Pizzo Crowned Europe's Ice Cream Capital
New data from Avis reveals that Pizzo, a small seaside town in Italy's southern Calabria region, has officially been declared Europe's ice cream capital. Located on the 'toe' of Italy's boot, Pizzo boasts 19 ice cream shops, 15 of which are five-star rated. It is also the birthplace of Tartufo, a decadent, hand-rolled gelato filled with molten dark chocolate.
Historical Attractions
Beyond ice cream, Pizzo offers rich history. Its most famous landmark is Castello Murat, an ancient fortress named after Joachim Murat, Napoleon's brother-in-law, who spent his final hours there before execution in 1815. Legend says his spirit still roams the castle walls. The Murattiano Museum inside the castle tells Murat's story, with entry at €5 (£4.26). The fortress, originally built to defend Ferdinand I of Aragon's kingdom, is one of the best-preserved Aragonese fortresses in Calabria and offers panoramic views of Pizzo and the bay.
For art lovers, Chiesa di Piedigrotta is a must-see. This 17th-century church is carved into a cave overlooking the sea, featuring elaborate stone statues of Christ and saints carved by local shopkeeper Angelo Barone in the 19th century.
Beaches and Relaxation
Pizzo's beaches are equally inviting. Spiaggia di Piedigrotta is a gold-sanded crescent with turquoise waters, ideal for swimming. Marina di Pizzo, in the town center, offers a livelier atmosphere with a promenade for local food and drink. A' Seggiola, tucked beneath Murat Castle, provides a more secluded experience close to the town center.
Local Culture and Gelato
A three-minute walk from the castle leads to Piazza della Repubblica, a charming cluster of cafes and restaurants. Gelateria Artigianale Dante Pizzo is one of the top gelato shops, with previous Tripadvisor visitors calling it a 'guilty pleasure' and an 'absolute must-visit on any trip through southern Italy.' The Old Town (Centro Storico) features pastel-colored buildings and cobbled streets perfect for a post-gelato stroll.
Getting to Pizzo
Pizzo does not have its own airport. The nearest is Lamezia Terme International Airport, a 23-minute drive north. For example, on Tuesday, September 1, Ryanair offers flights from London Stansted for £26, with a journey time of 3 hours.
Rise of Culinary Tourism
Food-based travel is on the rise. According to the latest TravelBoom 2026 Leisure Travel Study, almost 80% of travellers say food is important or very important when selecting a destination. The data reveals that 66% are most excited by street food, while 64% prefer unique, local experiences over fine dining. Countries like Peru and Vietnam are capitalizing on this trend, with Peru hosting The World's 50 Best Restaurants in Lima in November 2026 and Ho Chi Minh City launching 20 new culinary tour programmes in 2025.
