From Paris’s newly opened cheese museum to ageing caves in the Jura and sheep pastures in Corsica, travellers are discovering that cheese can be a guidebook through landscapes, traditions and histories they might otherwise miss.
In France, terroir is more than a word; it’s a way of seeing the world. Long associated with wine, the concept that geography, climate, soil and human skill shape flavour is just as true for another French icon: cheese. And while the French have always known this, a growing number of travellers are discovering the country – and its culture – one wheel at a time.
Last spring, Paris opened the Musée Vivante du Fromage, joining dozens of attractions across the country dedicated to cheese, from ageing caves and cheese museums to visitor centres and tasting tours. There are regional Route de Fromage trails to follow, producers to meet and pastures to walk through – each offering a deeper understanding of how place shapes flavour. The appetite for food-focussed travel is only set to grow: Future Market Insights predicts that the market for culinary experiences in France will rise by nearly 16% over the next decade.
The new museum, a short stroll from the newly restored Notre-Dame Cathedral, is small but rich in scope. Exhibits in both English and French explain how cheeses are made, the people and traditions behind them and the science of ageing and flavour. Interactive screens encourage deeper exploration, while the shop counter offers a veritable “Tour de France” of cheeses. It all unfolds to an atmospheric soundtrack of cowbells, as if the meadows themselves were just outside.
Museum manager Guillaume Gaubert says the trend started with the French themselves. “We’ve noticed that a section of the population is less interested these days in going to the Bahamas, for example, and more inclined to take nature-based holidays in France, to discover the local terroirs,” he explained. “The French are really attached to their land. The cheese connects them to their terroir – so the Alsatian wants his Munster, the Norman his Camembert, the Basque his Ossau-Iraty. And the Savoyard? His Beaufort.”