Everything CheesyForget saying ‘cheese’ in front of landmarks across the world; new-age travellers are chasing the cheese wheel instead. From a private Alpine lunch with local Gruyère to tasting trails across Italy, travellers are moving away from the classic itinerary and looking for more authentic and grounded experiences.Jennifer Greco, former journalist at The Cheese Professor who currently organises small group experiences in Paris devoted to tasting and appreciating French cheese and wine, says.“Visitors who have ticked all the main tourist sites off their lists are looking to dive deeper and expand their knowledge about the culinary scene of the countries they’re visiting, either through cooking classes and market tours or through cheese and wine experiences.”“Five years ago, many luxury travellers were still chasing the ‘see everything’ Europe itinerary. Today, they would rather spend three hours with a third-generation cheesemaker in the French countryside followed by lunch at a small family vineyard, than rush through six tourist attractions in one day,” shares Vijaya Eastwood, CEO of Crib Life, a homegrown concierge.From repeat tourists to younger and affluent travellers, from food-conscious families to slow travel audiences, Eastwood finds that people are seeking meaningful rather than performative luxury. Les Concierges founder Dipali Sikand also says that there is genuine, growing interest, though it is still niche and deliberate rather than mass.“The traveller isn’t usually just going for cheese; they’re building a day or two of it into a larger trip. It’s the same evolved palate that drove wine tourism a decade ago, now looking for the next layer of authenticity,” she shares.Destination CheeseDestinations Indians gravitate toward include France (the Loire, Normandy, Savoie), Switzerland (Gruyère is an easy, family-friendly entry point), Italy (Parma for Parmigiano, Piedmont), and the Netherlands (Gouda, Alkmaar’s cheese market). “Switzerland and France are the strongest associations and the easiest to slot into existing European itineraries,” shares Sikand.Meg Zimbeck, founder of Paris by Mouth, was quoted in an article saying that demand for cheese tourism had grown so significantly that the company doubled its cheese tours, with its three-hour tasting experience featuring 10 cheeses quickly becoming one of its most popular offerings among travellers. This shift in itinerary is part of a much larger shift toward provenanceled travel.“Cheese is a product that is deeply rooted in the culture of a specific location. When you have the opportunity to taste the local cheese and meet the cheesemakers, you will better understand and be connected to a place,” Greco adds.“People want to understand where things come from, who makes them, why they are special and what is their story,” Eastwood says, adding that for Indian travellers especially, there is a growing appreciation for artisanal food culture that can be seen in the rise of wine appreciation, sourdough culture, boutique coffee, olive oil tastings, fermentation workshops and chefled dining experiences.“Watching fresh mozzarella being stretched by hand in southern Italy is one of those deceptively simple experiences people remember for years,” shares Eastwood.Culture CallingCheese tourism is not really about cheese alone. It is also about landscape, heritage, craftsmanship, conversation and slowing down enough to experience a destination through the people who still make things by hand. “There is something deeply grounding about standing inside a centuries-old ageing cellar in Parma or visiting a small mountain producer in Switzerland where the same family has worked the land for generations,” explains Eastwood.Within India, it’s still early days for cheese tourism but it’s picking up. “We’re seeing the same craft awakening that coffee and chocolate went through. There was even a first national ‘Desi Dairy Dialogue’ gathering in 2024.” However, India doesn’t yet have a packaged ‘cheese trail’.Cheese tourism also fits seamlessly into wider luxury travel itineraries rather than standing alone as the main attraction. While not everyone relates to tannins or vintages, almost everyone connects with the comfort, warmth and shared experience of gathering around good food. For Indian families especially, cheese tourism often work better than wine tourism because children and nondrinkers can also participate equally.The consensus is that travellers are moving towards slow, more thought-led travel that focuses on rich experiences. Eastwood says: “That is why experiences around cheese are becoming so relevant. It’s not really about the product itself; it’s also about slowing down enough to experience a place properly.”Cheese SlicesAccording to a report by market research and consulting firm Dataintelo, the global cheese tourism market was valued at an estimated $28.4 billion in 2025 and is projected to reach $52.8 billion by 2034.Cheese tours emerged as the sector’s largest segment, accounting for 38.5% of the market share in 2025.Switzerland’s Alpine cheese regions recorded visitor spending of approximately $2.1 billion in 2025, with the Swiss Cheese Museum and artisanal dairy cooperatives in the Appenzell region attracting over 450,000 international visitors.France’s leading cheese destinations, including the Loire Valley Cheese Route and Normandy’s Camembert heritage sites, generated nearly $3.2 billion in tourism revenue, reinforcing France’s position as a global leader in cheese tourism experiences.Indian consumers are far more adventurous and open to stronger flavour profiles and artisanal cheeses than they were even five years ago. Internationally, regions like Normandy, alpine Switzerland and Emilia-Romagna do exceptionally well with cheese tourism, while in India, places like Gujarat, Punjab, Tamil Nadu, Jammu & Kashmir and the Himalayas have strong potential. Indigenous Indian cheeses like kalari, bandel and chhurpi should be explored through their origins or through cheesemakers like Camel Charisma in Rajasthan, Panchal Dairy in Gujarat, Amiksa in Himachal Pradesh, The Farm and Käse in Chennai, and Melchior Cheese, Vallombrosa, Nari & Kage and Begum Victoria around Bengaluru, who are all instrumental in creating conversations around regional Indian cheese cultures.People should go on cheese tours with an open mind, respect the fact that dairies are working agricultural spaces, and remember that the best cheese journeys are the ones where you leave with stories and understanding of t he product ’s magic, not just photographs - Mansi Jasani, Founder, The Cheese Collective.The Cheese TrailFrance:Maison Mons in Tours, one of the world’s most respected affineurs (a specialised cheese ager)Fromagerie Berthaut in Burgundy, renowned for Époisses cheeseCamembert farms in NormandyAlpine Beaufort producers in SavoieET BureauFrance and Italy Cheese trailsItaly:Parmigiano Reggiano producers around ParmaCaseificio Borderi in SicilyMasseria-based burrata experiences in PugliaMozzarella di bufala producers around CampaniaSwitzerland:Cheese tourism is highly organised and family-friendlyThe Gruyères region blends scenery, hospitality, and cheese culture seamlesslyPrivate Alpine lunches featuring local Gruyère and raclette over open fireMountain-view tastings and visits to small local producerNetherlands:Countryside around Amsterdam pairs cheese culture with canals, cycling, and tulip routesCheese towns of Gouda and EdamHenri Willig, a recognisable premiumDutch cheese brand for visitorET BureauSwitzerland, Netherlands and Spain Cheese trailSpain:The Basque Country offers exceptional overall food cultureIdiazábal cheese experiences combined with traditional cider housesCulinary journeys centred around San SebastiánSophisticated experiences combining cheese, wine, and regional gastronomyIndia: For travellers, Auroville and Puducherry are standout destinations. La Ferme produces French- and Dutch-inspired cheeses and allows visitors to observe the cheesemaking process.Works perfectly as part of a Puducherry weekend itinerary.Hill dairies around Kodaikanal are another notable cheese-travel experience.