WINE TOURISM: TUSCANY GETS READY FOR 5.0 WITH “WINE EXPERIENCES”
The Movimento Turismo del Vino Toscana welcomes “wine lovers” with an exclusive page in its portal
Foreigner (more than 50% of visits), aged between 25 and 45 years (7 out of 10 are under 50) and equipped with a smartphone. Tuscany, one of the world’s favourite destinations, is proud of the birth and the development of a new way of doing tourism through unique experiences with wine. The MTV Toscana portal records in a year over 150 thousand contacts (60% between 25 and 40 years of age) and over 60% of them are foreign.
The fact that Tuscany is one of the world’s favourite wine destinations is no longer a novelty and this is highlighted over the years by the various reports dedicated to wine tourism. The region of Brunello and Chianti wines boasts an unbeatable experience and was born before any other Italian wine territory. It is appreciated by thousands of international and Italian tourists who during their holidays choose the wineries there for their stay or to learn about the culture of wine, even welcomed through packages that are created specifically to discover various wine destinations. In recent months, the official portal www.mtvtoscana.com has been developed in this direction. Today, it describes the territories of wine through a system that allows you to organize stays and trips comfortably from a smartphone, both in Italian and, of course, in English. «Our “wine experiences” are available in the most international language, English, to give many wine lovers the opportunity to get to know the offer of our wineries up close – as explained by the President of the Movimento Turismo Vino Toscana, Violante Gardini – today also via mobile phones from all over the world, because the emotions that we know how to transmit make the difference, turning our wine tourism into a true model».
The experiences of Movimento Turismo del Vino Toscana. Now available in English, in the portal www.mtvtoscana.com, which is designed and developed by Simone Nannipieri’s Wine Trade agency, there is a section dedicated to the “wine experiences” to be planned in over one hundred wineries and member structures. From horseback riding to mountain biking or quad biking in the vineyard, the traditional visits to the cellar can be enriched by cooking classes, or by close encounters with oenologists and agronomists who during the harvest guide enthusiasts to discover how the product arises. There are also wellness activities such as wine therapy in the many spas available, or sleeping literally in the middle of a vineyard, tasting wine in combination with background music as well as the possibility to organize weddings that have as a frame vineyards and wineries. Everything can be booked via smartphone. «Our site responds to the needs of tourists who want to plan ahead and create their holiday before departure, but also to those who decide at the last minute to visit a winery – underlines Violante Gardini – and the certainty we provide is a quality welcome».
The identikit of the wine tourist in Tuscany: the typical tourist is more and more social and books online. Foreigner (more than 50% of visits), aged between 25 and 45 years old (7 out of 10 are under 50) and equipped with a smartphone, as he planned his visit through the portal MTV Toscana. This is the identikit of the wine tourist in Tuscany who arrives at the winery as a couple or with a group of friends. He prefers integrated offers that combine wine with culture, activities, nature and wellness. The wine lover who chooses the Tuscan wineries belongs to the 5.0 generation: according to the data collected by MTV Tuscany portal in 2018, visitors to the site were over 100 thousand. Those data are still growing, considering that only in the first half of 2019 the visits have exceeded 70 thousand fans and over 6 thousand people have used in this period the navigation system to create an itinerary. All this was possible thanks to a intense promotional work on the official social networks. The fact that confirms the overmentioned trend of “wine lover 5.0” is that 60% of these contacts are aged between 25 and 40 years. The wine tourist stops no longer at the mere visit of the winery with tasting, but above all wants to live an experience that leaves its mark. All this derives from the uniqueness that these experiences represent and that are increasingly developed by a professionalism specialized in hospitality.
The Association Movimento Turismo del Vino Toscana is a non-profit organization that brings together 100 of the most prestigious wineries in the area, selected on the basis of specific requirements, first of all the quality of wine tourism. The aim of the association is to promote the culture of wine through visits to the production areas. To wine tourists the Movement wants, on the one hand, to make known more closely the activities and products of the member wineries, and on the other hand, it offers an example of how to do business in respect of traditions, environmental protection and quality agriculture.
Montalcino (Si), 27th June 2019 P.r. 08