Right at the heart of Italy


Food and wine has always been a magnet for tourism in Italy, but its pull is strengthening in 2018 thanks to a new marketing initiative


T


he pizzas, pastas and pinot grigio of Italy will take centre stage in the Mediterranean country’s marketing


strategy next year, as it declares 2018 the Year of Italian Food and Wine. Dario Franceschini, minister of cultural heritage, activities and tourism for Italy, said: “In 2018, Italy’s focus will be on food, wine and the creation of itineraries that will enable tourists to experience the way of life of our communities. Tourism, an extraordinary engine of economic development, is a fundamental antidote to the fear of the ‘different’.” With rice dishes and robust wines in the


north, fresh fish in the south and charcuterie paired with cheeses in the mountains, it’s no


surprise that Italy’s diverse and “different” regional cuisine is a sure-fire way to win over tourists. The nation’s citizens love food and love to share it with visitors, so there is always a new dish to try or something distinctive to taste. Reflecting this, Italy’s aim is to continue to broaden the knowledge of its culinary heritage and emphasise how integral it is to the country’s culture.


Dishes with deep roots One example of this culture-shaping food


The Pantheon in Rome makes a mighty backdrop


is pizza. The worldwide favourite is best enjoyed in a striking location such as Capri’s Piazzetta or the side streets of Rome, but it’s in the shadow of Mount Vesuvius within the city of Naples that the dish was born. Named “pizza” in 1500, its creation grew into an authentic artisan tradition that was passed down from father to son. Possibly its most famous form, the margherita, was created in honour of Queen Margherita in 1889 – its red tomatoes, white mozzarella and


italia.it 30 wtm insights summer 2018


green basil represent the tricolour of the Italian flag. The origins of gelato,


however, can be traced further wtm.com


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