Wine and Territory: Strategic Combo for Made in Italy in View of Expo 2015
09/06/2014 Development and promotion of the territory through culture, countryside, and cuisine with wine as leitmotif. Producers, their professionalism and hospitality transform cellar tours into unforgettable experiences

These are the objectives of Movimento Turismo del Vino, the non-profit association founded in 1993, which now boasts over one thousand of the best wineries and distilleries in Italy. Wine tourism combined with art, history and food actually represent a strategic combination to promote Italian brands in the world, not just agricultural and food products, and mostly to boost the presence of Italian and foreign tourists. The Minister of Agricultural Policy, Maurizio Martina, is impressed “that four million people visit cellars” underlining how the phenomenon “goes beyond economic data. It means recognizing that in the weaving of tradition and innovation, wine could lead the debate on agriculture and food.”
In this view, the MTV initiatives and events, which are promoted throughout the year starting with Cantine Aperte as well as those with international flair such as Expo 2015, are key; they represent an interesting opportunity to capture the touristic and commercial interest of visitors. Among the key points used to develop the presence of wine at Expo: “To delight. To promote the territory. To network among the wineries.” Factors that are the foundation of the work which Movimento Turismo Vino has been carrying on since 1993 focusing on the quality of hospitality which serves to enhance the members’ businesses, but also the importance of wine culture in order to explore right where it is produced.
In a memo, the general director of Veronafiere, Giovanni Mantovani, member of the Scientific Committee of the Wine Pavilion at the international fair stated, “In our bottles there is a thousand-year old history, culture and traditions which have led us to cultivate vines at almost any latitude and sometimes against every business logic. In this lies the added value of Italian wine, which enriches the qualitative excellence thanks to the great work done in the vineyards and cellars in the last forty years.”
Therefore, the increasingly higher average of the quality of the wines makes it necessary to improve the producers’ ability to present their product and wineries in a suitable way. From my experience as a producer, the best recipe to sell and communicate a wine is to tell what is behind the bottle: the history, the family, the territory where it comes from and its culture. This is what fascinates the visitor and what then pushes them to choose a bottle from the shelf. Other than quality, naturally. Criteria which, in the imaginary collective, also relate to wine tourism. A phenomenon on the rise, in spite of the crisis, capable of generating five billion euros of business but which would provide much bigger development margins with more active participation by the institutions under a single organization, capable of promoting the Italian brand in unison, even abroad. It is this making it all available on the net which makes it possible to provide the tourist with a wide range of offers in just one “package”. In fact, the wine tourist does not solely seek wine tastings and cellar tours, but also bike rides, museum visits and exhibits. Without forgetting the culinary traditions that revolve around the universe of wine. The work to be done is therefore demanding, above all keeping in mind that foreign tourists generally spend more. In fact, at least based on the experience of the wineries that adhere to Movimento Turismo del Vino, on an average budget of €50-100 between the cellar and tour, the foreign tourist is in 65% of the cases much more likely to spend money to bring home products of the territory which they visited. Places that are worth remembering, which possess special and unique characteristics that should be developed according to their individual uniqueness, even abroad. All via a “group effort” where the places that have always been dedicated to wine and which counted on the bond between culture and tourism right from the start lead the way even in the lesser known but upcoming winemaking areas.
And in this way, for example, web 2.0 tools are fundamental in reaching an audience which increasingly compares offers, prices and quality in real time on smartphones, tablets and gets an idea of the experience in the cellar in advance through social media. In fact, according to an MTV-CST survey, the people who go to wineries are increasingly connected with about two thirds choosing their destinations on the web. For this reason, Movimento Turismo del Vino would like to establish itself as the authoritative voice as a network of wineries which concretely believe in the philosophy of developing the territory where the cellar safeguards the production areas.
