Global Culinary Tourism Market Overview, 2024-29

Market Dynamic

Market Drivers • Cultural Exploration: Culinary tourism offers travellers the opportunity to immerse themselves in the culture, traditions, and flavours of different destinations through food. Travellers seek authentic culinary experiences that allow them to connect with local communities and explore the cultural significance of food in different regions. • Food Trends and Social Media: The rise of foodie culture, fueled by social media platforms like Instagram and food blogs, has heightened interest in culinary tourism. Travelers are influenced by food trends, viral food videos, and recommendations from influencers, which drive them to seek out unique culinary experiences during their travels. Market Challenges • Quality and Authenticity: Maintaining the quality and authenticity of culinary experiences can be challenging, particularly in popular tourist destinations where commercialization and mass tourism may compromise the integrity of local cuisines. Ensuring that culinary experiences are genuine and reflective of the destination's cultural heritage requires careful oversight and management. • Sustainability: The growth of culinary tourism raises concerns about its environmental impact, including food waste, carbon emissions from food transportation, and the depletion of natural resources. Balancing the demand for culinary experiences with sustainability considerations requires implementing practices that minimise environmental harm and promote responsible consumption. Market Opportunity • Cultural Exchange and Understanding: Culinary tourism provides a platform for cultural exchange and understanding, allowing travellers to explore the culinary traditions, flavours, and customs of different regions around the world. By engaging with local communities and learning about their food cultures, travellers gain insights into diverse ways of life and foster cross-cultural appreciation. • Economic Development: Culinary tourism contributes to economic development by generating revenue for restaurants, food producers, hotels, tour operators, and other businesses in the hospitality and tourism sectors. The growth of culinary tourism creates jobs, stimulates investment, and supports local economies, particularly in regions with rich culinary heritage and tourism potential.

Key Development

• 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.