Roberta Garibaldi

Roberta Garibaldi, CEO of ENIT – The Italian National Tourist Board, is professor of Tourism Management at the University of Bergamo and holds various positions at national and international levels, including membership on the Board of Advisors at the World Gastronomy Institute and member of the Board of Presidency of SISTUR – the Italian Society of Tourism Sciences.
She is the author of numerous books and essays in Italian and foreign magazines.
She is a keynote speaker at major international events, such as the UNWTO Forums, the United Nations Tourism Agency, and the World Economic Forum in Davos.È autrice di numerosi saggi in riviste italiane e straniere e di libri.
È keynote speaker ai principali eventi internazionali, come i Forum di UNWTO, Agenzia per il Turismo delle Nazioni Unite, e il World Economic Forum di Davos.

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.