Aperitivo culture becomes a central pillar of Italian tourism

The Italian ritual of aperitivo—a drink accompanied by small bites before a meal—has evolved into a significant component of the national tourism experience. According to the “Bar and Tourism 2026: Hospitality and Aperitivo Culture” study presented by Roberta Garibaldi, president of the Italian Association of Enogastronomic Tourism (Aite), bars serve as vital spaces for local identity and gastronomy.

Research indicates that travelers increasingly value the role of the bartender as an intermediary who provides local recommendations and explains regional ingredients. Key consumer preferences include welcoming environments, the use of seasonal local products, and high-quality non-alcoholic alternatives.

Financially, the average expenditure for an aperitivo is approximately 15.7 euros per person, including both food and drink. While most consumers spend under 20 euros, the quality and variety of food offerings remain a primary factor in choosing a venue, often outweighing the drink menu itself.