PLANNING TOOLS FOR SUSTAINABLE WINE TOURISM DESTINATIONS

Iole Piscolla, Associazione Nazionale Città del Vino

The ongoing decline in wine consumption, compounded by multiple factors, highlights the need for a specific discussion on the future of wine-producing regions. The digital and socio-ecological transitions directly impact the local communities and landscapes shaped by viticulture, influencing their culture, economy, labor market, and social fabrics. Unlocking value relies heavily on innovation capacity and effective local stakeholder networking.

The award “La miglior Pratica Urbanistica delle Città del Vino. Miglior Piano, Buona Pratica, Progetto“ serves as an essential initiative to celebrate municipalities excelling in urban planning that safeguards rural land and highlights viticultural and landscape heritage. Simultaneously, it promotes good practices that effectively integrate wine tourism with territorial planning, landscape culture, and community engagement—an effort now strengthened by applying the guidelines issued by Associazione Città del Vino.

Inadequate spatial planning frameworks often delay local socioeconomic development. Conversely, policies prioritizing environmental and landscape preservation, paired with a culture of innovation, act as a vital catalyst for future wine tourism destinations.

From this perspective, digital regeneration requires a comprehensive strategy encompassing digital skills, public services, cybersecurity, administrative capacity, and community participation. Remote inland areas and wine regions must remain viable places to work, operate businesses, and participate in social and economic life. Digital regeneration cannot be limited to back-office digitization; it must improve overall quality of life, expand service access, retain local businesses, and attract young professionals and entrepreneurs. In this context, artificial intelligence plays an important role in analyzing climate data, improving regional accessibility, advancing sustainability, and delivering services to visitors and residents alike.

The program of the event is in development.