On the occasion of the celebrations for the arrival of the 70th edition of the Michelin Guide Italy, which took place in Turin, at the Nuvola Lavazza, the data from the “Taste Tourism” study were presented, which analyses the tourist flows generated by Italian starred restaurants, and the date and place where the Michelin Guide Italy 2025 will be presented were announced, next November 5th in Modena, in the heart of the Food Valley.
The survey, which was conducted for the first time in 2016, records a significant increase in the induced income generated by starred restaurants in our country, which goes from 280 million euros to 438 million euros.
Taking into consideration the data of 2023, the Italian starred restaurants welcomed 2.4 million customers (of which 40.7% from abroad, coming from 43 countries) for a total induced of 438 million euros. The data and information collected also allow to make a projection on the current year, thus estimating the values that will fall on the national territory.
For 2024, forecasts indicate an increase in the indirect induced result, equal to almost 500 million euros in total. In fact, 74.6% of foreign customers and 39.5% of Italian customers spend at least one night in the destination or in the immediate vicinity, thus generating indirect benefits on the hospitality (about 355 million), commerce (48 million) and local services (35 million) sectors.
The study finds that each 1 Star restaurant generates direct benefits in the territory equal to approximately 805 thousand euros, which become 2.4 million euros when it comes to a 2 Star restaurant, and then explodes when we consider the restaurants that “worth the trip”, or those awarded 3 Stars, with a result that exceeds 6.5 million euros each.
The analysis carried out by JFC also identifies the USA, France and Germany as the countries most represented by foreign customers, while from the perspective of the induced stays, almost 70% of the managers of quality hotels (from 3 to 5 luxury stars) located near a Michelin-starred establishment, declare that they have customers who come to the hotel specifically to go to a specific restaurant. The forecasts also indicate that the Italian region that benefits most from the presence of starred restaurants is Lombardy, closely followed by Campania.
In third place we find Piedmont. At the provincial level, Naples benefits the most, followed by Rome and Milan.
Interesting data on municipalities, after a podium formed by three regional capitals (Milan, Rome and Florence), sees the presence of much smaller municipalities such as Senigallia in fourth place and Massa Lubrense in fifth. In the Top Ten also Orta San Giulio, Alba and Brunico, in addition to two other regional capitals such as Turin (sixth) and, in seventh place, Modena.
