Gastronomy is no longer just a complement to travel; it has become one of the main criteria when choosing a destination. According to a recent independent study conducted by TUI Musement with Appinio more than 56% of travellers say they are “interested” or “very interested” in taking part in culinary activities during their holidays.

In addition, 71% prefer to book these experiences in advance, while 60% choose sunset or evening hours as the ideal time to enjoy them. The preferred duration is between two and four hours, and travellers value authentic tastings and local cuisine above all, confirming that sampling traditional flavours is one of the most meaningful ways to connect with a destination’s culture.

As a Tours & Activities specialist with a wide portfolio of culinary experiences, TUI Musement continuously monitors travel trends and, based on Google search volume data, has compiled a list of the most popular European cities for food tours.

Italy is considered the dream destination for culinary experiences, dominating the ranking with six cities featured in the top 20.

1.    Rome, Italy 

2.    Bologna, Italy

3.    Lisbon, Portugal

4.    London, United Kingdom

5.    Amsterdam, Netherlands

6.    Madrid, Spain

7.    Paris, France     

8.    Athens, Greece

9.    Porto, Portugal            

10. Naples, Italy

11. Venice, Italy      

12. Barcelona, Spain         

13. Vienna, Austria           

14. Florence, Italy  

15. Budapest, Hungary

16. Prague, Czech Republic        

17. Milan, Italy       

18. Edinburgh, United Kingdom          

19. Seville, Spain    

20. Dublin, Ireland