If You’re Obsessed with Chocolate, This European City Belongs on Your Bucket List
Most people planning a chocolate-focused trip instinctively think of Brussels or a quaint Swiss Alpine town, but a new study is making a strong case for a destination that tends to fly under the radar. Car rental company Avis conducted research ahead of the summer tourist season to rank European cities by their chocolate credentials, factoring in the number of chocolatiers and specialty shops listed on Yelp, chocolate-related attractions such as museum visits and factory tours, and overall visitor ratings. When all the data was tallied, neither Belgium nor Switzerland came out on top. The crown went to Turin, Italy.
Turin landed first place with an impressive 233 chocolate shops and five dedicated chocolate attractions within the city. Its claim to chocolate royalty stretches back to 1585, making it one of the oldest chocolate capitals on the continent. The city is also the birthplace of two beloved Italian specialties: gianduja, the silky hazelnut and chocolate blend that inspired Nutella, and bicerin, a layered hot drink combining espresso, drinking chocolate, and cream that has been served in Turin’s historic cafes for centuries. These aren’t just novelties for tourists but deeply rooted parts of the local food culture.
Among Turin’s top draws for chocolate lovers is the Pfatisch Chocolate Museum, which has been earning glowing reviews from visitors. One recent guest described it as “a wonderful audio-guided tour, interactive and family-friendly,” adding that the children had a great time with the hands-on activities. Another visitor painted a vivid picture of the experience: “A very pleasant and realistic atmosphere was created for the tour. The theme is covered in great detail, and the experience engages all the senses. We also received a small tasting of three types of chocolate, dark, milk, and white, and at the end, the royal Gianduiotto.” A third guest summed it up with a simple verdict: “This place looks like it’s from a film set. Everything is so good and perfect. Even if you buy nothing here, it’s worth a visit.”
Beyond the museum, the city offers organized factory tours of well-known brands, including Caffarel, which has been producing chocolate in Turin since 1826. The annual CioccolaTò festival further cements the city’s identity as a genuine chocolate destination, drawing enthusiasts from across Europe each year for tastings, demonstrations, and celebrations of all things cocoa.
@viaggiaconfede 📌Video da SALVARE come promemoria Torino è la capitale italiana del cioccolato🍫 📅Ogni anno in questo periodo si celebra la fiera del cioccolato: cioccolaTÒ ❓️Ma quali altre prelibatezze si possono assaggiare in un tour goloso della città? 📍Alla Farmacia del Cambio si può assaggiare l'originale brioche cubica più famosa di Instagram ❌️Attenzione che finiscono subito quindi soprattutto nel weekend non arrivate tardi altrimenti rischiate di non trovarle ‼️Dal Lunedì al Venerdì è possibile prenotarle 📍Il Caffè al Bicerin per provare la bevanda più famosa di Torino a base di caffè, cioccolato e crema al latte ⏳️Preparatevi a lunghe attese per entrare 💰Un Bicerin classico costa €7,90 📍La Pasticceria Uva che ha deciso nel 2018 di registrare il marchio della torta Tropeziana, molto simile a quella francese Tropezienne già marchio registrato da più di 40 anni 💰€5 a fetta 📍Latteria Bera, una bottega storica dove si può comprare la panna da passeggio freschissima, preparata al momento 🍦Io ho scelto la versione con nocciole 💰€2,50 un bicchierino 👇Quale di queste prelibatezze vorresti provare? 🔔Seguimi per altri consigli golosi #torinofoodgram #foodporn #tiktokfood #torinotok ♬ Souvenir De Paris – Martin Taylor
Coming in second place on the Avis ranking was Perugia, another Italian city with a serious chocolate pedigree, famous for its Perugina brand and the beloved Baci chocolates. Austria’s Salzburg took third, while the English city of York claimed fourth. The full top ten also included Antwerp in Belgium, Strasbourg in France, Krakow in Poland, London in eighth place, Amsterdam, and Prague rounding out the list. The fact that two Italian cities dominate the top positions is telling, and it challenges the widespread assumption that Belgium holds an uncontested monopoly on Europe’s finest chocolate culture.
For travelers planning a summer trip, Turin offers something that few cities can match: centuries of chocolate heritage paired with a thriving contemporary scene. Whether you’re after a museum that engages every sense, a factory tour with one of Europe’s oldest chocolate makers, or simply a city dense with artisan shops to explore, Turin delivers on every level.
Gianduja, Turin’s signature chocolate hazelnut spread, was actually invented during a cocoa shortage caused by Napoleon’s trade blockades in the early 19th century, meaning one of the world’s most beloved flavors exists largely because of wartime economic restrictions. Turin was also the first city in Europe to serve drinking chocolate to the public, back in the late 17th century, when it was considered so luxurious that only the nobility could afford it. The Pfatisch company, which runs the museum, has been producing chocolate in Turin since 1915 and still uses some of the original equipment in its production process.
If you’ve ever visited Turin or another unexpected chocolate destination, share your experience in the comments.
