Extra virgin olive oil is not only a symbolic product of the Mediterranean diet, but also a powerful driver of tourism development for local areas. Interest in oil-themed tourist experiences grew by 37% between 2021 and 20241, reaching an increasingly wider and more knowledgeable audience: almost two-thirds of Italian travelers say they want to take part in an oil-themed experience, such as visits to oil mills, walks through olive groves, or guided tastings.
This growing interest particularly benefits Puglia, which ranks first, tied with Tuscany, among the food and wine destinations most recognized by Italians (41%), followed by Emilia-Romagna and Sicily.
It is against this backdrop that the second edition of EVOLIO Expo, the international B2B trade fair dedicated to extra virgin olive oil, will take place from January 29 to 31, 2026, at the Fiera del Levante in Bari. The fair has dedicated a large section to the theme of olive oil tourism as a strategic lever for promoting local areas and businesses.
Organized by Senaf on behalf of Nuova Fiera del Levante, with the support of the Agriculture Department of the Puglia Region, Pugliapromozione, and the National Association of Oil Cities, the event positions itself as a meeting point for producers, buyers, institutions, operators in the supply chain, and the scientific community, confirming its role as a platform for dialogue and promotion for the entire olive and oil sector.
“The growth in interest in oil-themed tourist experiences has been significant, amounting to +37% among Italian travelers between 2021 and 2024. This trend is a consequence of an increasingly strong desire to discover and fully experience the food and wine heritage of Italy, which sees EVO oil among the most representative products after wine,” explains Prof. Roberta Garibaldi, President of the Italian Food and Wine Tourism Association and professor at the University of Bergamo. The evolution of tourist demands suggests that olive oil tourism is moving towards a more pronounced multisensory experience: tastings and visits will remain at the heart of the offering, but will increasingly be accompanied by experiences that combine discovery, physical and mental well-being, and sensory engagement in creative, immersive, and sustainable ways that are particularly appealing to Generation Z.”
This evolution is also confirmed by the increasingly proactive approach of companies and operators involved in the supply chain. Italian olive oil companies are expanding their offerings to welcome visitors in an experiential way, promoting olive oil not only as a product, but as a story of the territory, culture, and identity. Restaurants, accommodation facilities, museums, and travel agencies are also moving in this direction, playing a leading role in an increasingly integrated network between agriculture, tourism, and hospitality.
“The sector is proving to be proactive,” continues Prof. Garibaldi. “In recent years, there has been a significant evolution in the offerings available, from olive farms to tourism operators, museums, and restaurants. The outlook is positive, and the dynamism shown by local businesses can stimulate the spread of oil-themed tourist experiences that convey the values and unique characteristics of this excellent Italian product, stimulating curiosity and consumption.”
Alongside its focus on olive oil tourism, EVOLIO Expo 2026 will offer a structured program that also encompasses the other two major themes of the event: “Oil, Environment, Landscape, and Identity” and “Oil and Health”. These three complementary perspectives will intertwine to offer a contemporary interpretation of extra virgin olive oil as a cultural, economic, and social resource. The aim is to bring together the worlds of research, production, and tourism, promoting EVO as a key element of sustainability, well-being, and regional promotion.
The internationalization program will play a central role, making Bari the reference point for meetings between Italian companies and foreign market operators. Delegations of international buyers, importers, distributors, and professionals from the large-scale retail and Ho.Re.Ca. channels will take part in business matching sessions and targeted B2B meetings, designed to foster the development of strategic partnerships and openness to new markets. An ecosystem of relationships and opportunities that will consolidate the positioning of Italian extra virgin olive oil as a symbol of excellence, innovation, and Mediterranean identity around the world.
For further information | Press Office MY PR
Roberto Grattagliano – 338 9291793 – roberto.grattagliano@mypr.it
Marta Rutigliano – 351 0397141 – marta.rutigliano@mypr.it