World Food Travel Association paper

State of the Food Travel Industry Report

Copyright © World Food Travel Association. All rights reserved.

From the World Food Travel Association,
the world’s leading authority on food & beverage tourism.
January 31, 2020

2020 State of the Food Travel Industry Report

Contents Page

Welcome 4 “Our industry has never
Executive Summary: What You Can Expect 5 had a resource like this
Importance of the Food Tourism Industry Today 10 Report - a consistent
Impacts of Food Tourism 14 beacon of progress, and
Spotlight On Learning About Food & Drink 27 that is exactly what this
Focus on Sustainability in Food Tourism 35 annual report offers.”
New Opportunities in Food Tourism 39
Focus on Food Tourism Strategy 47 World Food Travel
About the Expert Panelists 56 Association
About the Research & Research Team 61
2020 Industry Calendar 65

© 2020 by World Food Travel Association. All rights reserved. Readers may use excerpts from this work when credit is
published with the extract and attributed as follows: “Credit: World Food Travel Association”.

Copyright © World Food Travel Association. All rights reserved.

Stone, M.J., Migacz, S., Garibaldi, R., Stein, N., & Wolf, E. (2020). 2020 State of the Food Travel Industry Report.
Portland, OR: World Food Travel Association.

N.B.: Both US and UK English spelling and grammar are used throughout this report because content was sourced
from respondents in dozens of countries.

Copyright © World Food Travel Association. All rights reserved.

Welcome to the new decade!

We are pleased to release this year’s State of the Food Travel Industry Report, an invaluable
annual bellwether of our food and beverage tourism industry. The purpose of this report is
literally to present the state of our industry – what we’re doing well, our challenges, and expert
suggestions about how we can improve. This report is more qualitative and does not cover food
travelers, demographics, psychographics, segmentation and so on. Readers interested in that
type of quantitative research should check out our 2020 Food Travel Monitor Report, which
was also released a few weeks ago. You can order your copy at www.WorldFoodTravel.org.

For this State of the Industry report, we assembled some of the world’s most knowledgeable “Authentic heritage and
luminaries on food and beverage tourism to provide insight on the most important issues facing storytelling should be the
our industry today. I would like to personally thank our panel of industry experts who gave freely foundation of a
of their time and knowledge to help us craft a common understanding of the state of our industry destination’s gastronomy
right now. You can meet our esteemed panel of experts at the end of the report. tourism strategy.”

We hope that you find this report of use. If you want to know more about creating better Dalma Díaz Pinto
experiences for food- or drink-loving travelers, or if you have comments or suggestions for future
reports, our website is the best place to start. We also invite you to get in touch at
[email protected].

Copyright © World Food Travel Association. All rights reserved.

Remember – Eat Well, and Travel Better,

Erik Wolf, Executive Director
World Food Travel Association (WFTA)

What is Food Tourism?

Many of our readers are seasoned food tourism professionals and may believe they fully
understand what food tourism means. Therefore you may find a definition of “food tourism”

unnecessary. That said, we continue to find a wide variance in (mis)understanding among
consumers and trade alike. And our industry continues to change. As the world’s leading

authority on culinary tourism, we need to set the tone and remind all our readers how we

define food tourism today.

Professionals, academics and others continue to put forward their own definitions of food “Food tourism is the act
tourism, culinary tourism and gastronomy tourism, with subtle variations in meaning. of traveling for a taste of
Practically speaking, these phrases are all equivalent to describe the same phenomenon. place in order to get a
sense of place.”
While some may wish to get quite specific and offer lengthy definitions, we find that simple is
best. Therefore in 2018, we introduced the following new and overarching definition of our World Food Travel
food tourism: Association

“Food tourism is the act of traveling for a taste of place in order to get a sense of place.”

Our definition includes beverage-loving travelers as much as food-loving travelers. It includes
farm visitors, as well as gourmet aficionados, It encompasses 20 different industry sectors
and nearly two dozen types of activities. Locals can aClsoopybreighcto©nsWidoerrldedFofododTr“atrvaevl Aelsesrosc”iaritgiohnt. All rights reserved.
where they live, especially when they visit neighborhoods other than where they live.

For a longer discussion of “food tourism” and how the term evolved, please visit:

www.WhatIsFoodTourism.org

Executive Summary: What You Can Expect

For this report, the World Food Travel Association enlisted experts in tourism and food tourism from 33
countries to provide insight on the current and projected state of the food tourism industry as it stands today.
This 2020 State of the Industry Report is intended to help industry stakeholders better understand the
current food tourism industry; devise food tourism plans and strategies; and develop better food/beverage
tourism products. Key takeaways follow.

THE FUTURE LOOKS BRIGHT “There was a major gap in
Close to 96% of expert respondents have a positive outlook about the growth of the food travel industry in how satisfied the experts
the next two years. were with how well food
tourism providers were
MAIN AREAS FOR IMPROVEMENT actually achieving
Food travel can provide substantial benefits to visitors and residents, yet there needs to be a bigger focus important goals.”
on finding ways to achieve these benefits. To this end, social and educational benefits should become part
of the objectives and action plans of businesses and destinations. For transparency, it is important that
these positive outcomes are shared with the public.

