Cheese is a product deeply rooted in territory: geographical and climatic conditions, animal feeding based on local pastures, and traditional techniques handed down over generations all determine its flavour and quality. The result is a food heritage that reflects biodiversity and the cultural identity of places.
In recent years, the cheese world has increasingly opened up to tourism, driven by interest in food culture and the demand for authentic experiences. Cheese-related tourism can become a lever of economic development for rural areas and of enhancement for a unique productive and cultural heritage.
Existing experiences are varied:
*Data refers to 2024.
More and more Italians are attracted to cheese-related experiences. 32.7% have taken part in at least one themed activity over the last three years, equal to around 6.8 million tourists. The trend is steadily growing: +7.3% compared with 2021 and +1.2% compared with 2023.
Dairies are the second most popular production sites visited, immediately after wineries.
The activities most requested by visitors are:
The organisation of company spaces requires a balance between production needs (HACCP) and visitor hospitality.
Activities that actively involve the visitor are especially appreciated, particularly by younger age groups:
Cheese culture is a distinctive element of Italian territorial identity. Visitor interest is high:
Cheese also enters gastronomic itineraries outside production sites:
Italy hosts many events and festivals dedicated to cheese production, capable of attracting both local and international audiences. Alongside major events, highly participatory local initiatives also play a key role.
Themed itineraries and tailor-made routes help travellers discover territories:
32.7% of Italian travellers took part in at least one cheese-related experience over the last three years, around 6.8 million people.
Their behaviour shows some clear traits.
The decision-making process is influenced by multiple sources:
Younger generations prefer Instagram, TikTok and YouTube, while older ones also consult guides and specialised magazines.
Cheese-related experiences are mainly booked through:
Many tourists decide on site: 39% book directly during the holiday.
Current preferences:
Themed hotels and rural relais are still not widespread but highly desired: there is an 8% gap between current use and expressed desire.
Private car is used by 85.8% of tourists.
Interest in more sustainable solutions is growing:
The desire to reduce car use is expressed by almost 1 tourist out of 5.
*Data refers to 2024.
Italy boasts an extraordinary cheese heritage. This richness reflects the cultural, environmental and productive variety of the country, from north to south. Every cheese tells the story of a landscape, a place and a technique handed down over time.
Key figures for the cheese sector:
*Production and consortium data refer to 2024 (updated to October 2024).
Cheese-related tourism can generate concrete benefits for territories, businesses and local communities. But to express its full potential, it requires integrated and strategic action.
Why invest in this segment?
Economic benefits: visits, tastings, workshops and events generate new revenues for businesses and activate local economies. New enterprises, jobs and supply-chain networks can emerge.
Social and cultural benefits: enhancing the work of cheesemakers helps strengthen local identity and counter the abandonment of marginal areas, protecting traditional practices and know-how.
Environmental benefits: continuity of dairy activities contributes to landscape care and biodiversity protection, reducing the impacts of productive abandonment.
An opportunity aligned with slow tourism. Cheese tourism fits perfectly with trends linked to gentle enjoyment and active exploration. Multi-sensory itineraries, experiential workshops and food-and-wellbeing activities offer new ways of discovering and engaging with territories.
What is needed to grow? Investment, regulatory simplification, training, storytelling and coordination between public and private actors. Only in this way can potential become real value for places and people.
A selection of national and international success stories to help businesses develop opportunities linked to the cheese world.
Some funding opportunities are also beginning to emerge from ministries and regional authorities to support projects linked to the cheese world.
People play a crucial role in food & wine tourism: they introduce, engage and educate those approaching the discovery of food heritage.
The continuous growth of the sector has led to an evolution in work processes, roles and skills. Traditional professional figures have changed and new profiles have emerged, including the hospitality manager, the food & wine tourism consultant, the visitor services coordinator, the curator of food & wine experiences and the product manager for food & wine tourism.
To better understand the food & wine tourism sector and the world of cheese, the main terms, concepts and definitions have been gathered in a glossary.