Movimento Turismo del Vino (Wine Tourism Movement) is a non-profit association which started in 1993 (see Donatella Cinelli Colombini). Its 1,000 or so members include some of the most prestigious wineries of Italy. Movimento Turismo del Vino aims to increase the national wine tourism industry, which is a fundamental economic resource for the territories’ development and an effective tool for environmental protection. On one hand, MTV wants wine tourists to know more about activities and products of the winery members, on the other, to offer them an example of how you can do business in accordance with traditions, environmental protection and quality agriculture. To meet these objectives, MTV works on several levels: participation in fairs – first of all Vinitaly – and international conferences in collaboration with universities and research centers to carry out research, partnership with the major players in the wine sector (Enoteca Italiana, Città del Vino), communication (brochures, leaflets, posters and guides) and the press offices to promote MTV events in the national media.

Goals of the Association

  • Promote wine culture by enabling visits to the wine production sites.
  • Support the growth of tourism in all Italian wine regions;
  • qualify the wineries tourist services;
  • enhance the image as well as the economic and employment outlook of the wine areas.

“Cantine Aperte” (Open Wineries) on the last Sunday of May

MTV organizes several events throughout the year. On the last Sunday of May is the the ‘cantine aperte’ or ‘open cellars’ initiative whereby enthusiasts and wine lovers can discover the wine world and culture directly on-site. Prizes are awarded for wine photography, contributions to the science of wine production and for female contributions to culture and socio-political writings. Wine-tourism includes cookery schools, safari trips in cross-country vehicles, tastings. On a regional basis there are several tourist developments – Strada del Vino wine routes, a network of wine villages and an olive oil trail.