2015
- At Christmastime, give the gift of wine: tastings, tours, overnight stays and much more! Choose from over 900 Italian wineries
- Calorie count clear on wine labels, exports shake. And only the hypothesis that an end to the waivered norm for wine makes producers of Amarone and other Italian wines with high alcohol content tremble
- Open Cellars for Christmas in Lazio: a luscious itinerary of fine wines, typical territorial flavours, and traditional recipes
- Movimento Turismo Vino: Sunday, November 15 glasses are raised all over Italy to toast the new agricultural year with
- Open Cellars for San Martino 2015 in Lombardy: tastings, novello wine and
- Open Cellars for San Martino 2015 in Veneto: a sweet way to ring in the new agricultural season
- Open Cellars for San Martino 2015 in Piedmont: raise a glass to the new agricultural year with unusual tastings and events for all tastes and ages
- Open Cellars for San Martino 2015 in Lazio: aged wines paired with the best products in the territory as the fall event returns
- Open Cellars for San Martino 2015 in Friuli Venezia Giulia: experience Open Cellars immersed in the colours and flavours of autumn at MTV wineries
- Mouth-watering Eurochocolate! Open Cellars with Movimento Turismo del Vino Umbria and Pairings featuring Food of the Gods
- Pound the pavement to break into the tough American model. United States, target of the moment for wine business
- Three Stars in the 2016 Ultimate Guide by Doctor Wine a.k.a. Daniele Cernilli. Out of 86 wineries, 21 are Movimento Turismo del Vino members
- Full steam ahead in world tourism. Dario Franceschini: excellent opportunity, but only if sustainable. Economic, social, and cultural impact is explosive
- Open Cellars at Harvest Time 2015 Campania: a rare occasion to experience festive harvest rituals amid old traditions and breathtaking landscapes
- Carlo Pietrasanta (Movimento Turismo Vino Italy President): Renzi, fine on Italian wine but more focus on wine tourism
- The Cinema at Movimento Turismo del Vino Molise Cellars. Art week and the enchanting elegance of wine make for the perfect pair
- Movimento Turismo Vino: winners of the #bevicosavedi contest announced. The snapshot challenge with Instagramers Italia
- Calici di Stelle: the most anticipated glamorous event of the summer for wine lovers set for August 4-10 at MTV wineries
- Glasses will be raised from north to south starting tomorrow for
- Movimento Turismo Vino: national preview of
- Sundays on the Sagrantino Trail. Classical music concert for
- Tourism: Boom of Foreigners Lodging at Agriturismo, B&Bs and Camp Sites (+19%), Stays in Hotels Drop. Italian Overnight Stays Drop in All Structures
- The
- Just how much do expert opinions influence consumers? A great deal when it comes to choosing a fine wine according to survey by
- Movimento Turismo del Vino: Carlo Giovanni Pietrasanta, MTV President of Lombardy, is the new national President
- Wine: Expo rediscovers twentieth-century writers Riccardo Cotarella heralds literary talents Veronelli, Soldati and Monelli
- Xylella: Open Cellars Hashtag for the Olive Trees in Puglia. 50 restaurateurs unite with Movimento Turismo del Vino and Movimento Turismo Olio
- Open Cellars: special
- Open Cellars 2015 in Calabria: delightful tastings and extraordinary tours in the land of the Riace Warriors (Sunday, May 31 and Tuesday, June 2)
- Cantine Aperte 2015 in Abruzzo: several wineries participating in the provinces of Pescara, Chieti and Teramo (Saturday and Sunday, May 30 and 31)
- Cantine Aperte 2015 in Lombardy: the first national
- Cantine Aperte 2015 in Tuscany: from vines to rare foods, over 70 Tuscan wineries are ready to offer unique experiences (from Saturday, May 30 to Tuesday, June 2)
- Cantine Aperte 2015 in Sardinia: enjoying the outdoors in olive groves and vineyards while enjoying enchanting glimpses of nature on Sunday, May 31
- Cantine Aperte 2015 in Valle d
- Cantine Aperte 2015 in Puglia: appointment in Mtv Puglia cellars to support
