Culinary Tourism Market

Culinary Tourism Market Size:

The global culinary tourism market size reached US$ 946.4 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 3,515.1 Billion by 2032, exhibiting a growth rate (CAGR) of 15.2% during 2024-2032. The market is experiencing steady growth driven by the growing desire for cultural exploration and authentic experiences among the masses, increasing impact of social media on shaping travel behaviors, and rising number of destinations offering healthy, locally sourced, and sustainable dining experiences.

Culinary Tourism Market Analysis:

• Market Growth and Size: The culinary tourism market is experiencing robust growth, driven by a rising interest in unique and authentic food experiences and increasing number of culinary tours, food festivals, and cooking classes worldwide.
• Major Market Drivers: Key drivers include cultural exploration and the desire for authentic experiences. Travelers are exploring different cultures through their cuisines, which is a key factor in choosing destinations.
• Technological Advancements: Innovations in online platforms and apps are enhancing the accessibility and personalization of culinary experiences. These tools help travelers discover and book diverse culinary activities with ease.
• Industry Applications: Culinary tourism spans various industry applications, including hospitality, event management, and travel planning. It synergizes with local agriculture, gastronomy, and cultural heritage sectors.
• Key Market Trends: Key trends include the rising demand for sustainable and ethical culinary experiences, with a focus on local sourcing and supporting small-scale producers.
• Geographical Trends: Regions like Asia Pacific and Latin America are emerging as prominent culinary destinations due to their rich culinary heritage and street food culture.
• Competitive Landscape: The market is characterized by the presence of key players who are investing in sustainable mining technologies and practices. These companies are also focusing on partnerships and mergers and acquisitions (M&As) to enhance their market position and meet the evolving environmental standards.
• Challenges and Opportunities: Challenges include maintaining authenticity while catering to a diverse tourist palate and ensuring sustainability in culinary practices. Nonetheless, opportunities for exploring untapped culinary traditions, integrating technology for enhanced experiences, and focusing on health-conscious and eco-friendly culinary trends to attract a broader audience are projected to overcome these challenges.

Culinary Tourism Market Trends:

Cultural Exploration and Authenticity

One of the primary drivers of culinary tourism is the desire for cultural exploration and authentic experiences. Food is an integral part of the cultural identity, and sampling the local cuisines of a region offers a direct and immersive way to understand and engage with different cultures. This factor appeals particularly to travelers seeking ways to experience the world more deeply than traditional sightseeing allows. The growing trend of authenticity in travel experiences, along with the increasing number of tourists looking to connect with local communities and understand their traditions and way of life, is propelling the growth of the market. Culinary tourism provides this connection, allowing travelers to experience a culture through its flavors, cooking techniques, and food rituals, making their travel experience more memorable and meaningful.

Rise of Social Media Influence

Social media platforms are becoming vital in shaping travel behaviors, with food experiences often being shared and popularized online. The visual appeal of unique and local cuisines, coupled with the storytelling aspect of food, makes it highly shareable content. This visibility is leading to an increase in food-centric travel, where destinations are chosen based on their culinary reputation. Social media influencers and food bloggers play a crucial role in this trend, as they highlight unique dining experiences and local delicacies, inspiring their followers to seek similar experiences. This digital word-of-mouth is a powerful tool in driving interest and awareness of culinary destinations.

Health and Wellness Trends

The growing focus on health and wellness is supporting the market growth. Modern travelers are becoming health-conscious and are seeking food experiences that align with their lifestyle choices, such as organic, farm-to-table, vegan, or gluten-free options. This shift is leading to a rise in destinations offering healthy, locally sourced, and sustainable dining experiences. Culinary tourism is no longer just about indulgence, it is also about experiencing food in a way that is beneficial to both the body and the environment. Additionally, there is a growing interest in learning about the nutritional aspects of different cuisines and participating in wellness-related culinary activities, such as cooking classes focused on healthy recipes.

Economic Development and Diversification

Culinary tourism plays a significant role in local economic development and diversification. By attracting tourists, it provides revenue streams not only for restaurants and food vendors but also for local farmers, market operators, and artisans. This influx of visitors helps sustain small businesses and artisanal producers, preserving local culinary traditions and promoting regional cuisine. Additionally, culinary tourism encourages investment in local infrastructure and amenities, improving the overall tourist experience and potentially leading to a more sustainable and diversified local economy. Governments and tourism boards often recognize the economic potential of promoting regional cuisines and invest in marketing campaigns and events, such as food festivals, cooking workshops, and gastronomic tours, further driving interest and economic benefits in the area.

