Wine tourism: initiatives by the Oltrepò Pavese Wine Consortium
The Consortia for the protection of Italian denominations, as part of their institutional tasks, also carry out activities to promote wine-growing regions.
Recent European regulations, and in particular EU Regulation 2024/1143, reform the GI system and grant Consortia new powers and responsibilities, including addressing environmental, social, and economic sustainability, including developing tourism services in their geographical area.
We asked Francesca Seralvo, President of the Consorzio Tutela Vini Oltrepò Pavese, to describe the Consortium's role in promoting wine tourism, to illustrate the main tools used to support this activity, with particular reference to sustainable wine tourism, and to share the most useful strategies for strengthening synergies and positive impacts on the local area.
The Consortium is committed to protecting and promoting local production, especially the quality and distinctiveness of Oltrepò Pavese wines. To promote and enhance wine tourism, the Consortium has long employed a variety of tools: participation in the most important trade fairs in Italy and especially abroad, with group exhibitions of wine products, sometimes in collaboration with other local excellences, such as Grana Padano; intensive online and offline communication; and the organization of tastings, guided tours of wineries and vineyards, as well as special events. "One above all is Oltrepò Terra di Pinot Nero, which this year reaches its fourth edition and was born from an intuition of us local producers, then supported by the Consortium, which immediately grasped its potential as an exclusive event dedicated to one of our wine excellences, a moment of discussion and dialogue among the wineries, but also with the public of industry professionals."
When it comes to the sustainable aspect of wine tourism, many Oltrepò wineries are at the forefront, adopting choices that go well beyond organic certification: from lighter bottles to recycled paper labels to rainwater harvesting for irrigation. This helps the Consortium develop green itineraries throughout the area. "Over the years, we have worked with local organizations to promote not only the wines but also the landscape, culture, and traditions. We promote sustainable agricultural practices among our members, encouraging the adoption of organic and biodynamic viticulture techniques. We collaborate with local authorities and associations for environmental conservation and land protection. Furthermore, we would like to pursue sustainable mobility projects for visitors, including the implementation of cycling routes and improved public transportation services in rural areas."
In light of the new EU Regulation 2024/1143, "the Consorzio Tutela Vini Oltrepò Pavese is preparing to strengthen its role as guarantor of regulations and, at the same time, to play an even more central role in coordinating the area's wine tourism development." The ideal tool is to create a platform for dialogue and coordination involving all key stakeholders: wine producers, tourism operators, local authorities, and trade associations, to jointly develop a strategy that supports the development of tourism services in their geographical area while simultaneously ensuring a sustainable approach. "My idea," continues President Seralvo, "is to facilitate communication and collaboration, promoting integrated tourism development projects and creating a long-term strategic plan that includes the design, promotion, and support of events. The goal is to develop a concept of an authentic wine tourism experience that respects the environment and showcases the region's excellence. Our vision is to make the Oltrepò Pavese a reference destination for wine and nature lovers, without distorting its essence and ensuring a positive impact on local communities and the environment itself."
