Report: AI Revolutionizes Food and Wine Tourism

AI is fundamentally reshaping how travellers discover, plan, and experience food and wine tourism. This transformation is particularly pronounced among younger generations, as evidenced by findings from the Italian Food and Wine Tourism Report 2025.

This report, published by the Italian Association of Food and Wine Tourism (AITE) and curated by Professor Roberta Garibaldi, highlights AI’s growing role as a core decision-support tool for travellers seeking inspiration, personalization, and efficiency in trip planning. For many younger tourists, AI is no longer perceived as innovative or experimental, but rather as an integral and routine part of travel preparation.

Generational Shifts in AI Adoption

The report reveals a significant generational divide in the use of AI technologies. Seventy-five percent of travellers aged 25–34 report using AI tools to generate ideas for food and wine travel experiences, signaling a decisive shift in how destinations and experiences are discovered. Among this cohort, AI is viewed less as a novelty and more as a natural extension of digital research behaviour.

Primary Applications of AI in Travel Planning

Menu and content translation emerges as the most widespread application of AI, used by 69% of respondents overall and rising to 77% among travellers aged 25–34. This reflects the linguistic complexity of navigating regional cuisines, particularly in destinations such as Italy, where local food culture is deeply rooted in dialect and tradition.

Beyond translation, AI serves multiple planning functions:

60% of travellers use AI to generate inspiration and ideas; and

58% rely on it to search for destinations and accommodation.

These figures are notably higher among younger travellers, who integrate AI more seamlessly into their decision-making processes.

International Variations in AI Usage

AI adoption in food and wine tourism varies significantly across markets. The United States leads in the use of AI for food and wine inspiration, with 21% of travellers reporting active use, followed by France (18%) and Germany (16%). Adoption is comparatively lower in the United Kingdom, Austria, and Switzerland, where usage averages around 13%.

Trust levels follow a similar pattern. American travellers exhibit the highest confidence in AI-driven destination recommendations at 15%, compared with just 10% in Austria and Switzerland. Across all markets, however, AI functions primarily as a source of preliminary inspiration rather than a final authority.

Traditional sources remain dominant, with recommendations from friends and family commanding trust levels between 38% and 50%.

Changing Perceptions of Risk and Rising Expectations

The report notes a marked improvement in attitudes toward AI compared to previous years. Perceived risk is declining, particularly among younger travellers. 29% of individuals aged 18–24 believe the risks of AI outweigh its benefits, compared with 49% among those aged 35–44, suggesting that familiarity and repeated use foster confidence.

Travellers articulate clear expectations for AI-based services:

Ease of use (60%);

Strong data privacy protection (55% overall; 71% among 18–24-year-olds);
and

Accuracy and reliability of information (49%).

Looking ahead, respondents express strong interest in advanced AI functionalities, particularly automatic menu translation (46%) and personalized itinerary creation (36%). Younger and more experienced travellers also value detailed recommendations for food, wine, and beer pairings. Sustainability is an increasingly important factor, with approximately one-third of participants seeking low-impact routes and environmentally responsible experiences.

The Persistent Trust Gap

Despite rising usage, complete trust in AI remains limited. Only 6% of respondents report full confidence in algorithmic recommendations, though trust is higher among high-income and frequent travelers. Awareness of AI’s limitations, such as potential inaccuracies, opaque processes, and algorithmic bias, leads many users to cross-reference AI-generated suggestions with traditional sources, including personal networks and expert reviews.

Future Directions and Strategic Implications

The report identifies three key trajectories shaping the future of AI in food and wine tourism:

Growing demand for seamless and highly personalized experiences;

Increased emphasis on pre-trip inspiration rather than on-site assistance; and

The need to build trust through relevance, authenticity, and demonstrable value.

As AI becomes more deeply integrated into reservation systems and digital platforms, intelligent agents are expected to support customized, on-site experiences. For destinations and tourism operators, success will depend on providing high-quality, transparent data, particularly related to sustainability, local authenticity, and cultural integrity, which will ultimately influence how AI ranks, recommends, and promotes experiences.

As digital technologies continue to evolve, the future of food and wine tourism will be shaped by a dynamic interplay between advanced AI tools and trusted human expertise, redefining how travellers engage with culinary and wine landscapes worldwide.

OIV Releases 2025 World Wine Production First Estimates

The International Organisation of Vine and Wine (OIV) published yesterday its annual first estimates for global wine production in 2025.

The initial forecast for 2025 is between 228 and 235 million hectolitres, with a mid-range estimate of 232 million hectolitres. That is a 3% increase on the historically low 2024 harvest, but still 7% below the 5-year average.

Italy remains the world’s largest wine producer in 2025 (47.3 Mhl), ahead of France  (35.9 Mhl) and Spain (29.4 Mhl). The USA is fourth, while Australia bounces back from the smaller 2024 harvest to regain its place as the world’s fifth producer in 2025, ahead of sixth-placed Argentina, which is the biggest producer in South America.

Despite regional contrasts, the global wine market is likely to remain broadly balanced, as limited production growth will help to stabilize stocks in a context of softening demand and ongoing trade uncertainties.