- Cantine Aperte 2015 in Lazio: events and delectable tastings at wineries in the Capitoline city (Saturday, May 30 - Sunday, May 31)
- Cantine Aperte 2015 in Sicily: walks in nature, themed runs, guided tastings and much more (Saturday, May 30 and Sunday, May 31)
- Cantine Aperte 2015 in Molise: tourism and wine make for a winning combination at the 10 participating wineries of Molise (Saturday, May 30 and Sunday, May 31)
- Cantine Aperte 2015 in Campania: on the eco-friendly food and wine trail (Saturday-Sunday, May 30 and 31)
- Cantine Aperte 2015 in Umbria is
- Cantine Aperte 2015 in Friuli Venezia Giulia: top event for wine lovers in over 60 regional wineries (Saturday, May 30 and Sunday, May 31)
- Cantine Aperte 2015 in Piedmont: the best wineries of Piedmont open their doors to wine lovers and not only (Saturday, May 30 and Sunday, May 31)
- Cantine Aperte 2015 in Veneto: film sets, pristine landscapes and snapshots for #bevicosavedi (Saturday, May 30 and Sunday May 31)
- Cantine Aperte 2015 in the Marche: double up on flavour, contact with nature and solidarity (Saturday, May 30 and Sunday, May 31)
- It
- Wine&Thecity, wine fringe event and one of the most dynamic and lively fairs of urban creativity, returns to Naples from Wednesday, May 6 to Wednesday, May 20
- Only Wine Festival: The top 100 under 40 Italian Winemakers at Citt
- 39 Reasons Not to Visit Italy: American website BuzzFeed pokes fun at Italy one month before Expo
- Puglia at International Wine Tourism Conference in Reims. Wednesday to Friday April 8-10 MTV Puglia in Champagne region
- Red or White? Wine Reveals Intentions: survey among wine lovers by the Osservatorio sui Consumi University of Verona for MTV Lombardy
- Debuting at Vinitaly, 47 Movimento Turismo Vino wine tourism packages and #bevicosavedi photo contest underway on Instagram
- VINITALY 2015: 37 MOVIMENTO TURISMO VINO CELLARS AT OPERA
- Food and wine tourism, top satisfaction for visitors to Italy. Movimento Turismo Vino among the benchmarks. A word from Carlo Cambi
- Wine Tourism: "Sorsi di Sicilia: un tour di emozioni" (
- Movimento Turismo Vino #Puglia flight to 2015 Bit (Borsa Internazionale del Turismo)
- Toast with Classic Italian Wines on Valentine
- #Vino: #Amarone 2011 Vintage Five Stars. The great red from Verona officially makes the honour roll of best vintages
- Wine: More Businesswomen and They Overcome the Crisis. Women and Land Very Similar: Both Create, Both Unpredictable
- Spotlight on design, fashion and wines at the old tollgates that have come back to life At Piazza Cinque Giornate, the MTV Lombardy wine shop that will toast Expo 2015
- 1965-2015 The Avallone Family Celebrates 50 Years of Villa Matilde, Movimento Turismo del Vino Campania Member! #50annidifalerno
- Luigi Veronelli
2014
- Cantine Aperte for San Martino in #Umbria. An Autumn Day in Good Taste with
- Cantine Aperte for San Martino in #Lazio: aged wines at table with local delicacies
- Cantine Aperte for San Martino in #Lombardia: A Toast to the New Agricultural Year on November 16 with Movimento Turismo del Vino Wineries
- Cantine Aperte for San Martino in #Veneto: tastings, guided tours and much more at Movimento Turismo del Vino wineries
- Cantine Aperte for San Martino in #Campania: Saint Martin
- Cantine Aperte for San Martino in #Piemonte. An Autumn Sunday Strolling through Vineyards and Lunching with Winemakers
- Cantine Aperte for San Martino in #Puglia. Sunday, November 16 Glasses Raised to Toast
- Cantine Aperte for San Martino in the #Marche: Chestnuts, Typical Treats and Wine Tastings
- Cantine Aperte for San Martino in #FriuliVeneziaGiulia: saturday and sunday, november 15 and 16 Cantine Aperte turns to autumn
- Cantine Aperte Gift Pack by Emozione3: Some wines make your head spin, the best ones get tourists moving and with Emozione3 it
- Rome and Milan Celebrate Wines from Puglia:
- Movimento Turismo del Vino women: profiles of winemakers who colour the world of wine
- Cantine Aperte for Harvest Time in #Lazio: 14 MTV Lazio Wineries Open their Doors to Wine Lovers
- Cantine Aperte at Harvest Time in #Umbria: Movimento Turismo del Vino Wineries Open Doors to Wine Lovers
