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Wine tourism has been hit harder by the pandemic than almost any other industry. Now it has to reinvent itself. Markus Blaser used the example of the pioneering region of Tuscany to research where the journey is heading: sustainable, healthy and emotional wine experiences are likely to be in the foreground in the future.

In the year before the pandemic, wine tourism in Italy was at its peak: according to estimates by the "Turismo del Vino" observatory of the national association of wine towns "Città del Vino", around 15 million people took part in a tasting, guided tour of a cellar or vineyard, as well as other events, or stayed overnight in wineries in 2019. In the process, they generated a turnover of 2.65 billion euros - an increase of six and seven per cent, respectively, compared to the tendency of stable levels in previous years.

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