A new picture of Italian cuisine in foreign markets
On the eve of the official recognition of Italian cuisine as UNESCO intangible cultural heritage, Roberta Garibaldi’s report Italian Cuisine: changes in purchasing, evolving consumption and new models of sociability offers an original picture of how foreign tourists perceive Italian food culture and Italy’s food-and-wine destinations.
The analysis highlights both strong continuities and new shifts in the international imagination around Italian taste.
Pizza and pasta still dominate the global image
The report confirms that the global representation of Italian cuisine remains strongly polarised around two undisputed icons: pizza and pasta. Pasta shows high recognition in Switzerland, Austria and France, while pizza dominates in France, Austria and Switzerland, with lower figures in the United Kingdom and the United States.
Among specific dishes, spaghetti stand out in Austria, lasagne in Switzerland and the United Kingdom, carbonara in Switzerland and bolognese in the UK, where the Italo-American tradition still has a visible influence. Risotto is better known in Switzerland and France, while tiramisu and gelato emerge among desserts with broad cross-market appeal.
Each market builds its own narrative of Italy
These differences create a mosaic of national perceptions. German-speaking countries remain anchored to the most traditional icons. The UK and the US show a more standardised view influenced by Italo-American cuisine. France reveals a more gastronomic and refined approach, attentive to dish variety and cultural value.
More than 90% of respondents in Austria, France and Switzerland associate at least one positive adjective with Italian cuisine, ranging from “delicious” and “traditional” to “authentic”, “rich” and “culturally valuable”.
Tuscany, Rome and Sicily lead the geography of taste
When foreign visitors think of Italy’s food destinations, a few symbolic places capture a large share of international awareness. Tuscany leads the ranking, thanks to its association with rural landscape, wine and traditional cuisine. Rome follows as a symbol of hospitality, history and Mediterranean conviviality. Sicily completes the leading trio, driven by its distinctive products and strong regional identity.
At the same time, new nuances are emerging. Germany shows a marked orientation towards Alpine areas such as South Tyrol and the Dolomites. France associates Naples strongly with pizza and the Mediterranean imagination. Switzerland displays a broader and more articulated knowledge that includes Piedmont, Puglia and Campania.
New destinations are gaining ground
Among the destinations strengthening their international appeal are Puglia, increasingly recognised in France and Switzerland, and northern wine territories such as Langhe and Franciacorta, especially in more mature and experience-driven markets.
“The survey shows a fast-changing landscape, with well-established symbols of Italianness alongside new destinations and regional narratives capable of winning over the international imagination,” says Roberta Garibaldi.
Overall, Tuscany, Rome and Sicily remain the three pillars of Italy’s global food image, but the rise of new regions confirms that the country’s taste identity is now being told more and more through recognisable territories, local authenticity and excellence production.
