The Piedmont region of Italy is hoping to attract a new generation of tourists in a new campaign that will promote the area's local food and drink - including, of course, Barolo and Barbaresco wines.

Agence France-Presse reports that the local tourism body is expecting to see ten per cent more gastronomic visitors following the promotion of Piedmontese cuisine.

Barolo and Barbaresco, along with gourmet restaurant Castello della Manta, are at the forefront of the campaign, which hopes to lure travellers away from oversaturated areas of Italy such as Tuscany.

US wine taster Robin Gheesling told the news provider: "Americans are looking for another region to discover and since Barolo is one of the most famous wines, it's a place people want to find out about."

The American connection may grow even stronger after New York gourmet food emporium Eataly announced plans to celebrate President Obama's 50th birthday by opening a Barolo 1961.