L'Italo-Americano

www.italoamericano.org 8 THURSDAY, JANUARY 23, 2025 L'Italo-Americano I taly is the world's sec- o n d - l a r g e s t p r o - ducer of olive oil after Spain, with an estimated production o f 3 2 4 , 0 0 0 t o n s i n t h e 2023/2024 crop year; need- less to say, the olive oil sector is a significant contributor to the national economy, with t h e m a r k e t g e n e r a t i n g approximately USD 3.17 bil- lion in revenue in 2023 and projected to reach USD 4.56 billion by 2030. Beyond its economic impact, olive oil is deeply connected with Italy's cultural and culinary tra- ditions, and is considered a symbol of the nation's rich agricultural heritage. Recognizing the impor- t a n c e o f t h i s s e c t o r , I t a l y embraced a novel approach to integrate olive oil into its tourism industry through oleotourism, an initiative that invites visitors to engage with the olive oil production process, offering experiences that range from guided tours of olive groves and mills to tasting sessions and educa- tional workshops. More than just a culinary experience, oleotourism connects travel- ers with the landscapes, tradi- t i o n s , a n d p e o p l e b e h i n d Italy's olive oil industry, and is considered a new way of experiencing the country's rural areas, bringing together education, gastronomy, and heritage. At its core, oleotourism involves guided visits to olive groves and oil mills, where visitors can witness firsthand how olives go from the tree to the bottle. Participants often engage in tasting sessions, learning how to recognize high-quality olive oil by its flavor profiles, aroma, and texture. These experiences frequently extend to educa- t i o n a l w o r k s h o p s , w h e r e tourists are taught about tra- ditional and modern extrac- tion techniques, as well as the cultural and health benefits of extra virgin olive oil. Many tours also incorporate cultur- al elements such as visits to olive oil museums, local festi- vals, and even opportunities to harvest olives alongside local farmers. The roots of oleotourism can be traced to Italy's broad- er movement toward expe- r i e n t i a l t r a v e l , w h i c h developed especially in the past two decades, when visi- tors showed a growing desire to engage with the authentic a s p e c t s o f a d e s t i n a t i o n , rather than simply observing it from a distance. Building o n t h e s u c c e s s o f w i n e tourism, which has flour- ished in regions like Tuscany and Piedmont, Italy formally recognized oleotourism as a d i s t i n c t a c t i v i t y i n 2 0 2 0 , when it was included in the national Budget Law. This choice provided oleotourism with the same legal frame- work and support as eno- tourism, allowing producers to organize tours, workshops, and tastings under a regulat- ed system. This move was particularly timely, as it coin- cided with an increased focus on promoting sustainable tourism and revitalizing rural economies. O l e o t o u r i s m h a s s i n c e grown into a multifaceted industry that benefits both producers and consumers: for olive oil producers, it cre- ates a direct connection with consumers, enabling them to show the quality and heritage of their products while gener- ating additional income. For tourists, it offers a unique e x p e r i e n c e t h a t b r i n g s together education and sen- sory pleasure. Regions like Liguria, Puglia, Tuscany, and Umbria have become leaders, and offer a range of activities tailored to different interests. In Liguria, for example, ini- tiatives like Oliveti Aperti (Open Olive Groves) invite visitors to explore olive farms and learn about local produc- tion methods. Similarly, in Puglia, tourists can walk among ancient olive trees, s o m e o f w h i c h a r e o v e r a thousand years old, and visit traditional oil mills to see how the region's renowned extra virgin olive oil is made. The economic impact of oleotourism is significant, both as a standalone activity and as part of Italy's broader enogastronomic tourism sec- tor. As we said, olive oil pro- duction itself is a cornerstone of the Italian economy, with around one million enter- prises involved in cultivation, extraction, and distribution; oleotourism builds on this foundation by providing an additional revenue stream for producers, particularly s m a l l a n d m e d i u m - s i z e d enterprises that might other- wise struggle to compete in the global market. It also encourages sustainable prac- t i c e s , a s p r o d u c e r s o f t e n highlight environmentally f r i e n d l y c u l t i v a t i o n a n d extraction techniques during tours. Crucially, oleotourism has the potential to revitalize rural areas, many of which f a c e c h a l l e n g e s s u c h a s depopulation and economic stagnation. A study conduct- ed by Isnart revealed that only 15% of municipalities associated with olive oil pro- duction host olive oil muse- ums, while 61% report aban- doned olive-growing areas: by developing oleotourism offerings, these areas can attract visitors, create jobs, and preserve cultural land- scapes. A t y p i c a l o l e o t o u r i s m experience is highly immer- sive and tailored to show the uniqueness of each region. In Tuscany, for instance, visi- tors can participate in har- vest festivals where they pick olives alongside locals, fol- lowed by a meal featuring f r e s h o l i v e o i l a n d o t h e r r e g i o n a l s p e c i a l t i e s . I n Umbria, many producers offer guided tours of their olive groves, explaining the differences between varieties of olives and how these affect the flavor and quality of the oil. Guests are often invited to try freshly pressed oil, known as olio nuovo, which is celebrated for its bright color and intense flavor. In Puglia, some tours include v i s i t s t o u n d e r g r o u n d o i l mills, where visitors can see how oil was produced in the past. Liguria offers a differ- ent perspective, focusing on the connection between olive oil and the Mediterranean diet, with many tours pairing olive oil tastings with local delicacies such as focaccia, seafood, and pesto. In addi- tion to tastings, some Liguri- an producers also incorpo- rate activities like cooking classes and wellness experi- ences, including olive oil- based spa treatments. The appeal of oleotourism lies not only in its sensory and educational aspects, but also in its ability to connect travelers with the stories behind the product and gain a deeper appreciation for the labor, artistry, and tradition that go into every bottle of extra virgin olive oil.This trend promises to play an increasingly important role in Italy's tourism landscape, as it offers a model for sus- tainable and experiential travel that benefits both visi- tors and host communities. All in all, oleotourism truly provides an unforgettable way to experience Italy—not just through its sights and sounds, but through the taste and texture of one of its most beloved products. LUCA SIGNORINI A different way to experience Italy's olive oil-making tradition: oleotourism Olive harvesting in Puglia (Photo: Angelo Chiarello/Dreamstime) LIFESTYLE WELL-BEING DIET ADVICE TOURISM

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