Coldiretti Data on Agritourism in Piedmont (September 2026)
On 27 September 2026, World Tourism Day, Coldiretti and Campagna Amica released an analysis of rural tourism in Italy that also covers Piedmont. According to the study, the region recorded a 9.9% increase in tourist overnight stays in July 2026 compared to July 2025, the highest figure among all Italian regions for that month. The Piedmont figure refers to overall tourist overnight stays across the regional territory and not to a specific percentage relating solely to the region's agritourism businesses.[1][2]
National growth of agritourism
The analysis released by Coldiretti and Campagna Amica reports that over the past ten years overnight stays at Italian agritourism farms have increased by 85%, a growth rate described as more than triple the national tourism average. Italy's agritourism sector aims to set a new record in 2026, surpassing the results of 2025, when 5.1 million arrivals and 18.3 million overnight stays were recorded.[1][2]
The role of foreign tourists
According to the data released, the sector's growth is being driven above all by foreign visitors: over the past ten years overnight stays by foreign tourists at Italian agritourism farms have increased by 119%, now accounting for over 60% of total overnight stays. Among the traditional markets, the United States stands out, with a 147% increase over the same period. New countries of origin have also emerged, including South Korea, Brazil, China and India.[1][2]
Digitalization and statements
The analysis also cites the first Census on the digital maturity of farms conducted by Coldiretti Next's Digital Agriculture Innovation Hub, according to which 37% of agritourism businesses have invested in digitalization to improve farm management and guest hospitality. Stefania Grandinetti, president of Terranostra Piemonte, stated that technology does not replace the farmer's hospitality but makes it stronger and better able to reach new markets. Cristina Brizzolari, president of Coldiretti Piemonte, and Bruno Rivarossa, confederal delegate, noted that the ability of agritourism businesses to adapt their hospitality to tourists' new needs reflects the level of professionalism the sector has achieved.[1]
Related articles: Piemonte, Piemonte Tu
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Sources
- CronacaQui Torino — 27 September 2026
- Torino Free — 27 September 2026