Italy launches subsidies to boost enotourism and wine promotion

The Italian government has launched a new initiative to boost enotourism through subsidies covering up to 50% of eligible expenses for collective promotion projects. This measure, part of a broader wine package under the Common Agricultural Policy (CAP), aims to strengthen the image of Italian vineyards and link regional territories with wine quality.

Funding is designated for advertising campaigns, guided vineyard tours, winery visits, tastings, and events such as fairs and exhibitions. The initiative focuses on creating thematic itineraries to enhance the visitor experience beyond simple wine purchases. To ensure coordinated management, the subsidies are reserved for collective entities, such as professional organizations, producer groups, and consortia managing Protected Designations of Origin (DOP) or Protected Geographical Indications (IGP). Individual wineries cannot apply alone but may participate through these collective organizations.

Agriculture Minister Francesco Lollobrigida emphasized the need to promote Italian wine in international markets and counter what he described as an “aggression” against the product. He noted that the government is implementing a significant strategic plan for the agricultural sector, including investments exceeding 1 billion euros in the wine industry. The plan also includes regulatory provisions to support tourism related to oil and beer production.