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 to develop a network of wine routes with the aim of developing and promoting the region’s wine tradition and local grape varieties. Today, the Barolo Wine Route is regarded as a popular wine tourism destination in Italy, benefiting 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 organisation comprising 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 regions of Italy with a view to developing wine tourism in the country through the creation of similar wine routes. The aim of the law was to ensure that the necessary standards were met for the signage and advertising of these routes, along which visitors encounter natural and cultural landscapes, vineyards and individual or related businesses open to the public.
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 region to which it refers. Specifically, its main priorities are:
- To develop an understanding of the ancient culture associated with wine and local cuisine.
- To help promote the designated area, the wines produced there, its members and their activities.
- To enhance the appeal of this area, which is characterised by a strong wine-growing tradition, by creating a route that will link not only the various areas but also the economic activities associated with this tradition.
- To offer visitors new experiences with the aim of increasing the average length of stay in the area.
- To help improve the image of Barolo wine, Langa wines and other food and wine products amongst consumers and in national and international markets, thereby increasing their recognition and appeal.
- To contribute to the promotion of a “local system” comprising public authorities, tourist organisations, wine producers, restaurants, hotels, museums and information centres, all of which aim to foster the economic, harmonious and environmentally sustainable development of the region’s social and agricultural fabric.
- To coordinate and strengthen activities and initiatives relating to wine.
- To contribute to a “sense of belonging” and to education that fosters respect for cultural values.
The Association is attended by, or may be attended by, public bodies such as local authorities, associations of local authorities, communities, chambers of commerce, etc., consortia for the protection, promotion and marketing of quality products, wineries and wine cellars, agritourism businesses, restaurants and taverns, accommodation providers, companies specialising in the production and/or trade of products, museums, castles and other cultural sites dedicated to wine and other subjects, as well as cultural and local associations.
The Association’s activities include the promotion of wine tourism in its catchment area. Through its website and various initiatives, it makes a significant effort to promote the region’s wineries open to visitors, as well as its gastronomic and cultural heritage.
The “Strada del Barolo e dei grandi vini di Langa” wine route comprises 16 themed routes, four of which are walking routes linking 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, including a description of the route, as well as details of the available options for visiting wineries, accommodation, dining and shops where local gastronomic products can be purchased.
For the businesses and options listed above, a brief description is provided, along with representative photographs and information on their products and services, opening hours, contact details, the languages in which visitors can be assisted, and information on accessibility for people with disabilities and pets.
In addition, 11 suggested experiences are provided. These experiences either stem from the Association’s collaboration with service providers, who showcase their tourist packages on its website and which visitors can purchase, or they are wine-tasting packages that take place in the Association’s own shops. For each suggested package, full details are provided regarding the services offered, the cost and the duration.
It is stated that a proposed wine tourism service package may include accommodation (e.g. at an agritourism establishment), a meal (e.g. a picnic), a guided tour and tasting of wines and local produce, horse riding or other activities that bring the visitor into closer contact with the local culture and traditions.
In addition to the above, the Association works to promote local culture by providing a detailed overview of the region’s distinctive characteristics, its wine-growing history and the varieties produced there. As part of its efforts to promote local gastronomy, alongside local wine varieties, the Association also promotes popular local products from the region, such as truffles, cheeses, cold cuts, nuts and pasta.
Other activities in the area, apart from wine tourism, 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, taking part in a special local festival, etc.
Finally, the official Wine Route website provides detailed information on how to get to the area. Specifically, it sets out the various options available to visitors for travelling there 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; it is aimed at wine lovers who wish to discover the local wine varieties, as well as the region’s gastronomy and unique cultural heritage.
When did it apply?
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 seven months of 2024, the Association’s reference area saw a 4.1% increase in visitor arrivals and a 3% increase in overnight stays, compared with the same period last year. In fact, arrivals from abroad rose by 6.7% and overnight stays by 7.8%.
Furthermore, the same survey shows a steady increase from 2019 to the present day in the region’s tourist infrastructure by 149%, in the number of rooms by 33.8% and in the number of beds by 31%.
Other information
The Piedmont wine region has been added to 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/