The warm season begins with the Wine Tourism Movement: with Vigneti Aperti 2026, wineries across Italy are transformed into true places of discovery and regeneration. From March to October, MTV producers invite enthusiasts, families, tourists, the curious, and sports enthusiasts to experience the life of wine through the seasons, offering unique experiences among the vines, immersed in some of the most evocative locations across the country. But Vigneti Aperti also offers an opportunity to tap into a cultural transformation already underway, particularly with Gen Z, seeking transformative experiences that don't just want to watch, they want to participate. They don't just want to taste, they want to understand, touch, and contribute. The idea of experiencing wine from March to October allows you to follow the vine's natural cycle: pruning, flowering, veraison, and harvest. It's pure storytelling, but real.
"Vigneti Aperti is the perfect opportunity to learn about wine and the richness of Italy's wine regions while experiencing close contact with nature," says Violante Gardini Cinelli Colombini, president of the Movimento Turismo del Vino. "Painting among the vines, horseback riding, or walking with our four-legged friends, participating in treasure hunts in the vineyards, and enjoying a delicious picnic featuring local specialties are all unique and rejuvenating experiences, perfectly in tune with slow tourism. Awareness and authenticity are the guiding principles of all the activities organized by the Movement's wineries, designed to promote an active lifestyle, connections with locals, and, at the same time, moderate wine consumption, starting with the younger generations. Indeed, it is precisely these younger generations who are seeking sustainable and less conventional formats, prioritizing authenticity, nature, and wellness."
"The first survey of regional differences conducted by CESEO (LUMSA University's Center for Wine and Oil Tourism Studies)," the president emphasizes, "confirms how dynamic and profoundly diverse Italian wine tourism is: in the South, the focus is more on entertainment and the promotion of local products; in Central Italy, the landscape becomes a central element of the experience; while in the North, greater flexibility in hospitality and opening hours emerges. This diversity of offerings, alongside the common denominator of wine, allows wine tourists to choose according to their own leisure expectations and interests."
And to kick off this eight-month journey, we begin by celebrating the arrival of spring and the end of winter in the best possible way: guided nature tours, treks through the vineyards, hiking and biking excursions, art workshops, treasure hunts, and many other outdoor games for adults and children are organized, combining fun, wellness, and environmental awareness. As is well known, "Wine is made in the vineyard," and Vigneti Aperti aims to help you discover the history of each production and immerse yourself in every phase of this fascinating journey, starting with direct contact with the land and observing the producers' daily care and commitment to sustainable vineyard management, fully respecting the environment.
