The province of Verona is witnessing a profound evolution in its hospitality paradigm. Inclusive Sustainability, a paradigm where dismantling physical and sensory barriers, is the indispensable condition for sharing the territory’s heritage as a common good. This approach ensures that the territory’s cultural and oenological heritage could be accessible to everyone, regardless of physical, sensory, or cognitive conditions. This movement is spearheaded by specialized operators who ensure that the beauty of Verona’s vineyards is a right, not a privilege.
Architecture of the Accessible Journey
Ama Terra Tours, led by Mauro Totola, has redefined the logistics of enotourism through the lens of universal accessibility. It serves as a specialized Destination Management Company (DMC) and tour operator that prioritizes the dignity and autonomy of travelers with reduced mobility The agency’s approach is characterized by a “tailor-made” philosophy, where every itinerary is audited for real-world usability. Key components of their inclusive strategy include:
- Specialized Logistics: utilizing accessible vans equipped with electronic lifts and ramps, Ama Terra ensures seamless transfers from accommodations to historical sites and wineries.
- Professional Integration: by training guides and partnering with wineries that offer accessible tasting rooms, they create an “unbroken chain” of hospitality where the visitor never encounters a dead-end.
This model of “Tourism for All” addresses a critical social need while opening the market to travellers with disabilities, who represent a significant and loyal demographic seeking high-quality, stress-free experiences.
The Strategic Impact of the Inclusive Sustainable Model
This inclusive model has a profound impact on the Veronese territory. By making experiences – such as private villa openings or vertical Amarone tastings – accessible to a wider demographic, they don’t just benefit the person with a disability. They also enhance the experience for the elderly, families with strollers, and the general tourist seeking a more human-centric pace.
| Inclusive Pillar | Service Mechanism | Targeted Outcome |
| Physical Mobility | Electronic lifts and ramp-equipped vans. | Full autonomy in historic sites and rural wineries. |
| Sensory Inclusivity | Tactile cellar tours and aroma kits. | Deep engagement for visually or hearing impaired guests. |
| Cognitive Access | Simplified sensory language and storytelling. | Democratic access to wine culture for all learning types. |
The Sensory Revolution of Wine Discovery
While physical access is essential, sensory inclusion represents the next frontier of hospitality. Viaggia e Assapora, a project directed by sommelier and experience designer Albina Durante, focuses on the multisensory nature of wine to create inclusive experiences for those with sensory or cognitive impairments.
Multisensory Engagement and Tactile Innovation
The methodology utilizes sensory analysis as a universal language to transmit complex concepts in an interactive and accessible way. Key innovations include:
- Tactile Cellar Tours: visitors are encouraged to touch the instruments of winemaking, from the cold steel of fermenters to the rough grain of wooden barrels, correlating tactile sensations with the phases of production.
- Sensory Blind Wine Tastings: these workshops isolate olfactory and gustatory elements. Using handmade aroma jars (scents of berries, spices, and herbs), visually impaired guests can build a mental map of the local terroirs on an equal footing with all participants.
Specialized Tools for Every Wine Lover
To make the world of wine truly transparent, a unique system of dedicated tools has been created to support guests, sommelier, and wineries alike:
- Tailor-made Tasting Sheets: specifically designed to support inclusive degustations and easily adaptable to different sensory or cognitive needs.
- Educational Wine Materials for Children: ensuring that families can enjoy the culture of the vineyard together.
- Comprehensive Support: every experience can include detailed verbal descriptions, high-readability materials, and support for the deaf, including Italian Sign Language (LIS) interpreters.
- Special Dietary Regimes: whether managing allergies, intolerances, or specific cultural and religious dietary needs, the team ensures high-quality alternative menus that never compromise on the tasting experience.
Inclusive Sustainability Along the Strada del Vino della Valpolicella (Valpolicella Wine Route)
As the technical director for the Strada del Vino della Valpolicella, Viaggia e Assapora curates a network of excellence where viticultural quality meets uncompromising inclusion. Cellar visits and enogastronomic activities are meticulously selected based on the accessibility of the spaces, the safety of the pathways, and the depth of the storytelling.
The strength of this inclusive model lies in a network of qualified partners in the Verona territory. Prestigious wineries that have invested in sustainable and accessible hospitality,. Among the key partners integrated into their itineraries are:
- Azienda Agricola Fugolo Gianluca: for authentic encounters that reveal the passion behind local labels.
- Villa San Pietro Winery: where wine culture and history are shared through inclusive and welcoming pathways.
- La Dama: A place to discover the organic soul of the territory through dedicated and accessible tastings.
- Farina Wines: Focused on immersive wine narration within safe, barrier-free architectural spaces.
- Trattoria La Torre: Where traditional Veronese flavors are paired with meticulous attention to special dietary needs.
Verona as a Global Model for Human-Centric Enotourism
This approach proves that an accessible destination is a more resilient and welcoming destination for everyone. In this new era, the glass of Veronese wine becomes a symbol of a more equitable world—one where the beauty of the territory is, finally, open to everyone.
Albina Durante e Mauro Totola
Photo credits: Ama Terra Tours – Viaggia e Assapora