Montalcino’s wine tourism generates £130m lift for Brunello
Montalcino arrives at Benvenuto Brunello buoyed by record tourism and renewed momentum in bottled wine. Yet the region’s optimism sits beside ongoing uncertainty over tariffs and shifting global markets.
Montalcino is greeting the 34th edition of Benvenuto Brunello with a sense of guarded confidence. While the broader scenario on tariffs and international markets remains unresolved, producers are focusing on incoming visitors, direct sales and a strengthening wine tourism economy, according to reporting by Giorgio dell’Orefice.
The territory registered almost 235 thousand visitors in 2024 and 2025 is already confirming the same direction, as per data from the Statistics Office of the Region of Tuscany and Istat. The economic impact is substantial. It is calculated that every time a bottle of Brunello is uncorked it produces a positive effect of about €117 on the local area, roughly four times the value of the bottle at origin.
Wine tourism becomes “a multiplier of wealth”
“Wine tourism in our territory is proving to be a multiplier of wealth that positively influences not only the wine producing enterprises grappling with a difficult agenda between tariffs in the USA and a drop in consumption but also the entire economy of the Montalcino territory,” said Giacomo Bartolommei, president of the Consorzio del vino Brunello di Montalcino. He stated that, according to estimates from the Uiv Vinitaly Observatory, the direct and indirect benefit now exceeds €150 million (£130m).
The region’s international appeal has fostered a sizeable tourism infrastructure. The analyses show 12 hotels, including three 5-star properties, more than 180 extra hotel structures such as agritourisms, and dozens of restaurants including two with stars, wine shops and wine bars.
Consortium figures place 2024 accommodation presence at a record 233,000, 6.3% above 2023 and almost 30% higher than 2019. The 2025 figures sustain this trajectory with 130 thousand presences between May and August and rising demand from France, Eastern Europe, China and the United Kingdom. Foreigners account for 71%, led by strong American interest and growing arrivals from South Korea and China.
Partner Content
Bottling rebounds as focus turns to the US
Bartolommei explained that despite the strong tourism economy, the core objective remains producing and selling wine of excellent quality. “We have experienced a complex year mainly because of the uncertainty about tariffs and their extent,” he said. Once the framework was established, producers and distributors organised themselves to absorb the 15% extra cost. According to the Consortium, October brought a positive rebound with more than 1.92 million bands delivered. This movement brought bottling close to the previous year, shifting from a fall of 13.7% in August to just 0.9% in October.
The sector is now looking to the debut of the 2021 vintage during this year’s Benvenuto Brunello from 20 to 24 November in an effort to reenergise the American market.
Global study shows wine tourism expanding worldwide
The pattern in Montalcino reflects the international picture. As reported by the drinks business, a study by Hochschule Geisenheim University with UN Tourism, the OIV, the Great Wine Capitals Global Network and WineTourism.com found that 65% of wineries describe wine tourism as profitable or very profitable. The Global Wine Tourism Report 2025, based on responses from 1,310 wineries in 47 countries, shows that 88% now offer tourism experiences from tastings to vineyard tours.
The study records a median of 1,500 visitors per winery each year with domestic tourists making up 65%. Wine tourism contributes an average of 25% of global winery revenue rising to 32% outside Europe. More than half plan further investment and 73% expect their activities to grow. Sustainability is increasing in importance with 67% calling it important for their tourism business.
Although economic pressures, decreasing consumption and changing consumer preferences present obstacles, 68% of wineries believe wine tourism will grow in their region. According to the report, wine tourism “plays a key role in diversifying rural economies, creating jobs and supporting local communities”.
Related news
Italy's biggest online wine retailer fined for falsely claiming products were discounted
Bvlgari Hotels shine spotlight on Italy’s women of organic wine
