Today, wine tourism, and wine tourism experiences in particular, are popular with about 13.4 million Italians, representing 64.5% of travellers (source: Ismea-Aite 2024 survey), but are also becoming an increasingly important attraction for foreign visitors, especially Americans and Europeans. It is therefore a growing sector in which the quality of the service provided is a major factor, but not the only one.

At Florio Winery in Marsala, which attracts more than 50,000 visitors a year, each tour is much more than just a well-thought-out visit: it is a journey into the culture, history and scents of Sicily, so beautiful that it is sure to leave a lasting impression.

Founded in 1833 by Vincenzo Florio, the Florio Wine Cellars are visited by a wide range of people, not only wine lovers, but also an increasing number of foreign visitors, especially from the USA and Great Britain, who are returning in large numbers after the forced break caused by the pandemic.

While the busiest months are between April and October, Florio Winery welcomes tourists all year round and thus contributes significantly to the seasonal adjustment of tourism in the city of Marsala and the province of Trapani, which is not only a favourite summer destination for seaside holidaymakers, but also a place of great cultural and historical interest.

A visit to Florio Winery consists of three different stages: the history part, the winemaking part and the tasting part. Each part of the tour has been designed to appeal to different types of visitors and to reveal different aspects of the history and production of Marsala wine.

In this facility, where around 5.5 million litres of Marsala wine age in huge vats and barrels of various sizes, guests will find themselves immersed in a place where time has stood still.

Those with an interest in history will find the history of the Florio family particularly fascinating and has even been immortalised in the novels of Stefania Auci. The Wine Cellars are the only Florio business that has been active since 1833.

Those who are more interested in the winemaking aspects will be particularly intrigued by the explanations of the Marsala production process and will certainly be enchanted by the beautiful location of this natural winery and our artisan approach, which represents the ideal interaction between nature, man, space and time.

And then there are the tastings. At the end of each tour, Marsala wine is tasted in its various forms in a unique setting, ensuring an unforgettable experience for guests.

The Florio Winery are not only an example of excellence in winemaking, but also a model of cultural and social sustainability. In fact, by hosting a series of events throughout the year, it significantly contributes to promoting the area and strengthening the connection between Marsala and its renowned wine.

The biggest challenge facing the winery today is to constantly renew itself and offer out-of-the-ordinary experiences, such as night tastings or masterclasses, which are always able to arouse different emotions in visitors, both old and new. This approach has enabled Florio Winery to continue to be a benchmark company in the wine tourism sector: in fact, this year it was once again confirmed as one of the best global tourist attractions by Tripadvisor.

Wine tourism at Florio Winery is essentially a celebration of wine culture, offering visitors the chance to get to know certain aspects of Sicily that, for some, are less well-known but no less intriguing.

Book your guided tour and learn all about our compelling history. We look forward to welcoming you to Florio Winery!