KEY NEGATIVE FACTORS World Food Travel

Experts ranked the top factors predicted to negatively affect food tourism in the next one to two years, and Association

they focus primarily on food tourism attractions. According to our experts, the main threats are 1)

maintaining authentic, local experiences as these become more globally standardized and 2) the difficulty

of sustaining small businesses (including farms). There is also some concern about an economic

slowdown and oversaturation of food and drink offerings. Copyright © World Food Travel Association. All rights reserved.

KEY POSITIVE FACTORS
The most positive factors affecting food tourism focus primarily on consumer behavior. Experts predict that
the most impactful factors will be 1) travelers have more information about food and drink before they
travel, and 2) Millennials and Generation Z are seeking more food and drink experiences. Other important
factors are food and drink entertainment programming on TV, online and in social media.

Additional Takeaways

ENCOURAGING FOOD & DRINK KNOWLEDGE
The most successful destinations will put processes in place to train those working in the tourism industry,
and local residents also, about local food & drink traditions.

FOCUSING ON RESIDENTS IN ADDITION TO VISITORS
Younger residents, and supporting their entrepreneurial efforts, are key factors to maintaining an area’s

food and drink culture. Educating this generation and getting them connected to local food and drink is a

key driver for the future.

SUSTAINABILITY AS A KEY FOCUS “A solid, well-crafted
Sustainability is now more than a buzzword as travelers (especially younger travelers) make more and strategy appears to be the
more decisions with sustainability in mind. Food and drink providers should focus more on sustainability most important tool for
and communicate their sustainable actions. Experts believe their actions can make a lasting impact by destinations to wield.”
inspiring visitors to care more about sustainability.
World Food Travel
CONTINUED INDUSTRY GROWTH Association
Experts predict continued growth in nearly every aspect of food travel — from gourmet to street food.

EXPLORATORY ACTIVITIES PROJECTED TO HAVE LARGEST GROWTH
Experts predict that the largest growth areas in the next two years will be activities that are exploratory,
experimental, and hands-on, where travelers can learn and experiment with new or different foods or
drinks.

THE TIME IS NOW FOR A FOOD TOURISM STRATEGY Copyright © World Food Travel Association. All rights reserved.
For destinations, food tourism requires its own strategy. Besides attracting visitors, a successful strategy
can increase both resident and visitor quality of life and make a significant economic impact. Experts are
concerned with the ongoing haphazard approaches to developing food/drink products and experiences for
visitors, and how these activities are promoted to food-loving travelers. They see new opportunity to codify
these efforts at every level.

The Food Tourism Industry Cluster

“There is simply not
enough information
available about how and
where to find quality local
foods and drinks when
traveling.”
Dr Elinor Garely

Copyright © World Food Travel Association. All rights reserved.

|

Get the recognition you deserve. Apply for IMPORTANT DATES
the world’s oldest & largest culinary tourism Applications Open: March 1, 2020
awards, recognizing innovation &
excellence in our industry.

Winners get a beautiful crystal display
plaque, a digital badge for your website and
free admission to FoodTreX London.

Applications Close: May 31, 2020

Copyright © World Food TrWavienl AnsesorcsiaAtionn.nAolluringhctserdesaertveFdo. odTreX
London (Nov. 1, 2020)

IMPORTANCE OF
THE FOOD TOURISM

INDUSTRY TODAY

Copyright © World Food Travel Association. All rights reserved.

96% of expert respondents are optimistic about the growth of the food travel industry in the next two
years. On a 10 point scale, the average (mean) level of optimism among experts was 8.65 out of 10
(median= 9, mode=10).

“Government and Tourism
authorities must have an
important strategy and
plan to educate the food
and drink/food tourism
providers. Local councils
or local tourism
authorities have important
role to play.”

Suraj Pradhan

Copyright © World Food Travel Association. All rights reserved.

In our 2019 State of the Food Travel Industry report, experts rated how well food tourism businesses
were succeeding at providing benefits to visitors and residents. While the experts agreed that food
tourism can provide many of these positive outcomes, they were not satisfied about how well the
outcomes were being achieved.

We asked experts these questions again this year. In general, they were only slightly satisfied that
these outcomes are being achieved. Experts agree that food tourism businesses can do more to
provide memorable experiences to visitors and strengthen the local community.

Food and drink attractions and activities (as well as destinations) should include many of these
objectives into their goals and action plans. This can lead to positive and substantial benefits for
visitors, residents, and local businesses. Businesses and destinations should also ensure these
positive outcomes are communicated to the public.

“Make food not borders!”

Livio Colapinto & Kathrin
Fehervary

Copyright © World Food Travel Association. All rights reserved.

Get answers to your most pressing food travel
industry questions.

• How much do culinary travelers spend? • 6 popular markets (USA, China,

• What are the top motivators for culinary Mexico, Canada, UK, France)
travelers? • Extensive quantitative analysis

• What percent of culinary travelers participate in • 328 pages, plenty of charts and graphs

food tours? • Hundreds of insights and tips
• How do travelers choose their next gastronomy • Straightforward licensing for small,

destination? medium & large businesses
• How do Chinese, American, British and other

food-loving travelers differ in their behaviors?

Copyright © World Food Travel Association. All rights reserved.

THE LARGEST FOOD TRAVEL ORDER NOW
MARKET RESEARCH REPORT
EVER PUBLISHED www.WorldFoodTravel.org

IMPACTS OF
FOOD TOURISM

Copyright © World Food Travel Association. All rights reserved.

