New Profiles and Needs of Wine Tourists in Italy—“Eno-Slow” Tourism?

Tourism has become a key sector of the global economy and a driver of economic growth. The Wine Routes are a specialized tourist offering that meets the needs of a segment of travelers, contributing to the enhancement and preservation of rural areas. Recent studies have highlighted that among the reasons driving tourists to choose Slow tourism is the desire to discover local food and wine as an expression of territorial culture. This study assumes that the characteristics of Wine tourists may have changed in recent years. An extensive survey was conducted on visitors of Sicilian Wine Routes. The results examine Wine tourism and Slow tourism and their overlap for tourists who travel around rural territories following the lure of food and wine. The results highlight a new segmentation and the existence of a new profile of Eno-Slow tourists with new primary motivations and needs. On a global level, the new Eno-Slow tourist fits perfectly into the international trends of responsible and sustainable tourism, strengthening the image of wine-producing regions as models of balance between culture, nature, and quality of life. These findings are very important as they provide useful guidance for policymakers and stakeholders committed to the sustainable competitiveness of rural tourist destinations, both locally and internationally.