L'Italo-Americano

www.italoamericano.org 8 THURSDAY, JULY 13, 2023 L'Italo-Americano A h, the perennial charm of Italy! O u r l a n d i s steeped in histo- r y , a r t , a n d undeniably, it is a culinary paradise. But what could be better than enjoying scrump- tious Italian food? Perhaps pairing it with fine wine and excellent company, all while e x p l o r i n g I t a l y ' s s c e n i c locales. How does that sound f o r a h o l i d a y e x p e r i e n c e : intriguing, right? Well, a rapidly growing t r e n d c a l l e d c u l i n a r y tourism offers just that – an immersive experience into the h e a r t o f I t a l i a n c u l t u r e through its gastronomy. Culi- nary tourism, or as the Ital- ians call it, turismo enogas- t r o n o m i c o , r e f e r s t o t h e exploration and experience of different food and beverage o f f e r i n g s i n a p a r t i c u l a r r e g i o n o r c o u n t r y . T h i n k a b o u t t h i s : s a u n t e r i n g through local markets, sam- pling traditional dishes, par- ticipating in food festivals, and dining at renowned eater- ies. Each activity immerses you in a region's gastronomic culture, allowing you to savor its unique flavors, ingredi- ents, and culinary heritage. N o t s o l o n g a g o , s u c h delight was the privilege of a select few, mostly the affluent. However, thanks to the grow- ing economic well-being and access to information, the trend has shifted. According to recent data from the United Nations World Tourism Organiza- t i o n ( U N W T O ) , c u l i n a r y tourism in Italy is experienc- ing an unprecedented boom: today, more than half of Ital- i a n s c h o o s e t o i n d u l g e i n m e m o r a b l e g a s t r o n o m i c experiences, with a growing trend of +12% compared to past years. Propelled perhaps b y t h e p a n d e m i c a n d i t s restrictions, or by a sudden awakening of their taste buds, a whopping 92% of Italians have participated in culinary- themed trips or weekends in the last year. Wine was the king of all culinary holidays, with nearly 60% of our mod- ern Epicureans traveling to enjoy its charms, against 20% preferring activities more related to regional cuisine. Mind, though, these are not your casual vacationers: they are discerning travelers who, during their holidays, seek to enjoy multiple facets of the place they visit, bring- i n g t o g e t h e r a r t , c u l t u r e , shopping, and excellent din- ing. These foodies select their destination carefully, based on wide and meticulously c u r a t e d o f f e r i n g s a n d , through a combination of their own research and the use of social media, they are constantly on the hunt for unique flavors and pairings. And there is more, because satisfied modern gourmet tourists often not only rec- ommend but tend to revisit their favorite spots, adding to t h e r i s i n g p h e n o m e n o n of customer loyalty. As reported by the Olive O i l T i m e s i n a n a r t i c l e b y P a o l o D e A n d r e i s , "Italy's gastronomic industry offers a unique assortment of experiences that tourists are unlikely to discover else- where." An Italian olive oil producer, cited in the same article, further emphasizes this transformation, noting how "tourists are evolving, looking beyond mere sight- seeing. They crave a genuine taste of local culture, with food and wine being integral parts of that experience." According to another arti- cle published in the Italian food magazine Le Vie del Gusto, this is not just an Ital- ian trend but a global phe- nomenon. Food tourism has captivated around 40 million enthusiasts in the United States, with over 10 million in Italy, and these numbers continue to climb. Another factor fueling this interest is the increased con- s c i o u s n e s s o f t h e l i n k b e t w e e n d i e t a n d h e a l t h . Always according to Le Vie del Gusto, food has emerged not only as a medium of plea- sure but also as a key compo- nent of personal well-being: if you look at it this way, it's not so strange to see more people being interested in traditional, local flavors and p r o d u c e . I n o t h e r w o r d s , food has become a funda- mental tool not only for plea- sure but also for maintaining health, as confirmed by the rising consumption of organ- ic foods. Parallel to this evolution in food tourism is a shift in the broader tourist psyche. In an era of wide-reaching glob- alization and dynamic insta- bility, tourists are gravitating t o w a r d a u t h e n t i c i t y o v e r exoticism, they seek a con- nection with the essence of their destination. This shift is echoed in the words, reported b y D e A n d r e i s , o f M a r i a Paola Toschi, a culinary tourism expert and global marketing director at Grandi M a r c h i I n s t i t u t e , w h o emphasizes how modern food tourists seek a deep connec- tion with the stories, produc- ers, and traditions behind the food. But what prompted this shift from wild and adventur- ous destinations to culinary experiences close to home? A m a j o r c o n t r i b u t o r i s the media and social plat- forms that turned food into a trendy topic: young people developed a passion for culi- nary arts, and hotel manage- ment institutes are witness- ing a surge in enrollments. A n d c h e f s h a v e b e c o m e c e l e b r i t i e s a n d c u l i n a r y heroes. Indeed, Italian tourists, in recent years, have changed p r o f o u n d l y . I n a n e r a o f immense globalization yet significant instability, travel- ers yearn to explore new hori- zons, focusing not on the exotic but rather on authentic experiences. Compelled by the surge in television pro- g r a m s a n d e a s y a c c e s s t o i n f o r m a t i o n , t h e r e i s a n emerging desire to rediscover proximal territories and tra- ditional realities. In such a landscape, culinary tourism h a s t a k e n a p r e d o m i n a n t place, guiding tourist prefer- ences in selecting the final destination. Unlike the curious travel- ers of the past, who journeyed i n s e a r c h o f f l a v o r s a n d recipes to bring back as sou- v e n i r s , t o d a y ' s g o u r m e t tourism seeks complete aes- thetic experiences involving place, culture, art, food, and history. This, dear readers, is a journey of the senses, an exploration of the soul of Italy through its food. So, welcome t o t h e a g e o f c u l i n a r y tourism! CHIARA D'ALESSIO Delicious prosciutto, a traditional culinary delight of our country (Photo: Tixtis/Dreamstime) An exquisite journey: the rise of culinary tourism in Italy NEWS & FEATURES TOP STORIES PEOPLE EVENTS

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