A national portal dedicated to wine tourism. The Ascovilo project starts from Lombardy

Lombardy is looking at the world of wine tourism with strategic interest and is acting as a trailblazer for Italy. The region, through the Association of Lombardy Wine Consortia (Ascovilo), has set up a project for the creation of a national portal entirely dedicated to wine tourism. “Not a simple shop window,” as explained by the association chaired by Giovanna Prandini, but an integrated digital ecosystem that inspires, informs and accompanies the traveller from discovery to the booking of authentic experiences.

A project open to other regions

The project, guided on a scientific level by Roberta Garibaldi (academic, former CEO of Enit and vice-president of the OECD Tourism Committee), foresees a multi-channel, accessible and interactive structure. Each Lombard production area will be showcased with its own distinctive character. Initially, the 13 Ascovilo consortia will be involved, but with the aim of collaborating with other regions, starting as early as 2026, to strengthen the overall offer.

The launch of the new portal by 2025

The first release of the portal is planned by the end of 2025, to seize the opportunity of the 2026 Winter Olympics and Paralympics. In a few months, the project will enter its operational phase with the mapping of the offer available in Lombardy, the collection of content and the design of the interactive map, leading up to the development of the digital platform. “A great opportunity to finally give voice to Italy’s wine territories, telling their stories with modern, accessible tools that are in line with the needs of today’s traveller,” said Garibaldi. The initiative seeks to overcome the limits that have emerged at various levels in recent years, for a sector that is fundamental to the wine economy.

The advantages for wineries

Individual wineries will have their own dedicated page, with contact, booking and promotional systems, as well as a private dashboard to access best practices, market data and useful documentation. Collaboration with Winedering (the project’s commercial and technological partner) will allow experiences to be linked to an already operational booking system, recognised internationally. Content will be produced in collaboration with the Consortia, local authorities, Local Action Groups and Wine Roads. According to the Lombardy Regional Councillor for Agriculture, Alessandro Beduschi, this is a strategic opportunity to “enhance the wine supply chain, strengthen the link between wine and territory, and provide businesses with a modern tool to promote themselves in Italy and abroad.”