Italy is solidifying its position as the primary destination for culinary tourism in Europe. According to a recent data analysis by TUI Musement, which evaluated Google search volume for the year 2025, Rome and Bologna occupy the top spots as the most popular cities for food tours.
With over 80.600 search queries, the Italian capital leads the ranking, followed by Bologna, the culinary metropolis of Emilia-Romagna. Italy is the only nation with three cities – Rome, Bologna, and Naples – in the top 10, underscoring the high relevance of Italian cuisine for international city tourism.
Vienna ranks 13th in Europe and records over 17.400 specific search queries. The Austrian capital benefits from a blend of historical tradition and modern experiences. The Viennese sausage stand culture, recognized as UNESCO Intangible Cultural Heritage since 2024, and the classic coffee house culture are particularly attractive to international visitors. In addition to the traditional Naschmarkt, specialized workshops, such as strudel baking courses or guided tours through trendy districts like Leopoldstadt, are gaining increasing importance for the local tourism industry.
The trend towards culinary holidays has now developed into a mass phenomenon. An accompanying survey by YouGov underscores its economic relevance: For 78 percent of travelers, gastronomic experiences are a decisive criterion when choosing their holiday destination. Around 88 percent of holidaymakers value consuming local cuisine, with a large majority willing to deviate from their usual eating habits for regional specialties. Culinary tours are thus increasingly becoming the central link between tourists and the local culture of a travel destination.
Behind the Italian leaders, Lisbon, London, and Amsterdam complete the top spots in the statistics. While Portugal focuses primarily on fish specialties and traditional pastries, London and Amsterdam score points with their historic markets and specialized cheese tastings. The analysis clearly shows that cities with a strong culinary profile and a high density of authentic markets and cooking workshops will have the edge in the competition for city tourists in 2026.
Dining and Cooking