ENIT’s Gourmet Bus Italia arrives in Rome, concluding an eight-stop global tour celebrating Italian cuisine

ENIT’s Gourmet Bus Italia arrives in Rome, concluding an eight-stop global tour celebrating Italian cuisine

Santanchè: “Food and wine embody national identity in all its regional and local diversity”.

Jelinic: “Italian cuisine is unique in the world. Tourists choose to come to Italy to encounter and appreciate its flavours and traditions”.

Rome, 13 December 2025 – The Gourmet Bus Italia, ENIT S.p.A.'s project dedicated to Italian cuisine, arrives in Rome.  A hallmark of Made in Italy excellence, Italian cuisine has just been officially recognised as a UNESCO World Heritage asset, underlining its central role in Italian tourism and its status as one of the country’s most globally recognised identity assets. As such, it represents a key strategic lever for the competitiveness of Italy’s tourism sector. Industry associations and sector bodies estimate that this recognition could lead to an 8% increase in tourists over the next two years, equivalent to around 18 million additional overnight stays (according to Reuters estimates).

The Gourmet Bus began its journey in Paris on 17 November, stopping in Brussels, London, Berlin, Stockholm, Munich and Vienna, before reaching its final destination in Rome. Along the way, it showcased Italian cuisine and regional specialities, offering on-board tastings along scenic routes and delivering an itinerant experience that combined food, wine, culture and tourism. The tour involved around 430 participants, including institutional representatives, industry experts, tour operators, VIPs and influencers, who were welcomed on board by some of Italy’s finest chefs for an immersive journey through the country’s most iconic flavours.

The arrival of the Gourmet Bus Italia in Rome marks the symbolic conclusion of a journey celebrating our food and wine heritage, which has recently been recognised by UNESCO as an Intangible Cultural Heritage of Humanity. This milestone reaffirms the universal value of Italian cuisine as an expression of national identity, shaped by regional and local diversity and serving as a powerful tool for cultural and tourism promotion. The strength of Italian cuisine lies in the harmony between conviviality, a deep connection to place, and quality – elements that make Italy an essential destination for millions of travellers around the world. Initiatives such as ENIT’s Gourmet Bus play a key role in strengthening the link between tradition and innovation, enhancing our culinary specialities and steering our country towards new opportunities for growth and development”, commented Minister of Tourism Daniela Santanchè.

“Italian cuisine is unique in the world. Thanks to its history, culture, traditions and flavours, our recipes are internationally renowned and appreciated by tourists, who choose to come to Italy to appreciate this heritage. The growth of food and wine tourism is emblematic: in recent years it has become a true driving force for the sector. International travellers are willing to invest in discovering Italian specialities and exploring new regions. In doing so, they create value, employment and economic growth for local communities. The Gourmet Bus Italia was created with the very aim of exporting Made in Italy excellence worldwide and promoting the culinary gems of our country. We are proud that this tour concluded in Rome, crowning a truly remarkable journey”, stated Ivana Jelinic, CEO of ENIT S.p.A.

Italian cuisine continues to attract visitors from every corner of the globe, drawn to Italy to experience the flavours of its culinary traditions. In 2024, the global market for Italian foodservice reached a value of €251 billion, accounting for 19% of the global market (according to Deloitte analysis). The latest ENIT estimates also show that in 2024, stays motivated by food and wine experiences grew by 176% compared to previous years. This increase demonstrates how gastronomy has evolved from a niche interest into a decisive factor in choosing Italy as an international tourism destination. ENIT estimates around 2.4 million international overnight stays attributable to food and wine tourism, confirming the robustness and scale of the segment. In terms of direct economic impact, spending by foreign tourists on food and wine-related experiences, products and services is estimated at €363 million. Further evidence of the strength and international relevance of Italian cuisine can be seen in the agri-food export sector: in 2024, exports reached a historic high of €69.1 billion, marking an 8% increase compared to the previous year.