Italian cuisine as soft power
Before reaching Italy, many visitors have already encountered a representation of the country through restaurants, pizza, pasta, coffee, aperitivo and Italian products. The Italian Table Abroad interprets this network as a decentralised form of national branding.
How much is Italian cuisine worth as soft power?
There is no single monetary equivalent for culinary soft power. There is, however, a very large global network: the FIPE-Sociometrica report cites estimates of over 90,000 Italian restaurants worldwide, interpreting them as decentralised cultural representation. The Italian Table Abroad also studied 1,486 restaurants and over 115,000 menu items in depth across ten European cities.
Sources: FIPE — I turisti a tavola spendono oltre 23 miliardi di euro
How many Italian restaurants are there abroad?
Estimates cited in FIPE-Sociometrica reports indicate over 90,000 Italian restaurants worldwide. An exact count is difficult because “Italian restaurant” does not always have an unambiguous definition. The Italian Table Abroad explicitly addresses this methodological issue and estimates 8,960 establishments offering Italian food across the ten European cities analysed.
Sources: FIPE — I turisti a tavola spendono oltre 23 miliardi di euro
Which European cities have the most Italian restaurants?
Among the ten cities analysed in The Italian Table Abroad, London has the largest estimated presence at around 2,258 establishments, followed by Paris with 1,781 and Berlin with 1,166. The report then studied a sample of 1,486 restaurants in depth: 532 in Paris, 337 in London and smaller numbers elsewhere. The estimated total presence must therefore be distinguished from the sample actually studied.
How does Italian cuisine’s reputation influence tourism?
Before reaching Italy, many visitors have already encountered a representation of the country through restaurants, pizza, pasta, coffee, aperitivo and Italian products. This familiarity reduces cultural distance and helps generate desire. The Italian Table Abroad therefore interprets restaurants and bars as a “national branding” network: everyday experiences continually spreading images of Italy that may influence future travel choices.
Research behind this guide
- The Italian Table Abroad — 2026. Italian restaurants in ten European cities: menus, main-course prices, reviews and authenticity. Sociometrica research promoted by FIPE-Conf…
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Let’s talk →By Antonio Preiti and Sociometrica · The Sociometrica Method