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 because of food and drink. That means more than attractions, more than sightseeing, more than scenery or architecture, and more than price, good food and drink are a driving force in which destinations travelers now choose.
2. ROLE OF SOCIAL MEDIA IN JEOPARDY
While Instagram is still on a roll, consumer use of Facebook has been tapering off, especially in Europe. And consumers are wiser than ever to paid “endorsements” from celebrities or bloggers. That has adversely affected the overall percentage of travelers who get their food and travel information from social media. Where are people getting this information now? Data show that they’re going back to friends and family to fill in the gaps in their pre-trip research.
3. NEW CONCERN OVER LOSING OUR FOOD CULTURES
The passion for local and authentic food and beverage products and experiences is driving a Renaissance in interest in culinary cultures. Travelers now want the backstory — the history of the recipe, how customs at the dining table evolved, how the serving utensils are made, etc. Just serving up a local and authentic meal is no longer enough.
4. SUSTAINABILITY STILL A MAJOR CONCERN
Not only are food-loving travelers concerned about food waste, they are also concerned about packaging waste from food and beverage products — things like plastic cutlery and straws. And they also care about the ethics of livestock welfare. We take our behaviors on the road with us, and we are exporting these values wherever we travel. That’s a good thing.
5. FOOD TOURISM GROWING — MOSTLY IN DEVELOPING NATIONS
While interest in food and drink when traveling is consistent in developed countries, our data show the real growth is in lesser developed nations. Leading the list are China, India and Mexico.
6. GEN Z ARE THE NEW “SUPER FOODIES”
Older millennials are having children who are now approaching university age. These generation Z consumers have money to travel and are going out to explore the world, often for the first time. Our data has always showed that millennials were obsessed with food. But what happens when two millennials have a baby? They pass down their values to their child. Enter the era of the “Super Foodie” which is what our newest data is showing.
7. AUTHENTICITY IS BEING CHALLENGED
We’re seeing new debates about what is “authentic”? Is there room for innovation in the authentic preparation of dishes today? Is fusion allowed? Can authenticity and culinary innovation co-exist? Just give us something tasty, we’re not that fussy.
8. SPECIAL DIETS ARE ALL THE RAGE
Regardless of whether a dietary preference is based on an allergy (e.g. gluten, egg or soy), a personal preference (e.g. no offal), or on ethics (no meat or animal products), special diets are here to stay. Our research shows the vegetarian category is one of the fastest growing special diets. Suppliers need to plan for this. And a vegetarian menu does not mean salad, pasta or risotto for every meal. Get creative!
9. FOOD & DRINK ARE THE CORNERSTONE OF TOURISM
All travelers eat and drink. They can return home with memories of chain burgers and chain coffee, or a savvy destination, tour operator and other suppliers can make sure that travelers have the information they need to make solid choices — and to create impactful memories. In many ways, food and drink should be considered the cornerstone of any tourism strategy — even in areas not known for great food and drink. Food and drink affect all 5 human senses making them one of the most influential experiences.
10. PEOPLE SPEND MORE ON F&B REGARDLESS OF INCOME
Food and drink are passion products. Our research shows that people are saving money to splurge on a nice restaurant, or to purchase gourmet food and drink items when traveling. Travelers in lower income brackets show the same behavior. We’ll spend money on what we like, even if it is a financial stretch. Some people just want better quality or taste, while for others, they want the bragging rights.
Get hundreds of Culinary Tourism tips, insights, and trends to use in your 2020 planning
The world’s newest and largest Market Research report ever published on food tourism. The 328-page 2020 Food Travel Monitor sheds light on answers to common challenges, and illustrates in-depth findings with helpful graphs and charts.
How much do culinary travelers spend? What are the top motivators for culinary travelers? What % of culinary travelers participate in food tours or attended a food festival? How do travelers choose their next gastronomy travel destination?
Use the 2020 Food Travel Monitor as a resource to attract more visitors to your destination, and aide your product development and marketing strategies.
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The World Food Travel Association was founded in 2003, and is considered the world’s leading authority on food tourism. Our mission is to help preserve culinary cultures through hospitality and travel. Each year we serve an audience of nearly 200,000 trade professionals world-wide. Learn more about what we do.
