Vaucluse is the major producing region of black truffles (tuber melanosporum) in France. Nevertheless, the touristic valorization around the local production of this luxury food product with an international gourmet reputation is modest. The purpose of this article is to analyze this paradox. On the one hand the limited and irregular supply, on the other hand the confidential demand, make truffle a niche product and the opacity of the truffle market limits its touristic development in production areas.