Italy beer tourism projected to reach 13 million people in 2026

Beer tourism in Italy is experiencing significant growth, with an estimated 13 million people planning beer-related experiences for the summer of 2026. This represents more than a doubling of the 6 million participants recorded in the summer of 2025, according to data from the Consorzio Birra Italiana and Coldiretti.

Consumers are increasingly interested in the production process, seeking experiences such as brewery visits, hop field tours, and tastings. This trend connects agriculture and industry, as the beer supply chain has reached a value of 9 billion euros.

In Biella, the Bolle di Malto event will return from August 30 to September 7, 2026, featuring over 40 craft breweries. The festival aims to link brewing culture with local territory, innovation, and gastronomy. The program includes specialized visits focusing on non-alcoholic beers, traditional pastry pairings, and the relationship between beer production and water resources.