A new destination for sweet-toothed travellers has emerged on the world map. The northern Italian city of Turin has been crowned Europe’s “chocolate capital”, beating traditional favourites such as Brussels and Paris, according to a recent report by Avis.
The study assessed cities based on factors such as the number of chocolatiers, chocolate-related attractions, customer reviews and search demand, aiming to identify destinations where chocolate plays a central role in the local culture.
Turin has been named Europe’s top destination for chocolate lovers, with experts highlighting its long-standing confectionery heritage and thriving artisan scene. Its chocolate-making tradition dates back to 1585, and it is widely regarded as a historic hub of the craft, having played a key role in the development of iconic treats such as gianduja and bicerin.
Research found that Turin boasts around 233 chocolatiers, alongside five chocolate attractions and strong online interest, with close to 50,000 monthly searches for “Turin chocolate”. Travellers can explore the Pfatisch Chocolate Museum, take factory tours with brands such as Caffarel, or visit during the annual CioccolaTò festival celebrating the city’s chocolate heritage.
Perugia, the capital of the Umbria region in Italy, was ranked second, supported by strong visitor ratings on Google. The city is renowned for its Baci chocolates and Eurochocolate festival, Europe’s largest annual international chocolate event, held in the historic centre. The festival features artisanal chocolate, live music, workshops, cooking shows and large chocolate sculptures, attracting nearly 900,000 visitors for its 31st edition in 2025.
Austria’s Salzburg came third with 51 chocolatiers and a rich confectionery heritage, including the original Mozartkugel, first crafted in 1890. York placed fourth despite having just 12 listed chocolate shops, drawing more than 12,000 monthly searches thanks to its confectionery past and attractions such as York’s Chocolate Story. Antwerp rounded out the top five with 44 chocolatiers and major attractions, including Chocolate Nation and Choco-Story Antwerp.
The findings reflect a broader shift in tourism trends, with travellers increasingly seeking food-focused city breaks and authentic local experiences. According to the study, interest in Easter travel has surged significantly, with chocolate-themed trips becoming particularly popular during the spring season.
While cities like Paris and Brussels are still closely associated with chocolate, the report suggests that smaller or less obvious destinations are gaining attention due to their strong local traditions and fewer crowds. Brussels, long known for its pralines and historic chocolatiers, remains a global centre for confectionery, but didn’t manage to get a spot in the ranking.
The full top 10:
- Turin, Italy
- Perugia, Italy
- Salzburg, Austria
- York, England
- Antwerp, Belgium
- Strasbourg, France
- Kraków, Poland
- London, England
- Amsterdam, the Netherlands
- Prague, Czech Republic
Travel experts say the results highlight a growing appetite for niche tourism experiences, particularly those centred on food and craftsmanship. With its deep-rooted chocolate history and vibrant artisan scene, Turin has secured its deserved place as Europe’s sweetest destination.
