Artificial intelligence (AI) changes how people find and plan food and wine tourism. This trend is strong among younger generations. The Italian Food and Wine Tourism Report 2025 documents this shift.
The Italian Association of Food and Wine Tourism (AITE) published the report, and Roberta Garibaldi curated it. AI is now a key tool for travelers who want ideas and custom plans.
The report shows a gap in technology use between generations. Seventy-five percent of tourists aged 25–34 use AI to get ideas for food and wine trips. This high number shows a major change. AI is not new for many young travelers. It is a normal step in preparing for a trip.
Leading Uses of AI in Travel Planning
Menu and content translation is the most common use of AI. Sixty-nine percent of tourists use it. This number rises to 77% for the 25–34 age group. This shows the difficulty of reading foreign menus in Italy’s many regional cuisines.
AI has uses other than translation:
- 60% of travelers use it to find ideas.
- 58% use it to search for destinations and places to stay.
These numbers are higher among younger adults who incorporate AI into their choices.
International Differences in AI Adoption
Usage of AI regarding food and wine tourism differs by country. The United States ranks first in using AI for food and wine ideas. Twenty-one percent of American travelers use these tools. France follows at 18% and Germany at 16%. Markets like the United Kingdom, Austria, and Switzerland are lower at roughly 13%.
Americans also trust AI the most for choosing destinations at 15%. Trust falls to 10% in Austria and Switzerland. AI acts as a starting point for ideas rather than the final decider in all markets. Traditional sources remain the most reliable. Recommendations from friends and family have trust levels between 38% and 50%.
Declining Perception of Risk and Growing Expectations
The report shows that attitudes toward AI have improved. Fewer travelers see it as risky compared to last year. This change is strong among younger generations. Only 29% of people aged 18–24 think the risks are greater than the benefits. Forty-nine percent of 35–44-year-olds feel the same way. More experience seems to build confidence.
Travelers have clear expectations for AI services:
- Ease of use (60%)
- Privacy protection (55%, and 71% among 18–24-year-olds)
- Accurate information (49%)
Travelers want specific AI tools in the future. The most popular are automatic translation of menus (46%) and custom itineraries (36%). Young and experienced travelers value detailed advice for food, wine, and beer pairings. Interest in sustainable options is also high. About one-third of respondents want routes and experiences with low environmental impact.
The Trust Gap
Usage is increasing, but full trust in AI is low. Only 6% of respondents trust algorithms completely. This number is higher among high-income individuals and experienced travelers. Good experiences may build confidence over time.
Many users know AI has limits. These include errors, hidden processes, and bias. Travelers often check suggestions against traditional sources like friends or expert reviews.
Future Trends and Opportunities
Experts point to three main directions for the future:
- A high demand for smooth personalized experiences
- A focus on pre-trip inspiration instead of on-site help
- The need to build trust through relevance, authenticity, and real value
The next step puts AI deeper into reservation systems. Intelligent agents will create custom on-site experiences. Tourism businesses must provide quality data about sustainability, local authenticity, and transparency. This information will decide which destinations succeed with AI.
Technology grows and affects every part of travel. The mix of digital tools and personal advice will shape the future of food and wine tourism.