Growing Interest in Culinary Skills and Education

There is an increasing interest in not just tasting food but also understanding how it is made. Many culinary tourists are keen on learning cooking skills and techniques specific to a region. This is leading to the popularity of cooking classes, workshops, and food tours as part of travel itineraries. These interactive experiences provide a deeper understanding of local cuisines and allow travelers to take home new skills and recipes. Culinary education as part of tourism not only enriches the travel experience but also helps preserve traditional cooking methods and recipes, passing them on to an international audience. This educational aspect of culinary tourism appeals to a wide range of travelers, from amateur cooks to professional chefs.

Innovation in Culinary Experiences

The increasing innovation in food experiences is contributing to the market growth. This includes the emergence of themed restaurants, experimental cuisine, culinary storytelling, and the blending of food with entertainment and technology. These innovative experiences attract tourists looking for something beyond the traditional dining experience. Immersive dining experiences that combine food with art, performance, or interactive technology create a unique and memorable aspect of travel. Additionally, the growing trend of pop-up restaurants and secret dining events in various cities around the world adds an element of exclusivity and surprise, further enticing culinary tourists.

Culinary Tourism Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on activity type, tour type, age group, and mode of booking.

Breakup by Activity Type:

• Culinary Trials
• Cooking Classes
• Restaurants
• Food Festivals and Events
• Others
   

Food festivals and events accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the activity type. This includes culinary trials, cooking classes, restaurants, food festivals and events, and others. According to the report, food festivals and events represented the largest segment.

Food festivals and events include a variety of occasions, ranging from local food fairs and street food festivals to international culinary competitions and food expos. These events attract a wide range of attendees, from casual food lovers to culinary professionals. They are often celebratory and social in nature, providing a platform for visitors to sample a wide variety of food, interact with chefs, and participate in food-related activities. Food festivals and events are not only about tasting but also about experiencing the food culture in a festive and communal atmosphere. This segment draws tourists who enjoy the energy and excitement of large-scale events and are keen on experiencing a diverse range of culinary offerings in a single location.

Culinary trails are curated paths that lead travelers through a series of gastronomic experiences, often highlighting regional or local specialties. This segment appeals to those who enjoy exploring food in its natural setting, be it a wine trail in a renowned vineyard region or a street food trail in a bustling city. These trails provide an immersive experience, allowing tourists to visit multiple locations, from farms and markets to small eateries, gaining a comprehensive understanding of the local food culture. 

Cooking classes are a significant segment in culinary tourism, appealing to travelers who wish to learn and participate actively in the culinary culture of their travel destination. These classes range from informal sessions with local cooks to professional courses led by renowned chefs. Participants learn to prepare regional dishes, gaining hands-on experience with local ingredients and cooking techniques.

The restaurant segment of culinary tourism focuses on dining experiences in established eateries, ranging from local hidden gems to high-end, Michelin-starred restaurants. This segment caters to tourists who are primarily interested in the pleasure of eating and enjoying the ambiance of a place. Restaurants offer a wide array of culinary experiences, from traditional and authentic local dishes to contemporary and fusion cuisines.

Breakup by Tour Type:

• Domestic
• International
   

Domestic holds the largest share in the industry

A detailed breakup and analysis of the market based on the tour type have also been provided in the report. This includes domestic and international. According to the report, domestic accounted for the largest market share.

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 tourists are typically looking to discover the diverse food cultures and culinary practices within their own nation. This can include visiting renowned food cities, exploring regional cuisines, or attending local food festivals and events. The growth in this segment is also driven by a growing interest in local and regional food traditions, sustainable and farm-to-table dining, and a desire to support local economies. Domestic culinary tourism appeals to a wide range of travelers, from food enthusiasts to families and groups seeking accessible, enriching travel experiences close to home.

International culinary tourism involves traveling to foreign countries to experience their food culture. This segment attracts travelers who are looking for new and exotic culinary experiences, different from what they can find in their home country. International culinary tourists are often more adventurous, seeking to immerse themselves in different cultures through their cuisine. This includes dining in local restaurants, taking part in cooking classes to learn foreign culinary techniques, and participating in food festivals that showcase international cuisines. The appeal of international culinary tourism lies in its ability to provide a deeper understanding of the culture and history of a country through its food. This segment tends to attract more seasoned travelers, food bloggers, and culinary professionals who are keen on expanding their culinary horizons and experiencing the global diversity of food.

Breakup by Age Group:

• Baby Boomers
• Generation X
• Generation Y
• Generation Z
   

Generation Y represents the leading market segment 

The report has provided a detailed breakup and analysis of the market based on the age group. This includes baby boomers, generation X, generation Y, and generation Z. According to the report, generation Y represented the largest segment.

