Marina Montedoro

Marina Montedoro enrolled at the Faculty of Agriculture of the University of Padua and she got her degree cum laude. In 2002 she obtained her qualification as Agronomist, and she got her PhD degree in Agri-food Economics and Politics in 2005. In that same year she started working for the Confcooperative Veneto, where she was Regional Head of the Fedagri Veneto.

In 2008 she moved to Rome where she was assigned to the position of Executive Director of the “Research and Experimentation” department of the Ministry of Agricultural, Food and Forestry Policies (Mipaaf), thus dedicating herself also to research and innovation on a national and international level.

In 2014 she was appointed Head of the Italian Experimental Institute Lazzaro Spallanzani, which does research on reproduction, selection and genetic improvement of life stock and domestic animals, but which is also concerned with quality and safety of products of animal origin.

In 2018 she became Sole Director of Technologies srl, a company that provides services for agriculture and animal husbandry. In 2019 she was appointed Director of Coldiretti Lombardia. In January 2020 she is appointed President of the newly formed Association for the Heritage of the UNESCO Prosecco Hills of Conegliano and Valdobbiadene. In November 2021 she became Director of Coldiretti Veneto.

Since 2008 she has played an important role as representative for Italy in numerous international committees, including: vice-president of the JPI FACCE, a joint programming initiative set up by the European Commission for Agriculture, Food Safety and Climate Change; Italian representative in the CDA of the Global Research Alliance, the international Alliance on the greenhouse gas emissions which involves 40 countries of the world and which has as main goal the development of strategies which are to reduce the emissions due to agricultural practices.

Wine tourism between sustainability and innovation

The wine tourism market is constantly evolving, with tourists becoming more and more demanding and looking for products, services, and experiences capable of satisfying their needs. All the players involved -destinations, industry associations, supply chain operators – are called upon to give an adequate response by focusing on innovation and sustainability. Innovation means creating new connections: with the rural landscape, emphasizing identity, values, traditions, and links with aspects of the social and economic life of these places; with culture, creating new pairings with history, art, design, music, and thus enriching the tourist’s experience with meaning; with wellness, through outdoor experiences (bike tours, e-bikes, mountain biking, wine and taste treks) and activities for relaxation and immersion in nature; and finally, with digital, taking advantage of new technologies (metaverse, augmented reality) to create a never-ending and immersive experience. The future of wine tourism also lies in environmental and especially social sustainability. Wineries can and must adjust their offer to enrich the experience lived by the tourist.