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Italy Culinary Tourism Market

Is Italy an Ideal Wine and Food Destination? Discover Exclusive Insights!

Italy Culinary Tourism Market by Activity Type, Booking Channel, Tourist Type, Tour Type, Customer Orientation, Age Group & Region - Forecast 2022 - 2032

Italy Culinary Tourism Market Outlook (2022-2032)

[300 Pages Report] The Italy culinary tourism market is estimated to reach US$ 34,903 Mn in 2022. Sales are expected to surge at a robust 15.2% CAGR during the forecast period from 2022 to 2032.

Attributes

Key Statistics

Italy Culinary Tourism Market Estimated Size (2022)

US$ 34,903 Mn

Value-based CAGR (2022-2032)

15.2%

Collective Value Share: Top Players (2021)

4%-9%

The Italy culinary tourism market represents about ~5%-9% of the global culinary tourism industry.

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2017-2021 Italy Culinary Tourism Demand Outlook Compared to 2022-2032 Forecast

Italy is famous across the globe for its iconic locations and cuisines. Easy availability of local food and beverages in cafes and restaurants across Italy is set to drive the country’s culinary tourism industry. High demand for street food tourism owing to rising need for more knowledge about local food available in the country among tourists is another crucial factor that would aid growth.

As a result, a large number of restaurants and cafes are working towards providing tourists with dishes that are only available in a particular area in Italy. The government is also taking various initiatives to promote culinary classes and festivals, which would lead to the expansion of Italy gastronomic tourism industry.

Top 4 Trends Influencing Demand for Culinary Tourism in Italy

Expansion of the Tourism Sector:

At present, the tourism industry in Italy is booming due to various scenic locations present in the country. Tourists are nowadays choosing their destinations based on the cuisine provided at those places. Italy has a wide range of cuisines to offer to tourists. The tourism industry in the country provides self-guided culinary tours to tourists, which would propel growth.

Culinary Classes and Food Festivals:

Citizens of Italy are offering culinary classes to tourists in both online and offline modes. In these classes, one can learn how to make fresh pasta, choose the best ingredients, and purchase them from local markets. Throughout the country, culinary classes are gaining immense popularity.

Besides, increasing number of local food festivals are set to attract more international tourists. Such food festivals promote locally produced wine and traditional dishes, thereby pushing the market.

Promotional Activities by the Government:

The Italian government is taking several initiatives to promote culinary tourism activities in the country. It is striving to promote Italy as a culinary destination by developing food museums, adopting online & offline marketing strategies, and conducting culinary classes & street food festivals.

The government is also aiming to maintain the richness of Italy’s culture by creating advertisements about authentic ingredients and cuisines of the country. In addition, it is collaborating and working with local entrepreneurs, as well as providing funds to local cafes and restaurants to promote traditional dishes.

Winery Tours in Italy:

Wine making and tasting is one of the most important factors that would drive demand for food tourism activities in Italy. Wine is considered to be the most ancient and traditional product of Italy.

Travel agencies often provide special tour packages that include tours to ancient wineries. Tourists are made to taste wines made by various wineries and learn how these are prepared. Along with wineries, they are taken to cheese factories, as well as local eateries.

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Category-wise Insights

Which is the Highly Preferred Activity Type?

“Tourists Are Preferring Restaurants amid Culinary Tourism in Italy”

By activity type, the Italy culinary tourism market is segregated into culinary trials, cooking classes, restaurants, food festivals, and others. Amongst these, the restaurants segment is expected to dominate owing to increasing number of local restaurants and cafes across Italy.

These restaurants provide regional dishes and cuisines to help tourists get a better picture of the country’s culture. Some of the restaurants are also organizing cooking classes for tourists to promote various local dishes.

What Type of Booking Channel is Gaining Impetus in Italy Culinary Tourism Market?

“People Visiting Italy for Cooking Tourism Activities Prefer Online Booking Channel”

Based on booking channel, the Italy culinary tourism market is segmented into phone booking, online booking, and in-person booking. The online booking segment is set to lead the market owing to increasing number of discounts provided by companies on online portals.

Key players have also started posting advertisements by using social media platforms like Instagram and Facebook to attract more customers. Online bookings provide customers with a detailed plan about the tour beforehand for efficient travel.

Which Tourist Type Segment is Likely to Lead the Italy Culinary Tourism Market?

“International Tourists Look for Culinary Hospitality in Italy”

By tourist type, the international segment is anticipated to remain at the forefront in the Italy culinary tourism market. International tourists who come to spend their vacations in the country prefer to have an Italian culinary tour.

