Airbnb and Coldiretti Join Forces to Promote Wine Districts
Airbnb, the international travel platform, and Coldiretti, the main organization of agricultural entrepreneurs at a national and European level with over 1.6 million members, have signed an agreement to promote and rediscover Italian wine districts outside of traditional tourist destinations. The partnership was officially announced during the “Wine Places, Excellence Made in Italy and Strategies for Distributed Tourism” conference at Vinitaly.
Airbnb’s commitment to promoting wine tourism builds upon the popularity of its Vigneti category, which allows guests to search for accommodations in vine-growing areas. Overnight stays in vineyards increased by 400% in 2023 compared to 2022, with over 880,000 visitors hosted and an average stay of 3.88 nights.
The Airbnb-Coldiretti campaign aims to promote and strengthen Italy’s wine tradition through their network of hosts, who will act as ambassadors for the territories. Initially, Airbnb and Coldiretti have identified three excellent wine districts where traditional knowledge and skills have been passed down from generation to generation:
1. The Colline del Prosecco di Conegliano e Valdobbiadene (TV) in Veneto
2. The Castelli Romani (RM) in Lazio
3. The Parco del Pollino (CS) in Calabria
The campaign is extensive and includes a multi-front approach in each of the three areas of interest in the country. This includes the creation of dedicated websites (available in Italian and English) for each district, webinars for hosts in the three regions to provide them with insights into the initiative, email campaigns to encourage hosts to support the project and provide them with initiative materials, as well as widespread media coverage through print and digital platforms to increase awareness of the initiative.
“The partnership between Airbnb and Coldiretti aims to promote sustainable tourism that respects local communities and the environment. Our collaboration aims to strengthen the economy of micro and small farmers in Italy through these dedicated routes. We firmly believe that this support not only promotes a more sustainable way of traveling but also contributes to the vitality of the tourism sector,” said Valentina Reino, Head of Public Policy & Campaign at Airbnb Italy.
“An agreement like this demonstrates how the growth of wine tourism confirms wine as an added value for our Made in Italy. That is why the work done by our companies, wineries, and agritourism establishments in Italy has been important in making wine places increasingly popular vacation and visit destinations for both Italian and foreign tourists. Visiting a winery with us is not a commercial action, it is an experience of history, taste, passion, and future,” commented Ettore Prandini, President of Coldiretti.
This partnership between Airbnb and Coldiretti represents a significant step towards promoting Italy’s wine regions and encouraging sustainable tourism. With the support of hosts acting as ambassadors, visitors will have the opportunity to immerse themselves in the rich history, culture, and flavors of these wine districts. The initiative aims to benefit both local communities and the tourism sector, making it a win-win for all involved.