The figures have increased significantly over the last three years: +7.3% compared to 2021. The study also describes the new needs of cheese lovers and presents the tourist offer, highlighting best practices and network projects for the tourist enhancement of cheese. “Although it has already aroused growing interest on the part of travellers, the cheese sector – says Roberta Garibaldi – has not yet received the attention it deserves from a systemic perspective. The current offer presents numerous high-value experiences, which demonstrate the development potential of this tourist niche. With this report, I hope to provide a first concrete contribution to the enhancement of the cheese sector as a strategic resource for tourism, promoting an integrated approach that can stimulate greater attention to territorial excellences and their ability to attract visitors, thus generating new opportunities for growth and sustainability for producing territories”.

The evolution of the offer: cheese factories, cheese bars, museums, events and routes

Cheese factories and cheese-producing companies are at the heart of the dedicated tourist offer. In addition to the traditional visits and tastings, there are also attractive, engaging and stimulating proposals. These include cheese-pairing courses (appreciated by 55% of respondents) and cheese workshops (52%). The boundary between business and leisure in cheese tourism is becoming increasingly blurred, and proposals aimed at companies are beginning to gain popularity (41% of respondents would like to participate in them). For example, Carozzi Formaggi (Pasturo) organises blind tastings for companies.

The catering industry is also in "effervescence". From cheese bars – such as 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 – one example is Degust in Alto Adige – formats are being innovated to meet the desires of cheese lovers. Not forgetting traditional proposals such as cheese menus, which almost 6 out of 10 Italians would like to find in restaurants.

The offer extends from companies to the territories, with cheese museums, of which 44% of Italians would like to visit one at national level, and many events and festivals, such as Slow Food Cheese. Another interesting frontier is that of cheese-themed spas: in Italy, La Fiorida in Valtellina has created treatments based on mixtures of water, raw milk and hay. Finally, thematic routes such as the Strada dei Formaggi delle Dolomiti in Trentino and tourist packages with visits to production sites.

The report concludes that cheese tourism can be a driver of growth for Italy, and collaboration between producers, tour operators and institutions will be essential to create an integrated and sustainable offer, which responds to market needs and contributes to the development of the territories.

The report can be downloaded free of charge from the website www.robertagaribald.it