A comparative look at six of Italy’s most important international markets – Germany, the United Kingdom, the United States, Austria, Switzerland and France – offers a clear picture of how foreign travelers view Italian food and wine tourism, what they expect from it, and how they actually experience it once they arrive.
Across these countries, interest in food- and wine-centered travel has grown steadily over the past three years. Depending on the market, between 60% of travelers in the UK and up to 74% in France have taken a trip, domestic or international, with culinary motivations. Since 2016, this share has risen sharply, often by more than 15% points.
