Best of Wine Tourism
Paolo Alciati – Published - April 22, 2010

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Inside the splendid halls of Palazzo Medici Riccardi in Florence, the winners of the 2010 Best of Wine Tourism competition, received their awards. This was the seventh annual international face off among wine tourism destinations. The competition is promoted by the Great Wine Capitals (GWC) international network which was created in 1999 and currently includes nine cities located within internationally renowned wine production zone. The goal of the project is developing programs of international cooperation, encourage wine tourism internationally, and facilitates economic, cultural and scholarly exchanges among the participating cities.

Brolio Castle

In Italy, wine and food tourism involve 6 million tourists a year bringing in around €3 billion (calculate current value in other currencies). In addition, during a wine- and food-based vacation, a tourist gourmand spends an average of €150 extra daily.

The latest change compared to the previous annual event, is the addition of a new "new world" wine capital, Christchurch, in New Zealand, to the list of competitors. New Zealand joined the network during the annual meeting which took place in Bordeaux at the beginning of November 2009. Christchurch brings on board the wine zones Marlborough and Central Otago. The ambition of the organization is to become one of the main international references for the various aspects related to the vitivinicultural sector, by promoting the partner cities and related wine zones, organize joint development programs, and collaborate with other wine, food and tourism associations. Since the competitions started in 2004, 309 out of 2099 international estates participating have been awarded the prized award.

The Italian estates which have won the top position for the various categories and carried the Italian flag at the international competition, were chosen after taking the quality of the overall guest reception and services provided into consideration, integrated with the evaluation of the jury. The jury included experts in vitiviniculture as well as enogastronomic (typical, regional and local wine and food-focused) tourism. Fundamental in the evaluation have been the links to the land and local traditions, as well as the exploitation of the local culture and history. Each participating estate was evaluated and assigned points which, in some cases, were very close for a good number of establishments. In addition, another new aspect of this year's edition, was the awarding of two special mentions to the estates which received the highest score from the jury.

Italian Estate Winners by Category

• Accommodation
  In addition to high scores from the jurors, the two winning establishments presented characteristic he di merit and pay particular attention to the promotion of wine tourism, thus both were awarded the first prize.
  • Castello di Gabbiano (Seagull Castle)
    This Castello won for the evocative setting in the rooms of the castle and of the farmhouse dating back to the 16th century. The care of the interior design is well matched by the professional and courteous reception.

Castello di Gabbiano

• Castello di Vicchiomaggio (Vicchiomaggio Castle)
  This Castello won for the variety of different accommodations offered, including stylishly and elegantly furnished apartments in the castle and in the renovated rectory, with an emphases on the culture of wine and vineyards.


• Wine Tourism Restaurants
  • La sosta del Gusto – Castello del Trebbio (The Flavor Stop – Trebbio Castle)
    This Castello won because it promotes good food by adding creativity and style to the quality of the essential ingredients, including wine, which reflects the terroir and the local food traditions.

Ageing cellar at the Castello del Trebbio

• Architecture, Parks and Gardens
  • Castello di Verrazzano (Verrazzano Castle)
    This Castello won for the history of the castle, probably the birth place of Giovanni Da Verrazzano. It is possible to visit the ancient, historic cellars and the reception is well organized and offers the opportunity to fully immerse oneself in past history.

Castello di Verrazzano – Portraits Hall

• Art and Culture
  • Castello di Brolio – Barone Ricasoli (Brolio Castle – Baron Ricasoli)
    This Castello won for the permanent exhibition inside the castle, which illustrates the history of one of the oldest Italian dynasties, including among its ancestors, Bettino Ricasoli, the founder of the modern Chianti Classico wine.


• Innovative Wine Tourism Experiences
  • Villa Petriolo
    This Villa won for the initiative entitled 'We Wine', which brings a professional sommelier to private homes as well as restaurants and hotels, to educate enthusists about wine in comfortable, relaxed and convivial settings.


• Sustainable Wine Tourism Practices
  • Casina di Cornia (Little House of Cornia)
    This Casina won for the certified organic production since 1983 and for the careful attention with which different vintages are paired with different recipes to emphasize the wine characteristics. It also offers interesting packages which integrate tasting, hospitality, and a ceramics lab.


• Special Mention: Architecture, Parks and Gardens
  • Poggio Torselli (Torselli Farm)
    Special mention was awarded to this Poggio for the added value to the estate thanks to the tasteful restoration of the villa and garden, decorated with period furniture.

Chianti Classico by Poggio Torselli

• Special Mention: Hospitality
  • Salvadonica – Borgo del Chianti (Salvadonica – Chianti Village)
    Special mention was awarded to this Borgo for the pleasant, welcoming and convivial welcome extended to guests by the owners, as well as for the online care given to patrons.

The initiative, which in Italy is promoted by the Camera di Commercio di Firenze (Chamber of Commerce of Florence), with the operative support of Promofirenze, was organized in collaboration with the provincial administration of Florence and Florence's APT Official Tourism Board of Florence). To check out the winners of previous annual competitions, please visit the Great Wine Capitals.

A group of travel agencies, called the Great Wine Capitals Travel Network, has been founded to offer trips and visits to all vitivinicultural areas participating. The network has established a web of organized itineraries in each region, entitled 'Itineraries of Wine and Flavors.' each agency specializes in its own territory, but works together to organize and manage travels in all the partner cities and wine regions.

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