Eurochocolate 2025 “in the clouds” – Perugia returns as the cocoa capital with tastings, high craftsmanship, and a new experiential museum
Thirty-first edition, a new concept and an entire city that smells of cocoa: Eurochocolate
rekindles Perugia from Friday 14th to Sunday 23rd November 2025 with the claim “The celebration among the
clouds”. Ten days that transform the historic center into a sensory journey, with shows,
workshops and an open-air market dedicated to the best chocolates in Italy and the world.
The news in focus
The City of Chocolate — inaugurated on November 1st° in the redeveloped spaces of the former Market
Covered: The largest experiential museum dedicated to “food of the gods”, with immersive tours on
origins, supply chain and cocoa cultures. A piece destined to change the visitor experience,
integrating museum visit and festival.
Eurochocolate World — the international area that brings around 40 bean-to-bar brands to Perugia and
tree-to-bar from 22 cocoa lands (Latin America, Africa, Asia, Oceania): guided tastings,
supply chain storytelling, focus on Caribe and Arauca (Colombia).
ChocoLab & Cocoa Ceremony — daily program in the new LAB – Luisa Annibale Base
(via Angusta), directed by Roberto Caraceni: sensory analysis, pairing with wines and spirits, talks and rituals
of cocoa in a cultural key.
The city in celebration
Parades, performances and music transform streets and squares into a diffuse stage; the Chocolate
Show returns as a large open-air emporium to meet master craftsmen, historic brands and niches
high quality. Schedule and event reservations are available on the official website.
What to see (and taste) day by day
Piazza Matteotti – “Spazio Nuvola”: limited edition themed and iconic sweets by designers and maîtres
chocolatier.
The Chocolate Bar: signature “cloud” desserts and thematic pairings.
Former Commodity Exchange – “NuvoLab”: hands-on educational workshops for families and schools.
Because it’s worth the trip (beyond taste)
Culture & supply chain: the presence of original producers allows for comparative tastings on terroir,
rare fermentations and aroma profiles.
Palate Formation: The ChocoLab elevates the experience with sensory metrics, pairings and
technical disclosure.
Integrated tourism: museum, festival and artistic heritage (National Gallery, medieval acropolis)
Tourism-food and wine analysis
Eurochocolate continues its transition from “a large urban festival” to an experiential cocoa hub:
the opening of the Chocolate City creates a permanent destination that lengthens seasonality and
multiply the related industries (hospitality, catering, shops).
The qualitative upgrade – with 22 producing countries and bean-to-bar focus – raises the positioning towards an aware audience (foodies,
cocoa sommelier, cultural travel), while teaching for schools and family-friendly formats
consolidate flows on weekdays. Looking ahead, the museum + festival axis can become the model
Italian cocoa tourism: supply chain told, measurable sustainability, repercussions on craftsmanship and
local micro-enterprises.
