About us
ABOUT US
Since 1998, the Strada del Vino Nobile di Montepulciano e dei Sapori della Valdichiana Senese has worked to promote the region, its local products and its tourism offering.
The Strada is the Destination Management Organization (DMO) of the Valdichiana Senese. It coordinates the development and promotion of the destination, bringing together businesses, institutions and local communities to shape a shared tourism offering.
Our activities are guided by an annual operational plan, developed in collaboration with local authorities and the business sectors represented on our Board of Directors. The plan turns the destination’s objectives into concrete actions, including promotion, visitor services, tourism product development and sales, events, professional training and development projects.
Our network brings together farms, restaurants, wine shops, accommodation providers, thermal spas, associations and local institutions, alongside the nine municipalities of the Valdichiana Senese: Cetona, Chianciano Terme, Chiusi, Montepulciano, San Casciano dei Bagni, Sarteano, Sinalunga, Torrita di Siena and Trequanda.
VALDICHIANA LIVING: TOURS, EXPERIENCES AND HOLIDAYS
Since 2014, Valdichiana Living has operated as the Strada’s Destination Management Company (DMC) and the official incoming travel agency for the Valdichiana Senese.
Valdichiana Living designs and sells tours, experiences and holidays, coordinating services in close collaboration with local businesses.
Every proposal is built on our team’s first-hand knowledge of the destination and the relationships developed over the years with wineries, cheese producers, farms and other carefully selected local partners. Our experiences bring together local flavours, people, landscapes and history, inviting visitors to discover the Valdichiana Senese, the Val d’Orcia and other areas of southern Tuscany.
We work with individual travellers, groups, travel agencies and tour operators, offering:
- Day tours and experiences to discover local places, products and traditions.
- Tailor-made holidays, designed around travellers’ interests and the destination’s main events.
- Dedicated services for groups, travel agencies and tour operators, including customised itineraries and travel arrangements.
The Strada and Valdichiana Living work hand in hand, connecting destination planning and promotion with the development, sale and management of tourism experiences.
PROMOTIONAL ACTIVITIES AND PROJECTS
We promote the Valdichiana Senese as a travel destination, showcasing its places, high-quality local products and the experiences offered by local businesses.
Our activities include:
- Participation in trade fairs, workshops and industry events, presenting the destination and building relationships with travel professionals and tourism operators.
- Organisation of familiarisation trips and press tours for travel agencies, tour operators and journalists, introducing them to the destination and its tourism offering.
- Promotion of local businesses and tourism experiences through the regional platforms Visit Tuscany and Vetrina Toscana.
- Communication and digital content creation, from stories shared by our Local Ambassadors to Clanis, a podcast produced with Chora Media and also available in English.
- Development of outdoor and active tourism, promoting walking and cycling routes and making them available on Komoot.
- Support for the Italian Food and Wine Tourism Report, coordinated by Roberta Garibaldi, contributing to research and the sharing of knowledge that supports the industry’s development.
- Support for municipalities in destination development and recognition programmes, including applications for national and international awards and initiatives such as EDEN, European Community of Sport and Best Tourism Villages for San Casciano dei Bagni, as well as Montepulciano’s sustainability journey based on GSTC standards.
TOURIST INFORMATION AND VISITOR SERVICES
We manage the Montepulciano and Valdichiana Senese Tourist Information Office (IAT), located in Palazzo del Capitano, Piazza Grande 7, Montepulciano.
The office provides information, tourist materials and practical assistance to help visitors explore the nine municipalities, discover local events and plan their stay. Our team can also assist with booking tours, experiences and accommodation throughout the area.
Opening hours
From 7 January 2026 to 14 March 2026
Thursday – Sunday: 10:00 am – 2:00 pm
From 15 March to 30 June 2026
Monday – Saturday: 10:00 am – 1:30 pm / 2:30 pm – 5:00 pm
Sundays and public holidays: 10:00 am – 3:00 pm
Closed on 1 May
July – September 2026
Monday – Saturday: 10:00 am – 1:30 pm / 2:30 pm – 6:00 pm
Sundays and public holidays: 10:00 am – 3:00 pm
October 2026
Monday – Saturday: 10:00 am – 1:30 pm / 2:30 pm – 5:00 pm
Sunday and public holidays: 10:00 am – 3:00 pm
From 5 November to 15 November 2026
Thursday – Sunday: 10:00 am – 2:00 pm
From 19 November to 13 December 2026
Thursday – Friday: 10:00 am – 2:00 pm (also on long-weekend days)
Saturday: 10:00 am – 1:30 pm / 2:30 pm – 5:00 pm
Sunday and public holidays: 10:00 am – 3:00 pm
Christmas period: from 17 December 2026 to 6 January 2027
Monday – Friday: 10:00 am – 2:00 pm
Saturday: 10:00 am – 1:30 pm / 2:30 pm – 5:00 pm (also on long-weekend days)
Sunday and public holidays: 10:00 am – 3:00 pm
Closed on 25 December and 1 January
A luggage storage service is also available, allowing visitors to explore Montepulciano freely without carrying their bags.