These tourists are more interested in learning about the country’s culture and cuisine. To fulfill their demand, various tour companies are nowadays providing special tours to local places that would provide them with local delicacies.

Competitive Landscape

Prominent companies in the Italy culinary tourism market are focusing on providing tours to food festivals and conducting culinary classes in certain parts of the country. They are also aiming to provide tourists with famous Italian delicacies. Besides, key players are using social media platforms and websites to promote their businesses.

For instance:

  • Italy is famous for truffles. Truffle hunting activity in Umbria, Tuscany, Piedmont, and Marche is one of the most popular activities for tourists. Mr Vittorio Del Bono Venezze, founder of Truffle Hunter, hosts private tours to teach tourists how to find truffles while walking through the forest of Tuscany, how to cook these, and use them in the best way.
  • In March 2020, Massimo Bottura, an Italian restaurateur and chef patron of Osteria Francescana, introduced a unique Instagram series named Kitchen Quarantine. He guides users step-by-step through basic recipes. He also conducts Q&A sessions on Instagram after the show to answer various queries of users about the recipe.
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Some of the Popular Street Food Festivals in Italy

  • Castle Street Food Festival, which started back in 2015 in the province of Parma, involves families, youngsters, and kids. It aims to transform street food by rediscovering artistic and cultural traditions associated with that particular area.
  • Urban & Lake Street Food Festival first took place in Varese in 2016. It is a 3-day festival including some of the significant organizations of the territory, namely, l’ASD Rolling Maple e Twiggy Cafè and baVARESE PROST FEST. It also has nearly 30 modern food trucks who come from all over Italy.
  • Mangia Street Food Festival is a food and wine event that is dedicated to street food and the best food trucks across Italy. It lets people try various gourmet street food, as well as traditional local and regional recipes.

Scope of the Report

Attribute

Details

Projected Market Valuation (2032)

US$ 34,903 Mn

Value-based CAGR (2022-2032)

15.2%

Forecast Period

2022-2032

Historical Data Available for

2017-2021

Market Analysis

Value (US$ Mn)

Key Region Covered

Europe

Key Country Covered

Italy

Key Segments Covered

Activity Type, Booking Channel, Tourist Type, Tour Type, Customer Orientation, Age Group, and Region.

Key Companies Profiled

  • Sicily Activities
  • Soleto Travel
  • Let's Cook in Umbria
  • Click Tours
  • Back-Roads Touring
  • Omega Tours
  • Travel Before
  • Intrepid Travel
  • Winedering
  • Turisti in Puglia
  • Europeando Europa
  • Exodus Travels
  • Experience BellaVita
  • ExperiencePlus! Bicycle Tours
  • Cosmos
  • Learning Journeys

Report Coverage

Market forecast, company share analysis, competition intelligence, DROT analysis, market dynamics and challenges, and strategic growth initiatives

Italy Culinary Tourism Market Outlook by Category

By Activity Type:

  • Culinary Trials
  • Cooking Classes
  • Restaurants
  • Food Festivals
  • Others

By Booking Channel:

  • Phone Booking
  • Online Booking
  • In-Person Booking

By Tourist Type:

  • Domestic
  • International

By Tour Type:

  • Independent Traveller
  • Package Traveller
  • Tour Group

By Consumer Orientation:

  • Men
  • Women
  • Children

By Age Group:

  • 15-25 Years
  • 26-35 Years
  • 36-45 Years
  • 46-55 Years
  • 66-75 Years

Frequently Asked Questions

The Italy culinary tourism market is expected to reach a valuation of US$ 34,903 Mn in 2022.

Government initiatives to promote local restaurants and rising use of social media platforms are key trends driving the Italy culinary tourism market.

Leading players operating in the Italy culinary tourism market are Sicily Activities, Soleto Travel, Let's Cook in Umbria, Click Tours, Back-Roads Touring, Omega Tours, and Travel Before among others.

Leading players in the Italy culinary tourism market accounted for approximately 4%-9% of share in 2021.

