Case history: wine turism in Conegliano Valdobbiadene
Finally an in-depth analysis of the development potential triggered by wine tourism! Comes from CISET and concerns the district of Conegliano Valdobbiadene
CISE, International Centre of Studies on Tourist Economy, the centre that study tourism at the University of Venice Cà Foscari, can count on an authentic genius like Mara Manente whose analyses prefigure the future with precision allow to orient the political choices like a radar. The area covered by the CISET analysis is that of the Prosecco registered in the UNESCO World Heritage Site since 2019.
WINE TOURISM IN THE UNESCO AREAS AN IN THE CONEGLIANO VALDOBBIADENE DISTRICT
The economic outlook weighted on the basis of the experiences of the wine-growing districts that received the same recognition before the Veneto region, show an increase of up to 50% of visitors in the 10 years following the Unesco registration.
Two scenarios are proposed: the first, more cautious expects a +12% of visitors by 2029 with an annual growth of 3% of tourist turnover and an occupational rate in accommodation facilities up to 35-37% in 10 years. The optimistic scenario that, however, seems to scare the president of the Consortium aware of the risks of degradation connected to a tourist success too abundant and too fast, regards a +50% of visitors by 2029, with a growth of the tourist business of 6% a year and a rate of employment of accommodation facilities , between 35 and 47% more at the end of the period.
These projections start from the photography of the district Conegliano Valdobbiadene carried out by the Study Centre, the image shows us a reality ready to seize the tourist opportunity conveyed by the Unesco recognition obtained in 2019.
CURRENT SITUATION OF WINE TOURISM IN THE CONEGLIANO VALDOBBIADENE DISTRICT
The flows are already quite substantial: 348,566 visits with an average of more than 2,000 tourists for each winery and a top period in spring/summer. The average cost is 63€ per customer.
85% of the wineries have a wine shop, 78% the tasting room, 43% is open on Saturdays and 25% also on Sundays. Even in the field of the professionalization of incoming wine tourism things are going well: 73% of companies have a host manager, English is spoken in 79% of wineries and German in 38%.Less exciting, as unfortunately everywhere in Italy, the recreational and educational offer that is the real content of the wine and tourism experience. The proposals appear very standardized and include the guided tour of wine cellars (84%) in some cases also extended to the vineyard (61%) and the tasting (75%). The other initiatives have a marginal importance and in fact only 20% organizes food and wine events and 17% involves its wine lovers in cultural events. Only 5% is affiliated with spas of which the territory is rich.