by InTrieste
Wine and gastronomy are playing an increasingly central role in the economic and tourism strategy of Friuli Venezia Giulia, regional officials said at a conference on Sunday marking the World Day of Wine Tourism.
“Our region exports 1.4 billion euros in agri-food products,” said Sergio Emidio Bini, regional councillor for Productive Activities and Tourism. “We have excellent production, from wineries to food producers. Good food and good wine are the first elements attracting visitors to Friuli Venezia Giulia.”
Speaking at Villa De Brandis in San Giovanni al Natisone, Bini underscored the need for small and medium-sized producers to collaborate more closely to compete in global markets. “Our companies, often small, must equip themselves to grow and face new challenges,” he said. “The Region has set a clear course and intends to move forward decisively.”
Bini pointed to the region’s expanded presence at Vinitaly this year, where Friuli Venezia Giulia showcased a new 1,500-square-meter stand aimed at jointly promoting wine, food, culture and territory. “The idea was to present the region in a broader and more complete way,” he said.
The councillor also highlighted the impact of the regional quality brand “Io sono Friuli Venezia Giulia,” which promotes sustainable and locally sourced production. According to a study by the University of Udine, the brand has generated an estimated economic value of more than 20 million euros, with businesses adopting it reporting revenue increases totaling over 50 million euros. More than 700 companies and 800 products currently use the designation.
In addition, Bini noted the tenth anniversary of the Strada del Vino e dei Sapori del Friuli Venezia Giulia, an association now counting more than 380 members ranging from wineries and breweries to farmhouses and artisan businesses. He also cited the region’s “educational harvest,” introduced in 2022, which allows visitors to participate in grape picking from August to October.
Looking ahead, Bini emphasized a new unified bill on tourism and commerce — the first of its kind in Italy — intended to simplify regulatory frameworks and support slow and experiential tourism. The region has set aside 134 million euros for 2026-27 to support local development, nature-based itineraries, cycling routes and proximity tourism.
The conference, titled “Visions and Proposals for Wine Tourism in Friuli Venezia Giulia,” was introduced by San Giovanni al Natisone’s mayor, Carlo Pali, and Beppino Govetto, mayor of Pavia di Udine and head of the local commerce district. Moderated by journalist Paolo Mosanghini, the event included contributions from regional leaders in wine tourism, including Elda Felluga of Movimento Turismo del Vino FVG, Iole Piscolla of Città del Vino, Elena Roppa of Donne del Vino, and Pietro De Marchi of Unpli FVG.
