Home » EUROPE » Europe’s Iconic and Legendary Foods with Geographical Indication Status Become Powerful Pillars of Tourism and Global Soft Power Diplomacy
Saturday, May 17, 2025
Europe’s iconic and legendary foods with Geographical Indication (GI) status have become powerful pillars of tourism and global soft power diplomacy by attracting over 30 million visitors annually to their regions of origin and serving as key assets in international trade agreements. These traditional products, certified through labels like PDO and PGI, not only preserve cultural heritage and drive economic development in rural areas but also strengthen Europe’s diplomatic influence by fostering mutual recognition and cooperation with global partners.
Europe’s renowned culinary traditions are gaining international recognition not only for their taste but also for their cultural value, economic significance, and role in shaping diplomacy. Iconic and legendary foods bearing Geographical Indication (GI) status—such as Champagne, Parmigiano Reggiano, and Mortadella di Bologna—are drawing over 30 million tourists annually to their production regions. This surge in gastronomic tourism underlines the growing global influence of Europe’s GI system. Moreover, the European Union’s well-established framework for certifying origin-linked foods is emerging as a diplomatic and economic asset in international trade negotiations, cementing Europe’s position as a leader in heritage-driven soft power.
The Role of Geographical Indications in Tourism
Geographical Indication (GI) labels, including PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication), act as certifications that link specific food products to their place of origin and traditional methods of production. These certifications help preserve cultural heritage, enhance product authenticity, and promote sustainable rural economies.
An industry report released by oriGIn—an alliance promoting GI protections worldwide—revealed that production sites and agricultural regions associated with GIs attracted an average of 32.5 million tourists annually over the past decade. These tourists are often drawn by the desire to experience authentic food production processes, visit vineyards, olive groves, cheese farms, and participate in regional food festivals. This level of interest highlights the strong emotional and cultural connection consumers develop with traditional foods.
Among the 28 GI associations surveyed across 17 countries, 86% reported a notable increase in tourist visits in recent years. While half of these visitors originated from the same country, 28% arrived from different continents, reflecting the global appeal of Europe’s GI products.
Investment in Local Infrastructure
This culinary tourism boom has led to substantial investments in tourism-related infrastructure. Nearly 80% of the surveyed associations noted improvements in local facilities directly attributed to the GI-driven tourism surge. Examples include the creation of dedicated food museums, thematic trails showcasing production processes, and the expansion of local hospitality services.
Regions producing GI-labeled foods have responded by improving accessibility, creating experiential visitor centers, and enhancing lodging options. This has resulted in extended stays, higher tourist expenditures, and greater promotion of rural and lesser-known destinations. In effect, GI-based tourism is diversifying and decentralizing Europe’s visitor economy, shifting attention beyond major urban centers to small towns and countryside regions.
The Economic Weight of GI Products
Beyond tourism, GI products carry significant economic weight. According to the oriGIn report, the total market value of GI foods and beverages reached €75 billion in 2024. This includes not only domestic consumption but also international exports of cheese, wine, cured meats, olive oil, and other specialty foods.
The GI system creates premium product segments in global markets. By reinforcing authenticity, quality, and traceability, GI labels command higher prices and brand loyalty. This enhances the competitiveness of European agricultural producers in international markets and contributes to the rural economy by supporting small-scale farmers and local producers.
Europe’s Soft Power Through Food
Europe’s Geographical Indication system wields impact far beyond financial value, shaping culture, tourism, and international relations on a global scale. It has evolved into a strategic tool of soft power and cultural diplomacy. In recent years, GI protections have become key components in the EU’s trade agreements with major partners across the world. These labels symbolize quality and tradition and often form the basis for bilateral mutual recognition agreements.
For instance, during the EU-Japan trade discussions, Europe advocated for the recognition of traditional products like Roquefort and Parmigiano Reggiano. The protected Uji Matcha, a Japanese tea now gaining popularity in Europe, exemplifies how such mutual recognition supports bilateral economic ties and preserves shared cultural heritage.
Negotiations concerning Geographical Indications have now become a routine and strategic component of the European Union’s trade discussions. Europe seeks not only to protect its own heritage but also to establish frameworks that recognize and uphold the traditional products of its trade partners, fostering reciprocal cultural respect and economic benefit.
Challenges in Trade Negotiations
Despite its diplomatic success, the EU’s push for GI protections has faced challenges, particularly in negotiations with countries resistant to limiting domestic use of popular names.
In trade talks with Australia, the EU’s proposal to extend GI protection to 400 product names sparked significant resistance. The core issue lies in Australia’s existing production and domestic popularity of products labeled as “feta” or “kalamata” olives—names considered generic by Australian producers but protected under the EU GI system. Adopting the EU’s terms would require Australia to phase out use of such names, disrupting current market practices and potentially impacting domestic brands.
