In 2023, the Puglia region in Italy saw a notable influx of 16 million tourists, a 4% increase from 2022, with 5 million of these being international visitors, up by 16%. The main export markets for Puglia's table grapes are Germany and France, which also rank highest for tourist arrivals and stays in the region. These statistics highlight the growing relevance of "grape tourism," a term introduced a year ago at the Regina di Puglia event organized by Noicàttaro municipality. The event’s second edition concluded with a conference focused on territorial marketing and grape tourism, following a market observatory led by Mario Schiano Lo Moriello of Ismea. Table grapes are a crucial part of Puglia's economy, as supported by Ismea's data. Italy is the third-largest global producer and the leading European producer of table grapes. Puglia alone accounts for 57% of Italy's production, with an increase in cultivation areas and production potential.

Schiano Lo Moriello noted that table grapes are Italy’s second-largest fruit and vegetable export product, generating 821 million USD in revenue for 2023. This figure is approaching that of apples, the top export product, which generated 916 million USD, benefiting from a 12-month sales cycle compared to the 3-month cycle of table grapes. Germany, France, Poland, the United Kingdom, Switzerland, and Spain are the primary export destinations. Integrating this success with tourism remains a challenge. Marketing expert Professor Stefano Soglia proposed that Regina di Puglia could serve as a model for merging local products with tourism. The event’s success with national and international buyers and journalists indicates a promising future for such integration. Grape tourism would allow visitors to experience not just the grapes but also the local traditions, culture, and gastronomy associated with their production. Agri-food tourism currently represents 10% of global tourism demand, and Puglia is particularly well-suited for this form of tourism. Soglia emphasized that successful grape tourism depends on private sector commitment and a systemic approach involving municipal institutions. Regina di Puglia 2024 received support from the Puglia Region, the Bari Chamber of Commerce, CNA Puglia, and Cantina Tenuta Viglione.

Source: https://www.myfruit.it/news/regina-di-puglia-punta-sull-uva-turismo