Generation Y is a dynamic force in culinary tourism, known for their adventurous palates and desire for authentic, immersive experiences. This group is more likely to seek out off-the-beaten-path culinary adventures, street food tours, and local dining experiences that allow them to connect with local cultures. Social media plays a significant role in their travel planning, with many seeking out unique and aesthetic food experiences. Generation Y is also interested in sustainability and often drawn to culinary experiences that emphasize local sourcing, ethical practices, and environmental responsibility. It prefers flexible and spontaneous travel plans, often incorporating food experiences as a central part of their travel itineraries.

Baby boomers represent a significant segment in culinary tourism. They tend to prefer more comfortable and leisurely travel experiences, including fine dining and gourmet tours. Baby boomers are usually interested in traditional and authentic dining experiences and may prefer well-planned itineraries that offer a mix of culinary exploration and relaxation.

Generation X shows a strong interest in diverse culinary experiences. This age group often balances work with family life and values travel experiences that offer both relaxation and cultural enrichment. It is known to appreciate quality over quantity and often seek out unique and authentic dining experiences that offer a sense of place. They are likely to enjoy family-friendly culinary activities, such as interactive cooking classes or food festivals that cater to a range of ages. 

Generation Z, the youngest cohort in the culinary tourism market, is beginning to make its mark. This group is highly connected, with digital platforms influencing their travel and culinary choices. It is interested in trendy, innovative, and diverse culinary experiences. It is more likely to be influenced by viral food trends on social media and are keen on trying out the latest food crazes. This age group values experiences that are not only about taste but also about the overall aesthetic and story behind the food.

Breakup by Mode of Booking:

• Online Travel Agents
• Traditional Agents
• Direct Booking
   

Online travel agents exhibit a clear dominance in the market 

A detailed breakup and analysis of the market based on the mode of booking have also been provided in the report. This includes online travel agents, traditional agents, and direct booking. According to the report, online travel agents accounted for the largest market share.

Online travel agents are the dominant segment in the booking of culinary tourism experiences. 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 Millennials 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.

Traditional travel agents are popular among travelers who prefer personalized service and expert guidance. Travelers using traditional agents often seek hassle-free planning, especially for complex itineraries that include multiple destinations or unique culinary experiences. Traditional agents can offer tailored recommendations based on personal preferences and may have exclusive access to certain high-end or niche culinary experiences.

Direct booking is a preferred mode for travelers who seek a more hands-on approach to planning their culinary experiences. This segment involves booking directly with restaurants, cooking schools, or tour operators. Direct booking allows travelers to have more control over their experiences, often leading to more customization and flexibility. This method is favored by those who have specific culinary destinations or experiences in mind and prefer to organize their itinerary independently.

Breakup by Region:

• North America
  • United States
  • Canada
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa.

The North America culinary tourism market is driven by the growing interest in farm-to-table dining, local artisanal foods, and craft beverages like microbrews and local wines. This trend reflects a broader desire for sustainable and organic food options. North America hosts numerous food festivals and culinary events that attract tourists. The increasing number of restaurants offering delicious recipes is supporting the market growth.

Asia Pacific maintains a strong presence in the market, with a focus on maintaining the flavor and quality of various vibrant street food options, offering authentic and affordable tastes.

Europe stands as another key region in the market, driven by the growing emphasis on local and seasonal ingredients, with a move towards organic and sustainable food practices.

Latin America exhibits growing potential in the culinary tourism market, fueled by the rising trend of culinary innovation. Regions like Brazil and Colombia are popular for their coffee tours, while countries like Ecuador offer chocolate tours focusing on locally sourced cacao.

The Middle East and Africa region show a developing market, primarily driven by the availability of recipes made with traditional spices and cooking techniques.

Leading Key Players in the Culinary Tourism Industry:

Key players in the culinary tourism market are actively innovating and diversifying their offerings to cater to the evolving preferences of travelers. They are focusing on creating immersive, authentic, and localized food experiences that go beyond traditional dining. This includes curated culinary tours, cooking classes with local chefs, farm-to-table experiences, and collaborations with local food artisans. Top companies are also integrating technology to enhance customer experience, such as using apps for personalized tour recommendations and online platforms for easier booking and reviews. Additionally, there is an increased emphasis on sustainability and responsible tourism, with leading companies promoting eco-friendly practices and supporting local communities. These efforts are aimed at providing unique, memorable culinary experiences while fostering a deeper connection between tourists and the local culture and cuisine.

The market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

• Abercrombie & Kent Group of Companies S.A.
• Butterfield and Robinson Inc.
• Classic Journeys LLC
• G Adventures
• Gourmet On Tour Ltd.
• Greaves Travel L.L.C.
• International Culinary Tours
• ITC Travel Group Limited
• The Ftc4Lobe Group
• Topdeck Travel Limited
• Tourradar
   

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Latest News: 

• 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.

Culinary Tourism Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the culinary tourism market from 2018-2032.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the global culinary tourism market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the culinary tourism industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.