Wine tourism is certainly the most advanced sector of food-and-wine tourism. However, the immense growth, both in demand from tourists and in supply from producers and wineries, does not exempt us from a more detailed reading where areas of improvement emerge, also in relation to comparison with other countries and other wine tourism destinations around the world. Digitalisation, authenticity, staff training, sustainability, efficiency, innovation. These are some of the topics that we will be discussing in a panel that is as rich as it is varied and which projects wine tourism into the immediate future.
Artificial Intelligence has already forcefully entered the world of wine: We will be talking about it with IBM Research Europe which will introduce us to Hypertaste, an “electronic tongue” capable of analyzing wine like thousands of taste buds. Will we still need sommeliers in the near future?
We will then move on to a snapshot of the present which we will investigate with data from the Nomisma Wine Monitor Observatory, to understand what the most strategic areas for improvement are regarding wine tourism in Italy.
Finally, we will move on to a pragmatic (but no less ambitious) look at wine tourism with Wine Meridian and the extraordinary examples of Italian and international hospitality that they have experienced directly in recent years: effective and concrete ideas for improving the hospitality and performance of wineries.
