There will be more than 13 million wine tourists in Italy in 2025. The figure marks an increase of just under 8.5% over last year. Moreover, overnight stays directly related to the phenomenon are going to reach the 20 million figure, with a growth of more than 11% in twelve months. This was estimated by a CNA survey, released a few days before Vinitaly. The survey is limited to tourism: it excludes so-called out-of-town trips and includes in the calculation only activities in wineries and vineyards that include at least one overnight stay in hotels and/or non-hotel facilities, on or off the winery. About two-thirds of wine tourists will be Italian, with the remaining abundant third coming from abroad. Among the latter, 4 out of 5 will include the experience in wineries and vineyards as part of a longer vacation in our country; 1 out of 5, on the other hand, will have the wine or food and wine motivation as predominant. In terms of origin, the share of tourists “landing” from the U.S. is growing, and the number of those arriving from Asia and Oceania is increasing. From Europe, it is Germans, British, Swiss, Dutch and Austrians who make up the 'Top 5' wine lovers. According to CNA, the wine tourist is mostly an upper-middle class vacationer who, particularly during the harvest period, also engages in experiential activities, those, in short, with which “you get your hands dirty” by engaging in agricultural or artisanal tasks.