The figures have significantly increased in the last three years: +7.3% compared to 2021. The study also outlines the new needs of cheese lovers and presents the tourism offer, highlighting best practices and network projects to promote cheese tourism. "Although it has already generated growing interest from travelers, the dairy sector," says Roberta Garibaldi, "has not yet received the systemic attention it deserves. The current offer boasts numerous high-value experiences, demonstrating the development potential of this tourism niche. With this report, I hope to make a first concrete contribution to the enhancement of the dairy sector as a strategic resource for tourism, promoting an integrated approach that can stimulate greater attention to regional excellences and their ability to attract visitors, thus creating new growth and sustainability opportunities for producer territories.”

The evolution of the offer: dairies, cheese bars, museums, events, and itineraries

Dairies and cheese companies are the core of the dedicated tourism offer. Alongside traditional visits and tastings, there are engaging, immersive, and stimulating proposals. Among these stand out cheese pairing courses (appreciated by 55% of respondents) and cheese-making workshops (52%). The line between business and leisure is becoming increasingly blurred in cheese-related tourism, with proposals for businesses starting to gain public favor (41% of respondents would like to participate). For example, Carozzi Formaggi (Pasturo) organizes blind tests for companies.

The restaurant scene is also "fermenting." From cheese bars – like Latteria Perenzin in San Pietro di Feletto, Formaggioteca Terroir in Florence, Baby Dicecca in the Cassano delle Murge forest, as examples – to cheese catering services, such as Degust in South Tyrol, the formats are innovating to meet the desires of cheese lovers. Traditional offerings like cheese menus are still desired by nearly 6 out of 10 Italians when they go to restaurants.

The offer expands from companies to territories, with cheese museums, of which 44% of Italians would like to visit a national one, and numerous events and festivals, such as Slow Food’s Cheese. Another interesting frontier is cheese-themed spas: La Fiorida in Valtellina, for example, offers treatments based on mixtures of water, raw milk, and hay. Finally, there are thematic itineraries such as the Strada dei Formaggi delle Dolomiti in Trentino and tourist packages that include visits to production sites.

The report concludes that cheese tourism could become a driving force for growth in Italy, and collaboration between producers, tourism operators, and institutions will be crucial to building an integrated and sustainable offer, capable of responding to market needs and contributing to the development of the regions involved.

The report can be downloaded for free from the website www.robertagaribaldi.it