As you have probably heard by now, we are all pretty pumped that Monferrato, Langhe and Roero are now officially a world heritage UNESCO site. On a personal note this also means that the value of our lot of land in La Morra will probably go up too! Of course we are all hoping this will bring more attention and tourism to Langhe…or are we?


You would think that since my job relies on tourism, I would be overjoyed by the idea of tourism growth. Yet I can’t conceal my fears.

I know there are some of you out there who have a much longer history than me in Piemonte and Langhe but in the 10 years that I have lived here, I have seen it change dramatically. Most of these changes are positive: new fabulous restaurants, more choice on the menus, more extensive wine lists, longer opening hours, wifi, press, increased visitors, and hopefully more wealth.

What worries me deeply is that although my initial goal way back when was to start my tour guide business in order to take people to little hidden gems, these gems are/will no longer be so hidden.

Yesterday when we were visiting a small and true garagiste winemaker, he was overwhelmed with 14 visitors in his cellar garage all wanting to do tastings. He was overwhelmed to say the least. Some bigger more established wineries have had to become more selective and close their doors in the afternoons, only take direct appointments rather than from the hotels or guides, and charge fees for their time and wine. It is getting more and more difficult to actually sit down and shoot the breeze with winemakers because they can’t keep up with all the bureaucracy, traveling required, wine fairs, and most importantly taking care of the vineyards. As I was doing my tour on Sunday, I couldn’t help but feel embarrassed as we kept running into big tour buses and huge groups flooding every town.

Don’t get me wrong. This is good for my business and good for the area, but let’s hope that the Piemontese people’s stubbornness and traditional ways will keep this area authentic and for true wine lovers only:)

Contact Me!
close slider