- Cantine Aperte at Harvest Time in #Puglia to Experience the Harvest Hands-On and Welcome the Grapes to the Cellar
- Cantine Aperte at Harvest Time in #Campania: Grape and Good Drink Festivities Set for Sunday, September 14
- Calici di Stelle 2014: Participating MTV Wineries and Citt
- MOVIMENTO TURISMO VINO AND CITT
- Calici di Stelle 2014 in #Puglia: Double Date for the 16th Edition
- Movimento Turismo Vino: MTV Lombardia and MTV Calabria meet in Milan for HappinMovinHour n
- Wine and Territory: Strategic Combo for Made in Italy in View of Expo 2015
- Cantine Aperte 2014 in #TrentinoAltoAdige: Sunday, May 25 dedicated to
- All is set for the 22nd edition of Cantine Aperte by Movimento Turismo del Vino
- Cantine Aperte in #Lazio on Saturday and Sunday, May 24-25 in the cities of our capital region
- Cantine Aperte in #Umbria: A, B
- Cantine Aperte in #Campania: the return appointment featuring music, art and good food
- Movimento Turismo Vino hosts Cantine Aperte: Sunday, May 25
- Cantine Aperte with your four-legged friends: walks in vineyards, outdoor games and pet kits (water and kibble) all to
- Vinitaly 2014 & Movimento Turismo del Vino
- Vinitaly 2014 & Movimento Turismo del Vino
- Vinitaly 2014 & Movimento Turismo del Vino
- ProWein 2014: Puglia present in D
- ISMEA makes it official: Italian wine breaks record with exports of 5 billion euros in 2013 up 7%
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- PRIZE
- In 2013 Less Wine Bought but Price Boom in Italy
- PUGLIA WINE & LAND: Fifth Edition March 16-20
- Italian Wine Sales Drop 6.5% in 2013
- Mastroberardino (Movimento Turismo Vino):
- Alberto Fiornini New President of Movimento Turismo del Vino Emilia Romagna
- Tequila ok but in Mexico the time has come for Italian wine
- Movimento Turismo del Vino Campania and Training
- BIT 2014: Puglia Showcases Wine Tourism at Fuori Salone and the Fair from February 14 to 17
- China, Canada, Brazil and Japan Hold Back on Wine Imports
- Worldwide Winemania
- In Mexico wine consumption up by 13%, Italy overtakes France
- China to be top wine consumer in the world by 2015-2020
- Brussels to write a
- Cibus 2014 international food exhibition of Italy a leader foreign markets
- The European wine market is heavily regulated, but quality and quantity are not the only criteria monitored by EU legislation
- Expo 2015: budding flowers for the Italian Pavilion
- Industry: food products increase twofold (+2.8%) and lead the upswing
- Wine: SACE supports Italian wineries in foreign markets
- The latest factfile on
2013
- Italy and France leaders in production, Germany for imports, Luxemburg for consumption per capita
- A Christmas in
- A Taste of Charity: Chianti Classico winery Antinori and MTV Toscana join together to help Tuscan cancer charity
- Harvest 2013: the final numbers from Assoenologi indicate a production between 47 and 48 million hl of wine, up 15% over 2012
- Wine eCommerce strives to take off in Italy but doesn
- Tour in Asia to promote Italian wine culture with
- 'Cantine Aperte for San Martino' on Sunday, November 10 in Puglia
- Umbria celebrated 'Cantine Aperte a San Martino': appointment for sunday 10 november for a meeting with the new wine
- St. Martin
- 'Cantine Aperte a San Martino': meeting with wine lovers in cellars of Lazio, Sunday, November 10
- St. Martin
- Cantine Aperte for Indian Summer in Friuli Venezia Giulia: save the date November 9 and 10 for tastings and tours in MTV cellars
- Autochtona, the national territorial wine forum, is back in Bolzano October 21-22
- Expo 2015: Liguria and Lombardy sign super-regional tourism agreement
- Happy Movin Dinner at Milano Golosa with Movimento Turismo del Vino and Unione Italiana Ristoratori featuring North-South tastings and pairings
- Calici di Stelle in Puglia: National President Daniela Mastroberardino ushers in Calici di Stelle 2013 in Trani
- Calici di Stelle (August 10) Movimento Turismo del Vino and Citt
- Calici di Stelle in Puglia, spotlight on Trani and Copertino