Meeting Visitor Expectations

Food and drink experiences directly benefit visitors by offering unique experiences that can provide an “We are entering a new
authentic taste of an area and help visitors learn about local life. Expert panelists believe, however, that the era, where food role
food tourism industry needs improvement. Less than 50% of experts were satisfied with how well food shifted from feeding
tourism providers were meeting these goals. Destinations should focus on ensuring that providers are bodies to feeding souls.
offering authentic experiences, while both destinations and attractions can ensure that activities are not just The spiritual (values,
fun, but also educational. experience and social)
role supersedes the
How well are food tourism providers currently achieving these outcomes? nutritional one. If we used
to describe the
Average Percentage satisfied experience as very
(1 to 5) or very satisfied with strong, by touching all
current performance five senses, now it
touches also our values
2020 2020 2019 and our social existence -
stronger than ever
Providing an authentic experience to visitors 3.38 49% 51% before!”

Providing unique or innovative experiences to 3.31 42% 44% Udi Goldschmidt
visitors
Copyright © World Food Travel Association. All rights reserved.

Using food or drink to educate visitors 3.11 38% 31%

5=Very satisfied 4=Satisfied 3=Neither satisfied nor dissatisfied 2=Dissatisfied 1=Very dissatisfied

Meeting Resident Expectations

Food tourism can directly benefit local residents. Obviously, there are economic benefits to tourism, but “One way to get locals
food tourism may also impact local quality of life. Food and drink can be used to foster a more positive interested in the local
image of a destination, and food tourism can both protect local heritage and give locals a sense of pride. culinary culture is to Incent
Expert panelists agree that there is plenty of room to improve. On a scale of 1 to 5, the average score for them to become artisanal
each item was less than 4 (“satisfied”), indicating only a mild level of satisfaction. In fact, many experts were producers and food or
dissatisfied. Positive steps are, however, being made. Compared to 2019, a higher percentage of experts beverage entrepreneurs.”
are satisfied with how destinations are using food and drink to promote a destination’s image and how they
are using food and drink to provide a sense of local pride to residents. These findings also echo a key theme World Food Travel
of this report. Food tourism is not merely about creating experiences for visitors: locals also benefit from Association
food tourism, both culturally and economically.

How well are food tourism providers currently achieving these outcomes?

Average Percentage satisfied
(1 to 5) or very satisfied with
current performance

Using food or drink to promote the image of a 2020 2020 2019
destination
3.58 64% 51%

Generating positive economic impact to an area C3o.p4y9right © W5o1rl%d Food Tr4a9ve%l Association. All rights reserved.
through food or drink experiences

Using food and drink to provide a sense of local 3.25 49% 38%
pride to residents

Protecting local heritage through food and drink 3.18 40% 44%

5=Very satisfied 4=Satisfied 3=Neither satisfied nor dissatisfied 2=Dissatisfied 1=Very dissatisfied

Meeting Sociocultural Expectations

Another benefit of food tourism is cross-cultural connection. Enjoying an area’s food connects visitors with

the local culture, while sharing food and drink with locals can amplify this benefit. Food and drink help us

connect, share, and bring stories home to tell. Experts agree that food tourism providers are improving at

connecting visitors with residents--but more needs to be done. An increase in guided tours and peer-to- “While food is an
peer-experiences may help. Further, food and drink experiences (such as festivals) and restaurants that important aspect of a trip,
cater to both locals and visitors are beneficial as well. I feel it must be balanced

with attractions, activities

and transformative

How well are food tourism providers currently achieving these outcomes? moments. Cinematic
shows that focus on

Average Percentage satisfied locals and atmosphere
(1 to 5) or very satisfied with work well since tourism is
current performance more spontaneous and
emotional than in the past.

Connecting visitors with locals through food and 2020 2020 2019 Streaming networks are
drink
3.36 51% 41% changing tourism since

guests will download

shows to watch on a
plane.”

Promoting peace or understanding between ©2.W96orld Food 3Tr1a%vel Associa2ti3on%. All rights reserveDda.niel Lee Gray
cultures through food and drink Copyright

5=Very satisfied 4=Satisfied 3=Neither satisfied nor dissatisfied 2=Dissatisfied 1=Very dissatisfied

Negative Impacts on Food Tourism

Tourism (and food tourism) can be impacted by global events as well as local issues. Media reports and
consumer attitudes can also have an impact. Experts were asked which factors they think will have the
most negative impact on food travel in the next one to two years.

Nearly half of respondents (47%) felt that one of the top three negative factors was the global “In order to learn about
standardization of food experiences (this was the factor with the highest projected negative impact). Even if their culture, today’s youth
experiences are local, other destinations may offer a similar activity or food. Along with this, the difficulty of must first appreciate food.
sustaining small businesses, such as restaurants or farms, was commonly cited (the second highest factor). This must happen in
Beyond these, experts cited a wide range of potential negative impacts, including economic factors (for multiple ways – through
example the threat of recession), political factors, and cultural factors (such as overtourism). the state education
system (i.e. make food an
Some factors, such as a global recession, are out of the control of food travel businesses. However, integrated subject),
destinations should pay attention to factors that can be addressed on a local level. These include: through visits to places
maintaining small businesses, focusing on authenticity, and ensuring that there is not an oversaturation of where food grows, and
similar offerings in a destination or region. Some of these may benefit from regulation, but they can also be through projects which
addressed through careful planning and partnerships. encourage them to ask
their grandparents about
food and food practices.”

