Search Travel Market Report

mainlogo
www.travelmarketreport.com
  • News
  • Tours & Packages
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Niche & Luxury
  • Well-Being Travel
  • Training & Events
  • Who We Are
    • Anne Marie Moebes
    • Brian Israel
    • Dan McCarthy
    • Denise Caiazzo
    • Marilee Crocker
    • Paul M. Ruden
    • Dori Saltzman
    • Kelly Fontenelle

Culinary Tourists Are Seeking More Than Just Food

by Richard D’Ambrosio / February 10, 2020
Culinary Tourists Are Seeking More Than Just Food


Travel advisors assisting clients in exploring their food and beverage interests should help identify and market the broader experiences a destination offers, especially festivals, live performances, and more typical local experiences like food trucks and food carts.

According to a new study, culinary travelers are more likely than others to visit historical and cultural attractions, shop and take tours. They also are much more likely to attend a live music festival or concert, sporting events and the performing arts.

Nearly half of the respondents to the study who say they have recently eaten at a fine dining restaurant also ate at a food truck, food cart, or food stall (45%), according to the study, conducted by the World Food Travel Association (WFTA).

“It is great if a destination is known for one primary food attraction (such as gourmet food or wine), but more than ever, destinations need to concentrate on a whole range of offerings to support their key attraction,” according to the study’s executive summary.

Culinary travelers are flocking to festivals because they want to try new things, said Matthew Stone, associate professor at California State University, Chico, and lead WFTA researcher, during a recent press conference unveiling the results of the study. The last similar WFTA report was released four years ago.

“I can only eat so many meals at restaurants in a typical day. But at a festival, I can try 5, 10, 20 things,” he said.

Millennials are more likely than older age groups to attend food festivals, take cooking classes and participate in food/beverage tours while traveling, Stone noted. For example, 31% of Millennials will attend a food festival, versus 15% of Boomers and 24% of Generation X age group members. Millennials also are much more likely to incorporate cooking classes into their lives (13%) than their Boomer (4%) and Generation X (9%) peers.

“As we see people get younger, they are more active and exploratory,” Stone said.

Aashi Vel, co-founder at Traveling Spoon, and in attendance for the press conference, said her company is going to start offering food festivals as part of their tours as a result of the survey’s findings.

The WFTA report showed that 33% of culinary travelers have attended a food festival (compared to 17% of non-culinary travelers), while 28% of culinary travelers have attended a beer festival (compared to 14% of non-culinary travelers). Additionally, 24% of culinary travelers have taken a food or beverage tour (versus 13% of non-culinary travelers), while 23% of culinary travelers have attended a wine festival (compared to 9% of non-culinary travelers).

Culinary travelers can also be more lucrative clients for travel advisors, the study showed. American culinary tourists spend 30% more per day on a trip than non-culinary travelers, while Canadian culinary tourists spend 12% more. Worldwide, culinary travelers spend 24% more per day than other leisure travelers.

Furthermore, 77% of leisure travelers say that food and drink experiences make them more likely to return to a destination.

“People are exploring food interests wherever they go,” said Erik Wolf, WFTA executive director.

Even if someone doesn’t identify themselves as a culinary traveler, eating and drinking like a local is still the number one motivation (53%) for tourists, the WFTA study showed; followed by visiting local landmarks (35%); attending a food, beer or wine festival (27%); and eating at a gourmet restaurant (27%). “This is what is getting them off the couch,” Stone said.

Finally, culinary experiences should make for great testimonials, the WFTA study shows. According to the survey, 71% of all leisure travelers say food and drink experiences while traveling give them many stories to tell when they return home.

The survey, conducted last year, reached 4,554 leisure travelers in six countries, including Canada, China, France, Mexico, the UK and the U.S.

