Wine Tourism Movement

The Movimento Turismo del Vino (Wine Tourism Movement), founded in 1993 thanks to the vision of Donatella Cinelli Colombini—a winemaker and brilliant communicator—is a network of Italian wineries, now numbering over 700. It brings together some of the finest wine producers in Italy who strongly believe in quality and offer a diverse range of wine tourism experiences.

The goal of the Movimento Turismo del Vino is to grow the Italian wine tourism sector, a key economic resource for developing local areas and an effective tool for environmental protection. To bring more people closer to the world of wine, MTV (Movimento Turismo del Vino) has built several major events around Cantine Aperte (“Open Wineries”):

• Calici di Stelle (Goblets of Stars)
• Cantine Aperte in Vendemmia (Open Wineries During Harvest)
• Cantine Aperte a San Martino and Cantine Aperte a Natale (Open Wineries at Christmas)
• Vigneti Aperti (Open Vineyards)

At the heart of each of these events is the winery visit—an essential part of enhancing the rural heritage of the land. Thanks to the work of MTV members, wine today holds social value and is a powerful tool for shared, sustainable economic development.

The objectives of the Italian Wine Tourism Movement

The association’s objectives:

• To promote wine culture and visits to production sites, in order to increase the prestige and awareness of wineries and their territories, and to open up new opportunities for economic growth;
• To increase food and wine tourism in areas known for wine production, aiming to highlight all activities connected to the land and to viticulture. To offer well-being, relaxation, culture, and fun;
• To create events that foster a new bond between wine tourists and wineries, enabling the development of new commercial channels. Visiting a winery can be an opportunity for direct sales both during the events and year-round.

Umbria Wine Tourism Movement

What is Umbria Wine Tourism Movement

Umbria Wine Tourism Movement (www.mtvumbria.it) is one of the regional branches of the national Wine Tourism Movement.

This non-profit association includes over 1,000 of Italy’s finest wineries and distilleries. Founded in 1993, the Umbrian branch aims to boost the region’s wine tourism through innovation and top-quality hospitality, promoting a lifestyle that puts guests at the center. It highlights the work of member wineries and their products, serves as a guardian of the environment, and is dedicated to promoting responsible drinking—especially among young people—with a wide range of initiatives. Innovative and high-quality hospitality, environmental stewardship, and awareness of responsible wine consumption: this is the philosophy of the Movement, now led by Giovanni Dubini. It is shared by more than 60 member companies, which work together to promote events and initiatives organized by the national association.

Spring activities

Spring is the perfect season to rediscover the joy of the outdoors. Umbria Wine Tourism Movement invites nature lovers of all ages to enjoy activities designed to make wine discovery fun—even for younger guests. Umbrian wineries are getting ready to welcome visitors with family-friendly experiences.

Here are some wineries that will open their doors to wine lovers throughout the spring with events and tastings.

Cantina Scacciadiavoli

Prosciutto di Norcia IGP, bread and olive oil, fruit juice, and a treasure hunt with a final prize: this is the family-friendly experience offered by the historic Scacciadiavoli winery in Montefalco.

Azienda Carini

At Azienda Carini in Perugia, little visitors are welcomed with play and creativity corners, alcohol-free aperitifs made from the farm’s products, and the chance to explore the farm and meet its animals—including sheep, pigs, and geese. The panoramic Big Bench #248 is the perfect spot for a picnic among the olive trees. During the winery tour, guests can discover how the wine and other farm products are made.

Cantina Roccafiore

Roccafiore Winery in Todi describes itself as “family-friendly”. It offer the Family Tasting: a tour of the winery and vineyards followed by a guided wine tasting for adults, and fruit juice tastings for children, who can also enjoy coloring activity sheets.

Terre de La Custodia

Winery visits also become moments of immersion in nature: Terre de La Custodia, nestled in the hills of Montefalco, offers year-round, family-friendly hospitality. Inside the tasting room are areas for kids, placemats to color, and child-friendly “aperitifs” with fruit juices and snacks. Nature lovers can arrange picnics with menus designed for kids or participate in demonstration activities showcasing the wine production process, led by the winery’s oenologist and brand ambassadors.

Arnaldo Caprai

Arnaldo Caprai also offers vineyard tours, and inside the wine shop, there’s a kids’ area with tables and drawing materials. The Kid Experience includes a non-alcoholic cocktail and a “winemaker’s sandwich” for young visitors. During the picnic, kids receive a custom basket: from April 22 to September 30, the Picnic in the Vineyard is the ideal way to explore the beautiful landscape surrounding the winery. A Wine Educator guides the vineyard and winery tour, and afterward, guests can enjoy a picnic-style lunch among the vines.

Cantina Farchioni

Cantina Farchioni welcomes families with non-alcoholic aperitifs, light snacks, and demonstrations of the wine production process, presented by their winemakers and brand ambassadors.

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