In past decades destination organizations (DMOs) have included dining establishments in their promotional material, usually presented in simple listings in a guide, brochure, or website. However, as the travel industry continues to boom, people are traveling with a greater sense of purpose, not only looking to escape and relax but also to seek personal gain and greater fulfillment through new travel experiences. That’s why travel segments such as biking tours, extreme travel, health and wellness, and food travel tours are becoming more popular. Today DMO’s and dining establishments are stepping up their efforts to put dining at the forefront of a person’s travel itinerary. Restaurants are formulating partnerships not only with DMOs but also with museums, attractions, and other restaurants too, creating culinary events, Food Travel Tours, supported by technology, marketing, and promotional investments. Restaurateurs and travel experts all over the world believe food and culinary experiences are destinations drivers. Here are 5 reasons why people are traveling to eat.
1. Trip Plan to Dine
“To eat is a necessity, but to eat intelligently is an art,” said 17th century author Francois de La Rochefoucauld. When traveling, food is a necessity. The first thing people do when considering a vacation is to go online. Over 66% of leisure travelers search online to plan their trips, according to eMarketer. Dining establishments are easy to find, having embraced technology, creating their own websites, apps, social media venues, and online reservation systems. Consumers are more in tune with culinary trends, personal needs, and preferences, whether it’s a specific diet, gluten free, healthful kids’ meals, or ethnic-inspired items, and are more aware of ingredient choices – grains, herbs, spices, etc. Further, the growth in volume and diversity of restaurants is at an all-time high. In the U.S., there are over 635,000 restaurants in 2014, an increase of 30,000 over four years. Based on these trends, when people plan trips, restaurants and dining choices are indeed a priority, and not a second thought.
2. Cultural Experience
Cultural tourism is one of the fastest growing travel segments in the world. An estimated 76% of all leisure travelers took a cultural/heritage trip in 2013, according Mandala Research. People are seeking travel destinations to immerse themselves into the history, heritage, arts, and lifestyle of a specific destination. What has evolved over the past few decades is the increasing demand among people to experience the culinary aspects of that location and thus its culture. People are pursuing more memorable eating experiences in pursuit of understanding the culture of that destination. Over 27 million American went on culinary vacations. Over 88% of DMO’s believe gastronomy is an important strategic position when defining their brand and image. When seeking cultural getaways, travelers consider food a critical part of the entire experience. Food is a driving factor.
3. Wine & Brewery Tours
Wine tours used to be reserved for the affluent, booking luxury trips to Western Europe, and delighting in tasting the newest vintages at the best vineyards. Since the 1980’s, wine consumption has grown dramatically, along with the quality and number of producers. At that time, U.S. consumers began moving away from jug wine to higher quality vintages. Baby boomers came to appreciate higher quality wines, and with more leisure time and disposable income, this demographic pushed volume and quality output even higher. Meanwhile, California vintners began producing world-class wines, increasing awareness and demand. These factors and more contributed to a globalization of wine. Today, wine sales are expected to reach $292 billion in 2014 (Marketlink). There are 7,762 wineries in the U.S. (Wine Business Monthly, 2014). Studies also indicate about 60% of all Americans have expressed an interest in taking a wine tour. Furthermore, there are 290 wine tour operators around the world offering tours in France, Spain, Italy, and in U.S. Vineyards, chefs, restaurants and other attractions have created wine tour packages, combining wine tasting, cooking classes, and a diverse array of travel and culinary experiences. Millions of people book getaways with food and wine in mind.
The U.S. craft beer industry is growing faster than the wine industry with an average overall growth of 10.9% over the past decade. There are 2,882 breweries in the U.S., contributing $33.9 billion to the economy (Brewers Association). The average American brewer is small, independent, and produces 6 million barrels or less per year. Craft beer runs the gamut in types of beer with microbreweries offering thousands of different styles and flavors. Innovation and local heritage is at the heart of the craft brewery mindset, and travelers are discovering a great experience in their taprooms, brewpubs, and beer festivals. Microbreweries are also getting creative with their culinary offerings, providing a whole new experience when combining different craft beers with innovative food menus. There are brewery hotspots all over the world, from Munich to Belgium, Oregon to New England, and millions are experiencing the incredible array of craft beers paired with a favorite food item. People travel to eat (and taste) when going on microbrewery tours. Microbrewery tours paired with food is a hot growing trend in the travel industry.
4. Culinary Events
When it comes to culinary events, food is the main attraction. We know how important dining out is as a travel activity. However, traveling for the sole purpose of experiencing a culinary event elevates the importance of food. Culinary events are all encompassing and include food tours, cooking classes, grilling festivals, wine tasting, baking schools, microbrewery tours, agri-tourism, food festivals, chocolate tours, food manufacturing tours, and more. Culinary travelers may consider cooking classes in Paris or attending cooking schools in Italy. Destinations are working with chefs and local cafes, creating unique culinary events, taking part in restaurant tours and food seminars. According to a study by Resonance Consultancy, there were 28 million culinary leisure travelers in the last 3 years, experiencing culinary events. When it comes to culinary events, food is the destination driver.
5. Back to the Table with Friends & Family
When do families have the time to spend together at the dinner table? In today’s two people working family, stress filled, busy households, parents and kids alike are eating on the run, not eating, or eating at separate times. According to the UK Daily Mail, families are spending a little over 30 minutes together during the week becarichardblocki01@gmail.comuse of the demands of modern life. Many studies indicate Americans are spending less time eating together due to hectic schedules and fast food alternatives. Enter Art Smith. Art, celebrity chef and author of “Back to the Table, The Reunion of Food and Family,” has traveled all over the world, cooking for families in Europe, Africa, and the United States. In his 2001 book, “Back to the Table,” Smith provides reminders about the importance of dining together. “Getting back to the table allows us to love and nurture each other and renew connections to our families…” And when do families have the time to reconnect at the dinner table? Vacation meals are a valued and cherished time to reconnect with friends and family.
People make travel destinations based on food. People are also using social media to share food travel experiences with restaurants, menus, plates, events, history, tastings, and more. Food travel tours exist all over the globe and are offered in dozens of categories in innovative, experiential ways. They are a means of deepening our cultural knowledge and tantalizing our culinary taste buds. Culinary tourism inspires millions to get up and go with sipping, tasting, and dining in mind. Share your food travel tour stories and photos on a new portal – MyTripPost.” This is an amazing online source where one can post travel insights and experiences, and inspire others to become travel ambassadors to the world.
For more details, kindly visit: http://mytrippost.com/
