Airbnb and Coldiretti to promote Italian wine districts outside of traditional tourist destinations. Airbnb's commitment to promoting wine tourism builds on the popularity of the Vineyards category.
Overnight stays in the vineyards increased by 400% in 2023 compared to 2022, with over 880 thousand visitors hosted and an average length of stay of 3.88 nights. The Airbnb-Coldiretti campaign is aimed at promoting and strengthening the Italian winemaking tradition through the network of hosts, who will act as 'ambassadors' of the territory. The campaign is wide-ranging and includes a multi-pronged approach in each of the country's three focus areas, including: A dedicated website (available in Italian and English) for each district. Webinars for hosts from the three regions involved to provide them with insights into the initiative. An awareness campaign via email to hosts in the area to encourage them to support the project. Widespread media coverage, through the press and digital platforms to broaden awareness.