Olive Tourism Growth
Feb. 25, 2026
ITALY'S OIL PRODUCTION GROWTH +37% OIL TOURISM
7 OUT OF 10 ITALIANS CONSIDER IT A CULTURAL HERITAGE
Second edition of the report on olive oil tourism, promoted by the Coldiretti Oil Cities Association, Unaprol and edited by Roberta Garibaldi
Rome, February 25, 2026. Olive oil tourism in Italy is growing rapidly and confirms its position as one of the most dynamic segments of food and wine tourism. Between 2021 and 2024, participation in extra virgin olive oil-related experiences increased by 37.1% , and 7 out of 10 Italians consider it a symbol of the country's cultural and landscape heritage. This trend is part of the global expansion of food and wine tourism, with over 55% of Germans, French, Americans, British, and Austrians expressing interest in traveling to Italy for a food and wine experience in the coming years.
This is what emerges from the Second Report on Olive Oil Tourism promoted by the National Association of Olive Oil Cities , Coldiretti and Unaprol , edited by Roberta Garibaldi , which highlights the growing structuring of olive oil tourism as a cultural, educational and immersive experience.
Interest is growing both domestically—where 70% of Italians would like to enjoy tastings with food pairings—and in major foreign markets, particularly Germany, France, Austria, Switzerland, and the United States. Italy boasts a unique heritage: over 619,000 olive oil producers and more than 500 cultivars, an expression of biodiversity and age-old traditions. Alongside tastings, oil mill visits, and on-site purchases, demand is growing for immersive experiences such as tours among centuries-old olive trees, dinners in olive groves (selected by 71%), cultural tours, and visits to historic oil mills. Tuscany (29%) and Puglia (28%) lead the list, followed by Sicily (20%), Umbria (18%), and Liguria (15%) , while interest in lesser-known but high-quality production areas is growing.
In terms of spending, differences emerge between markets: in Europe , the price range is between 20 and 40 euros , while US tourists show a greater propensity for the premium segment, with 30% willing to spend between 60 and 100 euros . Italians show strong interest in the health (65%), varietal (60%), and cultural (60%) aspects of oil, but a knowledge gap remains, with 43% having concrete knowledge of their local production or having visited olive groves and mills, and less than half being able to name at least one cultivar.
"Olive oil tourism, as this second report highlights, is no longer a niche for enthusiasts, but a pillar of our rural economy," states David Granieri , President of Unaprol and National Vice President of Coldiretti. "Thanks to the push for multifunctionality—from agritourism to educational farms, to direct sales—our olive growers not only sell an extraordinary product like extra virgin olive oil, but also offer a truly cultural experience. Each bottle embodies the work of those who protect often challenging territories, preserving the land from abandonment while preserving the beauty of those villages that are the beating heart of our country. Olive oil tourism is proving to be a formidable tool for countering the depopulation of inland areas and for promoting local, sustainable, and seasonally appropriate tourism."
"The Second Report on Olive Oil Tourism confirms that olive oil tourism is not a passing fad, but a strategic lever for sustainable development and the valorization of rural areas," states Michele Sonnessa, President of the National Association of Olive Oil Cities. "EVO oil is more than a product: it is landscape, biodiversity, living culture, and the story of communities. To transform tourist interest into real value, a structured, quality offering is needed. For this reason, together with Unaprol, we are establishing the first Olive Oil Tourism Product Club, to network companies, oil mills, restaurateurs, olive oil shops, and experiential tourism operators. The Club will foster integrated promotion, marketing, training, digital services, and business support for Italy's olive oil industry, offering a comprehensive journey of flavor and identity."
"Extra virgin olive oil is more than just a food product: it is culture, landscape, identity, and the story of a region. Olive oil tourism today represents a strategic lever for the regeneration of rural areas and for strengthening the connection between communities, visitors, and the production chain," says Roberta Garibaldi , head of the research team, broadening the geographical scope of the study beyond the findings of the first Report (2023), which focused on the domestic market. However, the strong interest of potential tourists is offset by the still limited knowledge of the world of olive oil.
