to this market effectively. However, Italian wine tourism holds significant potential due to a favorable combination of conditions. While this gap presents challenges, it also creates exciting opportunities – not only for vineyards but also for regions deeply connected to wine tourism culture.

Suggested Citation

  • Yuyuan Chen & Anna Zinola, 2025. "The Italian Wine Tourism Among Chinese Travelers. Insights into Preferences, Behaviors, and Emerging Trends," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 189-199.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/116392:y:2025:i:1:p:189-199
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