Olive Oil Tourism Booms in Italy, Puglia Co-Leads as Top Destination

Olive oil is not only a symbol of the Mediterranean diet but has also become a powerful driver of tourism development in Italy, mirroring the success of wine routes. Olive oil-themed tourism experiences are witnessing exponential growth, with a 37% increase between 2021 and 2024, attracting an increasingly broad and discerning audience.

Puglia and Tuscany: Top Enogastronomic Destinations

This growing interest particularly benefits Puglia, which shares the top spot with Tuscany as the most recognized food and wine destination in Italy (41%), followed by Emilia-Romagna and Sicily.

EVOLIO Expo 2026: Focus on Olive Oil Tourism

The second edition of EVOLIO Expo, an international B2B fair dedicated to extra virgin olive oil, will take place from January 29 to 31, 2026, at the Fiera del Levante in Bari. The event will focus on olive oil tourism as a strategic lever for enhancing territories and businesses.

Event Details

Organized by Senaf on behalf of Nuova Fiera del Levante, with the support of the Department of Agriculture of the Puglia Region, Pugliapromozione, and the National Association City of Oil, the event serves as a meeting point between producers, buyers, institutions, supply chain operators, and the scientific community. It aims to strengthen its role as a platform for dialogue and promotion for the entire olive oil sector.

"The growth of interest in olive oil-themed tourism experiences has been significant, with a +37% increase among Italian travelers between 2021 and 2024. This trend is a consequence of an increasingly strong desire to discover and fully experience the food and wine heritage of Italy, which sees EVO oil among the most representative products immediately after wine," explains Prof. Roberta Garibaldi, President of the Italian Food and Wine Tourism Association and professor at the University of Bergamo.

"The evolution of tourist demands suggests that olive oil tourism is moving towards a more marked multi-sensory experience: tastings and visits will remain the heart of the offer, but will be increasingly joined by experiences that combine discovery, psycho-physical well-being, and involvement of the senses, in creative, immersive, and sustainable ways, capable of attracting in particular Generation Z," Prof. Roberta Garibaldi adds.

Evolving Tourist Demands

The evolving demands of tourists suggest that olive oil tourism is heading towards a more pronounced multi-sensory experience. While tastings and visits will remain central, they will be increasingly complemented by experiences that combine discovery, psycho-physical well-being, and sensory engagement in creative, immersive, and sustainable ways, particularly appealing to Generation Z.

Italian olive oil companies are expanding their offerings to provide experiential visits, showcasing olive oil not just as a product but as a narrative of territory, culture, and identity. Restaurants, accommodations, museums, and travel agencies are also playing a role in creating an increasingly integrated network between agriculture, tourism, and hospitality.

"The sector is proving to be proactive," continues Prof. Garibaldi. "In recent years, there has been a significant evolution of the proposals offered, from olive oil companies to tourism operators, to museums and restaurants. The prospects are positive, and the dynamism shown by local realities can be an incentive for an ever greater diffusion of olive oil-themed tourist experiences capable of conveying the values ​​and peculiarities of this product of excellence of Italy, stimulating curiosity and fruition," Prof. Garibaldi states.

Below is a table showing the top enogastronomic destinations in Italy:

EVOLIO Expo: Key Themes

In addition to olive oil tourism, EVOLIO Expo 2026 will feature an articulated program encompassing other major themes: "Oil, Environment, Landscape, and Identity" and "Oil and Health". These complementary perspectives will offer a contemporary view of extra virgin olive oil as a cultural, economic, and social resource.

Internationalization Program

A central role will be played by the internationalization program, which will make Bari the reference point for meetings between Italian companies and operators from foreign markets. Delegations of international buyers, importers, distributors, and professionals from the GDO and Ho.Re.Ca channels will participate in business matching sessions and targeted B2B meetings, designed to foster the development of strategic collaborations and the opening towards new markets.

Focus on Olive Oil, Environment, and Health

EVOLIO Expo 2026 will also highlight “Oil, Environment, Landscape and Identity” and “Oil and Health”, offering a contemporary perspective on extra virgin olive oil as a cultural, economic, and social resource. The goal is to foster dialogue between the world of research, production, and tourism, enhancing EVO as a key element of sustainability, well-being, and regional promotion.

The event aims to foster dialogue between research, production, and tourism, highlighting EVO as a key element of sustainability, well-being, and regional promotion.

Below is a table showing the growth of interest in olive oil tourism:

International Collaboration

The program of internationalization will turn Bari into a key meeting point for Italian companies and foreign market operators. International buyers, importers, distributors, and professionals in GDO and Ho.Re.Ca sectors will take part in business matching sessions and B2B meetings. This will foster strategic collaborations and expansion into new markets.

Below is a table showing the structure of EVOLIO Expo 2026:

Business Opportunities

This ecosystem of relationships and opportunities will consolidate the positioning of Italian extra virgin olive oil as a symbol of excellence, innovation, and Mediterranean identity worldwide.

Below is a table with the key themes for EVOLIO Expo 2026:

Below is a table showing perspectives for EVOLIO Expo 2026:

Below is a table showing the stakeholders who participate in EVOLIO Expo 2026: