Alessio Cavicchi is Full Professor in Agribusiness, Rural Development and Branding – Rector’s Delegate for the Promotion of Entrepreneurial Culture and Innovation at the University of Pisa. His research activity focuses on the analysis of consumers’ choice on local and quality products, of sustainable tourism and of innovation processes in the agri-food sector and in rural areas.

He published more than 200 papers and chapters in national and international journals and books. He is co-editor of the Book Series “Consumer Science and Strategic Marketing” published by Elsevier.  

He has been coordinator and partner of several European projects Horizon, Erasmus+ Knowledge Alliances and Strategic Partnerships on the collaboration between universities, business and territory.

He has been an invited speaker and external expert for the Italian Ministry of University and Research, the World Tourism Organization and the European Commission (specifically Joint Research Center, DG Regio, DG Education and Culture, DG Agri e DG RTD) on topics concerning innovation of agri-food and rural areas and the collaboration between universities and territorial stakeholders.

Lecture

A Glimpse into Wine Market and Wine Tourism

03 Feb, 15:15-16:00, @ Aula Magna, Department of Agriculture Food and Environment

This seminar explores the Italian wine market and the growing importance of wine tourism. It delves into the dynamics of the global and domestic wine markets, analysing trends, competition, and consumer behavior. Special attention is given to Tuscany, a key player in the Italian wine sector, and on the role of the Strade del Vino, dell’Olio e dei Sapori di Toscana initiative. These wine and food routes have been crucial in promoting regional identity, enhancing tourism, and fostering local economies. The seminar also addresses challenges faced by the Wine Routes federation, including sustainability, market saturation, and the integration of wine tourism into broader economic strategies, offering insights into how regions like Tuscany need to respond to these challenges through innovative approaches and strategic collaborations.