In 2023, there were 9,6 million1 tourists in Italy who made an overnight trip in the past three years having food and wine as their primary motivation, a growth of +37 percent compared to 2016. In this positive context, interest in oil-dedicated experiences is growing: almost two-thirds of Italian tourists (64 percent), in fact, are interested in following a suggested oil-themed itinerary on their own; a figure that shows how oil tourism represents a great and further development opportunity for Italian olive farms and territories.
This is an important resource that will be extensively explored during EVOLIO Expo, the new international B2B trade fair organized by SENAF and supported by the Puglia Region’s Department of Agriculture, Rural and Environmental Development, Pugliapromozione (Regional Tourism Agency) and the National Association of OIio Cities, which will be held from January 30 to February 1, 2025 at the Fiera del Levante in Bari.
During EVOLIO Expo, in fact, there will be many in-depth discussions on oil tourism dedicated to professionals in the sector to guide companies in developing projects on the topic. Through engaging, hands-on sessions, industry experts will enlighten participants on ways to implement oil tourism in their own businesses or territories. In addition, concrete tools will be provided to enhance the offer and strengthen the ability to attract and engage Italian and foreign tourists.
However, to implement a proper strategy for oil tourism, companies must know the habits and desires of tourists and consumers. According to the Oil Tourism Report, conducted by Professor Roberta Garibaldi in collaboration with Oil Cities and UNAPROL, Italian travellers particularly appreciate the possibility of buying oil at attractive prices (72 percent), tasting it during guided tours in combination with local products and foods (70 percent) or witnessing the production process (66 percent). In addition, tourists are increasingly demanding and are looking for experiences that not only engage them but also convey the values and identity of the area. Because of this, six out of ten Italian tourists want to combine oil tasting with candlelight dinners in olive groves, while 54 percent are interested in actively participating in olive harvesting or the production of their own oil.
Olive farms thus become the centre of a virtuous ecosystem for the growth of the entire sector. In addition to the macro-theme of oil tourism, EVOLIO Expo will also delve into two other topics of great interest to the industry with the participation of internationally renowned stakeholders, academics and high-profile speakers: Oil, environment, landscape, and identity; Oil and health. EVO oil, a natural medicine for healthy eating and good communication.
A thematic itinerary to promote the culture of oil, part of a larger project created to foster opportunities for exchange between producers and buyers from the main olive oil importing and consuming countries thanks to the presence of numerous foreign buyers. An event full of in-depth moments for industry professionals through conferences, training courses, panel tests, talks, demonstration areas, EVO oil tasting courses, master classes, and workshops involving associations, institutions, exhibitors and visitors.
For further information | Press Office MY PR
Roberto Grattagliano – 338 9291793 – roberto.grattagliano@mypr.it
Marta Rutigliano – 351 0397141 – marta.rutigliano@mypr.it
1 Oil Tourism Report produced by Oil Cities and Unaprol-Coldiretti