John Mulcahy
Copyright © World Food Travel Association. All rights reserved.

Negative Impacts on Food Tourism

Factors predicted to have the most negative impact on food tourism in the next 1-2 years

Ranking % ranking % ranking
in the top this as the
#1 impact
three
impact

Globally standardized experiences (what used to be “local” experiences 1 47% 15%
are now “generic”)

Difficulty of sustaining small businesses as viable businesses 2 38% 7%

Economic slowdown / threat of recession 3 27% 13% “Forge new partnerships
with a kind of
Oversaturation of offerings (too many similar food or drink offerings) 4 29% 9% matchmaking fair for the
trade and get the key
Industrialized food supply systems affecting the availability of local foods 5 29% 9% stakeholders in the same
room talking.”
Safety / security threats or dangers 6 25% 11%
Anonymous expert
Decreasing quality of food available to travelers 7 24% 9% panelist

Too many travelers / overtourism 8 22% 7%

Political factors (changes in laws, increases in tariffs, Brexit) 9 22% 4%

Copyright © World Food Travel Association. All rights reserved.

Increase in global restaurant and food chains 10 15% 7%

Climate change 11 16% 5%

Too many social media posts about popular destinations and attractions 12 5% 4%

Ranked on a weighted scale where most negative impact (3 points), 2nd most negative impact (2), and 3rd most negative impact (1)

Negative Impacts on Food Tourism

Experts rated factors as having the most negative impact, 2nd most negative impact, or 3rd most negative
impact on food tourism in the next 1-2 years.

“The thought of having
something authentically
local brings a feeling of
trust and satisfaction
that I'm helping local
suppliers and experts in
making a living. I'm also
helping the
environment.”

Anonymous expert
panelist

Copyright © World Food Travel Association. All rights reserved.

Negative Impacts on Food Tourism

In our 2019 State of the Food Travel Industry Report, experts also ranked projected negative impacts. The
charts below compare the results from 2019 to those of 2020. Impacts are ranked on the percentage of
experts listing the factor as having one of the three biggest impacts.

“The best way to learn

about the culture and

history of a town or

country and to better

know their people, is

through their

2020 2019 gastronomy. Knowing
more about other

cultures makes us better

Globally standardized experiences 47% Difficulty of maintaining small businesses/farms 41% people and makes this a

Difficulty of maintaining small businesses/farms 38% Globally standardized experiences better world.”

38%

Oversaturation of offerings 29% Oversaturation of offerings 34% Fernando Salazar

Industrialized food systems affecting local foods 29% CIondpuysrtirgiahlizt e©d fWooodrslydstFemoosdaffTercatinvgelloAcaslsfooocdias tion. All r3i4g%hts reserved.
Economic slowdown / threat of recession
27% Too many travelers / overtourism 34%

Percentage of respondents listing each as one of the 3 most important factors negatively impacting food tourism

Positive Impacts on Food Tourism

Experts clearly see a positive near-term future for food tourism, and this is supported by research on leisure
travelers. The 2020 Food Travel Monitor found that 95% of leisure travelers have participated in a food
tourism experience in the past two years.

The “supply” of food and drink activities is on the rise—from breweries and wineries to food trucks and local
craft producers. The spread of social media, YouTube channels, and an increasing focus on food travel by
destination marketers help consumers become aware of these attractions.

Travelers are also more interested in food travel, leading to an increase in demand. While researchers “Food tourism benefits
have yet to definitively determine why food travel is becoming more popular, we can state many reasons. are not being
Food travel engages more senses than other travel activities. Travelers can also participate in multiple successfully shared
food activities in a single day. Returning visitors can explore new food and drink offerings, while other with the public and local
visitor attractions (the Eiffel Tower, for example) may remain the same. Travelers even return to their stakeholders.”
favorite restaurants, pubs, and food stands on subsequent trips. Younger travelers, and in particular
Millennials, are driving interest in food travel (supported by research in the 2016 Food Travel Monitor and World Food Travel
2020 Food Travel Monitor). Their interest in food is not declining with age. Thus, they are likely to impact Association
future generations as their interest in food travel is spread among their friends and families. We can predict
that they may impact future generations as their interest in food travel is spread to their children.

We asked experts which factors they think will have the most positive impact on food travel in the next one
to two years. Two factors were mentioned in the top three most important factors by more than half (52%
and 56%) of the expert panelists. Demand by younger travCeoleprysri(gMhitll©enWniaolrsldaFnodoGdeTnrearvaetlioAnssZo)cwiahtoionse. Aekll rights reserved.
out and enjoy food travel experiences was the factor predicted to have the highest positive impact. As
Generation Z ages and gains more disposable income, and as the less food-interested Baby Boomers
simultaneously age out of travel, there should be positive outcomes for food tourism. The factor predicted
to have the second highest positive impact is that travelers are learning more about food and drink before
they travel. Travelers may be actively seeking out information on local food and drink, for example, by
watching YouTube videos. At the same time, they may be exposed to food and drink by social media or
through their friends and relatives.

