Italy is the world’s second-largest producer of olive oil after Spain, with an estimated production of 324,000 tons in the 2023/2024 crop year; needless to say, the olive oil sector is a significant contributor to the national economy, with the market generating approximately USD 3.17 billion in revenue in 2023 and projected to reach USD 4.56 billion by 2030. Beyond its economic impact, olive oil is deeply connected with Italy’s cultural and culinary traditions, and is considered a symbol of the nation’s rich agricultural heritage.

Recognizing the importance of this sector, Italy embraced a novel approach to integrate olive oil into its tourism industry through oleotourism, an initiative that invites visitors to engage with the olive oil production process, offering experiences that range from guided tours of olive groves and mills to tasting sessions and educational workshops.