These first estimates are presented in a new report available on the OIV website (World Wine Production Outlook) and will be updated according to the last 2025 consolidated data. The final data on 2025 global wine production will be announced by the OIV in the second trimester of 2026 and published in the annual OIV report: “State of the World Vine and Wine Sector”.

About the OIV
The International Organisation of Vine and Wine (OIV) The OIV is a scientific and technical intergovernmental organization, and the world reference to the vine and wine sector. The OIV currently has 51 Member States, countries producing and consuming grapes and wine, which account for 90% of the world’s vineyard surface area, 88% of global wine production and 75% of global wine consumption. Twice a year, over 500 experts come together to assess, discuss and approve by consensus resolutions on the following:

1/ Viticulture and table grapes

2/ Oenology and methods of analysis

3/ Law and economics of the vine and wine

4/ Consumer health and safety

For a century, the OIV has been at the forefront of all global vitivinicultural matters, providing standards, guidance and information for the vine and wine sector.

Assouline Releases Wine & Travel United States of America – A Strategic Lens on American Wine Tourism and Cultural Branding

I’m thrilled to receive a copy of Assouline’s Wine & Travel United States of America – fresh off the press!

With a quick overview, this latest publication from Assouline offers a timely exploration of the American wine industry through the dual lenses of culture and tourism. Authored by Enrico Bernardo, World’s Best Sommelier (2004), the book reveals how America’s wine regions are shaping both consumer tastes and the nation’s global identity for premium wine tourism, presenting these regions not only as destinations but also as cultural expressions of land, climate, and community.

Bernardo takes readers from California’s Santa Barbara, where Rhône varietals thrive in the Pacific breeze, to Oregon’s Willamette Valley, globally recognized for its refined Pinot Noir. Along the way, he highlights the distinct terroirs of Washington’s Walla Walla Valley, the pioneering sustainability of Sonoma and Mendocino, and the charm of New York’s Finger Lakes. Each chapter underscores how geography, climate, and human vision intersect to create wines that reflect a nation’s spirit of innovation and tradition.

Beyond viticulture, Wine & Travel: USA celebrates the art of hospitality and the culinary traditions that define American wine culture. From Michelin-starred dining in Napa to the approachable tasting rooms of emerging regions, Bernardo further illustrates how wine tourism is a key driver of regional economies and as a catalyst for cross-sector growth in gastronomy, hospitality, and cultural heritage.

A celebrated figure in gastronomy, Bernardo was named Best Sommelier in the World in 2004. His career includes helming Michelin-starred restaurants, global consulting, and authoring seminal works such as The Impossible Collection of Wine and The Impossible Collection of Champagne. With Wine & Travel: USA, he offers both oenophiles and travelers an immersive journey across vineyards, valleys, and coastlines, positioning American wine as a cultural treasure on the world stage.

For wine tourism professionals, the publication reinforces the importance of storytelling, hospitality innovation, and sustainability in strengthening regional identity. It provides not only inspiration but also strategic insight into how American wine destinations can continue to expand market share and cultural resonance on the global stage.

I’m looking forward to digging in and reading this thoughtful study of how American wine regions are redefining global wine tourism!

Great Wine Capitals 2026 Best of Wine Tourism Regional Awards Announces Napa Valley Winners

The regional Napa Valley delegation for the Great Wine Capitals, which includes the County of Napa, Napa Valley Vintners, and Visit Napa Valley, has announced the winners of the 2026 Best of Wine Tourism Regional Awards.

The annual Great Wine Capitals Best of Wine Tourism Awards celebrate innovation and excellence in wine tourism across the world’s leading wine regions. Napa Valley is among 11 global regions recognized internationally by the Great Wine Capitals Network for delivering exceptional wine tourism experiences.

Tourism and hospitality businesses in Napa Valley were invited to self-nominate in one of seven categories during August. Submissions were reviewed and winners selected by a judging panel that included representatives from the County of Napa, Napa Valley Vintners, and Visit Napa Valley.

The Great Wine Capitals 2026 Best of Wine Tourism Regional Award winners, by category, are:

  • Accommodation –  The George
  • Architecture & Landscapes – Cuvaison Winery
  • Art & Culture – Boisset Collection 
  • Innovative Wine Tourism Experiences – Sterling Vineyards 
  • Sustainable Wine Tourism Practices – CHANDON 
  • Culinary Experiences – Clif Family Winery 
  • Wine Tourism Services – Festival Napa Valley 

Last year’s (2025) Napa Valley Regional Award winners included: Dr. Wilkinson’s Backyard Resort & Mineral Springs (Accommodation), Signorello Estate (Architecture & Landscapes),  Rail Arts District (RAD) Napa (Art & Culture), Olabisi Winery (Vine Trail Adventures)  (Innovative Wine Tourism Experiences), Pine Ridge Vineyards (Sustainable Wine Tourism Practices), Oxbow Public Market (Culinary Experiences), Napa Valley Wine Train (Wine Tourism Services). Napa Valley Wine Train went on to receive global recognition as the 2025 Global Winner in the  Wine Tourism Services category.

