Liguria showcased an enticing blend of flowers, aromatic herbs, gourmet specialties, and DOP wines in Munich during a day of meetings organized by the Region of Liguria. This event brought together 24 local businesses in collaboration with the Italian-German Chamber of Commerce and the Chamber of Commerce of the Riviera of Liguria. The goal was to provide operators the chance to penetrate the German market with tailored events, strengthening ties with Germany, a crucial market beyond tourism.
This initiative is part of strategies to internationalize Ligurian companies, aimed at enhancing local excellence and boosting the regional economy. The day began with a visit to the floral sector at Munich’s General Flower Market, where floriculture representatives met with German importers and wholesalers. The afternoon took place at Eataly, where Ligurian food and wine producers offered tastings and demonstrations during B2B meetings with major distribution operators, the Ho.Re.Ca. sector, and importers of typical products.
German guests participated in activities celebrating Ligurian tradition, including a pesto mortar competition, part of the World Pesto Championship, won by Peter Amann and chef Kevin Kecskes. A masterclass on Ligurian wines showcased some representative labels, while an EVO oil tasting highlighted the quality and benefits of Ligurian oils.
The day concluded with an event focused on tourism, presenting Liguria’s offerings for 2025. The Director of the Italian-German Chamber of Commerce, supported by the Italian Consul in Munich, introduced tourism opportunities, while Ligurian operators presented packages and experiences, engaging with tour operators and travel agencies. The event wrapped up with a show cooking and a dinner featuring Ligurian products, a chance for 70 guests, including tourism professionals, journalists, and bloggers, to immerse in the colors and scents of Liguria.
