In Italy wine tourism is becoming increasingly important in all regions. An integrated offering has been developed in vitivinicultural areas, including a diversified portfolio of wine-related experiences provided by wineries and other actors. A relevant role for the birth and the development of wine tourism has been played by the main associations which have created and supported initiatives and events related to wine tourism. On the demand side, wine tourists look for subjective and memorable experiences, and together with wine they also would like to experience gastronomic, learning and entertaining activities. The COVID-19 crisis in 2020 has deeply affected wine tourism in Italy leading wineries to temporarily close to the public; however, producers have reacted by improving Direct-To- Consumer activities and digitalization of services. Moreover, with the reopening after the lockdown, the Italian wine tourism industry has started again, investing in modern technologies creating open air experiences in vineyards to be offered along with indoor visitations in safety and according to the principles of sustainability.