Valdobbiadene, March 17, 2025 – Tourism in the Prosecco Hills of Conegliano and Valdobbiadene, UNESCO World Heritage Site, continues its steady growth.
The data for 2024, compiled by the Veneto Regional Statistics Office based on ISTAT, record 235,455 arrivals (+9.2% than in 2023 and +26.2% than in pre-pandemic 2019) and 528,763 visitors (+9.7% than in 2023 and +18.7% than in 2019), confirming the territory as one of one of the most attractive destinations in Italy and the one destination which grows more in Veneto. The most significant growth is registered in the core area, which shows an increase of 39.3% of arrivals compared to 2019 and 30.2% of visitors.
An increasingly international and sustainable tourism.
The increase in tourist demand is driven by the strong growth of foreign visitors, who in 2024 reached 105,609 arrivals (+12.3% on 2023 and +34% compared to 2019), with 259,019 arrivals (+12% on 2023 and +30,6% on 2019), confirming the growing international interest for the territory. Italians remain the main component, with 129,846 arrivals (+6.8% on 2023) and 269,744 in terms of attendance. Among the reasons for this success there is an increasing attention to slow tourism, with routes of soft mobility, suggestions related to cycling and trekking, especially on the 51 km Path which witnessed over 9,500 people walk it, the increase in extra-hotel accommodation facilities (+14.9% of arrivals compared to 2023), and the strengthening of food and wine experiences.
In addition, it is supported by the organization of events and projects of worldwide scope, such as the literary festival Una Collina di Libri, the travelling exhibition in media partner with the national geographic, publications with Lonely Planet and major sporting and cultural events that help attract visitors from all over the world.
Positive trend at all times of the year.
Tourism in the Hills of Prosecco of Conegliano and Valdobbiadene is confirmed more and more seasonally adjusted, with significant increases also in the winter months. In January 2024 arrivals were up + 17.3% compared to the previous year, and in February 2017 they were up 17% while in March it was an exceptional +30.3%.
The data of 2024 – Marina Montedoro, President of the Association for the Heritage of the Hills of Prosecco of Conegliano and Valdobbiadene comments – confirm the constant and sustainable growth of the Hills, with a significant increase not only in high season months, but also in winter and spring. This is a relevant signal: it means that our territory is becoming an attractive destination all year round, thanks to an offer which enhances the cultural, outdoor and wine and food experiences in every season. The increase in the international arrivals also shows that the Hills are gaining more and more visitors from abroad, attracted by the beauty of our landscape, the quality of the hospitality and of our unique enogastronomic heritage. Our objective remains that of consolidating this growth in a gradual and sustainable way, promoting a tourism respectful of the environment and local communities, capable of enhancing our territory while preserving its identity.