Factors predicted to have the most positive impact on food tourism in the next 1-2 years

Ranking % ranking % ranking
in the top this as the
#1 impact
three
impact

Travelers have more information about local food and drink before they 1 52% 28%
travel
2 56% 15% “There is a need to
More Millennials and younger people are seeking food or drink increase the number of
experiences 3 39% 15% plant-based options and
the positive impact that
Programs on food and travel (including TV shows and YouTube/internet) 4 39% 17% catering for a variety of
are leading to more food travel dietary preferences will
have on food tourism.”
Social media posts are encouraging unique food or drink experiences

A greater focus on sustainability by food and beverage providers 5 33% 15%

Destinations considered “off the beaten path” (harder to get to) are now 6 30% 9% Chantal Cooke
more accessible to travelers

A greater focus on organic and other healthy food options for travelers 7 19% 2%

More home-based and peer-to-peer food and drink experiences are Wor8ld(Ftieo)od Trav1e1l%Associatio0n%.
available
Copyright © All rights reserved.

More beverage (beer, wine, spirits) experiences are available 8 (tie) 13% 0%

An overall increase in tourism 10 9% 0%

Ranked on a weighted scale where most positive impact (3 points), 2nd most positive impact (2), and 3rd most positive impact (1)

Experts rated factors as having the most positive impact, 2nd most positive impact, or 3rd most positive
impact on food tourism in the next 1-2 years.

“Food is often a silent
attraction in tourism and
segmentation [is
needed] to attract
different food interests.”
Dimitrios Buhalis

Copyright © World Food Travel Association. All rights reserved.

In our 2019 State of the Food Travel Industry Report, experts also ranked projected positive impacts. This
chart compares the results to 2020. Impacts are ranked on the percentage of experts listing the factor as
having one of the three biggest impacts.

“Social media is not

encouraging as many

2020 2019 food and drink
experiences as it used to.

More Millennials and younger people are seeking food or 56% Social media posts are encouraging unique food or drink 66% Travelers are turning to
drink experiences 52% experiences 59% friends and family once
39% 41% again for
Travelers have more information about local food and drink 39% Travelers have more information about local food and drink 34% recommendations.”
before they travel 33% before they travel 34%
World Food Travel
Programs on food and travel (TV & internet) are leading to Programs on food and travel (TV & internet) are leading to Association
more food travel more food travel

Social media posts are encouraging unique food or drink More Millennials and younger people are seeking food or
experiences drink experiences

A greater focus on sustainability by food and beverage There will be increased tourism due to a strong economy
providers

More beverage (beer, wine, spirits) experiences are 34%

Copyright © WaovraldilabFleood Travel Association. All rights reserved.

Percentage of respondents listing each as one of the 3 most important factors positively impacting food tourism

Conferences are an important part of your November 1, 2020
professional development, giving you new - the day before WTM London
knowledge and skills, and the opportunity Our flagship international conference
to expand your professional network.

Our FoodTreX Food Travel Summits are April 22-23, 2020
quality, thought-provoking and topical The world’s only online food travel summit
educational events for culinary travel
industry professionals.

LEARN MORE NOW AT

www.WorldFoodTravel.org And FoodTreX Regional Food Travel Summits

Copyright © World Food Travel Association. All rights reserved.

Become a Certified Ambassador and hold a • Pamplona, Spain | Feb. 20-21, 2020
FoodTreX event in your area. Write us at • Kathmandu, Nepal | May 22-24, 2020
[email protected] to learn more.

SPOTLIGHT ON
LEARNING ABOUT

FOOD & DRINK

Copyright © World Food Travel Association. All rights reserved.

Encouraging Food & Drink Knowledge

Learning about food and drink can be a great way for visitors to engage with the heritage, history, and culture of
an area. The 2020 Food Travel Monitor found that about four out of five (79%) visitors learn about local food
and drink when they visit a destination. However, what visitors can learn about food and drink is often limited by
what the residents know. The 2019 State of the Food Travel Industry Report found a major gap between what
residents and hospitality/tourism employees know about food and drink, and how much they should know. This
year’s study found that a striking 98% of experts believe that residents need to know more about local food and
drink traditions and unanimously agree (100%) that hospitality/tourism employees need to know more.

Locals want to know more about their food too! Nearly two-thirds (64%) of residents want to know more about

their local food history and heritage (Source: 2020 Food Travel Monitor). When residents are taught about food “Teaching restaurant
and drink, food tourism becomes better integrated with the life of locals, rather than remaining a tourist-only servers about food and
endeavor. Residents also play a major role in recommending sites and attractions to visitors. Additionally,
teaching residents contributes to the social-cultural sustainability of the area through preservation of heritage. drink is knowledge that
A focus on younger residents is especially important, as about five in six (83%) experts agreed that the
involvement of younger residents in preserving food traditions is extremely or very important (Source: 2019 gets passed on to the
guests.”

State of the Food Travel Industry Report). Notably, Millennials are more passionate about food than previous World Food Travel
generations. Association

There are many ways to educate locals on food and drink. While restaurants have traditionally focused on

service, the best restaurants are now focusing more on service and knowledge. If these restaurants can teach

their employees more about food and drink, then this knowledge may be passed on to the visitors. In another

example, visitors enjoy farmers markets and agricultural fairs, and these can also become opportunities to
learn from the people who produce the food. Markets can Cofofepryrciogohkt i©ngWcolarsldseFsooodr dTeramvoenl Astsrasotiocinasti—one.dAulcl aritgiohnts reserved.

can occur more organically. Perhaps the signage of the farmers could better describe their product or how it is

produced, or farmers could showcase pictures of the farm or orchard so that visitors learn more about the

terrain or terroir.

