“Aromas of Italy, Discover the Italy You Didn't Know – An Italian Journey” will promote Italy and its iconic foods, using an original an olfactory kit.
17 different Italian food products
The aim is to identity Italy’s iconic foods through 17 different products and tastes on a latest-generation restaurant-bus that will tour the country using an olfactory kit. The project is supported by tourism minister Daniela Santanchè, as part of the Ministry of Tourism's National Promotion Plan 2022.
The bus will tour Italy
The project, which is the brainchild of the Tuscany Region, with Toscana Promozione Turistica as the lead partner, will consist of two stages: a state-of-the-art bus-restaurant equipped with all comforts that will tour Italy, and the creation of an olfactory kit that aims to be a new and original promotional tool for promoting the best of Italy’s gastronomy.
The Aromi d’Italia tour will end in October
The “Aromi d'Italia” tour will consist of 17 stops. The first in Turin was on 2 September and it will end in October. On each stage the 30 guests will include journalists, influencers selected from those who took part in the Italy Ambassador Awards and stakeholders – with tastings organized by the Italian Federation of Chefs featuring a regional dish that uses symbolic products.
The olfactory kit will contain different scents
The fragrance of freshly baked bread, the aroma of the moka coffee pot or a ragù sauce simmering in the pot have the power to evoke powerful sensations. The connection between the sense of smell and emotions allows scents to influence our mood and recall memories. The original olfactory kit will contain different scents, to be used at events and trade fairs; an innovative promotional tool, a new approach to wine and food tourism.
“Italy’s cuisine is a main attraction for tourists”
Underlining the importance of the project tourism minister Daniela Santanchè said:
“Italy’s cuisine, which is a candidate for UNESCO World Heritage status, is one of the main elements of attraction for Italian and international tourists. This project enhances our food and wines by promoting a narrative of Italian culture through different local aromas and flavours.”