Table of Content

1. Executive Summary

    1.1. Italy Culinary Tourism Market Outlook

        1.1.1. Who Is Travelling?

        1.1.2. How Much Do They Spend?

        1.1.3. Direct Contribution of Tourism To GDP

        1.1.4. Direct Contribution of Tourism To Employment

    1.2. Culinary Tourism Evolution Analysis

    1.3. FMI Analysis and Recommendations

2. Market Introduction

        2.1.1. Total Spending (US$ Mn) and Forecast (2022-2032)

        2.1.2. Number of Tourists (Mn) and Forecast (2022-2032)

        2.1.3. Total Spending Y-o-Y Growth Projections (2022-2032)

        2.1.4. Number of Tourists Y-o-Y Growth Projections

3. Culinary Tourism Industry Analysis

    3.1. Culinary Tourism Industry Overview

        3.1.1. Culinary Tourism Industry Contribution to Italy GDP

        3.1.2. Culinary Tourism Sector Contribution to Italy’s Overall Employment

        3.1.3. Italy Culinary Tourism Growth Rate

        3.1.4. Impact of Covid-19

        3.1.5. Capital Investment in Italy Culinary Tourism Industry

        3.1.6. Different Components of Italy Culinary Tourism

4. Italy Culinary Tourism Market Dynamics

    4.1. Market Drivers & Opportunities

        4.1.1. Tourism industry is boosting the culinary tourism sector in Italy

        4.1.2. Growing number of cooking classes is driving the culinary tourism market

        4.1.3. Others (during course study)

5. Market Background

    5.1. Macro-Economic Factors

        5.1.1. Italy GDP Growth Outlook

        5.1.2. Italy Industry Value Added

        5.1.3. Consumer Spending Outlook

        5.1.4. Italy Direct contribution of Culinary Tourism to GDP

        5.1.5. Internet Penetration Rates

        5.1.6. Capital Investment in Culinary Tourism

    5.2. Forecast Factors - Relevance & Impact

6. Categorizing of Italy Culinary Tourism Market, 2021

    6.1. Introduction/ Key Findings

    6.2. Current Market Analysis by Activity Type

        6.2.1. Culinary Trials

        6.2.2. Cooking Classes

        6.2.3. Restaurants

        6.2.4. Food Festivals

        6.2.5. Others

    6.3. Current Market Analysis by Tourist Type

        6.3.1. Domestic

        6.3.2. International

    6.4. Current Market Analysis by Tour Type

        6.4.1. Independent Traveller

        6.4.2. Tour Group

        6.4.3. Package Traveller

    6.5. Current Market Analysis by Consumer Orientation

        6.5.1. Men

        6.5.2. Women

        6.5.3. Children

    6.6. Current Market Analysis by Age Group

        6.6.1. 15-25 Years

        6.6.2. 26-35 Years

        6.6.3. 36-45 Years

        6.6.4. 46-55 Years

        6.6.5. 66-75 Years

    6.7. Current Market Analysis by Booking Channel

        6.7.1. Phone Booking

        6.7.2. Online Booking

        6.7.3. In-Person Booking

7. Social Media Sentimental Analysis

    7.1. Social Media Platforms Preferred

            7.1.1.1. Facebook

            7.1.1.2. YouTube

            7.1.1.3. Instagram

            7.1.1.4. Twitter

            7.1.1.5. LinkedIn

            7.1.1.6. Pinterest

            7.1.1.7. Google+

            7.1.1.8. Others

    7.2. Consumer Perception for Destinations On Social Media Platforms-Positive and Negative Mentions

    7.3. Trending #Hashtags

    7.4. Social Media Platform Mentions (% of Total Mentions)

    7.5. Region-Wise Social Media Mentions (% of Total Mentions)

    7.6. Trending Subject Titles

8. Competition Analysis

    8.1. Competition Dashboard

    8.2. Pricing Analysis by Competition

    8.3. Competition Benchmarking

    8.4. Competition Deep Dive

        8.4.1. Sicily Activities

            8.4.1.1. Overview

            8.4.1.2. Product Portfolio

            8.4.1.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.1.4. Sales Footprint

            8.4.1.5. Strategy Overview

                8.4.1.5.1. Marketing Strategy

                8.4.1.5.2. Product Strategy

                8.4.1.5.3. Channel Strategy

        8.4.2. Soleto Travel

            8.4.2.1. Overview

            8.4.2.2. Product Portfolio

            8.4.2.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.2.4. Sales Footprint

            8.4.2.5. Strategy Overview

                8.4.2.5.1. Marketing Strategy

                8.4.2.5.2. Product Strategy

                8.4.2.5.3. Channel Strategy

        8.4.3. Let's Cook in Umbria

            8.4.3.1. Overview

            8.4.3.2. Product Portfolio

            8.4.3.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.3.4. Sales Footprint

            8.4.3.5. Strategy Overview

                8.4.3.5.1. Marketing Strategy

                8.4.3.5.2. Product Strategy

                8.4.3.5.3. Channel Strategy

        8.4.4. Click Tours

            8.4.4.1. Overview

            8.4.4.2. Product Portfolio

            8.4.4.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.4.4. Sales Footprint