  4
  0
Related Articles
HAL Master Chef Rudi Sodamin Joins Princess Cruises as Head of Culinary Arts
Royal Caribbean Reveals Culinary Line-Up for Wonder of the Seas; Debuts Southern Comfort-Style Eatery
Greece Set to Reopen to Cruise Ship Traffic on August 1
What is Eco-Friendly Travel Today?
Travel Safety App Introduces COVID Checker Tool for Advisors
Abu Dhabi Launches “Specialist Program” for Travel Advisors
Serena Punta Cana Resort Offers Special Rates Celebrating “Travel Advisor Day”
How One Travel Agency Dealt with COVID-19 Travel Restrictions
How One Travel Advisor is Dealing with the Fires Raging Across Australia
JetBlue Airways to Launch Up to 10 Daily Roundtrips Between New York and Boston

MOST VIEWED

Brought To You By
  1. A&K Purchases Crystal Ships, Revives Crystal Cruises Brand
  2. CDC Adds Three Caribbean Destinations to “High-Risk” COVID-19 List
  3. Travel to Italy Is Officially Back to Normal
  4. Viking Drops Onboard & Pre-Cruise COVID-19 Testing
  5. Three Cruise Lines Bring Masks Back in Alaska
  6. Travel Advisors Continue Push for Removal of U.S.’s Inbound Testing Requirement

MOST EMAILED

Brought To You By
  1. Travel to Italy Is Officially Back to Normal
  2. Report: U.S. to End COVID-19 Air Travel Testing Requirement
  3. A&K Purchases Crystal Ships, Revives Crystal Cruises Brand
  4. Japan Could Boot Tourists Who Disobey COVID-19 Rules
  5. Viking Drops Onboard & Pre-Cruise COVID-19 Testing
  6. Bahamas Eliminates Travel Health Visa, But COVID Test Requirement Remains
TMR Subscription

Subscribe today to receive daily in-depth coverage, analysis of industry news, trends and issues that affect how you do business. Subscribe now for free.

Subscribe to TMR

TMR Recommendations
Daniel Zim
Zim Travel Law, PLLC. Demystifying Complexity with Down to Earth Advice. Attorney Advertising.
hbar
Rodney Gould
Rodney E. Gould concentrates in travel and tour-operator litigation and regularly counsels travel-related entities worldwide.
hbar
Tom Carpenter
Carpenter Law Office - Representing clients in the travel and tourism industries. Attorney Advertising.
hbar
Top Stories
Staffing Remains the Biggest Issue for the Travel Industry
Staffing Remains the Biggest Issue for the Travel Industry

Almost every single service sector worldwide is struggling with staffing issues and the travel industry is no exception.

Read...
Marketing, Engagement, & Partnerships Lead Discussions as TMP East Opens
Marketing, Engagement, & Partnerships Lead Discussions as TMP East Opens

The two-day conference provides attendees a packed schedule of general sessions, TED-style talks, panel discussions, a packed trade show floor and more.

Read...
U.S. Travel Association Names Roger Dow’s Successor in Geoff Freeman
U.S. Travel Association Names Roger Dow’s Successor in Geoff Freeman

Freeman will take the reins on Sept 1, taking over for Dow who is wrapping up a 17-year tenure as U.S. Travel’s leader. 

Read...
Legislative Day 2022: Two Big Priorities for ASTA’s ‘Most Significant Day’
Legislative Day 2022: Two Big Priorities for ASTA’s ‘Most Significant Day’

More than 230 travel advisors from 47 states came to D.C. for this year’s Legislative Day, just three states shy of its 50-state goal. 

Read...
What to Know About Shipping Luggage Ahead of Travel
What to Know About Shipping Luggage Ahead of Travel

Shipping luggage is safe and reliable, but there are some things to avoid. 

Read...
Despite Inflation and Rising Costs, Travel Is Still Top-of-Mind for U.S. Consumers
Despite Inflation and Rising Costs, Travel Is Still Top-of-Mind for U.S. Consumers

New survey data from ASTA saw that consumers are still preparing to travel despite the rising cost. 

Read...
TMR OUTLOOKS & WHITE PAPERS
CP White Paper
Multi-Gen Outlook
Distribution Outlook (1)
New to Cruise Outlook
Expedition 2020
River Cruise Outlook 2019
View All
Advertiser's Voice
https://img.youtube.com/vi/QTPIinGDcIY/0.jpg
Video: Can Booking Bachelor and Bachelorette Party Groups Be Profitable for Advisors?
About Travel Market Report Mission Editorial Staff Advisory Board Advertise
TMR Resources Webinars Calendar of Events
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
71 Audrey Ave, Oyster Bay, NY 11771
News|Leisure Travel|Land Vacations|Cruise|Canada Retail Strategies|Well-Being|Luxury|Training
© 2005 - 2022 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | 243 South Street, Oyster Bay, NY, 11771 USA | Telephone (516) 730-3097| Terms and Conditions
Cookie Policy Privacy Policy