Cheese is part of our identity. This principle is the basis of dairy tourism, a new lever in the Italian tourism sector that revolves around dairies, their territories, and the expertise of master cheesemakers, guardians of traditions and recipes that date back thousands of years, such as Gorgonzola Pdo.
The data from the 1st “Report on Tourism and the Dairy World” are clear: 32.7% of Italian tourists say they have participated in at least one cheese-themed experience during their travels over the last three years—including visits to dairies, events and festivals, themed itineraries, and dedicated experiences in restaurants—and the numbers have grown significantly over the last three years: +7.3% in 2021.
This growing trend promotes slow tourism, in harmony with the rhythms of nature, bringing travelers closer to the stages of cheese production, from milking to aging, and allowing them to discover the stories of local producers. These offerings are complemented by more innovative experiences that involve tourists firsthand, such as the increasingly popular cheese pairing courses (appreciated by 55% of respondents) and cheese workshops (52%).
The horeca channel formats (hotels, restaurants, and catering) are also adapting. From cheese bars to cheese catering services and cheese-themed spas offered in numerous hotels and B&Bs, with beauty treatments based on milk and hay, not to mention cheese menus, which around 6 out of 10 Italians would like to find in restaurants.
Dairy tourism is a dynamic and engaging way to learn about the world of cheese and its territory and fully appreciate its tradition, Italian craftsmanship, and high quality.