            8.4.4.5. Strategy Overview

                8.4.4.5.1. Marketing Strategy

                8.4.4.5.2. Product Strategy

                8.4.4.5.3. Channel Strategy

        8.4.5. Back-Roads Touring

            8.4.5.1. Overview

            8.4.5.2. Product Portfolio

            8.4.5.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.5.4. Sales Footprint

            8.4.5.5. Strategy Overview

                8.4.5.5.1. Marketing Strategy

                8.4.5.5.2. Product Strategy

                8.4.5.5.3. Channel Strategy

        8.4.6. Omega Tours

            8.4.6.1. Overview

            8.4.6.2. Product Portfolio

            8.4.6.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.6.4. Sales Footprint

            8.4.6.5. Strategy Overview

                8.4.6.5.1. Marketing Strategy

                8.4.6.5.2. Product Strategy

                8.4.6.5.3. Channel Strategy

        8.4.7. Travel Before

            8.4.7.1. Overview

            8.4.7.2. Product Portfolio

            8.4.7.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.7.4. Sales Footprint

            8.4.7.5. Strategy Overview

                8.4.7.5.1. Marketing Strategy

                8.4.7.5.2. Product Strategy

                8.4.7.5.3. Channel Strategy

        8.4.8. Intrepid Travel

            8.4.8.1. Overview

            8.4.8.2. Product Portfolio

            8.4.8.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.8.4. Sales Footprint

            8.4.8.5. Strategy Overview

                8.4.8.5.1. Marketing Strategy

                8.4.8.5.2. Product Strategy

                8.4.8.5.3. Channel Strategy

        8.4.9. Winedering

            8.4.9.1. Overview

            8.4.9.2. Product Portfolio

            8.4.9.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.9.4. Sales Footprint

            8.4.9.5. Strategy Overview

                8.4.9.5.1. Marketing Strategy

                8.4.9.5.2. Product Strategy

                8.4.9.5.3. Channel Strategy

        8.4.10. Turisti in Puglia

            8.4.10.1. Overview

            8.4.10.2. Product Portfolio

            8.4.10.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.10.4. Sales Footprint

            8.4.10.5. Strategy Overview

                8.4.10.5.1. Marketing Strategy

                8.4.10.5.2. Product Strategy

                8.4.10.5.3. Channel Strategy

        8.4.11. Europeando Europa

            8.4.11.1. Overview

            8.4.11.2. Product Portfolio

            8.4.11.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.11.4. Sales Footprint

            8.4.11.5. Strategy Overview

                8.4.11.5.1. Marketing Strategy

                8.4.11.5.2. Product Strategy

                8.4.11.5.3. Channel Strategy

        8.4.12. Exodus Travels

            8.4.12.1. Overview

            8.4.12.2. Product Portfolio

            8.4.12.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.12.4. Sales Footprint

            8.4.12.5. Strategy Overview

                8.4.12.5.1. Marketing Strategy

                8.4.12.5.2. Product Strategy

                8.4.12.5.3. Channel Strategy

        8.4.13. Experience BellaVita

            8.4.13.1. Overview

            8.4.13.2. Product Portfolio

            8.4.13.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.13.4. Sales Footprint

            8.4.13.5. Strategy Overview

                8.4.13.5.1. Marketing Strategy

                8.4.13.5.2. Product Strategy

                8.4.13.5.3. Channel Strategy

        8.4.14. ExperiencePlus! Bicycle Tours

            8.4.14.1. Overview

            8.4.14.2. Product Portfolio

            8.4.14.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.14.4. Sales Footprint

            8.4.14.5. Strategy Overview

                8.4.14.5.1. Marketing Strategy

                8.4.14.5.2. Product Strategy

                8.4.14.5.3. Channel Strategy

        8.4.15. Cosmos

            8.4.15.1. Overview

            8.4.15.2. Product Portfolio

            8.4.15.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.15.4. Sales Footprint

            8.4.15.5. Strategy Overview

                8.4.15.5.1. Marketing Strategy

                8.4.15.5.2. Product Strategy

                8.4.15.5.3. Channel Strategy

        8.4.16. Learning Journeys

            8.4.16.1. Overview

            8.4.16.2. Product Portfolio

            8.4.16.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.16.4. Sales Footprint

            8.4.16.5. Strategy Overview

                8.4.16.5.1. Marketing Strategy

                8.4.16.5.2. Product Strategy

                8.4.16.5.3. Channel Strategy

9. Assumptions and Acronyms Used

10. Research Methodology

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Italy Culinary Tourism Market