Tuscany continues to attract attention on international markets, but among Americans, Sicily is generating even greater interest. Two surveys by the Italian Association for Food and Wine Tourism reveal a demand that combines wine, scenery, and culture. For wineries, the challenge is to translate this appeal into visits and value for the local areas.
The Tuscany It remains a staple of Italian wine tourism, but the Sicily It features prominently in the imagination of American travelers. It is one of the most interesting findings to emerge from two recent surveys conducted by theItalian Association for Food and Wine Tourism, chaired by Roberta Garibaldi, focused on the U.S. market and those of Germany, Austria, and Switzerland (the DACH countries).
What ties these preferences together is the relationship between wine and the region: the opportunity to combine a visit to a winery with local cuisine, landscapes, and cultural heritage influences the choice of destination. From this perspective, Tuscany and Sicily can count on recognizable identities that resonate even with those who do not have a specialized interest in wine.
United States: Sicily and Tuscany Almost Neck and Neck
In the report *The U.S. Market and Wine Tourism*, prepared for Vinitaly Tourism, Sicily is considered by 82% of potential American wine tourists, Tuscany by 81%, and Piedmont by 56%. Thus, only one percentage point separates the top two regions: a substantial parity, rather than a gap on which to base comparisons.
Among the regions, Chianti accounts for 59% of mentions, Etna for 58%, Montalcino for 56%, and Montepulciano for 55%. The Sicilian volcano thus ranks alongside some of the most historically recognizable destinations for Italian wine.
The study, conducted via an online survey of 750 U.S. tourists who had taken a trip involving an overnight stay in the past two years, measures perceptions and stated intentions. These percentages reflect interest, not arrival figures or booking rates.
Tuscany in the German-speaking market
The survey of the German, Austrian, and Swiss markets, conducted in collaboration with FINE #WineTourism Marketplace Italy and Tenute Nadia Zenato, confirms the appeal of Tuscan destinations. Chianti accounts for 38% of preferences, Montepulciano for 33%, Montalcino for 20%, Bolgheri for 18%, and Valdichiana for 14%.
For more than 80% of respondents, the landscape is a key factor in choosing a food-and-wine destination. Among the most desired experiences are dinner at a winery featuring regional cuisine and the winery’s own wines—chosen by 57%—and a visit to a winery located in a historic estate—chosen by 55%.
This question is consistent with Tuscany’s heritage, where vineyards, villages, and cities of art can all become stops along the same itinerary. The quality of the hospitality also depends on the ability to connect these places, making the transition from one experience to another seamless.
Sicily: An Interest Reflected in Its Wineries
For Sicily, the data on American travel intentions is complemented by an overview of business activity. The report on wine tourism prepared by CESEO–Lumsa University for Assovini Sicilia notes that 61.4% of the wineries surveyed reported an increase in visitors in 2025. Furthermore, 74.7% report that their clientele is predominantly foreign, coming mainly from Europe and the United States.
This distinction is important: this latter percentage refers to businesses that report a majority of international guests, not the proportion of foreign visitors out of the island’s total number of visitors.
The offerings are becoming more diverse: tasting rooms, guided tours, and dedicated staff are now widespread, and nearly six out of ten wineries report that they have planned new experiences for 2026. These are signs that hospitality is playing an increasingly prominent role in the operations of wineries.
From Attractiveness to Travel Quality
The Sicilian report also highlights areas for improvement: accessibility from airport facilities, clarity of offerings, relationships with intermediaries, and continuity in the relationship with visitors. For 58.3% of the companies in the sample, wine tourism still generates less than 10% of total revenue, excluding direct wine sales.
The conclusion that can be drawn applies to both regions. A desirable destination must also be easy to visit: reliable schedules, understandable information, and simple transportation and booking options are just as important to the success of a visit as the wine tastings themselves.
For Tuscany and Sicily, turning the appeal of wine into a lasting benefit means involving the restaurant industry, the hospitality sector, and local communities, while also giving visibility to less-visited areas. A destination’s reputation draws travelers to choose it; the quality of the experience can convince them to return.
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