Trieste it’s a city that has so much to offer and tourists have been aware of that for a while. The increase in flows is constantly growing, as shown by the data from last summer after the “forced stop” caused by the pandemic. Of particular interest is the experiential aspect of local cultural heritage: among these coffee culture.
Many companies, academies and professionals specialized in the industry. “The city of Trieste has had a very close relationship with this drink for centuries – he says Franco BazzaraCEO of the homonymous family-owned roastery Trieste founded more than 50 years ago located in the heart of the city and today producing and exporting excellent quality coffee –. Italians, and Trieste in particular, are the holders of a heritage that must be valued as a collective good“.
Not just an energizing and heart-warming drink, coffee is much more, it signifies value, culture, sharing and tradition. “Trieste is internationally recognized as the historic capital of espresso coffee. This recognition was achieved with effort and passion, in three centuries of coffee tradition carried forward by a large part of the supply chain located in the city.” continues.
There are many important effects on the city that coffee – and the events connected to it – bring: to give an example, we cannot help but mention Trieste Espresso Expo, an international fair that will celebrate its tenth edition in October and the subsequent positive influx of passionate tourists, experts, professionals and more that the event manages to attract. “During the event, the city bustles with life, restaurants are full, as well as bars and hotels – continues Franco Bazzara –that is why the world of coffee is relevant to the Italian hotel and catering industry“.
“This fair, dedicated to an extraordinary product that the world envies us, everyone knows and is one of the jewels of Trieste, where thousands of people come from all over Italy and thus do not contribute to the growth of the city. Coffee is therefore not only history, but also an important economic engine for many cities and a temporary experience for tourists“.
A long tradition created by professionals
Walking through the alleys and among the elegant historic cafes, it is very easy, even for a distracted tourist, to pleasantly come across the local coffee culture, talking about the quality of the espresso served in the bars, but it is also possible to meet curious characters who, technicians of the matter, taste professionally, analyze and make the blends.
“Trieste has a tradition of over three centuries that currently translates into: a thriving coffee business with importers of excellence and highly specialized professionalism in the industry, from the insurer to the forwarder; many roasting companies also known internationally, especially for the production of espresso; the main Italian port for grain imports; amazing historic cafes and top-level research and education centers dedicated to coffee; the oldest trade association in Italy and one of the oldest in the world still active; one of the few decaffeinated plants in Europe and the first modern coffee processing plant (Pacorini Silocaf, but also Demus dealing with decaffeination); events of great local, national and international importance, such as the Coffee Festival, the Trieste Coffee Experts where some fifty leading experts are invited to discuss the future of coffee and the TriestEspresso Expo. A similar concentration of coffee know-how, economic sector induced and such complete coexistence in the supply chain is not found in other Italian cities and hardly abroad.“.
But it is not only a matter of numbers and data, but of culture, of the citizen’s experience: the smell of coffee breathes in the air, carried by Bora. Coffee culture really has distant roots. Suffice it to say that the first Coffee Exchange was born here, at the beginning of the 20th century, and that the Trieste Coffee Association was the first in the sector in Italy and the third in Europe, after Hamburg and Amsterdam. In his annals he includes big names – Ernesto Illy, Vincenzo Sandalj, Alberto Hesse, Primo Rovis – and characters that the whole coffee world, and not only, envy us.
“It’s an incredible feeling you can feel just by walking in the warehouses of the port, amidst mountains of grain from the most exotic and remote places on the planet, from Colombia to Kenya, from Ethiopia to Costa Rica. Each coffee origin has its own unique “smell” and the bags are like maps to be deciphered, capturing and mesmerizing you for the colors, names, graphics, symbols, each different from the other.
In short, we preserve a tradition, which is why the service must be of quality, from the famous historic cafes in the center to the most remote small suburban bar.
How can we forget when so many visitors came from eastern countries and created very long queues of cars and buses? All this did not happen for a big international event or concert, many people came to Trieste to buy coffee in the historical premises of Piazza Goldoni. There they sold kilos and kilos of coffee intended for long journeys in the Balkans and beyond. Trieste is an important supply chain entirely dedicated to espresso, from logistics to distribution. A result matured not only by the historical events of the city but also strongly desired by some local realities that have understood its value and potential, and continue to develop it: therefore many opportunities also for tourists who, after a visit, remember the city with pleasure thanks to the long tradition of Trieste coffee. There are many initiatives promoted for passionate visitors, including for example the Bazzara Academy trainings for those who decide to take a trip to the citySays Franco Bazzara.
Food tourism is considered very crucial for regional development and value creation. If, on the other hand, we want to specifically analyze the benefits that tourism brings to the coffee market, we find that this commodity is one of the most consumed in the world and places with a tourist power for coffee cultivation that have opened their farms to the public and plantations experience significant commercial success thanks to visitors’ curiosity. The coffee farm can contribute to creating images, perceptions and experiences based on nature, promote economic, social and environmental sustainability, encourage sustainable consumption and raise awareness of local social, economic and environmental issues, as well as favor the creation of a connection to the territory.
Consequently, coffee tourism benefits both the local economy and the tourist, it is a sector with huge potential that can become strategic to shape new business models based on a sustainable and pioneering ecosystem.
“It has always struck me during my almost half a century of activity in the coffee world, that when I met customers and friends from neighboring countries and beyond, including many tourists, they indicated that they were in Trieste also to finally drink a good coffee. In the morning, in fact, in hotels, during the day, or in the breaks between visits to San Giusto, Miramare Castle or in the wonderful Piazza Unità and why not … often at the end of dinner, in one of the many Trieste bars.
I always think that if tourism equals relaxation, or conviviality, or everyday life, then coffee is always there. I am sure that tourists recognize the cappuccino espresso as one of the symbols of the Bel Paese, and therefore seek it to enjoy its benefits, and we know that if it is made to perfection with a quality blend … it is a small great joy“Finishes Franco Bazzara.
An increasingly experiential tourism
Finally, we remind you that coffee tourism in the world is becoming more and more experiential, in fact guided tours are organized that, in addition to showing the amazing beauty that lies in coffee plantations, allow coffee tourism to enjoy a multifaceted hospitality and fun activities such as like riding. , thermal baths, mini-courses where you can learn to “grow” coffee and much more.
Here begins, on the part of the tourist, an awareness during his travels, for those who have the opportunity, to taste coffee in an infinite number of different ways: from Turkish coffee to American, to discover how to drink in Cuba, in Portugal, Sarajevo and so on : in short, an experience not to be missed.