There is an Italy that reveals itself slowly, amidst silvery rows of olive trees, dry-stone walls and olive oil mills that tell family stories. It is the Italy of extra virgin olive oil, which is now at the heart of a distinct evolution: no longer merely a product of excellence, but a travel experience.
In recent years, olive oil tourism has seen significant growth: between 2021 and 2024, participation in activities such as tastings, visits to olive oil mills and walks amongst the olive trees increased by over 37%. This figure confirms that olive oil tourism has become one of the most dynamic segments of the Italian food and wine sector.
Not just tastings: olive oil becomes an immersive experience
Whilst a visit to an olive oil mill used to be a purely technical experience, today it is a sensory and cultural journey. Travellers are looking for:
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guided tastings with food pairings
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dinners amongst the ancient olive trees
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scenic routes through native cultivars
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visits to historic olive oil mills
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first-hand accounts from the producers
Seven out of ten Italians regard olive groves and extra virgin olive oil as a symbol of national identity, representing the country’s cultural and landscape heritage. It is not just about taste: it is about a sense of belonging.
Those who choose olive oil tourism (and how much they are willing to spend)
Interest is growing both in the domestic market and abroad. European visitors tend to opt for experiences costing between 20 and 40 euros, whilst the US public shows greater openness to premium options, with a significant proportion willing to spend between 60 and 100 euros on a comprehensive experience.
Italians, for their part, are mainly looking for:
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health benefits of extra virgin olive oil
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discovering local varieties
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cultural and regional insight
Olive oil, therefore, becomes a key to understanding the region.
Iconic regions and emerging areas
The most popular destinations include:
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Tuscany
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Apulia
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Sicily
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Umbria
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Liguria
Alongside these well-established destinations, there is a growing interest in lesser-known areas that boast exceptional quality, where the experience is more authentic and intimate, far from the crowds.
And it is precisely here that olive oil tourism reveals its most fascinating potential: in the villages of the inland areas, where olive cultivation shapes the landscape, protects the soil and keeps the local identity alive.
Olive oil tourism: the rural economy and combating depopulation
Olive oil is not just an agricultural product. It is a cultural treasure. Every bottle tells the story of the hard work of those who tend olive groves, often in challenging terrain, helping to combat land abandonment and foster a sustainable economy.
Olive oil tourism promotes:
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seasonal adjustment of flows
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local tourism
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development of inland areas
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experiences with a low environmental impact
It is a model that is consistent with the idea of slow, mindful travel that is deeply rooted in the local area.
Surprise Destination: when olive oil becomes a bespoke journey
For those who wish to go beyond a simple tasting, there is a different way to discover the world of Italian olive oil: carefully curated, limited-place experiences centred on selected producers and settings of great authenticity.
Evening strolls amongst centuries-old olive trees.
Storytelling dinners in an olive grove.
Vertical tastings led by the miller himself.
Meetings with those who preserve rare varieties.
It’s not just about visiting a place.
It’s all about stepping into a story.
On our blog, we write about different regions and trends.
Through our experiences, we bring them to life, make them accessible and available for purchase.
Because, in Italy, olive oil is not just a condiment.
It’s an invitation to set off.
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