Tuscany has confirmed its position as one of Italy’s leading regions for protected designation of origin (PDO) tourism. This model integrates cultural heritage, sustainable tourism, and agri-food excellence. In the first report on PDO tourism issued by the Qualivita Foundation, an organisation that promotes and protects quality European food and wine products, Tuscany is ranked second behind Veneto and ahead of Emilia-Romagna and Lombardy. The report highlights key performance indicators relating to events, infrastructure, awards, training, the importance of the agricultural sector, PDO/PGI supply chains, and tourist flows.
“PDO tourism is a winning model,” emphasises Eugenio Giani, President of the Region of Tuscany, “which attracts travellers in search of authenticity, a connection with the local territory and high-quality experiences. Tuscany stands as a model of Italian prestige, seamlessly combining tradition and innovation. This result confirms our Region as a top destination for authentic tourism, where culture, the landscape and food and wine all come together.”
“This acknowledgement,” says Leonardo Marras, the Regional Councillor for Tourism, “is perfectly in line with our Vetrina Toscana project, and it reflects Tuscany’s leading position as a favourite food and wine destination for international visitors. It recognises the work we carry out every day with operators and producers to promote sustainability and local identities, showcasing the finest sectors in Tuscany, including PDO and PGI products, tourist destinations, and events linked to the territory, as well as international awards. Maintaining this position will be challenging, but we will continue to invest in promoting the destination, its food and wine, and its increasingly rich and diverse range of tourist offerings. Finally, I would like to thank the Qualivita Foundation for its work in supporting the Italian PDO and PGI system in collaboration with protection consortia and institutions.”
“Tuscany is the number one Region for PDO and PGI products, with 38% of its land dedicated to organic farming. It is a land of culture and identity, including food and wine. This excellent ranking fills us with joy and confirms the value of our efforts to protect and promote PDO and PGI products, and the stories they represent,” said Vice-President and Councillor for Agriculture Stefania Saccardi. “Our high-quality agriculture focuses on oil and wine, and therefore on wine and oil tourism, as well as on our meat, which is reared with the utmost care following the animal welfare measures we have introduced. Tourism linked to these products, particularly agritourism, does not lead to overtourism; rather, it enhances the local territory, generating income for places that would not otherwise have access to international markets. It also integrates social sustainability with economic, environmental, cultural, and identity preservation. In short, it contributes to building the ‘Tuscany’ brand, representing authenticity, quality and care, and establishing us as one of the most attractive destinations in the world.”
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