Regional Institute of Wine and Oil

WINE AND UNESCO SITES: THE ISLAND FOCUSES ON WINE TRAVEL

For the first time in Verona, the "Speed date walkaround" organized by IRVO creates b2b meetings with the wineries, tracing the path of wine tourism development.

 

Vinitaly is a strategic moment for wineries, which can showcase a new development model in which wine and territory, culture and flavors, become protagonists together. Sicily's ambassador labels around the world attract an increasingly sought-after experiential tourism experience for globetrotters who land on the island to enjoy its rich food and wine and its natural, historical, and artistic heritage. Sicily's potential as a wine tourism destination in Pavilion 2 at Vinitaly 2026 is demonstrated not only by the presence of 164 wineries, 28 of which are organic—from every corner of the island, which boasts seven UNESCO World Heritage sites—but also by the exhibition. "Millennia of History and Wine. The Wine Routes of the Mediterranean" and the gastronomic specialties tasted by thousands of visitors. The Sicilian Region's identity was also highlighted by the "Speed dating walkaround”, organized by the Department of Agriculture, Rural Development and Mediterranean Fisheries of the Sicilian Region in synergy with theSicilian Regional Institute of Oil and Wine (Irvo) who for the first time at Vinitaly compared 33 wineries with 23 tour operators operating in USA, Canada, Brazil, India, Thailand, Singapore, Malaysia, Indonesia, Japan, Hong Kong, Taiwan, Australia and Europe. «A glass of wine also tells its story through culture, hospitality and the discovery of its territory – explains IRVO commissioner Giusi Mistretta We are promoting excellence by fostering synergies between the various players in the supply chain. The challenge is clear: transforming our productive heritage into a competitive and recognizable system, capable of attracting both markets and tourists. The direction is now clear. Sicily can establish itself as a model of reference on the international scene, provided it can combine tradition and experimentation, production and promotion, quality and hospitality.

The narrative of Sicilian wines thus encompasses tastings and vineyard visits to marvel at the history and expertise held within each winery, luxury travel and wine tours that pair the glass with the authentic natural and cultural landscapes of a Sicily yet to be discovered. Hospitality in historic residences and food pairings to savor unusual culinary pairings, tastings of historic vintages and numbered bottles, and immersive experiences tailor-made for team building and discerning wine lovers. "We've focused on wine tourism as a winning tool to better publicize, through B2B meetings, the wineries nestled in Sicily's unique landscapes," explained Director Irvo Vito Bentivegna – this meets that increasingly large segment of consumers seeking experiential tourism, who love wine and want to discover its value also by contextualizing it to its place of origin, the cultural and natural beauty of the production area."

Today – Wednesday 15 April – the events continue in Pavilion 2 with a conference at 10.00 am on “The exponential growth of wine tourism in the Sicilian tourism system. The strategic role of the Federation of Sicilian Wine, Olive Oil, and Flavor Routes. and at 10.45 with the focus “Marsala between territory and vision”.