Title – Name
Strada del Barolo e dei grandi vini di Langa
Scope / Sector / Industry
Wine Tourism
Country / Region
Italy, Langhe
Why is it good practice?
The Association “Strada del Barolo e dei grandi vini di Langa” (Barolo Wine Route), in collaboration with the Region, joined forces and developed a network of wine routes with the aim of developing and promoting the wine tradition of the region and the local varieties. Today, the Barolo Wine Route is considered a popular wine tourism destination in Italy that benefits not only visitors but also the local community.
How is it applied?
The Association “Strada del Barolo e dei grandi vini di Langa” was founded in 2006 with the aim of strengthening local development through the promotion of the wines of the Langhe region, in the Piedmont Region of Italy. The Association is a non-profit association of the Municipalities of the Langhe and Barolo regions, established in accordance with Law 268 (27 July 1999), with the aim of managing the “Barolo Wine Route”.
This law was implemented in various areas of Italy in order to develop wine tourism in the country through the creation of similar wine routes. The aim of the law was to ensure the necessary standards for the signage and advertising of the above routes, along which natural and cultural landscapes, vineyards and individual or related businesses open to the public are encountered.
The aim of the “Strada del Barolo e dei grandi vini di Langa” Association is to promote the oenological, historical, cultural, environmental and socio-economic identity of the wine-growing area to which it refers. Specifically, its main priorities are:
- To develop knowledge of the ancient culture linked to wine and local gastronomy.
- To contribute to the promotion of the reference area, the wines produced, its members and their activities.
- To increase the attractiveness of this area, which is characterized by a strong viticultural tradition, by creating a route that will connect not only areas, but also the economic activities linked to this tradition.
- To offer visitors new experiences with the aim of increasing the average length of stay in the area.
- To contribute to improving the image of Barolo wine, Langa wines and other food and wine products among consumers and in national and international markets, increasing their recognition and attractiveness.
- To contribute to the promotion of a “local system” consisting of public administrations, tourist agencies, wine producers, restaurants, hotels, museums, information agencies that aim at the economic, harmonious and ecologically compatible development of the social and agricultural fabric of the region.
- To coordinate and strengthen activities and initiatives dedicated to wine.
- To contribute to the “sense of belonging” and education for the respect of cultural values.
The Association is attended or has the possibility to be attended by public bodies such as Municipalities, Associations of Municipalities, Communities, Chambers of Commerce, etc., consortia for the protection, exploitation and promotion of quality products, wineries and cellars, agrotourism companies, restaurants and taverns, accommodation, companies specializing in the production and/or trade of products, museums, castles and other cultural assets dedicated to wine and not only, as well as cultural and local associations.
The Association’s actions include the promotion of wine tourism in its reference area. Through its website and actions, a significant effort is made to promote the visitable wineries of the region, as well as its gastronomic and cultural culture.
The Wine Route “Strada del Barolo e dei grandi vini di Langa” includes 16 thematic routes, of which 4 are walking routes and connect the Municipalities of Alba, Barolo, Castiglione Falletto, Cherasco, Diano d’Alba, Dogliani, Grinzane Cavour, La Morra, Monchiero, Monforte d’Alba, Montelupo Albese, Novello, Roddi, Roddino, Rodello, Serralunga d’Alba, Sinio and Verduno. For each route, accompanying information is provided with a description of the route, as well as the corresponding options for visiting wineries, accommodation, food and shops for purchasing local gastronomic products.
For the above businesses and options, a brief description is given along with representative photographs and information is provided on their products and services, opening hours, contact details, the languages in which visitors can be served and information on accessibility for people with disabilities and pets.
In addition, 11 suggested experiences are provided. These experiences either come from the Association’s collaboration with service providers, which display their tourist packages on its website and the visitor can purchase them, or they are wine tasting packages that take place in the stores owned by the Association. For each suggested package, there is complete information on the services offered, the cost and its duration.
It is indicated that a proposed wine tourism service package may include accommodation (e.g. in an agritourism accommodation), a meal (e.g. picnic), a guided tour and tasting of wines and local products, horse riding or other activities that bring the visitor closer to the local culture and tradition.
In addition to the above, the Association acts to promote local culture, through the detailed presentation of the special characteristics of the region, its viticultural history and the varieties produced in it. In the context of promoting local gastronomy, in addition to local wine varieties, popular local products of the region such as truffles, cheeses, cold cuts, nuts and pasta are also promoted.
Other activities besides wine tourism in the area are also promoted. Ten other reasons why someone should visit the Langhe and Barolo region are highlighted, such as its cultural heritage, its natural environment, participation in a special local festival, etc.
Finally, the official Wine Route website provides detailed information on accessibility to the area. Specifically, reference is made to the means that the visitor can choose to reach it from the three major cities, Turin, Milan and Genoa.
Where is it applied?
The aim of the “Strada del Barolo e dei grandi vini di Langa” initiative is to promote wine tourism in the Langhe region and is adressed to wine lovers who want to know the local wine varieties and at the same time the gastronomy and the special cultural heritage of the region.
When did it applied?
The Association “Strada del Barolo e dei grandi vini di Langa” was founded in 2006.
Results
According to data from the Langhe Monferrato Roero Observatory, in the first 7 months of 2024, the Association’s reference area showed a 4.1% increase in visitor arrivals and a 3% increase in overnight stays, compared to the same period last year. In fact, arrivals from abroad increased by 6.7% and overnight stays by 7.8%.
Also, the same survey records a continuous increase from 2019 to date in the region’s tourist infrastructure by 149%, rooms by 33.8% and beds by 31%.
Other Information
The Piedmont wine region has been included in the UNESCO World Heritage List.
The official website of the Strada del Barolo e dei grandi vini di Langa is: https://www.stradadelbarolo.it/en/
