ENIT's Gourmet Italy Bus in Rome: Eight Stops Around the World to Promote Italian Cuisine - Video

The Italian Gourmet Bus, ENIT SpA’s project dedicated to Italian cuisine, has arrived in Rome. This Made in Italy excellence recently became a UNESCO World Heritage Site, demonstrating the centrality of one of Italy’s most globally recognized identity assets to the tourism industry, a strategic asset for the country’s tourism competitiveness. Industry associations and groups estimate that this recognition could lead to an increase in tourist flows of up to 8 percent over the next two years, equivalent to approximately 18 million additional overnight stays. The Gourmet Bus began its journey in Paris on November 17, then stopped in Brussels, London, Berlin, Stockholm, Munich, and Vienna before arriving in Rome. It showcased Italian cuisine and regional specialties, offering on-board tastings and a scenic route, offering a traveling experience that combines food and wine, culture, and tourism promotion. The tour attracted approximately 430 participants, including government officials, industry experts, tour operators, VIPs, and influencers, who were welcomed by Italy’s top chefs to immerse themselves in the country’s signature flavors.

On the final stage in Rome, on the double-decker bus in the presence of the Minister of Tourism Daniela Santanché and of the CEO of ENIT Ivana Jelinic, guests enjoyed an experience tasting starred dishes while visiting the wonders of Rome by night.
“The arrival of the Italian Gourmet Bus in Rome represents a symbolic milestone in a journey that celebrates our food and wine tradition, recently recognized by UNESCO with the recognition of Italian cuisine as an Intangible Cultural Heritage of Humanity. We thus reaffirm the universal value of our excellences, authentic expressions of our national identity, in its many regional and local facets, as well as powerful tools for cultural and tourism promotion. The strength of our cuisine lies in the harmony between conviviality, local tradition, and quality: elements that, together, make Italy a must-see destination for millions of travelers worldwide. Initiatives like this one by ENIT are essential for strengthening the bond between tradition and innovation, showcasing our culinary specialties and projecting our nation toward new prospects for growth and development,” commented Minister of Tourism Daniela Santanchè.

Italian cuisine is unique in the world. For its history, culture, traditions, and flavors, our recipes are renowned internationally, appreciated by tourists who choose us for this heritage. The growth of food and wine tourism is emblematic, having become a real driving force for the sector in recent years. International travelers are willing to invest in discovering Italian specialties, taking excursions and exploring new territories, creating value, employment, and economic growth for the benefit of local communities. The Italian Gourmet Bus was born precisely with the aim of exporting Made in Italy excellence to the world, promoting our country’s culinary gems. We are proud that this tour has concluded in Rome, the culmination of this wonderful journey,” says Ivana Jelinic, CEO of ENIT.

Italian cuisine, indeed, is a culinary excellence that draws tourists from all over the world, eager to spend their holidays in Italy and discover the tastes and flavors of its tradition. In 2024, the global Italian restaurant market reached a value of €251 billion, corresponding to 19 percent of the global restaurant market. The latest estimates from ENIT also show that in 2024, stays motivated by an interest in food and wine grew by 176 percent compared to previous years. This increase demonstrates how food and wine has evolved from a marginal phenomenon to a decisive factor in choosing Italy as an international tourist destination: ENIT records approximately 2,4 million overnight stays attributable to international food and wine tourism, confirming the segment’s solidity and consistency. In terms of direct economic impact, foreign tourist spending on experiences, products, and services specifically related to food and wine tourism is estimated at €363 million. A further indicator of the strength and international relevance of Italian cuisine is the trend in agri-food exports: in 24, exports in the sector reached a historic record of 69,1 billion euros, marking an 8 percent growth over the previous year.