In recent years, the way of traveling is changing: more and more people are choosing authentic, sustainable experiences, in contact with different territories and their stories. Food and wine tourism remains one of the main drivers of experiential tourism. But it’s not just wine and cuisine: craft beer has also become a starting point (and destination!) to explore places often off the beaten path but full of surprises.
This is confirmed by the 2024 Italian Food and Wine Tourism Report, which states that since 2022 almost one in five travelers has visited a brewery or attended a beer-related event. In particular, 21% of tourists have stopped at a brewing facility or a brewery with accommodation, and two out of three say that pairing beer with local dishes is one of the most important experiences of the trip.
Welcome to the world of beer tourism, where every sip tells a story, and every itinerary is an invitation to discover flavors and territories from a new perspective.
What is beer tourism
Beer tourism is a form of travel that focuses on discovering craft breweries, local beer traditions, and the territories where beer is produced. But there isn’t just one way to experience it: everyone can design their ideal beer itinerary.
Some choose the road trip adventure with friends, maybe on four wheels along scenic routes, while others prefer the adrenaline of two wheels, turning brewery visits and tastings into a motorcycle journey through curves and hairpin bends. But there are also those – and this is our favorite approach, like Maltese – who opt for slow, sustainable, and mindful tourism: backpacking, using public transport, trekking and walks immersed in nature, interspersed with visits to microbreweries and tastings.
It’s a way to explore carefully, savor slowly, discover local ingredients, and respect the places and the people who live there.
Three recommended itineraries in three beautiful Italian regions
There are endless possible routes because our country is truly rich in wonders, both scenic and cultural, gastronomic and brewing. Let’s try to recommend three, each with a different approach for travelers with different tastes.
Trentino – Between trails, biergartens, and non-alcoholic beers
Trentino is an ideal destination for beer tourism: strong in its Central European brewing tradition, it offers a perfect mix of craft beer, alpine landscapes, and warm hospitality. Here, the culture of biergartens blends with Italian hospitality, and pairings with mountain cured meats and typical cheeses are a true delight.
For those who love walking, hiking trails are endless. For motorcyclists, many facilities offer services dedicated to riders, from motorbike hotels to equipped garages. And it’s also possible to enjoy a good fresh craft beer without compromising driving: a must-visit is Birrificio Freedl, a national pioneer of non-alcoholic craft beer, offering a surprising variety and quality.
Umbria – Villages, culture, and signature breweries
In central Italy, Umbria is the perfect destination for those seeking slow tourism, made of culture, architecture, spirituality, and nature. Among its quiet villages and green hills lie true brewing gems. In Assisi, there is Birra dell’Eremo, a reference point for lovers of experimentation and quality. A few kilometers away, Birra Perugia carries on a tradition rooted in the past, but with a modern and refined offer.
The beauty? In Umbria, every brewery visit can be accompanied by a walk in a medieval village, a stop at a typical trattoria, or a nature excursion. The pace is slow, but the emotions are intense and varied.
Liguria – Sea views, trekking, and beers among the hills
Liguria is a land of contrasts and harmonies: between sea and mountains, between the scent of salt air and Mediterranean herbs. It is also a surprising territory for craft beer lovers.
Here, itineraries wind along hiking trails overlooking the sea, fishing villages, and inland countryside. Birrificio Exuvia, in the province of Genoa, is known for its refined and distinctive recipes. Likewise, Maltus Faber, a historic Genoese brewery that tells the story of the city through its beers.
Perfect for those who want to alternate hiking and relaxation, swimming and tastings, Liguria is an ideal destination for beer tourism made of light, flavors, and breathtaking landscapes.
So, beer tourism is not just a new trend: it’s a different way of traveling, more conscious, more authentic, more flavorful. This summer, get inspired by Italian and foreign craft beers and build your perfect itinerary: we have believed in it for a long time, which is why in 2024 we also started a collaboration with Visitflanders, creating a box to bring Flanders to your tables.
