How did Vinitaly fare in 2024?

Last month’s Vinitaly trade show saw some 97,000 visitors flock to Veronafiere, with almost a third of that number coming from abroad.

Last year’s Vinitaly, the 55th edition, received more than 93,000 visitors, but the figures from this year’s show, which took place from Sunday 14 April t0 Wednesday 17 April, eclipse those of 2023.

“Vinitaly consolidates its business positioning and an increasingly central role in the international promotion of Italian wine.Data for the event, together with positive feedback from companies, confirm the business objectives of Veronafiere’s current governance, with its firm commitment to strengthening the Made in Italy wine trade fair brand around the world,” said Veronafiere president Federico Bricolo.

“Stronger collaboration with all institutional representatives also goes in this direction, today in the front line with Veronafiere in supporting the internationalisation of the sector,” added Bricolo.

Indeed, 31% (30,070) of the total number of visitors were international, coming from 140 countries around the world. The US was the main country where visitors came from, with 3,700 trade operators in attendance (8% above 2023’s level), followed by Germany, the UK, China and Canada. There was also a 15% year-on-year increase in the number of Japanese buyers.

Beyond the quantity of these visitors to Verona, there was also a marked increase in the presence of top international buyers – around 1,200 from 65 countries in total, a 20% increase on last year.

Exhibitor reaction

“We have received positive feedback from companies, consortia and regional group shows,” suggested Veronafiere managing director Maurizio Danese. “An injection of confidence at a very complex time which sees Veronafiere committed to supporting the main ambassador and trailblazer product of Italy’s agro-food sector all over the world.”

Indeed, a number of exhibitors shared their positivity with db during the show.

Innocente Nardi, owner of Prosecco producer La Farra, summarised Vinitaly as “the display window for Italian wines of excellence”.

Also upbeat was Vitaliano Maccario, president of the Consorzio Barbera d’Asti e Vini del Monferrato, who commented: “Our intention is to be able to communicate our territory and denomination – we are searching for the right way to do this. Visitors can learn about that here.”

The off-show

Verona itself was noticeably busier this year, and the data also shows that Vinitaly and the City, the exhibition’s off-show, has grown significantly.

According to the data from Veronafiere, there were more than 50,000 ‘tastings’ in the off-show, an 11% year-on-year increase.

The 57th edition of Vinitaly is scheduled for 6-9 April 2025. Before then, an extensive programme of Vinitaly events in key international export markets is planned.

To read about db‘s pick of the 8½ Italian wine trends from Vinitaly to watch out for, click here.