Finally, the local government or destination management organization may be able to play a role. Over 90% of
experts believed that the government should fund programs to preserve and promote local food heritage—

which would benefit both residents and travelers.

Encouraging Food & Drink Knowledge

“What visitors can learn
about food and drink is
often limited by what the
residents know.”
World Food Travel
Association

Copyright © World Food Travel Association. All rights reserved.

Younger Residents are the Key to the Future “Successful food
tourism is​ the​ balance of​
Education begins at home and continues in school, and it creates the foundation for lifelong learning. Food building​ out​ the​ long​
education can follow the same model. term​ success​ and​
getting​ people​ what​ they​
We asked experts how cities or regions can effectively get younger residents to be more interested in want.”
learning about food and drink culture in their local area. Their answers may offer ways to ensure the future
of local and sustainable food tourism. Tomas Rimydis & Vilma
Tamošauskaitė-
Food travel industry expert Gloria Rodriguez advises that understanding your population and developing Rimydienė
your own strategy is important: “What everyone CAN do is study their young population and, data in hand,
draft a strategy on how to get them interested.”

Copyright © World Food Travel Association. All rights reserved.

Listen to the Experts

Industry experts advise the following steps to increase the role of food & drink in the local culture:

Identify your regional food and drink heritage & showcase its importance

“Regions should learn and find if there are regional food & drink heritage & culture. Secondly “It's food AND drink not
they should let residents know their rich resources.” (Shin Nakamura) food OR drink. Owners
need to take off the
“They can help them first by educating first and promoting the local culture. You cannot be blinders and engage
proud and interested in something that you don't know anything about.” (Fernando Salazar) with one enough to
cross promote. Example
Schools should play a role in food education a local cheese producer
partnering with a local
“In order to learn about their culture, [younger residents] must first appreciate food. This must wine maker to showcase
happen in multiple ways – through the state education system (i.e. make food an integrated each other’s products.”
subject), through visits to places where food grows, and through projects which encourage
them to ask their grandparents about food and food practices.” (John Mulcahy)

“Incorporating in the curriculum of the schools, subjects of tourism and gastronomy that value Eric Hoffman

local heritage. That these subjects have practical hours in which students tour the places
where there are examples of food and drink with knowledge.” (Dalma Díaz Pinto)

Copyright © World Food Travel Association. All rights reserved.

Listen to the Experts

Industry experts advise the following additional steps to increase the role of food & drink in the local
culture:

Provide experiences and festivals that are accessible to younger residents “In each city/region a
one day celebration
“Open day tours of the region to allow residents to immerse themselves as a tourist in their local could be organized.
areas. Many locals do not know what is at their doorstep. Locals and businesses need to be During the
tourists of their areas before they can really aforementioned festival
offer an experience to a visitor.” (Expert panelist) young residents could
taste local food and
“By organising free of charge seminars by experts in wine, food, and beer to the locals by cities, communicate with local
tourism boards, ministries, etc.” (Efi Kalampoukidou) producers.”

“A local food festival is a great opportunity to support local businesses and to get residents Ifigeneia Leri
involved in telling their communities’ culinary stories.” (Midgi Moore)

“Create more & better unique environments for young people to gather in - use culture & music as
a catalyst - make it affordable.” (Marc Crothall)

Copyright © World Food Travel Association. All rights reserved.

Listen to the Experts

Industry experts advise the following additional steps to increase the role of food & drink in the local
culture:

Help young people find future careers in the area

“Involve them with custom made study, research and career program and offering the possibility “Develop education and
of a profession and career in their place of birth rather than looking for a career far away from
their roots and customs.” (Livio Colapinto & Kathrin Fehervary) training programs that
teach an area’s youth
“Include tourism and cooking classes in school study programs; engage students through paid
internships with local tourism and food enterprises; encourage entrepreneurship.” (Elinor Garely) about the local culinary

Use social media to tell the stories and make connections culture, which can also
lead to local job creation.”

“Ensuring food and drink providers are connected on social media and most importantly World Food Travel
ENGAGE on those channels by responding in a timely manner.” (Eric Hoffman) Association

“Story telling and marketing strategies [should be] attractive for the young residents. Eating and

drinking for leisure has to become (as it has already done in certain parts of the world)
fashionable.” (Elton Caushi)

Copyright © World Food Travel Association. All rights reserved.

| Culinary Placemaking in 3-D©

We can help you answer these questions & more. We’ve • How ready is your area to welcome food-loving travelers?
helped a wide variety of clients around the world with our • How is your destination’s food/drink truly unique?
3-D© Culinary Placemaking process. • Why should visitors come to your area just for food/drink?
• How accurately are your food-loving visitor segments defined?
Curious how we can help? Why not start the conversation • How are you preserving your area’s culinary authenticity?
with us today at [email protected]? • How does your food/beverage tourism strategy integrate into your

overall destination strategy?
• What would you do with a Food Tourism Action Plan?

A few of our past consulting clients include:

Copyright © World Food Travel Association. All rights reserved.

FOCUS ON
SUSTAINABILITY
IN FOOD TOURISM

Copyright © World Food Travel Association. All rights reserved.

Sustainability in Food Tourism

Sustainability is more than just a buzzword. When traveling, over half of leisure travelers try to eat at places
which demonstrate social responsibility. The figure is particularly high among Millennials (63%) (Source:
2020 Food Travel Monitor). From a consumer perspective, sustainability may include responsible sourcing
of ingredients, purchasing locally, environmentally-friendly operations, and reducing food waste.

