With the support of the State Tourism Agency, Azerbaijan's gastronomic tourism potential was showcased at the "Terra Madre Salone del Gusto 2024" food festival, held in Turin, Italy, from September 26 to 30.
At the national stand, representatives from the State Tourism Agency and the Azerbaijan National Culinary Center presented the "Slow Food" travel route across the Greater Caucasus Mountains, the application of the Slow Food tourism model in gastronomic tourism, and measures taken to preserve local biodiversity.
The festival also featured Azerbaijan’s endangered traditional food products, including Ata-baba hazelnuts, Caucasian buffalo motal cheese, Caucasian mountain honey, tarragon syrup, rose and mint water. These were nominated for the "Ark of Taste" catalog, which recognizes foods at risk of extinction.
Azerbaijan’s national sweets—including qovut, shekerbura, pakhlava, gogal, richal, gulqand, semeni halva, firni, and fig jam—were displayed as part of a traditional tea culture experience for festival attendees.
During the event, master chef Orkhan Mukhtarov, the creator of the Slow Food menu, conducted a hands-on workshop on the theme "Specially Processed Meat – Qovurma", allowing visitors to taste qovurma, along with Madrasa wine and wild plant-based pickles.
The Deputy Chairman of the State Tourism Agency, Azadeh Huseynova, met with Paolo Di Croce, Director-General of Slow Food International, and Elena Aniere, the organization’s regional director. Discussions focused on strategic collaborations, particularly incorporating Azerbaijan’s Karabakh and southern regions into the Slow Food philosophy and strengthening agro-gastronomic tourism initiatives.
Held under the slogan "We Are Nature!", the "Terra Madre Salone del Gusto" festival gathered 3,000 representatives from 120 countries and 600 stands, attracting one million visitors. The event was organized by Slow Food International and sponsored by Italy’s Ministries of Foreign Affairs, Agriculture, Ecology, and Tourism.
Terra Madre (Salone del Gusto) serves as a platform for small-scale farmers, entrepreneurs, and producers who prioritize environmentally sustainable food production and biodiversity conservation. Azerbaijan first participated in this festival with a destination stand in 2022.
As part of the "Community-Based Value Chain Expansion in the Greater Caucasus Mountains" project, a Slow Food tourism route has been developed in Shamakhi, Ismayilli, Gabala, Sheki, and Gakh. The initiative aims to support rural development, promote sustainable food systems, preserve local culinary heritage, and ensure the efficient management of agro-biodiversity resources.
The global Slow Food movement, founded in Italy in 1986, promotes clean, fair, and flavorful food while preserving traditional national and regional cuisines. Over the years, this movement has expanded to 160 countries, advocating for healthier food choices, local gastronomy, and sustainable agricultural practices.
