Mount Etna has long commanded international attention for its dramatic volcanic landscape and distinctive wines. Now, the Sicilian territory is strengthening another dimension of its identity:wine tourism as a strategic driver of destination development.
The inaugural Radici Vulcaniche – Between Lava, Vineyards and Great Wines, held in Randazzo on August 29 and 30, 2026, demonstrated that ambition.
Over two days, the historic town welcomed hundreds of visitors and showcased wines from 41 Etna wineries. The programme extended beyond tastings to include masterclasses on indigenous grape varieties led by wine critic Luca Gardini and discussions around Etna’s international wine-tourism potential.
International tour operators from the United States, United Kingdom, Russia, Argentina, France and Belgium also attended, helping position Etna not simply as a wine-producing region, but as a destination for international wine travellers.
From Wine Region to Destination
Etna’s strength lies in the combination of its assets: volcanic landscapes, indigenous grape varieties, historic villages, gastronomy, agricultural traditions and a powerful sense of place.
Radici Vulcaniche incorporated Randazzo itself into the experience, with visitors tasting wines through the streets of the historic town. Wine became a gateway to discovering the wider destination rather than an experience isolated within the cellar.
This reflects an important shift in global wine tourism. Increasingly, travellers are looking beyond conventional tastings towards experiences that connect wine with landscape, gastronomy, heritage and local culture.
The tourism data support this direction.
According to figures cited from the 2025 Report on Food & Wine Tourism in Italy, 85% of respondents considered the beauty and integrity of the rural landscape important when choosing a destination, while 76% valued local and authentic restaurants. The reputation of local food and wine products was important to 63%, and 60% cited the availability of food-focused experiences.
Etna is particularly well positioned to deliver across all of these areas.
Etna DOC’s Growth Adds Momentum
Etna’s tourism development is occurring alongside significant growth in its wine sector.
According to the IRVO Observatory – Istituto Regionale del Vino e dell’Olio, Etna DOC certifications increased from 79 in 2012 to 641 in 2025—a rise of 711%.
During the same period, certified wine volumes increased 390%, from 9,426 to 46,152 hectolitres, while the number of winegrowers claiming the denomination grew from 202 to 509.
The momentum has continued in 2026. By August, 576 certifications had been recorded, an increase of 15.9% compared with the same period in 2025, while certified volumes exceeded 43,000 hectolitres, up 22%.
These figures point to the expanding economic and international relevance of the Etna wine identity—and provide an increasingly strong foundation for tourism.
Wine as a Destination-Development Strategy
Regional authorities are clearly making the connection.
Luca Sammartino, Councillor for Agriculture, Rural Development and Mediterranean Fisheries of the Sicilian Region, has positioned Etna’s wines as serving a dual purpose: strengthening the international reputation of Sicilian agri-food products while acting as a driver for tourism.
IRVO Commissioner Giusi Mistretta has similarly emphasized the importance of collaboration between wine producers and tourism operators to transform Etna’s existing strengths into new opportunities.
This is where Etna becomes particularly relevant internationally.
For emerging and secondary wine regions, competing with Bordeaux, Champagne, Tuscany or Napa Valley does not necessarily mean replicating their models. Distinctiveness can be the competitive advantage.
Etna has that in abundance.
Its volcano is more than a backdrop to the vineyards. It creates an instantly recognizable identity connecting geology, agriculture, wine, history and contemporary Sicilian culture.
The Etna Model
The opportunity now is to convert this momentum into long-term destination value through stronger collaboration, internationally marketable experiences and storytelling that encourages travellers to explore the communities surrounding the vineyards.
For wine regions around the world, Etna offers a valuable lesson:
Wine may attract the traveller – the destination must give them a reason to stay.
On Etna, the combination of lava, vineyards, indigenous grapes, gastronomy, historic villages and Sicilian culture is becoming a compelling reason to do exactly that.
Sources: WeSicily, Radici Vulcaniche in Randazzo, September 5, 2026; IRVO – Regional Institute of Wine and Oil; 2025 Report on Food & Wine Tourism in Italy, Roberta Garibaldi.