From the winery to the territory: hospitality as a strategic asset
From the heart of Valpolicella Classica to Lake Garda, from the Collio in Friuli to Montalcino, from the Vulture volcanic area to Salento, Tommasi Wine Hospitality, the Tommasi family’s wine tourism division, is becoming an increasingly strategic pillar of the Group. A project that transforms wine into an experience capable of telling the story of territories, people, culture, and the Italian way of life.
For the Tommasi Family, which has been a leading name in Valpolicella Classica for more than 120 years and is now present in some of Italy’s most prestigious wine appellations, wine tourism is the natural evolution of the wine story. With estates across several Italian regions, the Group has developed a widespread wine tourism model: not a single experience replicated in different locations, but a collection of journeys shaped by the unique identity of each territory. Every estate becomes a gateway to discovering distinctive grape varieties, landscapes, and local cultures, all united by the same philosophy of hospitality.
Today, Tommasi’s estates welcome approximately 12,000 visitors each year, while hospitality-related activities account for around 4.5% of the Group’s total revenue, confirming the increasingly central role of wine tourism as a powerful tool for brand building, customer loyalty, and the promotion of Italy’s wine regions.
“Today, wine tourism represents one of our family’s most important strategic assets,” says Pierangelo Tommasi. “It is the most effective way to bring wine and people together. Wine lovers, and visitors more generally, are no longer looking simply for a product, but for an experience and a genuine connection with those who make the wine. Through hospitality, we aim to showcase the richness of Italy’s wine heritage while creating long-term value in the territories where we operate. We also believe that a direct winery experience is one of the most effective ways to introduce younger generations to wine, through a contemporary language built on culture, knowledge, and responsible consumption.”
Wine Tourism and New Generations: A New Way of Communicating Wine
The winery experience also provides a tangible answer to one of the wine industry’s greatest challenges: engaging younger generations. Today’s younger consumers are looking for authenticity, meaningful experiences, and opportunities to connect.
For Tommasi Family Estates, the future of wine lies in making it more accessible through the language used to communicate it and bringing it closer to people by presenting it as an integral part of Italian culture, conviviality, and a lifestyle built on quality, moderation, and awareness.
This philosophy is reflected in the people who welcome guests every day across the Group’s estates: young, passionate hospitality teams, professionally trained and recruited directly from the local communities where the wineries are located.
It is a model that sees wine tourism as a driver of social sustainability, creating professional opportunities for younger generations, enhancing local expertise, and nurturing ambassadors who can tell the story of their territories and their wines through a fresh, contemporary perspective.
Upcoming Projects: Ammura, Caseo and Le Fornaci
Tommasi Wine Hospitality will continue to expand over the coming years with new hospitality experiences across the Group’s estates.
The next season will see the opening of Ammura, the Group’s estate on Mount Etna, welcoming visitors to a breathtaking setting between the volcano and the Mediterranean Sea. At the same time, Tenuta di Caseo, in Oltrepò Pavese, will launch a new visitor experience dedicated to the region’s sparkling wine heritage and its renowned Metodo Classico tradition.
Within the next two years, Le Fornaci, on the shores of Lake Garda, will also unveil its new hospitality project: an innovative space dedicated to Lugana DOC, designed to showcase the unique connection between wine, the Garda landscape, and authentic hospitality.
The Group’s ambition is to further strengthen Tommasi Wine Hospitality as a strategic business division, integrating wine production, experiential tourism, and the promotion of Italy’s wine regions. This growth is measured not only by visitor numbers, but by a clear long-term vision: building lasting relationships with guests and trade partners, deepening the connection with each territory, and inspiring an ever-growing audience to discover Italian wine as a distinctive cultural heritage.
EXPERIENCES
Tommasi in Valpolicella: From the Freshness of Lugana to the Greatness of Amarone
In the heart of Valpolicella Classica, the Tommasi Welcome Area invites guests to discover the history of the Tommasi family and its deep-rooted connection with this iconic wine region.
Among its signature experiences is an inspiring journey from Lugana to Amarone, showcasing two distinctive yet complementary expressions of Veneto’s winemaking heritage. On one side is the freshness and elegance of Le Fornaci Lugana, born on the shores of Lake Garda; on the other, the depth and complexity of Amarone della Valpolicella Classico, the wine that has become a symbol of Tommasi around the world.
The experience takes visitors through the winery’s most iconic production areas, from the grape drying lofts to the ageing cellar, home to Magnifica, the world’s largest wine cask, before concluding with a tasting of some of the most representative wines from Tommasi Family Estates.
The Valpolicella experience is further enriched through collaborations with Villa Quaranta Tommasi Wine Hotel & SPA and other selected partners across the Verona area, offering integrated experiences that combine wine, gastronomy, wellness, and cultural discovery.
Marco Felluga and Russiz Superiore: The Elegance of Collio Through Vineyards and Hospitality
In the heart of the Collio wine region, Marco Felluga and Russiz Superiore invite guests to discover one of Italy’s most renowned territories for the production of outstanding white wines.
The experience begins at the historic Russiz Superiore Estate and leads visitors through the vineyards surrounding the property, in a unique landscape on the border between Italy and Slovenia, where climate, soil, and centuries-old winemaking tradition come together.
The journey continues into the historic Orzoni ageing cellar, one of the estate’s most iconic landmarks, before concluding with a guided tasting of the flagship wines of Marco Felluga and Russiz Superiore. An immersive experience that reveals the distinctive identity of Collio and the timeless elegance of its wines.
The experience is completed by a stay at Relais Russiz Superiore, where guests can immerse themselves in the vineyards and fully embrace the authentic atmosphere of the estate.
Casisano: Experiencing Brunello Among Vineyards and Nature
In Montalcino, Casisano offers an immersive hospitality experience set within the breathtaking Tuscan landscape. Located on one of the highest slopes of the appellation, the estate welcomes guests among Sangiovese Grosso vineyards, sweeping views over the Val d’Orcia, and guided tours dedicated to discovering the world of Brunello di Montalcino.
Alongside its winery tours, Casisano also offers a Picnic Experience: a relaxing moment among the vines where guests can enjoy the estate’s wines, borrow a book, and reconnect with nature while embracing the unhurried rhythm of the Tuscan countryside.
Paternoster: Discovering the Vulture Through Wine, Culture and Events
In Basilicata, Paternoster welcomes visitors to discover Aglianico del Vulture and a truly unique wine region shaped by its volcanic origins.
The experience takes guests from the vineyards to the evocative Cantina del Barone Rotondo, a historic cellar created from a former ice house, before concluding with a tasting of the estate’s different expressions of Aglianico.
The winery has also become a vibrant gathering place, thanks to a calendar of evening events, cultural initiatives, and convivial experiences designed to showcase the Vulture through wine, local gastronomy, and engaging activities tailored to a younger audience.
Masseria Surani: Salento Through Wine, Sunsets and Art
In Puglia, Tenuta Eméra embodies the most Mediterranean expression of Tommasi hospitality.
Surrounded by the vineyards of Salento, guests can discover iconic grape varieties such as Primitivo and Negroamaro through guided tours, wine tastings, and experiences designed to make the masseria a welcoming place to gather and connect.
Sunset aperitifs are among the estate’s signature experiences: glasses of wine, local delicacies, and the enchanting atmosphere of the Salento countryside come together to create an authentic connection with the region.
In nearby Guagnano, Cantina Moros completes the journey with a unique project where wine and art meet. A winery-museum dedicated to Salice Salentino, it hosts temporary exhibitions that transform a wine tasting into a cultural experience celebrating memory, creativity, and the identity of Salento.
