Oil tourism is no longer a niche for extra virgin olive oil enthusiasts: it has become one of the liveliest sectors of Italian food and wine tourism. Between 2021 and 2024, participation in experiences related to extra virgin olive oil grew by 37.1%, while seven out of ten Italians consider olive groves and extra virgin olive oil an authentic symbol of the national cultural and landscape heritage. The data emerge from the Second Report on Oil Tourism 2025, promoted by the National Association of Oil Cities, Coldiretti and Unaprol, and edited by Roberta Garibaldi.
A sector that starts from solid foundations: Italy has over 619,000 olive growing companies and more than 500 cultivars, an expression of biodiversity and age-old traditions that have no equal in the world.
A market that is expanding, inside and outside the border
For the first time, the report also photographs the main foreign markets – Germany, France, Austria, Switzerland and the United States – broadening the horizon compared to the first edition in 2023, which focused exclusively on the Italian public. The result is a picture of transversal interest: 70% of Italians would like to participate in tastings with food pairings, while over 55% of foreign tourists declare their intention to travel to Italy to enjoy experiences related to taste in the coming years.
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Alongside traditional visits to oil mills and direct purchases from the company, the segment that is growing most strongly is that of immersive experiences: itineraries among centuries-old olive trees, cultural itineraries, visits to historic oil mills and, at the top of the list of preferences, dinners in the olive grove, chosen by 71% of those interviewed. «Interest is growing both on the domestic market and in the main foreign markets», confirms Roberta Garibaldi, editor of the report. «Alongside tastings and visits, the demand for immersive experiences such as itineraries among centuries-old olive trees and cultural routes is increasing. Interest in lesser-known but high-quality production areas is also growing.”
Tuscany and Puglia in the lead, the South advances
In terms of geographical preferences, Tuscany (29%) and Puglia (28%) lead the ranking, followed by Sicily (20%), Umbria (18%) and Liguria (15%). A consolidated hierarchy, which however leaves room for the growth of less traveled territories but capable of offering excellent productions.
Italians show a marked interest in the health aspects of the oil (65%), in the variety of cultivars (60%) and in the cultural values linked to the olive growing tradition (60%). However, one piece of data reveals a paradox: only 43% really know the production of their territory and less than half can indicate at least one cultivar, a sign of a potential for education and communication that is still largely unexpressed.
How much is spent: Europe is cautious, Americans go premium
On the spending side, important differences emerge between markets. In Europe the price range considered appropriate for a tour with tasting is between 20 and 40 euros. US tourists, on the other hand, prove to be much more inclined towards the premium segment: 30% are willing to invest between 60 and 100 euros for a single experience, a figure that opens up concrete prospects for those who focus on a high quality offer.
Tool against depopulation
These are the words of David Granieri, president of Unaprol and vice-president of Coldiretti:
Oil tourism, as this second report highlights, is no longer a niche for enthusiasts, but a pillar of our rural economy. Thanks to the push for multifunctionality – from agritourisms to educational farms, up to direct sales – our olive growers not only sell an extraordinary product like Evo oil, but offer an experience of civilization. Each bottle contains the work of those who preside over often difficult territories, preserving the territory from abandonment while guaranteeing the beauty of those villages that are the beating heart of our country. Oil tourism confirms itself as a formidable tool to combat the depopulation of inland areas and to promote local, sustainable and seasonal tourism. The Evooschool Foundation, established by Coldiretti, is committed to supporting operators in the supply chain, with training initiatives aimed at the professional growth necessary to offer high-standing oil tourism services, capable of satisfying the growing expectations of both Italian and foreign tourists”.
Along the same lines, Michele Sonnessa, president of the National Association of Oil Cities:
The Second Report on Oil Tourism confirms that oil tourism is not a passing fad, but a strategic lever for sustainable development and the valorisation of rural areas – declares Michele Sonnessa President of the National Association of Oil Cities – Evo oil is more than a product: it is landscape, biodiversity, living culture and the story of communities. To transform tourists’ interest into real value, a structured and quality offer is needed. For this reason, together with Unaprol, we are setting up the first Product Club on Oil Tourism, to network companies, oil mills, restaurateurs, oil shops and experiential tourism operators. The Club will promote integrated promotion, marketing, training, digital services and business support. Oil tourism is discovery, relationship and care of the territory: it must be planned with the oil communities to generate lasting economic, cultural and social impacts. The Report shows the way: strengthening the link between production and hospitality, even in small municipalities and inland areas, transforming the Italy of oil into a great itinerary of taste and identity.”
These are the words of Roberta Garibaldi, head of the research team:
Extra virgin olive oil is not just a food product: it is culture, landscape, identity and the story of the territories. Today, oil tourism represents a strategic lever for the regeneration of rural areas and for strengthening the link between communities, visitors and the production chain
