Introduction to AI in Food and Wine Tourism
The use of artificial intelligence (AI) in food and wine tourism is becoming increasingly prevalent, transforming the way travelers plan and experience their trips. According to the 2025 report on Italian food and wine tourism, signed by Roberta Garibaldi, president of Aite – Italian Food and Wine Tourism Association, AI is no longer just a technological innovation, but a structural element in the relationship between travelers, territories, and offerings. The analysis reveals a sector undergoing digital maturation, where AI is used more frequently, but also with greater critical sense.
A More Relaxed Relationship Between People and Technology
Compared to previous surveys, the share of tourists who consider AI “more risky than advantageous” has decreased. This decrease is concentrated among the central segments of the population, between 35 and 54 years old, who are traditionally more cautious. This signals a cultural change, where the repeated and daily use of digital tools has produced a reassuring effect, reducing the perception of extraneousness and risk.
Demographic Insights
Among younger travelers, the transition to AI is now complete. Only 29% of 18-24-year-olds believe that the risks of AI outweigh the benefits, while among 35-44-year-olds, the percentage rises to 49%. The data indicates a different approach: more prudent, more reflective, and less instinctive. In general, however, the trend is clear and transversal: AI used in tourism is less scary because it has become part of everyday experience.
From Inspiration to Choice: How AI is Used
In food and wine tourism, AI is establishing itself as an information and decision-making support tool. 60% of tourists declare that they use it at least occasionally to find travel ideas and inspiration, a percentage that rises to 75% among 25-34-year-olds. 
International Markets and AI Adoption
The analysis of foreign markets highlights how ChatGPT and other generative AI tools are increasingly used as a source of inspiration for food and wine trips. The United States leads this trend, followed by France and Germany, while the United Kingdom, Austria, and Switzerland show a more cautious attitude. In all countries analyzed, the use of AI as a source of inspiration exceeds the perception of its reliability, suggesting that travelers use AI as an initial orientation tool, combined with more solid sources.
Expectations from AI-Based Services
When it comes to digital services based on artificial intelligence, tourists’ expectations are clear and concrete. Ease of use, protection of privacy, and accuracy of information are the top priorities. 
Customization and Control
The report reveals a curious traveler, open to innovation, but far from passive. Customization is appreciated, but only if accompanied by the possibility of verifying information and maintaining control over choices. Awareness of AI’s current limits pushes users to a form of active supervision.
Future Challenges for Italian Food and Tourism
According to Garibaldi, the next evolution will be linked to the integration of AI into booking systems, intelligent agents, and the overall quality of information available online. For Italian food and wine tourism destinations and businesses, this is a strategic challenge, which does not just concern technology, but the way of describing the territory. Read more about the future of AI in food and wine tourism Here