UNESCO Hills Meet Wine Tourism Andreola, a winery in the Valdobbiadene DOCG region of northeastern Italy, has unveiled a structured wine tourism programme designed to connect visitors directly to the landscape that produces its wines. The initiative centers on guided tastings, an immersive Experience Room, and winery hospitality experiences that emphasize the relationship between terrain, vineyard tradition, and the UNESCO World Heritage designation awarded to the Conegliano and Valdobbiadene Prosecco Hills in 2019.
The Rive at the Center The experience framework, called Explore&Taste, progresses from guided tastings of Valdobbiadene DOCG wines through production facilities and into immersive experiences paired with regional Veneto cuisine. At the core is the Experience Room, described as an immersive space designed to help visitors understand the three-dimensional nature of the landscape, the dramatic verticality of the hills, and the relationship between vineyards and the people who have shaped the territory over generations. Andreola's approach emphasizes the Rive—historic single-vineyard hillside subzones that distinguish Valdobbiadene DOCG. Each hillside possesses its own combination of altitude, exposure, ventilation, and soil composition, resulting in wines that share territorial identity while expressing different nuances. The winery positions these microclimatic differences as the key to understanding diversity within the denomination. "Welcoming visitors means guiding them into the landscape that gives life to our wines. The UNESCO Hills are not simply a heritage site to admire—they are a living territory built on daily commitment, knowledge and respect. Every tasting becomes an opportunity to share the most authentic expression of Valdobbiadene DOCG," says Stefano Pola, owner of Andreola.
By the Numbers
Andreola operates 110 hectares of vineyards and sells roughly 900,000 bottles annually across more than 35 countries. The winery, founded by the Pola family, has built its identity around manual vineyard work on steep hillsides, where pulley systems are used to transport harvested grapes. Production focuses primarily on the Glera grape variety, with a Rive Line featuring what the winery describes as the largest number of Rive selections in the Valdobbiadene DOCG category.
Why It Matters
As wine tourism continues to shift toward experiential and educational travel, Valdobbiadene's UNESCO recognition and its positioning around heroic viticulture provide competitive differentiation beyond commodity Prosecco. Andreola's structured Experience Room and Rive-focused narrative offer a model for how regional producers can leverage UNESCO heritage status and terroir complexity to justify premium positioning and attract visitors seeking depth over convenience.
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Written by FBM Publications Editors
