Foodie Ranking 2026: TUI Musement research reveals the top 20 European cities for culinary experiences
Italy strengthens its position as Europe’s leading foodie destination
Portugal, the UK, the Netherlands, Spain, France and Greece round out the Top 10
Over 56% of travellers interested in culinary activities during their holidays
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.
Italy is considered the dream destination for culinary experiences, dominating the ranking with six cities featured in the top 20.
With more than 80,600 searches, the Italian capital tops the ranking. From hands-on pasta-making classes featuring fresh fettuccine and traditional tiramisù to tasting tours around Campo de’ Fiori and the Trastevere district, including visits to Mercato Trionfale, Rome blends history and culinary heritage in every bite.
Recommended experience: Pasta and tiramisù cooking class with limoncello tasting
A true gastronomic icon, Bologna is a paradise for pasta lovers. Tagliatelle al ragù, tortellini and traditional lasagne workshops are among the most popular activities. Classes hosted by the renowned Cesarine, Italy’s network of home cooks dedicated to preserving culinary traditions, offer an especially authentic experience.
Recommended experience: Guided gastronomic and cultural tour of Bologna
Exploring neighbourhoods such as Alfama, Bairro Alto and Baixa through their flavours is one of the most engaging ways to discover the city. From pastel de bacalhau and grilled sardines to the iconic pastéis de nata and ginjinha liqueur, each stop tells a story of Portuguese tradition.
Recommended experience: Lisbon food and wine walking tour
The English capital offers a wide variety of culinary tours, combining iconic landmarks with traditional dishes such as fish & chips, historic pubs and multicultural flavours in areas like Chinatown, Soho and Covent Garden. Borough Market, the city’s oldest food market, is an essential stop.
Recommended experience: Borough Market and South Bank food tour
The Jordaan district is home to some of the best foodie experiences in the city. Cheese tastings, visits to specialist shops such as Henri Willig, and excursions to Edam and Gouda are among the most sought-after activities.
Recommended experience: Dutch cheese tasting at Henri Willig
Spain’s capital is the perfect place to master the art of tapas. Many tours combine major landmarks such as Puerta del Sol and Plaza Mayor with stops at historic markets like Mercado de San Miguel and traditional taverns serving classics such as bocadillo de calamares and croquetas.
Recommended experience: Tapas and history tour of Madrid
Each neighbourhood offers a different perspective on French cuisine: from modern pâtisserie trends in Saint-Germain-des-Prés to cheese and wine tastings in Le Marais, as well as macaron workshops at Galeries Lafayette. Traditional markets such as Aligre and Président Wilson complete the culinary journey.
Recommended experience: Macaron baking class at Galeries Lafayette
Gastronomy is at the heart of Greek culture. Food tours in Athens typically include visits to the Varvakios Central Market and the Psiri district, known for its traditional tavernas, where visitors can sample olive oil, local cheeses and Mediterranean specialties.
Recommended experience: Greek food walking tour in Athens
Beyond francesinha and cod dishes, Porto’s food tours introduce travellers to Mercado do Bolhão and the wine cellars of Vila Nova de Gaia, famous for Port wine. A flavourful journey through Portuguese tradition.
Recommended experience: Porto food tour with visit to a historic wine cellar
With nearly 25,000 searches, Naples further reinforces Italy’s strong presence in the ranking. In addition to specialities such as cuoppo fritto and sfogliatella, pizza-making classes are among the most popular activities.
Recommended experience: Traditional pizza-making class
The TUI Musement ranking also includes other European cities where culinary experiences are among the main attractions for travellers.
Venice, Florence and Milan further strengthen Italy’s position as Europe’s leading foodie city, while the presence of Barcelona and Seville highlights Spain’s growing appeal for culinary tourism.
Portugal and the United Kingdom each feature two cities in the ranking, reflecting the increasing demand for this type of experience. Austria, France, Greece, Hungary, Ireland, the Netherlands and the Czech Republic are also represented in the top 20.
In addition to confirming that gastronomy is a decisive factor when choosing a destination, with 56% of respondents interested in taking part in culinary activities during their holidays, the TUI Musement study also explores the most in demand types of experiences within this category.
Alongside food tours, including visits to local markets, street food stalls and historic neighbourhoods, remain one of the most popular formats (74%), the study reveals strong interest in other types of culinary experiences.
Dining in unique locations, such as on the beach or under the stars, ranks highest (84.4%), followed by sunset dinner cruises (78.9%) and experiences that combine gastronomy with entertainment (76.5%).
*Independent study conducted by Appinio for TUI Musement.
**Methodology: All European cities with more than 150,000 inhabitants were considered. For each city, Google search volume data for the term “[city] food tour”, using both the city’s native name and its English translation, was analysed for the period January 2025 to December 2025.
- Rome: 80 600 searches
- Bologna: 60 100 searches
- Lisbon: 47 200 searches
- London: 45 100 searches
- Amsterdam: 35 100 searches
- Madrid: 32 000 searches
- Paris: 31 000 searches
- Athens: 27 900 searches
- Porto: 25 500 searches
- Naples: 24 960 searches
About TUI Musement
TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:
- Experiences: Excursions, activities & attraction tickets
- Transfers: Between airports, hotels and ports
- Tours: Multi-day itineraries encompassing hotels, experiences, guides and transportation
Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group.
Products are distributed to customers, including the +34,7 million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 7,000 people worldwide.
