by InTrieste
The region of Friuli Venezia Giulia, known for its distinctive cuisine and wine making traditions, marked the 25th anniversary of one of its key culinary initiatives this week with the launch of a new slate of events aimed at celebrating and promoting its gastronomic heritage.
At a press conference held in Udine on Wednesday, regional officials and local business leaders gathered to present the 2025 calendar of events organized by the Friuli Venezia Giulia Via dei Sapori consortium. The group, founded in 2000, has become a leading platform for showcasing the region’s food and wine culture, both in Italy and abroad.
Speaking at the event, the Regional Councillor for Productive Activities and Tourism emphasized the growing importance of culinary tourism in the region. “The richness and variety of our food and wine are among the top reasons tourists choose Friuli Venezia Giulia,” the councillor said, citing recent findings by the Demoskopika research institute on Italian travel trends.
Since its founding, Via dei Sapori has organized more than 180 events in over 80 cities around the world. According to data shared at the press conference, the initiative has resulted in the creation of more than 2,000 original recipes, the serving of one million tastings, and the opening of over 35,000 bottles of regional wine.
The consortium began in September 2000, when restaurateur Aldo Morassutti and a group of local colleagues met to discuss how best to promote the region’s culinary offerings. Their collaboration led to a broader public-private partnership that has, over the years, become a cornerstone of Friuli Venezia Giulia’s tourism strategy.
Today, the consortium counts 72 members, including restaurants, winemakers, distillers, food artisans, and technical partners. It works closely with PromoTurismoFVG, the regional tourism promotion agency, and the Pordenone-Udine Chamber of Commerce, which hosted this week’s event.
Regional officials highlighted the strategic value of integrating food and wine into broader tourism initiatives, noting that the consortium has helped professionalize the sector and create a cohesive identity for the region’s culinary scene.
The 25th anniversary program will feature a series of dinners, tastings, and cultural events held across Friuli Venezia Giulia and beyond, with the aim of reinforcing the region’s reputation as a destination for food and wine enthusiasts.
