From Beans to Bars: A Chocolate Lover’s Guide to Europe

This article was featured by Denison partner Lacure Villas, here.

We’re aware that it’s not always common for one to plan a trip solely for the enjoyment of chocolate. Nonetheless, since wine and cheese mark the cultural capitals of the world from Paris to Cape Town, the confectionery arts (sweets and chocolates) should find themselves in the same ranks. As one of the most self-indulgent and satisfying pleasures,  chocolate tourism provides an experience deserving of its own travel guide.

Below, our guide focuses on the continent perhaps most famous for its chocolates: Europe. This means ignoring major cities in other parts of the world, as well as the “Chocolate Belt”: a band at the equator where cocoa is actually grown and harvested.

But why Europe? The beloved travel destination boasts a certain charm and cultural diversity that lends itself well to chocolate tourism. Imagine tasting chocolate with truffles by a gorgeous lake in Switzerland, or enjoying the Chocolate Museum in Cologne of Rhineland. 

As Forrest Gump said, “Life is like a box of chocolates.” So which will you choose?

Brussels

Brussels is the ultimate chocolate paradise. Some of the world’s best-known chocolate brands, such as Godiva and Leonidas, are based in the Belgian capital. Collectively, Brussels chocolatiers have put the city on the globe as the “Capital of Chocolate.” Brussels is also the host city for the European Union and NATO, establishing itself as a center of international politics, thus providing an alternative and less-sweet attraction for visitors. If you aren’t fascinated by bureaucrats and journalists, take a detour to the city’s famous bar scene and taste some of the best pints in the world, with a side of double-fried Belgian frites.

Zurich

Take a boat ride around Switzerland’s Lake Zurich before stopping in the flagship factory for the world-famous chocolate brand Lindt & Sprüngli.  

The company is best known for its wildly popular truffle balls, but there are a seemingly endless amount of options. Zurich’s Old Town also has incredible nightlife, where modern clubs exist against a backdrop of medieval architecture. And if you are in Zurich in the winter—perhaps getting ready to hit the Swiss slopes—you absolutely must indulge in the city’s world-famous hot chocolate to keep warm.

Cologne

We’d be remiss to not mention Cologne in Germany thanks to the Schokoladenmuseum (Chocolate Museum). This venue exhibits a rich history of the sweet treat over the past three millennia, ranging from the early days in South America and 17th-century Europe all the way to modern day. The museum famously features an enormous chocolate fountain and showcases the entire production process for chocolate transforming from beans to bars. They offer tours on which you can taste samples along the way, so make sure you show up ready to indulge.

Perugia

Started in Perugia in 1993, the Italian EuroChocolate Festival has become the world’s best-known gathering for chocolate enthusiasts. Usually held in the middle of October, the 10-day festival showcases some of the most outstanding chocolates that Italy has to offer, from the regular truffles to flavored liqueur. Exotic treats include fries topped with chocolate sauce, chocolate pizza, as well as ancient landmarks carved into blocks of chocolate. The city is located about a two-hour bus ride from both Florence and Rome, making it easy to enjoy culture and chocolate confections on the same trip.