Culinary Tourism Market Outlook, 2029

Culinary tourism, also known as food tourism or gastronomic tourism has become an increasingly popular trend, enticing travelers to explore destinations through their unique flavors and culinary traditions. This form of travel transcends the mere act of eating; it's an immersive experience that allows individuals to delve into the heart and soul of a culture, history, and tradition through its cuisine. Culinary tourism is more than just sampling local dishes; it involves actively participating in the culinary culture of a region. Travelers immerse themselves in the local food scene, participating in cooking classes, food tours, and tastings.

This form of tourism aims to connect people with the authentic flavors, ingredients, and techniques that define a particular culture. From street food vendors to Michelin-starred restaurants, culinary tourism encapsulates the essence of a destination's cultural identity, weaving together history, traditions, and flavors in a tapestry that captivates the senses. Culinary tourism places a spotlight on the unique ingredients and traditional techniques that define a region's culinary heritage. From the use of spices in Indian cuisine to the meticulous art of sushi-making in Japan, each destination boasts a distinctive culinary fingerprint shaped by its geography, climate, and cultural history.

The foods we eat often carry a rich historical narrative. Culinary tourism allows travelers to taste the echoes of the past, experiencing dishes that have withstood the test of time. In places like Italy, where recipes have been passed down through generations, each bite tells a story of ancient traditions and familial bonds. Culinary tourism is closely intertwined with the rituals and festivities of a culture. Whether it's the elaborate feasts of Thanksgiving in the United States, the vibrant street food markets during Chinese New Year, or the mezze spreads of the Middle East during Ramadan, culinary tourism offers a front-row seat to the cultural celebrations that revolve around food. Culinary tourism facilitates cultural exchange as travelers engage with locals over shared meals. Breaking bread together fosters connections, promoting mutual understanding and appreciation for cultural differences. By supporting local food traditions and businesses, culinary tourism contributes to the preservation of culinary heritage. This, in turn, helps communities maintain their cultural identity in an increasingly globalized world.

According to the research report, “Global Culinary Tourism Market Outlook, 2029”, the market is anticipated to cross USD 2200 Billion by 2029, increasing from USD 815.59 Billion in 2023. The market is expected to grow with 19.09% CAGR by 2024-29. Culinary tourism provides a unique opportunity for travelers to immerse themselves in the local culture. By exploring the culinary landscape, visitors gain insights into the history, traditions, and lifestyle of the destination. The rise of culinary tourism has had a positive impact on local economies. It creates opportunities for small businesses, such as local restaurants, markets, and food producers, to thrive. This influx of visitors also generates revenue for the community as a whole.

Culinary tourism often promotes sustainability by encouraging the use of locally sourced ingredients. This emphasis on fresh, seasonal produce not only supports local farmers but also reduces the carbon footprint associated with food transportation. Sharing a meal is a universal social activity. Culinary tourism provides opportunities for travelers to interact with locals, fostering cross-cultural understanding and creating memorable, authentic connections. The presentation of food is an art form, and culinary tourism showcases the creative expression of cultures through their gastronomic creations.

From the colorful and intricate designs of sushi to the rustic elegance of Mediterranean platters, the visual appeal of a dish is often as important as its taste. Dining etiquette varies widely across cultures, and culinary tourism provides an opportunity for travelers to understand and respect these social customs. In some cultures, eating with one's hands is a customary practice, while others place a strong emphasis on formal table manners. Exploring these nuances adds a layer of cultural depth to the dining experience.

Market Drivers

• Cultural Exploration and Authentic Experiences: The desire for authentic and immersive travel experiences has become a significant driver for culinary tourism. Travelers seek to go beyond the surface of a destination, aiming to understand its culture and heritage through its food. Culinary tourism offers a genuine and tangible way for individuals to connect with the local way of life, fostering a deeper appreciation for cultural diversity. As more people prioritize cultural exploration in their travel itineraries, the culinary tourism industry experiences a surge in demand. This has led to the growth of specialized food tours, cooking classes, and experiences that provide travelers with an insider's perspective on a destination's culinary traditions.
• Social Media and Digital Influencers: The rise of social media platforms has transformed the way people share and discover travel experiences. Food-centric content, including photos and reviews of unique dishes, has become a powerful influencer in shaping travel decisions. Travelers are inspired by the visually appealing and culturally rich food content shared by influencers and fellow travelers. Social media acts as a catalyst for culinary tourism, influencing destination choices and creating trends. Restaurants, street food vendors, and local culinary experiences that garner attention on social media platforms often experience an influx of visitors seeking to recreate the shared experiences. This digital influence contributes to the globalization of food trends and encourages travelers to seek out Instagram-worthy culinary adventures.

