30 years of wine tourism

It was 1993 and a series of Tuscan wineries, pushed by the far-sighted vision of Donatella Cinelli Colombini, gave life to the first edition of Cantine Aperte. A few months later, Cantine Aperte was also organized in Piedmont and Trentino Alto Adige. The initiative was successful and convincing and in May of the following year the Movimento Turismo del Vino was officially established and organized Cantine Aperte in 14 Italian regions, totaling 150,000 visitors.

 

This was the beginning of an adventure capable of revolutionizing the traditional approach to the world of wine production by consumers, up to that moment often limited to a quick tasting and a distracted purchase of wine. In the course of time, thanks to Cantine Aperte, the stay of the visitor in the winery is prolonged for a day and the tasting becomes tasting and storytelling, study and knowledge, entertainment and fun. The guest, stimulated, enlarges his research space and dedicates his free time to the meeting with producers and territories, becoming in fact an "enotourist".

 

"Today we have by now a real "people" of enotourists - says Nicola D'Auria, President of the National Wine Tourism Movement - made of enthusiasts who approach with competence and curiosity to meet a world, the world of wine production, capable of satisfying new needs".

As a matter of fact, the identikit of wine tourists has evolved towards specific requests which, besides the desire of getting in touch with a rural world having an ancient and genuine taste, are oriented to the desire of living a special moment of relax and fun in contact with nature.

 

The desire for an educational experience in the open air has found an effective answer in the new initiative Vigneti Aperti (Open Vineyards), launched by MTV last year, which provides the possibility to visit vineyards in every weekend from March to November. So it starts from the 20th of this month to visit the vineyards and welcome spring.

 

But 2022 for MTV will also be the year of storytelling. And telling means bearing witness to an experience. 30 years ago the edition of Cantine Aperte was narrated by the media and passed from voice to voice by the visitors. Today, with the unstoppable acceleration of social media, experiences are transmitted in real time through images, videos and trendy hashtags that make them viral and immediate. Alongside the traditional media narrative, which is of fundamental importance, a new form of storytelling has increasingly been added, one that guides and informs in an emotional way.

 

The 2022 appointments of MTV are therefore: from March 20th Vigneti Aperti, the 30th edition of Cantine Aperte (May 28th and 29th), Calici di Stelle (July 29th - August 15th), Cantine Aperte in Vendemmia (September - October), Cantine Aperte a San Martino (November 5th - 13th) and Cantine Aperte a Natale (December). All that remains is to stay connected and get ready for the special year of the Wine Tourism Movement, for insights, calendars, and much more live from the vineyards and wineries of Italy.