In addition to being recognized in front of an audience of industry peers, the 2026 regional award winners are now in consideration for the Global Best of Wine Tourism Awards. Global winners will be announced at the Great Wine Capitals Annual General Meeting held in Bordeaux, France, in November 2025.

For further information, visit: https://www.visitnapavalley.com/blog/post/2026-best-of-wine-tourism-award-winners/

The International Wine Academy’s Historic Appeal to the United Nations

Wine has long transcended its role as a simple beverage, serving instead as a living testament to humanity’s cultural, social, and agricultural heritage. Across civilizations, from the vineyards of Mesopotamia to the cellars of Burgundy and the valleys of Mendoza, wine has symbolized conviviality, peace, and continuity. Today, this millennia-old legacy faces an unprecedented challenge. For the first time in its history, the Académie Internationale du Vin (AIV), a body uniting nearly 100 eminent wine voices from 20 nations, has spoken publicly and unanimously to defend wine against the threat of “denormalization” proposed in global health discourse. Their Appeal below, addressed to the heads of state gathering for the 80th United Nations General Assembly, underscores the profound stakes of reducing wine to a mere health risk: the erosion of culture, heritage, and a universal language of humanity:

APPEAL BY THE INTERNATIONAL WINE ACADEMY TO HEADS OF STATE AND GOVERNMENT ATTENDING THE UNITED NATIONS 80TH ANNIVERSARY GENERAL ASSEMBLY IN NEW YORK

Ladies & Gentlemen, Heads of State and Government, On September 25th, at the 4ᵗʰ United Nations High-Level Meeting on the prevention and control of noncommunicable diseases and the promotion of mental health and well-being, you will be faced with a challenging brief: how can we prevent and control noncommunicable diseases without denying the foundations of our cultures, without erasing what makes our civilization thrive? Wine is at the heart of this question. Too often, it is reduced to a molecule of alcohol. Too simplistically, it is compared to a drug. But too rarely do we think about what it embodies. The International Wine Academy, whose members come from 20 different countries, wishes to alert you against the danger of reducing wine to a mere health risk, thereby forgetting its cultural, social and human dimension. Here is what is at stake. TO DENORMALISE WINE WOULD DESTROY A HERITAGE – A LEGACY OF HUMANITY  Wine embodies eight millennia of human history: it is a catalyst for conviviality, joy and sharing; a connection to the land and its landscapes; a universal language linking people – from Georgia to Ancient Greece, from Oregon to Tuscany, from France to New Zealand. Unique yet global, it expresses mankind’s patience before time, humility before the earth, and the desire to celebrate together. Offering a glass of wine is a gesture that expresses peace, friendship, brotherhood, and the joy of being together.  Enjoying wine moderately is to defend the culture of taste and restraint, and perpetuate a bond that unites continents, people and generations. It is about appreciating rather than abusing, tasting rather than drinking. It is about approaching health through social and family ties, mental well-being and the joy of life – for the link between happiness and health is undeniable.  TO DENORMALISE WINE WOULD DENY ITS BENEFITS AND CLOSE SCIENTIFIC DEBATE PREMATURELY  A recent NASEM report (National Academies of Sciences, Engineering, and Medicine, USA) concluded that “compared to no alcohol consumption, moderate consumption is associated with lower all-cause mortality.” We do not claim to settle the scientific debate, but, like many experts, we regret the absence of a large-scale randomized trial, the only viable protocol to ground conclusions on certified evidence rather than insufficient observational data. TO DENORMALISE WINE IS TO CHOOSE PROHIBITION OVER EDUCATION AND FREEDOM  We are fully aware of the dangers of excess. We recognize the need to prevent addiction, protect the most vulnerable, and combat abuse. We embrace this responsibility, for it is through education that consumers learn to taste, compare and appreciate wine with moderation – becoming ambassadors of balance.  Through education, we believe we can both protect individual freedom to enjoy wine without abuse and promote responsibility and control. Wine thus expresses its truth through the transmission of knowledge, and know-how, and teaching moderation. For these reasons, Ladies & Gentlemen, Heads of States and Governments, we call upon you to act in a balanced and nuanced manner: combat excesses but recognize the value of moderation; prevent risks but preserve mankind’s bond with the earth; protect public health but respect the richness of cultures and the strength of traditions. Preserving wine means defending a civilization, a way of life, a living universal heritage, a part of humanity that has been passed down from generation to generation for thousands of years. On behalf of the International Wine Academy    Guillaume d’Angerville, President & Véronique Sanders, Chancellor   Lausanne, September 2025  www.academievin.org

The AIV’s open letter is not a denial of the need for public health vigilance, but rather a plea for balance, perspective, and nuance. To strip wine of its rightful place in society is to dismiss its contributions to culture, social well-being, and even responsible lifestyle practices rooted in moderation. At stake is more than a product: it is the survival of a heritage that binds generations, nations, and traditions. By defending wine, world leaders defend the principle that humanity’s greatest legacies should be preserved, not erased. The decision now before the United Nations is not solely about health policy; it is about safeguarding civilization’s enduring bond with the earth, with each other, and with the joy of shared experience.

Liz Palmer