Market Challenges

• Cultural Appropriation and Homogenization: As culinary tourism gains popularity, there is a risk of cultural appropriation and homogenization of local cuisines. In an attempt to cater to the perceived tastes of a global audience, some destinations may modify traditional recipes, diluting the authenticity of the culinary experience. This challenge raises concerns about the preservation of cultural heritage and the potential loss of unique culinary traditions. Striking a balance between catering to diverse tastes and preserving the authenticity of local cuisines is crucial. The challenge lies in encouraging culinary innovation while respecting the cultural roots of traditional dishes. This requires collaboration between local communities, chefs, and the tourism industry to ensure that culinary tourism remains a force for cultural appreciation rather than appropriation.
• Environmental Sustainability: The culinary tourism industry, like any other facet of travel, faces challenges related to sustainability. The demand for exotic ingredients and global food trends can contribute to environmental issues, such as overfishing, deforestation, and excessive carbon emissions from food transportation. Balancing the desire for diverse culinary experiences with sustainable practices poses a significant challenge. To address sustainability challenges, there is a growing need for the culinary tourism industry to adopt eco-friendly practices. This includes promoting the use of local and seasonal ingredients, reducing food waste, and implementing sustainable farming and fishing practices. Responsible culinary tourism can contribute positively to environmental conservation and support local communities.

Market Trends

• Hyper-Local Experiences: Travelers are increasingly seeking hyper-local culinary experiences that go beyond mainstream tourist destinations. They crave interactions with local chefs, visits to neighborhood markets, and opportunities to engage in traditional cooking methods. This trend reflects a desire for authenticity and a more intimate connection with a destination's culinary culture. The rise of hyper-local experiences has led to the development of niche culinary tours and initiatives that focus on showcasing the unique flavors of specific regions. This trend encourages sustainable practices by supporting local businesses and promoting a deeper understanding of the cultural context in which dishes are created.
• Technology Integration: Technology plays a significant role in enhancing the culinary tourism experience. From online platforms that connect travelers with local chefs for personalized cooking classes to augmented reality apps that provide interactive food tours, technology is helping bridge the gap between cultures and making culinary exploration more accessible. The integration of technology in culinary tourism provides innovative solutions to challenges such as language barriers and accessibility. Virtual cooking classes, interactive food maps, and digital storytelling contribute to a more seamless and engaging culinary travel experience, appealing to tech-savvy travelers looking for convenience and personalization.

COVID-19 Impacts

With widespread lockdowns, travel restrictions, and concerns about health and safety, culinary tourism, which heavily relies on exploring diverse gastronomic landscapes, has faced unprecedented challenges. The closure of restaurants, food markets, and cooking classes, coupled with the suspension of international travel, led to a drastic decline in culinary tourism activities. Many renowned culinary destinations experienced a significant decrease in visitors, affecting local businesses, chefs, and food producers who rely on tourism for their livelihoods. Social distancing measures and hygiene protocols further altered the dynamics of dining experiences, with a shift towards takeout, delivery services, and outdoor dining becoming the norm.

The communal aspect of culinary tourism, where sharing meals with locals and fellow travelers fosters cultural connections, was hindered by the necessity for physical distancing. Additionally, the economic impact of the pandemic on households worldwide resulted in altered spending patterns, with many individuals prioritizing essential needs over discretionary expenses such as travel and dining out. However, amidst these challenges, the pandemic also spurred innovation within the culinary tourism sector.

Virtual cooking classes, online food experiences, and culinary storytelling gained popularity as alternatives to traditional in-person activities. Local food producers and restaurants adapted by focusing on delivery services, introducing meal kits, and finding creative ways to engage with their audience through digital platforms. These adaptations not only helped sustain businesses during challenging times but also opened new avenues for reaching a global audience interested in exploring culinary traditions from the comfort of their homes.

Based on the activity, Culinary trails are curated paths that lead travelers through a series of gastronomic experiences, often highlighting regional or local specialties.

Cooking trials allow participants to engage deeply with a destination's culture through its cuisine. Travelers get the chance to learn about local ingredients, cooking techniques, and the history behind traditional dishes. This hands-on approach facilitates a more profound connection with the culture, providing insights into the daily lives of locals and their culinary traditions. Cooking trials provide an authentic and interactive experience that extends beyond merely tasting local dishes. Participants are actively involved in the preparation process, from selecting ingredients to mastering cooking techniques.

