In 2023, 9.6 million food and wine tourists chose Italy for unique culinary experiences, marking a 37% increase since 2016. Among these, the interest in oleotourism is soaring, with 64% of Italians eager to explore olive oil-related itineraries. This trend presents a remarkable opportunity for Italian olive oil businesses, positioning them at the heart of a thriving ecosystem that promotes both the product and the territory.
From January 30 to February 1, 2025, Bari’s Fiera del Levante will host EVOLIO Expo, an international event dedicated to the sector. Organized by Senaf with the support of the Puglia Region’s Agriculture Department and Pugliapromozione, the event will be a hub for producers, buyers, and professionals exploring the potential of oleotourism.
Throughout the expo, industry experts will lead practical sessions on how businesses can incorporate olive oil tourism into their operations, providing essential tools to attract both Italian and international tourists. According to the Oil Tourism Report, visitors highly value the chance to taste extra virgin olive oil paired with local dishes (70%), witness the production process (66%), and purchase oil at competitive prices (72%). Activities like dining among olive trees and participating in the harvest further enhance the experience, deepening the connection between the product and its origins.
EVOLIO Expo will also delve into topics such as the links between olive oil, health, and sustainability, with a special focus on extra virgin olive oil as a “natural medicine” for a healthy diet. The event will feature international stakeholders and hands-on masterclasses to round out its diverse program.
Oleotourism is emerging as a key driver for promoting the culture of olive oil and fostering exchange between producers and buyers in global markets.
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