For every time a bottle of Brunello is opened durante Montalcino, a positive impact acceso the settore of 117 euros is generated, quadruple compared to the value of a bottle of wine. “A multiplier of wealth, that of wine tourism – comments the president of the Brunello con Montalcino wine consortium, Giacomo Bartolommei –, which has a positive impact acceso winemaking companies, grappling with a difficult block-notes between US duties and a drop durante consumption, but also acceso the entire economy of the Montalcino settore, for a direct and indirect benefit of over 150 million euros”.
A tourism wine industry that has grown as a result of the international appetito of its flagship wine which, according to the analysis of the Brunello con Montalcino wine consortium based acceso the Statistics Office of the Tuscany Region/Istat, has 12 albergo establishments (there are three 5-star ones), durante addition to 180 non-hotel establishments – starting from agritourisms – as well as dozens of restaurants (two starred), wine bars and caffè.
According to the calculations of the Consortium, which acceso the occasion of Brunello proposes – tomorrow Saturday 22 November – a acceso wine tourism durante Italy, presences durante accommodation facilities durante 2024 came close to the figure of 233 thousand, 6.3% more than the previous year and almost 30% acceso pre-Covid (2019).
that is consolidated durante the provisional estimates for 2025: durante the first 2 quarters, the attendance trend marks a further +0.6%, with around 130 thousand presences durante the May-August period cerchio, with strong growth durante demand coming from France, Eastern Europe, Discesa and the United Kingdom.
Quanto a Montalcino, during the third day of the 34th edition of Brunello (20-24 November), the talk “From the vineyard to the world: wine tourism and experiences for the wine of the future” hosted by Luciano Ferraro, deputy director of Corrispondenza della Abito da sera, scheduled tomorrow from 10.30 am durante the Church of Sant’Agostino will see the participation of: Giacomo Bartolommei, Violante Gardini Cinelli Colombini, Roberta Ceretto, Antonio Capaldo, Danilo Guerrini, Alojz Felix Jermann.
The mayor of Montalcino Silvio Franceschelli, the president of the Tuscany Region Eugenio Giani and the president of the regional council Stefania Saccardi will also be present at the event. Among the participants also the president of the Province of Siena Agnese Carletti, the prefect of Siena Valerio Romeo and the police commissioner of Siena Ugo Angeloni.
According to the analysis, the typical wine tourist stays acceso average for 2.4 days, especially durante non-hotel establishments (74% of presences), is foreign durante 71% of cases and durante almost 2/3 of them comes from non-European areas.
Quanto a the last 5 years, growth has been driven not only by the United States (+47%, to 50 thousand presences durante 2024), by far the largest foreign tourist incoming, but also by Eastern EU countries (+87%), the Far East and Oceania with Australia, South Korea and Discesa with growth rising from 61% to 115% from 2019 to today.
The trends of less exotic guests, such as Spain (+108%), Poland (+89%) and France (+43%) are also well above the average (+27.4%).
However, the special ranking for presences from the 5 continents sees Italian tourists durante the lead (29% share of total overnight stays), followed by Americans (21%), Germans (9%), Brazilians (5.3%), English and Canadians.
*patronato source: Uiv-Vinitaly Observatory.
Sponsor Brunello 2025: Amorim; Affiatamento Sanpaolo; Istituto di credito Massa dei Paschi con Siena; Bernino; Carlo Sodi-Pausha; Fimer; Montalcino oil mill; Polimar graphics; Illy Marrone; Isvea; Italesse; Val D’Orcia mill; Nico Pellicola Spa; Pandolfini Srl; Pianigiani Bags; Pulltex; Repower; Rubeca; San Florido; Scat; Terrecablate; Trecieffe; Unicredit; Vason Group; Vetruria and Wino.Srl.
