Italy’s Montalcino Wine Tourism Surges, Driving Record Economic Boost and Strengthening Brunello Production in Tuscany: You Need to Know

Published on November 22, 2025

Montalcino, the picturesque hilltop town in Tuscany, is witnessing a remarkable surge in wine tourism, bringing renewed energy and economic vitality to the region’s renowned Brunello di Montalcino producers. The 34th edition of Benvenuto Brunello, held from November 20 to 24, marks a pivotal moment as the local wine sector welcomes visitors amid a broader recovery in tourism and wine sales, even while navigating challenges from international tariffs and fluctuating global markets.

Recent statistics from the Region of Tuscany and national data sources indicate that approximately 235,000 visitors explored Montalcino in 2024, with early trends for 2025 showing similar numbers. The economic impact of these visitors extends far beyond the wineries themselves. Each bottle of Brunello poured is estimated to generate around €117 for the local economy, a figure nearly four times the cost of the bottle at its source. This effect spreads across accommodations, restaurants, wine shops, and other regional businesses, illustrating the broad economic significance of wine tourism in Tuscany.

Wine tourism has become a vital driver of wealth for Montalcino, contributing directly and indirectly to regional revenue, which now exceeds €150 million annually. The influx of visitors has stimulated investments in infrastructure, hospitality, and dining, creating a strong support network for both producers and local businesses.

The town has developed a robust tourism infrastructure to cater to its growing international appeal. Montalcino now hosts 12 hotels, including three five-star properties, alongside more than 180 agritourism accommodations. Dining options are equally diverse, ranging from traditional trattorias to two Michelin-starred restaurants, complemented by a network of wine shops and bars. Accommodation bookings surged to 233,000 in 2024, representing a 6.3% increase from 2023 and nearly 30% above pre-pandemic levels in 2019. Between May and August 2025, 130,000 overnight stays were recorded, with demand rising from key international markets including France, Eastern Europe, China, the United Kingdom, South Korea, and the United States. Foreign visitors now make up 71% of total arrivals, highlighting Montalcino’s status as a premier destination for global wine enthusiasts.

While tourism growth is promising, the production and sale of high-quality wine remain the central focus for local producers. Recent years have presented challenges, including uncertainty surrounding tariffs on Italian wines entering major export markets. Once clarified, producers absorbed an additional cost of around 15%, demonstrating resilience in adapting to international trade pressures. Bottling activity, a key indicator of production, rebounded strongly in October, with nearly two million government bands delivered for labeling, signaling a recovery from mid-year fluctuations. The launch of the highly anticipated 2021 vintage at Benvenuto Brunello is expected to revitalize interest among global importers, particularly in the United States.

Montalcino’s trends reflect a broader global rise in wine tourism. A recent study surveying over 1,300 wineries across 47 countries found that 65% of wineries regard wine tourism as profitable or highly profitable. Nearly nine out of ten wineries now offer direct experiences, including tastings, vineyard tours, and immersive activities, to attract and engage visitors.

The report highlights that wineries worldwide receive an average of 1,500 visitors annually, with domestic tourists accounting for about two-thirds of these visits. On average, wine tourism contributes roughly a quarter of total winery revenue, increasing to nearly a third outside Europe. Moreover, more than half of surveyed wineries plan further investments in tourism infrastructure, and almost three-quarters anticipate continued growth in visitor numbers and revenue. Sustainability is emerging as a critical focus, with two-thirds of respondents emphasizing its importance in their tourism operations.

For Montalcino, these global trends offer a blueprint for continued growth. Wine tourism is increasingly recognized not only as a profitable venture for producers but also as a vital engine supporting rural economies and preserving the cultural and agricultural heritage of Italy’s iconic wine regions. As visitors continue to explore the vineyards and cellars of Tuscany, Montalcino is cementing its position as both a premier wine destination and an essential contributor to the region’s economic resilience.

The rise of wine tourism in Montalcino demonstrates how blending high-quality production with immersive visitor experiences can create a sustainable model that benefits both the local economy and the global reputation of Italian wines. With infrastructure, international demand, and a focus on sustainability all aligning, Tuscany’s celebrated hilltop town is poised for continued success in the years ahead.