Food and drink tourism affects the sustainability of an area in various ways. It supports an area’s economic

sustainability through tourist expenditures, which promotes more employment and thereby contributes to

the local economy on an ongoing basis. The socio-cultural sustainability of an area may also be positively “Expert panelists thought
impacted by preserving and promoting the local heritage through food and drink. Environmental that we need to clearly
sustainability, however, is more complicated, as there is an environmental cost to travel (such as carbon define what we mean by
emissions and the necessity of tourism infrastructure). What role can food tourism have in reducing local and authentic, and
environmental impact? Experts agree that sustainability should be an objective for food tourism businesses. that governments should
Experts unanimously agree that food and drink businesses should focus more on sustainability in their fund programs to
operations (including over 50% of experts who strongly agree). preserve & promote
culinary authenticity.”
Visitors must also be aware of these sustainability efforts. Nearly 100% of experts agree that food and drink

businesses should publicize their sustainability efforts to visitors, customers, or guests (while over 50% World Food Travel
strongly agree). Perhaps the biggest role that the food tourism industry can play in the sphere of Association
sustainability is to educate and inspire. As travelers learn more about sustainability, they may then be able

to take steps at home to make a more positive impact, whether through their purchases or through altering

their daily activities. More than nine in ten experts (98%) agree that food and drink businesses can inspire
tourists to care more about sustainability in the long-run. Copyright © World Food Travel Association. All rights reserved.

Thus, the positive impact of food and drink businesses can extend beyond the short-term visits of travelers.
As the environmental impact of tourism activities receives more focus, a great opportunity arises to inspire
lasting behavioral changes in people that will actually work to mitigate this impact.

Sustainability in Food Tourism

How important is sustainability, and what should food and drink businesses do? Nearly 100% of experts
agreed that sustainability is important.

“More and more food and
drink businesses need to
focus on sustainability in
their operations –
customers demand it.”
World Food Travel
Association

Copyright © World Food Travel Association. All rights reserved.

Sustainability in Food Tourism

Sustainability can be difficult to define, and the definition is different in each industry. To better
understand sustainability in food travel, experts were asked what three or four words come to mind
when thinking about sustainable food travel experiences. The words in bold are the most important
elements in sustainability, according to the experts.

Destinations and producers can use these key words to guide a statement of sustainability, in which
they can enumerate values, goals, expected performance, and impact.

The United Nations World Tourism Organization considers three factors in sustainability tourism “A transparent
development: economic, environmental, and social. Overall, our surveyed experts focused on sustainability policy is
environmental sustainability. simply part of food and

The most commonly thought-of word was local. Products and experiences should have a local origin. drink travel today.
They should be authentic. While it may be difficult to define authentic on a global level, it can be
defined within a destination or region. As commoditization of food and drink experiences is a threat to Businesses without one
sustainability, a key to differentiation may be determining what is authentic to an area or region.
are losing out. Travelers
demand it. ”

Responsible sourcing and production are also important. Waste reduction was the second most World Food Travel
mentioned concept. Experts discussed reduction in plastic usage, waste reduction in production, and Association
recycling or eliminating waste as a result of the food experience. Sourcing was another common

response, including using sustainable raw materials, sourcing from artisan producers, using

responsibly-produced products, and sourcing seasonally.

Copyright © World Food Travel Association. All rights reserved.
Organic and healthy also emerged as key elements in experts’ responses regarding sustainability.

Other ideas mentioned with less frequency include: inclusiveness, innovation, partnerships, long-

term focus, cultural impact, and reducing impacts.

NEW OPPORTUNITIES
IN FOOD TOURISM

Copyright © World Food Travel Association. All rights reserved.

Continued Growth on the Horizon “The prognosis for food
tourism to grow remains
Expert panelists forecasted growth in every type of food travel activity that was included in the survey. quite strong. There is
This matches with the continued growth in food tourism worldwide. The areas with the largest projected tremendous opportunity
increase were “active” rather than simply consuming food or drink. to continue to grow this
industry.”
Because travelers eat and drink several times a day, it makes sense that the most common food travel
activities relate to eating meals. The 2020 World Food Travel Monitor found that the most common food World Food Travel
travel activities are: going to a restaurant for a memorable experience; eating at a fine-dining Association
(gourmet) restaurant; eating at a food truck, food cart, or food stall; and eating or drinking at a
famous/landmark restaurant or bar. These areas are projected to increase in popularity.

Our experts predict the largest growth rate to be in exploratory and experimental activities.

Copyright © World Food Travel Association. All rights reserved.

Production-Oriented Opportunities

Experts assessed whether each of these food or drink activities will increase or decrease in popularity
in the next one to two years. Nearly every expert predicted an increase.

“There needs to be
complementary
partnership where brand
images help each other.
A large hotel chain
helping local farmers
will create awareness
and build up the brand.”
Daniel Lee Gray

Copyright © World Food Travel Association. All rights reserved.

Consumption-Oriented Opportunities

Experts assessed whether each of these food or drink activities will increase or decrease in popularity in the
next one to two years. Nearly every expert predicted an increase.

“Get young residents
learning about the food
culture of their area by
including tourism and
cooking classes in school
study programs.”
Dr Elinor Garely

Copyright © World Food Travel Association. All rights reserved.

