How Culinary Travel Tells the Story and Celebrates the History of a Destination
27.03.2024 - 15:40
/ travelweekly.com
Travel advisors know that one of the best ways to explore a city is by tasting your way through it. According to a recent Virtuoso report, the appeal of culinary tourism continues to rise as travelers choose food and drink adventures as the main course for an immersive, memorable trip that connects them to their chosen destination.
With so many culinary-themed activities — including chef-guided market tours, cooking demonstrations, regional food tours, food and wine festivals and foraging excursions — it’s easier than ever to leverage this growing market segment to grow your business.
Help clients eat like locals
“Food is a wonderful way to explore a place and its culture, because it's a shared experience between locals and travelers. Everybody has a story about why they enjoy the cuisine where they live; it's a lovely conversation starter,” says Erin Caswell, owner of Caswell Traveled in Little Falls, Minnesota.
Chateau Frontenac overlooks the St. Lawrence River, Old Québec Source: Courtesy of Ministère du Tourisme du Québec
Caswell is working with a client who is headed to Québec City and Montreal, and food is top of mind.
“We talked about what’s special to the region, like local bakeries, sugar shacks and Indigenous cuisine,” she says.
Advisors can build itineraries around culinary experiences at all price points, adds culinary tourism strategist Eric Pateman, owner of ESP Culinary Consulting in Vancouver, British Columbia.
“It doesn't matter where you go, food and culinary heritage connects people, and it's the best way to get to know the true essence of local culture; you just become part of the community,” says Pateman, who works with hospitality and tourism organizations to tell compelling stories about their destinations. He’s traveled to over 120 countries, and as one of Canada’s leading ambassadors of Canadian cuisine, he believes food and drink is the ultimate reflection of a place and its people.
Seek out under-the-radar spots
Jennifer Nix, owner of Fork & Leaf Travel in Birmingham, Alabama, plans luxury travel in the food and nature space. She’s noticing high demand for one-of-a-kind culinary vacations.
“Folks are looking for more experiential travel today, which ties into that sense of place and how integrated the culture, the heritage, the agriculture, the topography affects what’s available in what season, and how it’s so unique to these wonderful places,” says Nix.
Some of the most immersive experiences stem from casual hidden gems advisors can then pass along to travelers, notes Pateman.
“My most memorable meal was on the side of a road in Casablanca, Morocco, where a woman behind a makeshift kitchen cooked snails and stew for us,” he recalls. “Nobody spoke English. I spent three