This authenticity resonates with travelers seeking genuine, off-the-beaten-path experiences that go beyond the standard tourist activities. Engaging in a cooking trial creates lasting memories. Participants not only enjoy the final product but also gain a sense of accomplishment from creating it themselves. This memorable aspect adds value to the overall travel experience, making it more personal and meaningful. Cooking trials often involve collaboration and social interaction. Participants cook alongside local chefs or fellow travelers, fostering a sense of community. The shared experience of preparing and enjoying a meal together creates connections and bridges cultural gaps, contributing to a more enriching travel experience.

Cooking trials can cater to a wide range of preferences and dietary restrictions. Whether it's mastering a particular regional cuisine, learning about street food, or exploring vegetarian or vegan options, the variety and customization available in cooking trials make them appealing to a diverse audience. Participation in cooking trials empowers individuals to recreate authentic dishes at home. Travelers not only savor the flavors during their trip but also gain practical skills that they can incorporate into their daily lives. This empowerment adds a practical and educational dimension to the travel experience.

The OTAs segment is the highest contributor to the market with major revenue share in 2023. In this group, an online travel agent is a store that sells travel and tourist services online.

Travelers today are very used to using this method to plan their trips. This is because there are so many vacation packages to choose from. The market for culinary tourism is expected to experience exponential expansion during the forecast period. The development of smartphone use for booking travel can be credited to this segment's growth. Additionally, this booking method is reasonably practical, and different agency promotions entice travelers to choose the OTA method. Travel agents' primary income source is booking commissions for lodging, tours, guided tours, and other services. The sale of insurance, travel manuals, schedules for public transportation, and money exchange are some more revenue options.

Additionally, the operators give incentives to travel agencies to advertise their goods. Knowledge of the destination and effective time management for travel and transportation are the main factors promoting the growth of travel agencies. Many seasoned travelers prefer making direct reservations with service providers to reduce costs. With the introduction of web portals, many service providers can now communicate with potential customers directly. Additionally, various travel blogs and customer reviews assist other travelers in making the best decisions when selecting new activities, locations, and other associated services. Experienced travelers frequently make direct reservations.

This market is anticipated to expand steadily throughout the forecast period because of the simplicity with which travel arrangements can now be made thanks to technological advancements. This rise is attributed to the convenience, variety, and comparative options that online travel agents provide. They offer a one-stop platform for researching, comparing, and booking various culinary experiences and accommodations. Online travel agents often feature user reviews, which play a significant role in decision-making for travelers. This segment appeals particularly to tech-savvy travelers, including Millennial and Generation Z, who are comfortable with technology and prefer to plan and book their travel online. Online travel agents also offer the flexibility of customized travel packages and last-minute deals, making them a popular choice for a wide range of travelers seeking culinary experiences.

The domestic segment of culinary tourism involves travelers exploring culinary experiences within their own country. This segment is the largest due to several factors, including ease of travel, familiarity with the language and customs, and often a lower cost compared to international travel.

Domestic culinary tourism offers unparalleled accessibility and convenience. Traveling within one's own country eliminates the complexities associated with international travel, such as visa requirements, language barriers, and long-haul flights. Domestic culinary experiences become more accessible, making them an attractive option for those seeking a quick getaway without extensive planning. Many countries boast diverse culinary landscapes influenced by regional variations in ingredients, cooking techniques, and cultural traditions. Domestic culinary tourism allows travelers to explore this richness without crossing borders.

From the seafood-rich coasts to the hearty cuisines of the mountains, domestic tours provide an opportunity to savor a variety of flavors within a single country. Domestic culinary tourism has a direct and positive impact on local economies. By choosing to explore culinary offerings within their own country, travelers contribute to the growth of local businesses, from family-owned restaurants and farmers' markets to artisanal food producers. This support fosters community resilience and economic development. Traveling within one's own country allows for a deeper understanding of local cultures and traditions.

Domestic culinary tourism capitalizes on the familiarity of regional cuisines, enabling travelers to appreciate the nuances of their own culinary heritage. This cultural connection enhances the overall travel experience. The COVID-19 pandemic has significantly influenced travel preferences, with many individuals opting for domestic tourism due to safety concerns and travel restrictions. Domestic culinary tourism aligns with these trends, providing a safe and convenient way for people to explore new culinary experiences within the confines of their own country. Travelers often underestimate the culinary treasures hidden within their own country. Domestic culinary tourism encourages exploration of lesser-known regions and the discovery of hidden gems, providing a sense of adventure without the need for international travel.