LOCAL DEVELOPMENT PROJECTS
We participate in local, regional, national and European funding programmes to create new opportunities for the destination and its businesses. We also support local authorities in developing project proposals and funding applications.
Our projects focus primarily on sustainability, digital innovation, internationalisation and the promotion of local products.
Our most recent initiatives include:
- Glo – Destination Internationalisation | Dates to be confirmed | 2025–2026
A project aimed at increasing awareness of the Valdichiana Senese in international markets and creating new business opportunities for the destination’s tourism offering.
- Smart – Valdichiana Smart Trip: Unveiling Cultural Gems with AI | 2024–2025
Developed within the CHANGES programme under Italy’s National Recovery and Resilience Plan (PNRR), this project combines artificial intelligence, digital tools and co-design to enhance cultural heritage and create personalised travel experiences.
- Valdichiana4Green – Sustainability and Community Engagement | 2025–2026
A European project developed within FUTURAL – Horizon Europe, in which the Strada participates as a partner. It focuses on the green transition of local businesses and on strengthening connections between tourism and the agri-food sector. Activities include self-assessment tools, professional training and community engagement.
- PAcT – Innovation and Promotion of Traditional Agricultural Products | 2024–2027
A project dedicated to enhancing the economic, social and cultural value of agricultural biodiversity and Tuscany’s Traditional Agri-food Products (Prodotti Agroalimentari Tradizionali – PAT) through research, seminars, knowledge exchange and business support.
PROFESSIONAL DEVELOPMENT AND LIVING LABS
We organise professional development sessions, webinars and workshops for local tourism businesses and operators, covering industry trends, marketing, sales and distribution, sustainability and digital tools.
Through our Living Lab, we bring together businesses, institutions, cultural organisations and local communities in collaborative discussions and co-design activities. Starting from the destination’s needs and resources, we work together to create new experiences, improve services and identify shared solutions.
The Strada del Vino Nobile di Montepulciano e dei Sapori della Valdichiana Senese’s YouTube channel complements these activities with videos and insights into the destination and our initiatives.
YouTube – @NobileMontepulciano
EVENTS
We organise and promote events that celebrate local products, create opportunities to meet producers and invite visitors to experience the Valdichiana Senese.
- Calici di Stelle in Montepulciano
A highlight of Montepulciano’s summer calendar, held every year on 10 August. The historic centre comes alive with wine tastings and live music. In 2026, the event celebrated its 25th edition, confirming its place as one of the town’s most popular occasions to enjoy Montepulciano and discover its wines.
www.calicidistellemontepulciano.it
- Valdichiana Eating
A travelling food market that brings the flavours and producers of the Valdichiana Senese to its nine municipalities. Each edition offers the chance to meet local producers, discover regional specialities and purchase products directly from short supply chains, while exploring a different town or village.
| Year | Host municipality | Dates |
| 2017 | Sarteano | 29 April – 1 May |
| 2018 | Sinalunga | 28–29 April |
| 2019 | Montepulciano | 8–9 June, Piazza Grande |
| 2022 | Chianciano Terme | 2–3 July, historic centre |
| 2023 | Torrita di Siena, Montefollonico | 15–16 April |
| 2024 | San Casciano dei Bagni | 6–7 April |
| 2025 | Chiusi | 10–11 May, Piazza Duomo |
| 2026 | Cetona | 9–10 May, Piazza Garibaldi |
| 2027 | Trequanda |
- Olive Oil Conference in Trequanda
Organised as part of the Festa dell’Olio Novo, this conference offers an opportunity for discussion and exchange on extra virgin olive oil, its culture and its promotion, bringing together experts, producers and industry professionals.
- Fermento – Beer and Cheese, Torrita di Siena
Development of the event concept and organisation of a tasting event celebrating craft beers and artisan cheeses.
- Le Notti del Vino in Montepulciano
As evening falls, Montepulciano’s wineries open their doors for wine tastings and opportunities to meet local producers. The initiative is promoted by the Municipality of Montepulciano and organised by the Strada as part of the national events programme of the Associazione Città del Vino.
The Strada also develops projects centred on some of the Valdichiana Senese’s distinctive strengths: destination weddings, local food and wine production, and traditional craftsmanship. Each initiative aims to celebrate these resources, connect local businesses and turn the destination’s unique qualities into experiences and opportunities.
WEDDING IN VALDICHIANA
A project dedicated to promoting the Valdichiana Senese as a wedding destination. The website showcases wedding venues, services and ideas for couples wishing to get married in Tuscany, highlighting the expertise of local wedding professionals and the many possibilities offered by the area.
VALDICHIANA EATING
An initiative celebrating the flavours of the Valdichiana, local producers and short food supply chains. It brings together the Valdichiana Eating project and its travelling market across the nine municipalities, encouraging visitors to discover the destination through its food traditions and the people behind them.
ARTIGIANATO IN MOSTRA
A project dedicated to local craftsmanship, traditional skills and the people who keep them alive. The website showcases artisans, materials, creations and workshops, offering itineraries, visits and hands-on experiences that bring visitors closer to the craft traditions and creative heritage of the Valdichiana Senese.