Sunshine and icy wind: The weather in Verona matched the mixed atmosphere at the 57th Vinitaly. This year's edition ended on April 9, 2025, and counted 97,000 visitors, the same number as last year. The quantity of exhibitors also remained constant at 4,000 companies, according to fair management. However, thanks to the efforts of Vinitaly and the Italian Trade Agency (ICE), the number of international visitors rose from 30,000 to over 32,000. They traveled from 130 countries.
Despite tariff concerns, the already dominant presence of visitors from the USA – and from Germany – increased again by 5% each. Italy's third-largest market, the United Kingdom, surprised with a 30% increase, and 30% more wine professionals from Prosecco-loving France also attended in Verona. Attendance from other top-ten origin countries also increased, including Belgium (+20%), the Netherlands (+20%), Switzerland (+10%), and Japan (+10%). Only the presence from China was in decline (–20%), where Italian wine imports have also been decreasing for years.
Incorporating new trends
"Vinitaly confirms itself as a solid brand capable of offering the wine world a targeted response to the international scenario. New features at this edition include the debut of 'Vinitaly Tourism', a format dedicated to wine tourism, and the inclusion of new trends such as alcohol-free and low-alcohol wines, Raw Wine, and amphora wines," explains Adolfo Rebughini, Director General of Veronafiere. "Now more than ever, Vinitaly represents a strategic asset in a time of profound changes. The quality of trade visitors and the satisfaction of exhibitors, who had full appointment calendars, confirm the event's central role concerning market observation and the promotion of Italian wine globally," he stated.
Federico Bricolo, President of the Veronafiere exhibition company, emphasized Vinitaly's importance on a political level and its strong commitment to the US market. "Vinitaly 2025 concludes with a successful edition where the Italian wine world expressed unity and responsiveness, even facing the emerging challenges related to the introduction of US tariffs. Besides the presence of ministers and many institutional representatives, Verona confirmed itself as the European wine capital thanks to the participation of two EU Commissioners, who announced new concrete initiatives from Vinitaly to support the sector. A strong signal at a time that demands clarity, cohesion, and strategic vision. Vinitaly also strengthens its ties with the United States. Following its debut in 2024, the second edition of 'Vinitaly USA' will return to Chicago on October 5-6, 2025. In this market, Italian wine has a clear vision: to continue building a solid and lasting relationship with American consumers, who have always been key drivers of our export success," Bricolo highlighted.
The popular fair alternative, 'Vinitaly and the City', held in the heart of the historic city center, attracted 50,000 wine fans this year. This was the same number as in 2024, although the event was one day shorter this time. The 58th edition of Vinitaly will take place from April 12 to 15, 2026. VC
