Fifty-eight percent of Italian tourists in 2023 are choosing holiday destinations linked with food experiences, a 37 percent increase from 2016, a new report has found. The trend benefits olive millers and farmhouses, offering tourists olive oil-related experiences. 

According to the 2023 Wine and Food Tourism Report, 9.6 million Italian tourists who plan at least one of their trips to a food-related destination said these tourism opportunities are among their top priorities. Approximately seven out of 10 Italian tourists traveling domestically this year consider food experiences part of their vacations, a 25 percent increase compared to 2021.