Wine2wine Vinitaly Business Forum 2026 Aims to Boost Italian Wine Tourism in US
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NEW YORK, Oct. 21, 2026 /CourierPR/ -- With American demand for wine tourism soaring, the wine2wine Vinitaly Business Forum 2026 in New York is set to convene from October 26 to 27, 2026. This two-day event, held in conjunction with Vinitaly.USA, aims to empower Italian wineries to tap into the lucrative American travel market. The forum will bring together producers, trade professionals, specialist travel agents, tour operators, and other key stakeholders to explore strategies for leveraging the lucrative American travel market.
Wine tourism has become a cornerstone of the Italian wine industry, generating significant revenue and driving local economies. According to a Nomisma Wine Monitor and UniCredit report, wine tourism contributed over €3 billion to Italian wineries in 2025, accounting for an average of 21% of their total turnover. Each wine tourism visit generates more than €150 in added value across agriculture, restaurants, retail, culture, and crafts, highlighting the economic impact of this sector.
The United States stands out as a key source of wine-minded visitors to Italy. Recent studies indicate that over half of American travelers to Italy now prioritize wine and food experiences. However, many continue to visit the same regions and wineries, leaving untapped opportunities for producers and territories outside the usual routes. The wine2wine Vinitaly Business Forum will address these dynamics, focusing on how Italian producers and regions can gain visibility among specialist travel agents and wine-focused tour operators.
The forum will feature several sessions dedicated to wine tourism. The panel will include Susan Kostrzewa, Cristina Mariani, Riley Pearce, and Seth Snider, who will discuss trends among American clients and provide insights on how Italian producers and regions can capture the right radars.
Moderated by Sara Magro, the panel will bring together key players from cruise lines, hotel groups, specialized tour operators, and the luxury travel sector to understand how itineraries are created and what criteria determine the inclusion of a winery or a region. The discussion will aim to make Italian wine destinations more accessible and easier to incorporate into travel itineraries.
Promoted by the Ministry of Tourism with the support of ENIT S.p.A., this session will introduce ENIT's Wine Tourism Hub, a new B2B platform showcasing the richness and diversity of Italy's wine tourism experiences.
Additional sessions will cover Italian wine in the American market, regional focus on Sardegna and Friuli Venezia Giulia, market strategies, and masterclasses. The wine2wine Vinitaly Business Forum is a dynamic international wine industry forum organized by Veronafiere and held annually since 2014, in Verona, Italy, and in the United States in conjunction with Vinitaly.USA. The event is a key reference point for wine producers and professionals eager to develop and grow their wine business worldwide.