(WR) In a context of declining international wine exports, Sicilian wine is holding up and growing, thanks primarily to its PDO white wines and wine tourism as a new strategic lever. This is according to the Nomisma Wine Monitor study for UniCredit, presented today in Palermo at the launch of the 22nd edition of Sicilia en Primeur , scheduled for May 11-15.
2025 was a challenging year for the sector: Italian still wine exports closed at a 3.6% decrease in value (-300 million euros), with sharp declines in North America (-204 million) and non-EU Europe. This negative trend was shared by France (-4.4%), Spain (-5.1%), and other major exporters. Yet , Sicilian PDO still white wines bucked the trend with exports up 2.4%, even resisting Trump’s tariffs: +8.4% to the US versus an average -13%.
Sicilian PDO red wines, on the other hand, are down 11% , weighed down by the American market, their primary destination (22% of regional exports). But ISTAT data understates the reality: part of Sicilian wine leaves from continental ports, inflating other statistics. Regional production stands at 2.7 million hectoliters annually, with PDO/PGI accounting for 80% (Italian average 72%) and white wines at 64%.
White wines are the leading category, driving the island’s wine exports by 50% over the past ten years, led by the USA (22%), Germany (12%), the UK (7%), and the Netherlands/Canada (6%). This trend has been confirmed by previous editions of the study: PDO white wines are expected to grow by 8.9% in 2024.
Wine tourism amplifies these successes. In Sicily, tourist arrivals in the Etna DOC municipalities are growing by 17.4% (2019-2024) , compared to the island average of 12.4%, exceeding regional averages elsewhere. Wine tourism is worth €3.1 billion nationwide, no longer a “Plan B” but a key asset. In Sicily, this is the international profile of wine tourists: 40-55 years old (American, German, English), not always experienced: the opportunity must be seized to retain them as ambassadors.
Producers envision a future of personalized, immersive, multisensory, and cultural experiences. In Italy, red wine consumption is declining (over-60s are regular drinkers, down from 70% to 54%) , but origin remains paramount: more than four in ten consumers look primarily at the wine’s origin (regional or through the presence of a DOP/IGP), and Sicily is banking on three key assets: landscape, stories, and gastronomy.
“Winemaking is the Sicilian pillar in a complex context, but wine tourism is an opportunity for competitiveness and the territory,” said Salvatore Malandrino , Regional Manager UniCredit Sicily.
“ Assovini Sicilia sees wine tourism as a dynamic asset: we talk about wine as a culture in a broad context,” added president Mariangela Cambria .
The flagship event organized by Assovini Sicilia is Sicilia en Primeur 2026 : a preview of the island’s wine vintage for the Italian and international press, featuring wine tours (12 itineraries), tastings, and talks. Founded in 2003, the latest edition in 2025 attracted 100 journalists and 57 wineries.