Umani Ronchi at FINE Italy: The Future of Wine Tourism Between Territorial Identity and New Opportunities
Umani Ronchi took part in FINE #WineTourism Marketplace Italy, the international event dedicated to wine tourism, represented by Andres Ariza, Wine Tourism & Wine Shop Manager.
On 27 and 28 October, the Riva del Garda Exhibition Centre hosted the second edition of this B2B trade fair, organised through a collaboration between Riva del Garda Fierecongressi and Feria de Valladolid. The event provides a platform for professionals from the wine and tourism sectors to connect through business meetings, conferences and workshops.
For the Marche region, the event represented an important opportunity to raise its profile and exchange ideas. One of the key discussion sessions was the round table entitled _Territory and Identity in the Development of Wine Tourism_, featuring a contribution from Enrico Rossi, Vice-President and Councillor for Agriculture and Wine Tourism of the Marche Regional Government. The discussion focused on the need for wine producers to work together and promote wine as a gateway to discovering the region's villages, landscapes, and cultural and food heritage. This approach seeks to move beyond the individual winery experience by developing itineraries that bring together wine, hospitality, gastronomy and culture.
Umani Ronchi's experience is a perfect example of this approach. Across its estates in the Marche and Abruzzo regions, the company offers guided tours and tastings, ranging from visits to its barrel cellar to experiences among the vineyards of the Conero area and the Verdicchio hills. The offering also includes the Wine Shop, accommodation facilities and restaurants, creating an experience that combines wine, local heritage, hospitality and gastronomy.
FINE Italy continues to grow. In 2026, the event brought together 100 exhibitors (+30%) and 90 buyers from 26 countries, generating more than 1,800 B2B meetings, with international participants accounting for 70% of the total. The BE FINE Stage also explored the future of wine tourism and collaboration between wineries and the organised tourism sector, a topic also addressed in research conducted by Winedering and Wine Meridian.
Umani Ronchi's participation provided a valuable opportunity to engage with international tourism professionals and explore emerging opportunities in wine tourism: a sector in which wine can become the starting point for telling the story of a region and showcasing its heritage in all its richness.
