Food tourism is a growing trend in the travel industry, with more travelers prioritizing culinary experiences during their trips. According to Hilton’s 2025 Trends Report, nearly one in five travelers sometimes travel specifically to seek out coveted culinary experiences. A significant number of travelers would even book restaurant reservations before securing their flights, highlighting the importance of food in travel planning. This shift towards culinary-driven travel decisions is shaping the food tourism sector and influencing consumer preferences.
Hands-on culinary experiences have also become more popular among travelers, with cooking classes and other skills-based activities on the rise. Viator’s data shows a significant increase in the popularity of hands-on culinary experiences, indicating a desire for immersive activities. This trend also includes photography tours and sports lessons, reflecting travelers’ interest in engaging and interactive experiences while exploring new destinations.
Travelers are increasingly seeking authentic and locally-sourced food experiences, driving the demand for visits to local markets, farms, vineyards, and cooking classes that emphasize traditional cooking methods and regional ingredients. This trend is driven by a desire for cultural immersion and a deeper understanding of local lifestyles. Additionally, there is a growing interest in sustainable and eco-friendly food tourism, with travelers becoming more conscious of the environmental impact of their food choices and seeking out experiences that promote sustainability.
The food tourism sector is recognizing the importance of catering to specific demographic groups, with 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. Food tourism is also being integrated with other types of travel experiences, such as adventure tourism, wellness travel, and cultural tours. This integration enhances the overall travel experience by providing a holistic approach to exploring a destination.
Destinations are actively marketing their food offerings to attract travelers, with initiatives such as showcasing local dishes and restaurants through web series and campaigns. The Michelin Guide has also become a valuable tool for destinations to tap into food tourism, with Dubai, Texas, and Atlanta leveraging the guide to boost tourism. Luxury brands are also getting involved in food tourism, offering unique culinary experiences to guests, such as VIP visits by celebrity chefs and treepod dining experiences. As food tourism continues to evolve, it is likely to further integrate with other travel sectors, offering even more diverse and enriching experiences for travelers.
Overall, the trends in food tourism highlight the growing importance of culinary experiences in travel, as travelers seek more meaningful, immersive, and sustainable experiences. The industry is evolving to meet the changing preferences of consumers, with a focus on authenticity, sustainability, and inclusivity. As destinations and brands continue to invest in food tourism, travelers can expect to have access to a wide range of culinary experiences that enhance their overall travel experience. Food tourism is not only about taste but also about cultural immersion, sustainability, and creating memorable moments while exploring new destinations.