Tourism-Oriented Opportunities

Experts assessed whether each of these food or drink activities will increase or decrease in popularity
in the next one to two years. Nearly every expert predicted an increase.

“The development of food
tourism should be left and
trusted to the tourism and
food professionals-
businesses and staff, who
should be trained to
promote it and create
such programmes for
visitors. Developing
programs without support
from experienced
professionals could lead
to disastrous results.”

Efi Kalampoukidou
Copyright © World Food Travel Association. All rights reserved.

Growth in Exploratory Activities “Building strong local and
international networks can
The largest growth areas are projected to be activities that are exploratory, experimental, and hands-on make the difference
activities, where travelers can learn and experiment with new or different foods or drinks. These include between success and
festivals, street foods, and in-home experiences. failure.”

These growth predictions match the most common PsychoCulinary® profiles of leisure travelers. The Eric Gietman
World Food Travel Association identified 13 PsychoCulinary ® profiles of leisure travelers. Among
culinary travelers, the most common are: eclectic, authentic, and innovative (Source: 2020 Food Travel
Monitor). These travelers seek variety (“eclectic”), authenticity (“authentic”), and experimentation
(“innovative”).

Destinations should be offering experiences that let travelers try new tastes, provide an environment for
experimentation; and give them hands-on experiences.

Copyright © World Food Travel Association. All rights reserved.

Specific Growth Opportunities

Over 20% of experts predicted a “large increase” in each of these areas during the next one to two
years.

Food travel activities most likely to have

significant growth in the next 1-2 years “The projected growth is
in unexpected areas, such
Specialty food or beverage retail stores as gourmet retail stores,
Food festivals combination experiences
and street food.”
Active combination experiences
(such as culinary bike tours) World Food Travel
Association

Street food / food trucks
Wine festivalsCopyright © World Food Travel Association. All rights reserved.

In-home experiences

|

We’ve built the world's largest and most diverse community
of professionals who are passionate about food and
beverage tourism. This includes you!

UNMATCHED NETWORKING. Connect directly with other
professionals faster and more easily than on any other
platform!

GET ANSWERS. Need help with something? Looking for GastroTerra
inspiration? Ask the community and get an answer fast!

FASTER NEWS. Get food tourism industry news faster - we Food Travel Trade Network
post industry news to GastroTerra before anywhere else, connects professionals around the world
even our social media channels
who are passionate about food &

STAY ORGANIZED. Keep all your food tourism knowledge, beverage tourism.

communications & articles in one place Copyright © World Food Travel Association. All rights reserved.

WANT MORE? Upgrade to premium membership to join
chapters & private groups, network with media, attend
monthly Town Hall meetings, read market research
summaries & much more!

Join Today at GastroTerra.org

FOCUS ON
FOOD TOURISM

STRATEGY

Copyright © World Food Travel Association. All rights reserved.

The Right Time for a Food Tourism Strategy

The time is now for destinations to implement a food tourism strategic plan. 86% of travelers have
been motivated to take a trip or visit a destination specifically for food and beverage activities such as
eating the local food/drink, visiting a landmark restaurant or bar, or attending a festival. (Source: 2020
Food Travel Monitor).

Destinations have tourism strategies, but only select destinations have food tourism strategies. A food “Emergence of different
tourism strategy can be a stand-alone strategy, or it can be incorporated within a larger tourism gastronomic forms such
strategy, action plan, or marketing plan. tea tourism. wine
tourism, beer tourism,
Over 90% of experts believe that a successful food tourism strategy can positively impact a destination spa food, street food
in each of these ways: etc. in different parts of
the globe will be the
✓ By attracting tourists most prominent factor
✓ By improving tourists’ experiences at the destination positively influencing
✓ By preserving the local and authentic heritage food tourism in the
✓ By educating residents about local foods and traditions coming days.”

Dr. Saurabh Kumar Dixit
North-Eastern Hill
University, India

Copyright © World Food Travel Association. All rights reserved.

Benefits of a Food Tourism Strategy

Nearly all experts agreed with each of these benefits of having a food tourism strategic plan.

Successfully Implementing a Food Tourism Strategy

. . . can help educate residents about the local foods and 46% 31% 20% “There are so many
traditions benefits to having a food
42% 26% 16% tourism strategy, why
. . . can help a city to preserve ethnic neighborhoods and wouldn’t a destination
communities 60% 29% 4% have some kind of plan
in place?”
. . .can help preserve the local and authentic heritage of an
area World Food Travel
Association

. . .can improve tourists’ experiences at a destination 58% 29% 6%

. . . is necessary for a destination to successfully attract Copyright © World Food Travel Association. All rights reserved.
tourists
49% 35% 9%

0% 20% 40% 60% 80% 100%

Strongly agree Agree Somewhat Agree

Benefits of a Food Tourism Strategy

A food tourism strategy Attract New
is not a marketing plan, &
but it can contain one.
Obviously, it can be used Returning
to identify competitive Visitors
advantages and attract
visitors. However, it also Educate Improve “Many tourism offices
has benefits to residents Residents Visitor and governments
and contributes to social Experience overlook that local
and cultural Preserve residents are important
sustainability. What can Local BENEFITS pillar of a sustainable
a food tourism strategy food tourism strategy.”
do? Heritage
World Food Travel
Association

Provide
Economic

Impact

Copyright © World Food Travel Association. All rights reserved.

Positive
Word of
Mouth