Traditional European foods with Geographical Indication (GI) labels like Champagne and Mortadella di Bologna are becoming powerful tourism magnets, drawing over 32 million visitors annually to production regions. According to a new report from oriGIn, nearly 80% of GI-linked areas have seen improved tourism infrastructure like themed trails and food museums.
The EU’s GI scheme—covering PDOs and PGIs—has also become a global trade tool, gaining ground in markets like China while facing resistance in Australia over name protections like “feta” and “kalamata.” Officials see GI tourism as a win-win model for rural development, with GI-labeled foods now worth €75 billion globally.
Even non-EU countries are embracing the trend—Uji Matcha in Japan attracts up to 60,000 visitors daily to a village of 20,000, highlighting food’s growing role in soft power and trade diplomacy.
