Vinitaly 2015 sees increase in foreign buyers on back of government support

By Erin Smith

Published: 27 March, 2015

Vinitaly saw a 16% increase in foreign buyers, following support from government agencies keen to support the wider Italian economy.

Visitor numbers to the three-day show topped more than 150,000 consumers and wine professionals, with visitors coming from the around 140 countries. Giovanni Mantovani, the chief executive and general director of Veronafiere said more than 25% had come from they key German speaking countries - Germany, Switzerland and Austria - and 20% of the international visitors from US and Canadian markets. The United Kingdom took third place with 10%, followed by the Scandinavian countries and Benelux.

He added that there were more visitors from the Far East this year, including Thailand, Vietnam, Singapore and Malaysia, as well as Mexico and Africa.

Ettore Riello, the president of Veronafiere, said the increase in foreign visitor numbers was in part due to the large investments from government agencies that helped to promote the event internationally.

Credits: Foto Ennevi-Veronafiere

"Thanks to an increase of 34% in investments dedicated to incoming promotions and cooperation with the ministry of economic development, the Italian trade agency-ICE and the ministry for agricultural, food and forestry policies, we further boosted the already high involvement of foreign buyers," he said. "The result achieves the goal that we had set ourselves."

More governmental agencies have helped financially to support the event as the wine sector is seen as a fundamental industry helping to support the larger Italian economy.

Maurizio Martina, minister of agricultural, food and forestry policies said: "The wine sector is a fundamental asset for Italy that generates more than 14 billion euros in revenue through thousands of companies that represent the richness of our local areas with passion, innovation and professionalism. We want to help such excellence to grow by releasing them from the weight of bureaucracy that has grown in recent years. "