Prosecco Tourism Surges

A 400% increase in Airbnb overnight stays in Italy, and an additional €200m in revenue. Is tourism the future of the wine industry?

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The Prosecco hill country is a popular destination for overnight guests. (Photo: Conegliano Valdobbiandene Prosecco Superiore DOCG Consortium)
The Prosecco hill country is a popular destination for overnight guests. (Photo: Conegliano Valdobbiandene Prosecco Superiore DOCG Consortium)

Rentals of wine-related accommodation are booming after Airbnb introduced the 'Wine Regions' category in 2022. In Italy alone, over 33,000 listings fall under this category. Between 2022 and 2023, the number of overnight stays increased by 400%. Hosts earned a total of more than €200m, averaging over €4,500 per person.

Among the most visited wine regions are the Prosecco DOCG hills between Conegliano and Valdobbiadene, a UNESCO World Heritage Site since 2019. In 2023, the number of Airbnb listings rose by 25% compared to 2022, while the number of guests increased by 35%.

To further promote wine tourism, the "UNESCO Hills of the Prosecco from Conegliano and Valdobbiadene" association has signed a partnership with the rental platform in Venice. "The agreement includes various initiatives, including a new academy for hosts, support for the 'Narratori della Bellezza' (Storytellers of Beauty) project, and a new website to promote the region within the Airbnb community, aiming to foster sustainable tourism focused on local gastronomy and wine," explained Luca Zaia, President of the Veneto Region, during the signing.

According to Airbnb data, 60% of Airbnb guests in Veneto come from abroad, with the majority from the USA, followed by Germans, French, British, and Spanish visitors. In the UNESCO Hills of the Prosecco DOCG, 65% of hosts are women. Their service has been rated five stars by over 90% of customers. VC

Opinion

Robert Joseph notes that falling consumption and intrusive health warnings are not a recent phenomenon. And that other forms of alcohol have fared better. Perhaps, he suggests, the wine industry needs to change its attitude to marketing.

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