Europe dominated the global market with a revenue share in 2023. This region dominates the culinary tourism sector owing to its outbound tourism, which is around half of the worldwide outbound tourism.

People with significant disposable income can be found in Europe, an advanced continent. The overall outlook for leisure inbounds and outbound travel is positive as Europe's GDP rises steadily. To entice a potential culinary traveler, it also boasts a lot of tourist destinations, exotic retreats, a range of foods, and renowned food festivals. Europe's enormous diversity, whether in terms of tourist destinations or cuisine and drink options, is the primary reason fostering the expansion of adventure travel in the continent. Europe is a favorite destination for food travelers because it is home to many historically significant nations, cultures, languages, and culinary diversity.

Culinary tourism is witnessing increased popularity, especially among leisure and recreational travelers. Germany, France, and the UK are the leading destinations for culinary tourism in Europe. The increased number of culinary tourist arrivals and the availability of cruising experiences for luxury travel seekers will be the major factors driving the growth of the market in this region. According to the data stated by The World Bank Group, in 2021, the population aged 65 years and above in Italy, Germany, the UK, and France was 24%, 22%, 19%, and 21%, respectively, of the total population. This population prefers tailormade and multigenerational vacations to enjoy the variety of local cuisine along with other activities with family. The increasing demand for such travel experiences, especially among baby boomers as well as the millennial population, is expected to boost the growth of the overall market in Europe during the forecast period.

Key participants in the culinary tourism business are constantly inventing and diversifying their services to meet the changing demands of guests. They are focusing on developing immersive, authentic, and locally sourced food experiences that go beyond standard dining. This includes tailored culinary excursions, chef-led cooking lessons, farm-to-table experiences, and collaborations with local food artisans. Top businesses are also incorporating technology to improve the client experience, such as using apps for personalized tour recommendations and online platforms for simpler booking and review. Furthermore, there is a greater emphasis on sustainability and responsible tourism, with top enterprises promoting environmentally friendly practices and supporting local communities. These efforts attempt to provide unique, memorable gastronomic experiences while building a closer connection between tourists and the local culture.

Recent Developments

• November 2023: Abercrombie & Kent Group of Companies S.A. announced the launch of an extraordinary journey, Italy and the Palio, which will be hosted by the founder of the company and will be set to depart in August 2024. The journey will provide the experience of culinary delights from Michelin-star restaurants and authentic cooking lessons.
• In 2023, Airbnb has introduced the Culinary Adventures program, offering tourists immersive local cuisine experiences. With a focus on food tours and cooking classes, the initiative seeks to provide travelers with authentic and enriching culinary experiences, enhancing their connection to the culture and flavors of the destinations they visit.
• In 2023, ITW UXP and Club Vistara join forces in a partnership aimed at boosting the sports tourism business. The collaboration seeks to enhance accessibility, making travel for sports enthusiasts more convenient, providing unique experiences and opportunities for fans to engage with their favorite sports events.
• In July 2023, Halekulani, the iconic oceanfront luxury hotel in the heart of Waikiki, announced an exclusive culinary experience in collaboration with The Imperial Hotel Tokyo at La Mer, Hawaii's only AAA Five Diamond, and Forbes Five-Star restaurant. The two prestigious properties will feature a five-course tasting menu comprised of signature dishes prepared by Thierry Voisin, Chef du Cuisine of Les Saisons at Imperial Hotel Tokyo, and Alexandre Trancher, Executive Chef of La Mer at Halekulani.
• In July 2023, Astellas Pharma Inc. announced that it has completed the acquisition of IVERIC bio, Inc. concerning the announcement on April 30, 2023, through its indirect wholly-owned subsidiary Berry Merger Sub, Inc.
• In July 2023, ADM announced the acquisition of Prairie Pulse to boost its pulse footprint in Canada. Prairie Pulse is the owner of a pulse crop cleaning, milling, and packaging facility in Vanscoy, Saskatchewan, Canada. The plant which includes origination, 12,000 MT of bulk storage, cleaning, milling, sorting, sizing, and bagging is said to double ADM’s pulse footprint in the region.

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Culinary Tourism market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Activity Type

• Culinary Trials
• Cooking Classes
• Restaurants
• Food Festival
• Others

By Mode of Booking

• Online travel agents (OTA)
• Traditional agents
• Direct booking

By Tour

• Domestic
• International

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. After this, the analyst started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once the analyst had primary data, they started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Culinary Tourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


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