- Calici di Stelle in Molise, beaches, castles and historic villages
- Calici di Stelle in Lombardia: MTV regions meet in Milan for a special toast under the stars
- Calici di Stelle in Puglia, from Trani to Copertino a cheers under the stars
- Top Labels and Tastings at Soaring Heights in Cortina at VinoVip (July 13-15)
- Raising a glass to music and wine at Calici di Stelle 2013 on the night of the shooting stars
- Calici di Stelle event celebrates Giuseppe Verdi on the 200th anniversary of his birth
- Winenews-Vinitaly Survey: Wine a must for every other wine lover
- Chinese delegation
- Cantine Aperte: bad weather limits attendance to 800,000
- Cantine Aperte is almost here! Sunday, May 26 features wine, art, music solidarity and the environment
- Cantine Aperte in Puglia: I
- Spring Long Weekends and the Apps to Go
- When a holiday resort is in the cellar. Enotourists visit vineyards to pick the essence of a land and its wine
- Movimento Turismo Vino at Vinitaly with
- Italian wine abroad: from the quirks to the trends, here is the profile of the new global consumers, or dare we say, the new market. It is important for producers to know their targets well
- Il Movimento Turismo del Vino is launching the on-line survey
- SOS energy drinks in Italy, where they are consumed by 57% of students
- Austerity: at the table, life is 'low-cost' . Ritual of coffee at the bar, it remains
- The wine is the driving force for Made in Italy in the world
- Austerity: consumption under the limit. More junk food, less fruit on the table
- Vinitaly in the World becomes Vinitaly International
- Italy need a Ministry of Agroalimentare, for business growth and competitiveness
- Trade: in 2012 sales less food, save only shopping at discount
- Agriturist, the Strategic Plan for Tourism is already old
- Important recognition for the wine sector; is born Fiano delle Puglie
- Austerity: even the dish is poor. In 2012, 60% of family cut on the table food
- Consumption: in 2013, will suffer fashion, tourism and leisure. By Coldiretti
- Is born the Food Manager, with technical and managerial skills
- Expo 2015: in Milan arrives 'HappyMovinHour' with MTV Lombardia
- Agriculture: the bureaucracy can create a bad situation for small businesses
- Puglia is launching a series of initiatives for wine tourists
- Slow Food presents its 'agenda' to the next government
- Puglia is in the worldwide Top Ten of the best wine tourism destinations
- The priorities of agriculture for the new government? You can vote online
- Agriturismo is still the favorite destination for holidays in Italy
- Legal and tax consulence specific for the world of wine is Diritto Divino
- The U.S. magazine Wine Enthusiast dedicated the first monograph to Italian wines
2011
- Christams in Wineries 2011
- A MARRIAGE THAT MUST TAKE PLACE! THE NEW WINE AND GREAT AGING WINES GET MARRIED AT ITALIAN LOCAL FLAVORS IN SAN MARTINO IN WINERY 2011
- Sabato on Wine Agosto 6th 2011
- ARRIVES THE "TRICOLOR" GOBLET OF ITALY 150th YEAR UNIT ANNIVERSARY:
- CALICI DI STELLE 2011 DEDICATED TO THE 50th ANNIVERSARY OF THE UNIFICATION OF ITALY
- ANNUAL INTERNATIONAL WINE TOURISM CONFERENCE HEADS FOR PORTUGAL JANUARY 2011
- SABATO ON WINE JULY 2nd 2011
- OPEN WINERIES: THE WINE TOURISM DOESN'T KNOW CRISIS
- OPEN WINERIES ACROSS ITALY Sunday, May 29th: TRAVELING BECOMES DI... WINE
2010
- The 10th of August "CALICI DI STELLE"CELEBRATES RESPECT FOR THE ENVIRONMENT AND ECO-SUSTAINABILITY IN THE WINERIES
- CANTINE APERTE (OPEN WINERIES), ITALIAN WINE'S BIGGEST PARTY, IS BACK. ON SUNDAY, MAY 30, 2010, 1,000 MEMBER WINERIES OF THE MOVIMENTO TURISMO DEL VINO (WINE TOURISM MOVEMENT) WILL WELCOME A MILLION WINE TOURISTS.
2009
- SUNDAY 15 NOVEMBER: SAN MARTINO IN CANTINA
- Saturday On Wine is back on 31 october
- Benvenuta Vendemmia: celebrating the wine harvest in the vineyards
- "Calici Di Stelle-2009"Celebrates The International Astronomic Year In All Italian Piazzas And "Movimento Turismo Del Vino" Wineries.
- Cantine Aperte - With the Wine Tourism Movement. A warm welcome to the wine tourist is the winery's strong point