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Florio Winery 2016: the numbers and what’s new in winery tourism

In 2016, the historic Florio Winery in Marsala confirmed its position of one of the most popular wine tourism destinations with visitors from all over the world. Over 53.000 Italians and foreigners chose to enjoy the Florio experience, which also includes Duca di Salaparuta and Corvo, a number which is steadily growing (an increase of 2% and 17% over 2015 and 2014 respectively). However, the most significant data is economic. In 2016, revenue from guided tours and events at the Winery, and sales in the on-site Wine Shop exceeded one million Euro (Euro 1.050.000 in total), a decisive 14% increase over 2015, and proof of the growing trend among wine tourists to seek out superior quality offers and services. The desire to enjoy a unique, all-involving experience and taste original products with a modern take brought almost 38.000 Italian wine enthusiasts to the Florio Winery in 2016. Italian visitors come mostly during the traditional holiday months of July and August, but a good number also choose May. Visitors from abroad, on the other hand, tend to avoid the hottest months, with most coming in May and September. Although the majority of visitors are Italian, foreign wine tourists count for a significant 30% share, with a preponderance of English speakers (about 60%), followed by slightly fewer French and German speakers than in 2015, and a growing number of Spanish speakers. Connoisseurs or just aficionados who chose wine tours are increasingly interested not only in the history and charm of Florio Winery, but also want to discover new products or rediscover others. It is to satisfy this demand that Florio Winery will open a second tasting room in April 2017, the Duca Enrico Room, twin of the state of the art Donna Franca Tasting Room. Here tastings will become an experience that ideally concludes in the Wine Shop, where more than 51.000 bottles of Florio, Duca di Salaparuta and Corvo wines were bought in 2016.
The number of events organized at the Winery also increased in 2016 – over 130, including corporate conventions, cultural events, private parties or occasions open to the public, and weddings. Florio Winery’s multifunction, enchanting spaces, such as the elegant barrel cellars, magnificent Terrace and the innovative 4D Cinema, lend themselves to countless types of event held all year round, and make it a major tourist attraction not just for wine lovers. From June 2017, all the experience and know-how acquired in managing the Florio Winery in Marsala will be needed by the Hospitality Team to tackle a new challenge – the reopening to the public of the modern Casteldaccia Winery in Palermo!

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