Italy promotes wine sector through international trade fairs and regional festivals

Italy is actively promoting its wine sector and enotourism through various international trade events and regional festivals. At Vinitaly USA 2026 in New York, institutional representatives from ENIT will highlight wine as a strategic asset for the country. Data indicates that 85% of enotourists name Italy as a preferred destination, with the sector valued at approximately 3.1 billion euros.

In Asia, the Italian Embassy's Trade Promotion Office will host the Borsa Vini 2026 in Osaka and Tokyo this November, featuring approximately 50 Italian companies showcasing wines and spirits to industry professionals.

Domestically, numerous regional events are scheduled to showcase specific varieties and cultures. These include the Etna Wine Forum in Sicily, the 50 Sfumature di Pinot Noir festival in Voghera, and the WineArt Festival in Cosenza. Additionally, technical exhibitions like Cibus Tec 2026 in Parma are expanding their focus to include viticulture technologies and sustainability.