ITALIAN CUISINE AROUND THE WORLD WEEK, ENIT LAUNCHES PIZZA=ITALIA CAMPAIGN
PRESS RELEASE
ITALIAN CUISINE AROUND THE WORLD WEEK, ENIT LAUNCHES PIZZA=ITALIA CAMPAIGN
BONTÀ IN RETE: COOKING SHOW WITH 7 PIZZA SUPERSTARS HOSTED BY TINTO (NICOLA PRUDENTE) IN A DIGITAL JOURNEY OF ITALIAN FOOD SPECIALTIES THROUGHOUT THE ITALIAN REGIONS
FOOD AND WINE HOLIDAYS REGISTER THE HIGHEST GROWTH RATE COMPARED TO OTHER TYPES OF HOLIDAYS IN THE BEL PAESE
INTERNATIONAL INFLUENCERS INVOLVED WITH THE AGENCY'S 26 WORLDWIDE LOCATIONS FROM 14 TO 20 NOVEMBER 2022
For one week, Italy will be grabbing the attention of the world and ENIT has chosen pizza as the symbolic dish for an ideal journey among the regions through tales, recipes, anecdotes, experiences and territories accompanied by 7 superstars of the sector for the VII edition of the Week of the Italian Cuisine in the World from 14 to 20 November 2022. The project, conceived and coordinated by the Ministry of Foreign Affairs, involves ministries, organisations, associations and institutions that promote Italy globally.
The main theme of this year's event is 'Conviviality, sustainability and innovation: the ingredients of Italian cuisine for people’s health and protection of the Planet'. ENIT explores the theme with initiatives organised together with the 26 offices of the Italian National Tourist Board around the world.
The Italian National Tourist Board boosts food and wine tourism and embraces the mission of spreading the goodness and culture of food and exporting Made in Italy at the table, starting with pizza, the dish that is a symbol of happiness and Italian spirit in international markets and synonymous with the desire to travel to our country. Food and wine holidays, in fact, register the highest growth rate compared to other types of holidays in the Bel Paese.
‘The cycle of thematic events and cooking shows conceived by ENIT creates a network to safeguard Italian PDO and DOC products and allows the outstanding products of regions to be promoted in a synergy involving the Italian cultural industry,’ comments Roberta Garibaldi, ENIT's Managing Director.
This is how the Italian National Tourist Board on the occasion of the Week of Italian Cuisine in the World 2022 launches a series of gourmet encounters published on the official website italia.it and on all the organisation’s social channels. It consists of videos of 7 superstars of Italian pizza: for Italy, Gabriele Bonci, Renato Bosco, Franco Pepe and Gino Sorbillo and for abroad, Roberto Caporuscio from New York, Edu Guedes from São Paulo, and Donato De Santis from Buenos Aires as ambassadors of Italian good living. The seven super pizza makers, all together for the first time, will tell the story of Italy at the table through recipes at the click of a mouse with typical regional products during seven appointments. This unique event will focus on some of the food and wine specialties of each Italian region combined with the most diverse doughs created by the great masters of Italian pizza. During these seven exclusive appointments there will be the opportunity to toast thanks to the combination with the best Italian bubbles. The recipes will then be replicated by national and international food influencers.
The italia.it website will become the hub for all this content, with a special page that will be the landing page dedicated to all the content. Various side contents will be created, including in-depth studies on intangible UNESCO heritage, the history and typologies of pizza, and, above all, each region linked by each recipe will have a dedicated page, with an in-depth article highlighting the connections between its food and wine heritage and its tourism products. In this way, pizzas will become the driving force for a narrative of the regions involved.
The cooking talk show will be hosted by Tinto (Nicola Prudente), a radio and television personality with Decanter on Rai Radio 2, Camper (Rai1), Mica Pizza and Fichi (La7). During the video shows, in addition to the pizza chefs, the presenter will interface with two experts in the sector, wine and food journalists Paolo Marchi and Luciano Pignataro. Space will also be given to a connection with the art of Italian artisan gelato, another symbol of our Made in Italy products together with pizza, with journalist and gelato historian Luciana Polliotti.
Pizza appears to be the top trending topic searched for by users in some of the main tourism markets – namely the United States, China, France, Spain, Germany and the United Kingdom (source: Semrush). According to foreign Tour Operators specialised in food and wine tours, pizza is the Italian food that all their customers would like to try during a tour in the Bel Paese (source ENIT). 72% percent of Italians, in pizzerias, would like to be able to choose a tasting menu with many samples instead of a single pizza. 39% percent would like Italy to have one or more museums dedicated to its gastronomic wealth (food, wine, oil, pizza, etc.). Among the food and wine experiences Italians would like to participate in are pizza-themed tours. This proposal is liked by 13% of travellers from Italy, a figure that could increase if we consider that these types of tours are less popular than others (e.g., wine-themed).
Here is the list of pizzas matched to the regions
Pepe will pay homage to our country with the pizza margherita, and then prepare a pizza dedicated to Sicily and one to Basilicata; Bosco will prepare Pizza Veneto, Friuli Venezia Giulia and Trentino; Sorbillo, Campania, Sardinia and Puglia; Bonci will dedicate himself to Lazio, Marche and Umbria. Then there will be pizza chefs from ENIT's foreign offices: from New York, Roberto Caporuscio for Liguria, Valle d’Aosta and Piedmont; from Buenos Aires, Donato De Santis for Molise, Abruzzo and Calabria; from São Paulo, Edu Guedes for Lombardy and Tuscany.
Francesca Cicatelli
ENIT Press Office
Mob: (+39) 392.9225216
e-mail: francesca.cicatelli@enit.it