can learn about local traditions and customs. In fact, wine tourism also allows for a holiday dedicated to the slow discovery of the territory. From a niche phenomenon, this practice has reached a wider audience, including experts, professionals, enthusiasts and even the merely curious. In response to these growing demands, there is a more varied range of services on offer. Thus, alongside the traditional tastings and winery tours, there are activities in the vineyards, grape harvesting experiences and stays in so - called themed hotels. The growing focus is not so much on renowned companies as on small family businesses, and this has given rise to a combination of art, history and wine. Wine tourism is also seeking so - called sustainability; in fact, many travellers are inclined to visit companies that participate in projects supporting local communities, while others express a desire for experiences such as taking part in the grape harvest. Linked to the focus on wine is the discovery of places where other products are made, such as traditional balsamic vinegar of Modena3 or typical food products. Vinegar is an ancient condiment made from cooked grape must. Its history can now be traced by visiting thirty - four villas scattered throughout the province of Modena, with the opportunity to meet the businesses involved. In this regard, the Consortium of Ancient Vinegar Cellars has drawn up a detailed map, which, with a guided itinerary, allows visitors to discover vinegar and the territory. It indicates all the available routes, and gastronomy plays an important role. This is where so - called “PDO tourism” comes in, which identifies the segment dedicated to activities and services related to “PDO” and “PGI” products, with initiatives organised by protection consortia and associated companies. This type of offering stands out for its ability to attract visitors to places famous for their “PDO” and “PGI” products, offering educational experiences aimed at raising awareness of the distinctive characteristics and historical and cultural value of these assets, especially food. It is educational tourism, in which information on history and culture is integrated with information on production methods and agricultural techniques. Through direct observation, tasting and participation in experiences, these initiatives stimulate understanding of the cultural processes linked to food, drink and the local area. Experiences are offered that include itineraries to historical sites and visits to companies. Due to its ability to combine gastronomic, cultural and environmental elements, “PDO tourism” responds to new trends. At the same time, it promotes the territory and strengthens the local economy. 3 Modena is the provincial capital of the Emilia - Romagna region, located in central Italy. 62 CHIARA TINCANI
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