"50 Best Restaurants', a showcase for Turin and Piedmont worth a 100 million spot

Whatever the list of the '50Best' 2025 that will be revealed this evening, 19 June, in the Lingotto auditorium, for Turin and Piedmont it can only be a success.
You only have to look at some of the numbers of the event celebrated in Italy for the first time - the full name (The World's 50 Best Restaurants) is now too long and redundant for the ranking that is becoming increasingly well known even outside the circle of insiders and fine dining enthusiasts, and then there are the 50 best bars and more - and register the ferment that has swept through the food and wine world, Piedmontese and otherwise, in recent days. The formula also contributes to the success of the 50Best, not a guide but a "1-50 list" (preceded by the 51-100 announced in recent weeks) that attracts the gaze of the whole world in a single evening, with the winner who cannot be reconfirmed the following year, but who enters a sort of hall of fame to leave room for those who aspire to the highest step on the podium.

But for Turin, we said, this counts for little, because it is the international stage that is important: for at least four days, over 1,300 guests, more than 250 specialised media and at least a hundred of the world's best chefs will have been in the city and the rest of the region (also thanks to events and tours organised ad hoc by local authorities and administrations).

According to an analysis of past editions by food and wine tourism expert Roberta Garibaldi, the advantages unfold on at least three levels. The first concerns the international media coverage that will draw attention to Turin and Italy. The Valencia 2023 edition, for example, achieved an advertising equivalent value of USD 106 million, an increase over previous editions, with over 12,000 articles published and 89 million social media impressions.

The second level of impact is the physical presence of guests, journalists, chefs, and sponsors, including some of the most important global players in the gastronomic sector. "This participation in Valencia generated direct economic benefits for the city, estimated at $5 million," says the study.

The third level of impact concerns 'long-term legacy'. The presence of influential personalities from the gastronomic world offers an extraordinary opportunity for Italy: many guests will take the opportunity to deepen their knowledge of our food and wine excellence, discovering restaurants, local producers and lesser-known destinations.
"Also not to be forgotten is the direct impact that the 50 Best ranking has had on the development of world gastronomy, contributing to the emergence of cuisines and culinary cultures, such as those of Northern Europe and South America.The visibility offered by the event influences the tastes and gastronomic trends and the demand for typical products of the territories involved," commented Garibaldi, professor at the University of Bergamo, president of Aite-Associazione Italiana Turismo Enogastronomico and author of the annual report on food and wine tourism in Italy, who spearheaded the candidature with Federico Ceretto and Massimo Bottura, before Regione Piemonte took the helm.