These kinds of conflicts illustrate the difficulty of reconciling differing interpretations of product origin and authenticity across legal and cultural boundaries. However, the EU continues to advocate for strong GI protections as a non-negotiable element in future trade agreements, emphasizing the need to protect cultural heritage and fair market competition.
Product Recognition Beyond Europe
In contrast to the friction experienced with Australia, Europe’s GI negotiations with China have progressed more smoothly. In 2020, the European Union and China formalized a groundbreaking pact that ensured reciprocal recognition and protection for 100 Geographical Indications from each side within their respective markets. This was the first major bilateral trade accord of its kind between the two economies.
This agreement has since become a cornerstone of China-EU economic cooperation. It not only enhances market access for GI-certified products but also promotes regulatory alignment and cultural exchange. European wines, spirits, cheeses, and olive oils have gained increased visibility in Chinese markets, while Chinese products like Pu’er tea and Anji white tea are receiving growing recognition in Europe.
Political Tensions and Market Vulnerability
Nevertheless, even strong GI partnerships are not immune to broader geopolitical tensions. Recent developments suggest that protected European food and beverage products may be vulnerable to retaliatory trade measures. In particular, certain French spirits protected under the GI framework have come under threat of anti-dumping investigations in China. This move followed Brussels’ decision to impose tariffs on Chinese electric vehicles, highlighting the delicate balance between trade protections and diplomatic relations.
The investigation could potentially result in import duties on EU-protected spirits in China, illustrating how GI-labeled products can become collateral in geopolitical disputes. Although no duties have been enforced yet, the delay until July 2025 has added uncertainty for producers and traders, affecting supply chain planning and market forecasts.
Cultural Identity and Consumer Trust
Beyond policy and trade, the GI framework plays a vital role in preserving cultural identity and building consumer trust. In an increasingly globalized and industrialized food economy, consumers seek authenticity, origin assurance, and traceability. GI labels fulfill these needs by guaranteeing that the product was produced using traditional methods in a specific geographical region.
For example, Champagne can only come from the Champagne region of France, using methods that meet strict production criteria. Similarly, Mortadella di Bologna must adhere to a recipe rooted in centuries-old Italian culinary practice. These examples illustrate how GIs protect the integrity of food heritage and provide consumers with clear, trustworthy signals about product quality and authenticity.
Thematic Trails and Experiential Tourism
GI-driven regions are also pioneering new approaches to experiential travel. Thematic food trails—such as the Cheese Routes of France, the Olive Oil Roads of Spain, or the Wine Paths of Italy—allow travelers to explore regional landscapes while engaging with producers, tasting products, and learning about traditional methods.
These initiatives align with broader travel trends favoring authenticity, sustainability, and local experiences. Tourists now seek deeper connections with destinations, valuing interactive learning and community engagement over passive sightseeing. Destinations with GI certification cater to this growing demand by delivering hands-on experiences deeply rooted in authentic traditions, regional flavors, and rich cultural narratives.
The Globalization of GI Models
The success of Europe’s GI model has inspired efforts in other regions to replicate its framework. Countries across Asia, Latin America, and Africa are developing their own GI systems, often in collaboration with European institutions or under the guidance of international organizations. These efforts aim to protect indigenous knowledge, promote sustainable agriculture, and gain a competitive edge in export markets.
This diffusion of the GI concept is enhancing international cooperation, harmonizing regulatory standards, and encouraging a more equitable global trade system. By leading this movement, Europe reinforces its role as a guardian of food heritage and a promoter of shared cultural values.
Future Outlook
The importance of Geographical Indications is projected to grow significantly in the years ahead as global demand for authentic, origin-linked products continues to rise. As consumers grow more discerning and environmentally conscious, demand for sustainable, transparent, and authentic food products will rise. GI-labeled foods are uniquely positioned to meet these expectations, thanks to their traceability and connection to traditional, often low-impact production methods.
Europe’s legendary GI-certified foods like Champagne and Mortadella have become powerful tourism magnets and diplomatic tools by drawing millions of visitors annually and anchoring key global trade agreements. Their authenticity and cultural value elevate Europe’s influence through culinary heritage and soft power.
Moreover, as the EU expands its trade network and deepens partnerships through mutual GI agreements, the global footprint of European food heritage will grow further. Countries will increasingly view GI protections not only as trade conditions but as benchmarks of cultural respect and commercial advantage.
Europe’s iconic and legendary foods, protected under the Geographical Indication system, are doing far more than pleasing palates. They are anchoring rural economies, attracting millions of international tourists, and serving as strategic instruments in global trade and diplomacy. Through PDO and PGI certifications, Europe is leveraging its culinary heritage as a powerful source of soft power, strengthening its cultural influence worldwide. In doing so, GI foods are becoming pillars of not just tourism, but also international cooperation and sustainable development.
