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Я підтверджую, що мені, на жаль, давно виповнилося 18 роківWine tourism has finally been recognized as a key tool for presenting regions, authentic traditions, and, ultimately, the wines themselves on the international stage by the world-class expo operator. Vinitaly has fully embraced this concept, emerging as a platform that now puts wine tourism in the spotlight. For its first dedicated wine tourism initiative, Vinitaly has chosen the United States, where the next Vinitaly.USA will take place on October 5-6 in Chicago, at Navy Pier. The choice makes sense: Americans are acknowledged as pioneers in wine tourism.
The new Vinitaly Tourism Forum is a format designed to build bridges between wineries and travel industry professionals. In Chicago, Italian producers will gain access to top-tier networking opportunities and meet international buyers eager to discover Italian wine experiences and exclusive hospitality programs tailored for wine tourism enthusiasts.
At the same time, the second edition of Vinitaly.USA will follow its proven format: an expansive exhibition covering over 10,000 square meters at Navy Pier, a symbolic and strategic venue located right on the shores of Lake Michigan. But why Chicago? Not only is it a major logistics hub, it’s also a vital gateway to North America, connecting with promising emerging markets such as Canada and Mexico.
Moreover, the U.S. market today demands special attention, as Italian wine faces mounting challenges – from declining per capita consumption and shifting generational preferences to tariff issues and pricing pressure. According to the organizers of Vinitaly, now is the time to reinvigorate engagement, trade relationships, and storytelling. In light of these challenges, this year’s forum is expected to be particularly significant.
Let’s take a look at the 2024 figures: over 230 exhibitors made the transatlantic journey to meet more than 1,650 buyers from across North America, including the United States, Canada, and Mexico, as well as from key Latin American markets, notably the fast-growing Brazil. More than 1,500 American buyers visited the Italian pavilions. Across the two-day event, 30 sessions were held, while seven Italian regions: Calabria, Campania, Friuli-Venezia Giulia, Lazio, Sardinia, Veneto, and Umbria, offered a compelling mix of education, tastings, and high-level networking.
Another highlight of this year’s Vinitaly.USA is the debut of an international edition of the renowned wine2wine business forum. For the first time, the 12th edition of wine2wine will take place outside Italy. The wine2wine Vinitaly Business Forum Chicago 2025 marks a significant global leap for this popular event.
This innovation is not merely geographical – it marks the transformation of the wine2wine Business Forum into a truly international platform. Chicago, a dynamic crossroads of global trade, hospitality, and culture, provides the ideal setting to unite Italian producers, global buyers, educators, and communication professionals around a common goal: translating global strategies into local implementations and actionable opportunities.
The wine2wine Vinitaly Business Forum will evolve into more than just a hub for business ideas. It will become a meeting point for professionals and a dynamic educational stage – bridging wine with hospitality, tourism, retail, and culture across continents.
This year’s forum will spotlight how local markets interpret global wine brands, and how producers can adapt their communication, pricing, and customer experience strategies to meet the needs of an ever-evolving consumer base. Among the esteemed speakers are renowned voices and visioners from the wine world, including regular Wine Travel Awards judges Felicity Carter (Executive Editor, Pix+ Special Projects) and British wine expert, author, and winemaker Robert Joseph.
The program will cover key areas, including:
Global Market Research: A series of lectures focused on market dynamics in North America, Asia, Europe, and Africa.
Localized Business Models: Exploring how producers can tailor experiences, tourism, and distribution strategies to resonate with different audiences.
Wine and Hospitality Integration: B2B networking with global tourism specialists, hoteliers, and food and beverage professionals.
Digital and Human Connection: Showcasing the impact of podcasts, influencers, and next-generation platforms that transcend borders and create wine communities.
The wine2wine Vinitaly Business Forum remains true to its core mission: to provide a space for the exchange of bold wine business ideas that challenge, connect, and empower.
It promises to be an exciting and insightful experience!
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28.07.2025