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Ask Skift: What Are Key Trends in Food Tourism?
14.10.2024 - 10:55 / skift.com / Rashaad Jorden / Ask Skift
A growing number of travel brands are finding a good way to reach travelers — and generate revenue — is through their stomachs. So what are key trends in food tourism?
We asked our recently upgraded answer engine Ask Skift 2.0 that question. The AI chatbot used information that’s appeared in our past news coverage, and we also did further reporting on that subject.
Food tourism continues to evolve as a significant and dynamic segment of the travel industry, reflecting broader travel trends and consumer preferences. Here are some of the key trends currently shaping food tourism:
Culinary-Driven Travel Decisions: According to Hilton’s 2025 Trends Report, a notable number of travelers prioritize culinary experiences. Nearly one in five participants in the survey indicated they sometimes travel specifically to seek out coveted culinary experiences. Interestingly, half of those surveyed would book restaurant reservations before securing their flights, highlighting the importance of food in travel planning.
Hands-On Culinary Experiences: Viator’s data shows a significant rise in the popularity of hands-on culinary experiences. Cooking classes have become one of the most popular activities, reflecting travelers’ desire for immersive, skills-based activities. This trend also includes other hands-on experiences such as photography tours and sports lessons, which have seen significant growth.
Local and Authentic Food Experiences: Travelers are increasingly seeking authentic and locally-sourced food experiences. These experiences often involve visiting local markets, farms, and vineyards, and participating in cooking classes that emphasize traditional cooking methods and regional ingredients. This trend is driven by a desire for deeper cultural immersion and an understanding of local lifestyles.
Sustainability and Green Travel: There is a growing interest in sustainable and eco-friendly food tourism. Travelers are becoming more conscious of the environmental impact of their food choices and are seeking out experiences that promote sustainability. This includes dining at farm-to-table restaurants, participating in foraging tours, and visiting organic farms. The emphasis on sustainability also extends to reducing food waste and supporting local producers.
Demographic Targeting: The food tourism sector is increasingly recognizing the importance of catering to specific demographic groups. For instance, there are now tours and experiences tailored to women, LGBTQ+ travelers, and cultural heritage groups. This trend reflects a broader move towards more personalized and inclusive travel experiences.
Integration with Broader Travel Experiences: Food tourism is often integrated with other types of travel experiences,
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