Alba's White Truffle Fair: A Global Celebration
Every autumn, Alba in the Langhe region of Italy transforms into a world-renowned hub for food and wine enthusiasts. The 96th edition of the Alba International White Truffle Fair, running until December 6th, promises to be another spectacular event, drawing an anticipated 600,000 visitors.
A Century of Tradition
Born from the vision of Giacomo Morra in the early 20th century, the fair has evolved into a globally recognized showcase for the prized Tuber magnatum Pico truffle. Over nearly a century, it’s fostered a unique network connecting producers, hunters, chefs, and local communities, solidifying Alba's position as the ‘capital of white truffles’. The event is officially supported by UNESCO, recognizing the Langhe region – a designated World Heritage Site since 2014 – for its agricultural heritage and landscape.
A Multifaceted Experience
The fair’s scale extends far beyond the traditional truffle market held in the Maddalena courtyard. Throughout the week, visitors can indulge in a diverse range of experiences: Michelin-starred dinners (featuring around 40 chefs with over 150 stars), cooking classes, wine tastings, environmental conferences, and even literary awards. The Beppe Fenoglio Hall hosts demonstrations by renowned Italian and international chefs, while Roddi Castle offers traditional lunches and truffle-hunting workshops. This year's theme, “Authentic Relationships,” underscores the vital connection between people, nature, and the region’s unique terroir.
Economic Impact & Sustainability
The fair’s impact extends beyond culinary delight; a study by Guido Guerzoni of Bocconi University estimates its direct economic contribution to be over €18 million, with an overall economic impact exceeding €42 million across the Cuneo province. Approximately 11,000 jobs are supported by the truffle industry, and every euro invested in the sector generates roughly €55 in turnover. Alongside this, initiatives like the ‘Tuber Next Gen’ project actively promote research and public awareness surrounding truffle cultivation and conservation, ensuring the future of this precious resource.
Tourism Boost & Growing Appeal
The fair significantly contributes to tourism in Alba and the wider Langhe region. In 2025, Alba welcomed over 761,000 tourists, with overnight stays increasing by 11.9%. Mariano Rabino, president of the Langhe Monferrato Roero Tourism Board, highlights that the fair is “much more than a food event: it is an extraordinary gateway to our region.”