“A whole world of food-loving travelers is waiting to travel again. Until we can, we’re getting ideas and planning for our next big trips. There are so many options, how will we decide where to travel first? A well-developed marketing strategy helps a food-forward destination to stand out in the crowd to potential travelers. And now is the time to start getting your destination on our radars!”

Bags packed, hotel booked, flights bought. All ready and nowhere to go. Sound familiar?

It was supposed to be the bold start of an exciting new decade, with the ambitious “2020” emblazoned on…


Businesses, destinations and organizations around the world are trying to figure out their next step to bring back business and get people spending again. And in fact, we are coaching our own community right now to plan for the future, innovate as needed and prepare for the relaunch of travel and tourism. Now is not the time to sit back and wait.

Smart destinations around the world already know that food and beverage form the very foundation of destination marketing for the simple reason that 100% of travelers eat and drink. …


10 Ways to Cope with the Coronavirus Outbreak

At London Heathrow today, entire corridors of the airport were entirely void of people — on what would otherwise be a frenetic Saturday morning. I estimate there were about 113 people on my flight to San Francisco, well less than half of the normal 266 passenger capacity for this plane.

It’s a fact that fewer people than ever are traveling right now due to fear of the coronavirus. What this means for culinary tourism professionals like you is that your source of income — whether customers or visitors — is now at…


Food tourism is important to a wide variety of sectors, not just food, beverage, travel or hospitality. With our latest food tourism market research report, we have uncovered the following 10 major trends emerging in food tourism 2020. Read on to learn what you can be doing to leverage the power of food tourism.

1. LOVE OF GOOD FOOD IS MAINSTREAM

Once considered to be of interest to only a few, or possibly even elitist by some, today the appreciation and search for good food and drink is fully mainstream, with fully 53% of leisure travelers choosing their next destination…


Regular, short inspirations for food & beverage tourism professionals.

Think about a vacation/ holiday where you really loved the food or drink that you experienced. Let’s use Greece as an example, but you could just as easily choose any town, city, region, state, province or other country.

Before your first trip to Greece, you anticipated what Greek food would be like. You might have tried “Greek” foods in the area where you live. Those foods might have included the stereotypical gyros, souvlaki, tzatziki sauce, and baklava as well. Maybe you enjoyed these foods perfectly fine. But because you had never…


Regular, short inspirations for food & beverage tourism professionals.

In the nearly 20 years of championing the food tourism (a.k.a. culinary tourism or gastronomy tourism) industry, you can imagine that we have noticed many things.

One thing we continue to notice, and which we don’t understand, is when destinations regard their food and beverage products and experiences as either something to look at in a museum, or something to be put on a shelf because it looks nice. And it should definitely be Instagrammable, right? …


Regular, short inspirations for food & beverage tourism professionals.

How can food tourism (culinary tourism, gastronomy tourism, wine tourism, beer tourism, et al, ad infinitum) actually help destination marketers and small business owners? The answer can be both easy or hard, and it depends on you. We hear this question a lot, and while the answer seems obvious to many of us, others might need some inspiration.

One of the founding tenets of food tourism, and one which we have always purported since our industry’s Day One, is that food and beverage tourism is really about those food and beverage…


Welcome to the final step of our new 10 step series about what destination marketing organizations need to do to develop a strategy to woo food- and beverage-loving travelers. This is an excerpt — Step 10 — the final step of our 10-Step Guide — from our full report which you can download here .

Congratulations — things are going well. Visitors are coming, and they’re happy! The word-of-mouth engine has started and it’s working. Or maybe some adjustments are needed.

Your work is never done. Now is the time to gather feedback, either qualitative (such as interviews) or quantitative…


Welcome to my new 10 step series about what destination marketing organizations need to do to develop a strategy to woo food- and beverage-loving travelers. This is an excerpt — Step 9 of our 10-Step Guide — from our full report which you can download here.

You’ve prepared great products, you’ve got a solid marketing plan and strategy. Lights, camera, action! Visitors are coming, but they’re not enamored by your destination’s culinary experiences. What could be wrong?

A few things could be wrong, actually. One of the most likely culprits is small business owners and entrepreneurs who are not prepared…


Welcome to my new 10 step series about what destination marketing organizations need to do to develop a strategy to woo food- and beverage-loving travelers. This is an excerpt — Step 8 of our 10-Step Guide — from our full report which you can download here.

You’ve done everything right and visitors are starting to come! People are talking about your area and its great food and drink. Congratulations!

But there’s a problem. As the word gets out, more and more people will come. Everyone will want to experience everything your destination has to offer. …

Erik Wolf

Erik is the founder of the food & beverage travel trade industry, and Founder & Executive Director of the World Food Travel Association.

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