Olive oil tourism in Liguria: experience the region among olive groves and PDO olive oil

Olive oil tourism in Liguria: discover olive groves, culture, and authentic flavors

In recent years, olive oil tourism in Liguria has established itself as one of the most captivating experiences in Italian food and wine travel. More and more visitors are choosing olive-oil-themed itineraries to explore the region's landscapes, traditions, and flavors in an engaging and sustainable way.

Thanks to national legislation and the progressive approach of local businesses, Liguria has been able to enhance its olive-growing heritage, perfectly blending culture, nature, and gastronomy. Find out how to visit ancient Ligurian mills, stroll through centuries-old olive groves, and take part in guided tastings that turn olive oil into a cultural and sensory experience.

What is olive oil tourism, and why is it growing?

Olive oil tourism is a form of experiential travel that brings together culture, gastronomy, and agriculture. It allows visitors to experience the world of extra virgin olive oil up close through immersive activities such as sensory tastings, guided tours, educational workshops, and meetings with producers.

Liguria, with its terraced landscapes, seaside villages, and historic olive groves, is the perfect backdrop for this kind of experience. Thanks to the success of DOP Riviera Ligure olive oil, a symbol of excellence, the region is turning olive oil tourism into an opportunity to promote the area and support its rural communities.

The olive oil tourism law: the legislation that enhances olive oil

With the 2020 Budget Law (Art. 1, paragraphs 513–514, referring to Law 205/2017), olive oil tourism officially entered the Italian legal framework, joining wine tourism among the recognized experiences that include educational, informational, and sensory activities. These activities include visits to mills and olive groves, guided tastings of Ligurian PDO olive oil, and cultural events and training programs.

The First Report on Olive Oil Tourism (2024) by Dr. Roberta Garibaldi highlighted the growing and lively interest in this form of rural tourism, revealing that 15% of Italian tourists have visited an olive oil business in the past three years (rising to 19% among food-and-wine experience enthusiasts), 72% of travelers enjoy buying olive oil directly from producers, 70% appreciate tastings, and 66% are curious about the production process.

These figures confirm the growing appeal of olive oil tourism, which goes far beyond a simple “gourmet break” and instead represents a genuine journey into a fascinating world of ancient history, deep-rooted traditions, heartfelt passion, and profound respect for the land.

Liguria: a pioneer in Italian olive oil tourism

Liguria was among the first regions to adopt the olive oil tourism law, complementing it with concrete promotional initiatives. In 2022, the Consorzio di Tutela dell'Olio Riviera Ligure DOP hosted a conference titled “Olive Oil Tourism: a New Frontier for Liguria's Olive Oil Industry,” setting out important guidelines for the sector's growth.

That same year, the Liguria region invested strategically in the multifunctionality of agricultural enterprises, highlighting the inseparable bond between producing top-quality PDO olive oil and welcoming visitors. A concrete example was the Oliveti Aperti (Open Olive Groves) initiative, in which numerous Ligurian farms opened their doors to the public, offering immersive experiences among olive groves, local flavors, and traditions, and the chance to get to know the region's native olive varieties, especially the famous Taggiasca.

Olive oil tourism in Liguria: what to do

1. Visits to olive groves and mills

Stroll among centuries-old olive trees and immerse yourself in the tradition of Ligurian olive oil. From Imperia to La Spezia, producers open their doors to share the history, techniques, and passion behind every bottle.

2. Guided tastings of Riviera Ligure DOP

Extra Virgin Olive Oil tastings are the heart of olive oil tourism in Liguria — sensory experiences that teach you how to recognize a quality product through tasting and comparison. Often paired with local specialties such as focaccia and pesto, these sessions turn into real flavor journeys.

3. Events and festivals celebrating olive oil culture

Throughout the year, Liguria hosts events and fairs that honor Riviera Ligure DOP extra virgin olive oil, an engaging way to dive into rural culture, meet producers, and enjoy moments that combine flavor, celebration, storytelling, and tradition.

4. Trekking among olive groves

Walking among olive trees is a unique way to explore Liguria's landscapes. The trails weave through breathtaking scenery near the sea or in the hills, leading to small farms where you can stop for a delicious break.

5. Relaxation and wellness with Extra Virgin Olive Oil

It's not just about taste — extra virgin olive oil is also an ally for well-being. Some places offer spa treatments, massages, and natural cosmetics made with Ligurian EVOO, for a rejuvenating experience that pampers both body and mind.

Why choose olive oil tourism in Liguria?

Choosing olive oil tourism in Liguria means embarking on a journey that combines culture, nature, and flavor. The region offers more than the sea — the Ligurian countryside tells stories of resilience, ancient trades, and traditions that live on. Riviera Ligure DOP olive oil is your key to this world, an excellent product worth savoring and also understanding. The fact that the coast and the hills are so close allows you to enjoy a comprehensive experience in a single day, from a walk among the olive trees straight to a dip in the sea.

An immersive experience of olive oil and culture in Lavagna (GE)

PassionEVO offers one experience that more than any other turns participants into active players in the region: a sensory journey among the olive trees on the hills of Lavagna, in the Gulf of Tigullio, where extra virgin olive oil is the common thread of a special mission — to tell the story of a land rich in history and sustainability. You'll find yourself in a unique olive grove where you'll meet farmers, landscape restorers, and local producers, surrounded by dry-stone walls, slate-paved paths, and mortar-made pesto workshops. In collaboration with the Tigullio branch of Italia Nostra, you'll become a documentarian for a day, leaving your mark on a shared, authentic story.

Do you want to experience olive oil tourism as a true protagonist and see Liguria in a new light? Discover PassionEVO's experiences and let olive oil lead the way.