For Immediate Release
Food & Beverage Tourism Future Bright Says World’s Largest Research Study
(PORTLAND, OREGON, JUNE 20, 2016) — Today the World Food Travel Association (WFTA) announced the release of the 2016 Food Travel Monitor Report. Following on its past research, this groundbreaking research is the first publicly available, as well as largest, food and beverage tourism study ever conducted. Some of the report’s major highlights are included below. Qualified members of the media may request an executive summary by emailing help(at)worldfoodtravel(dot)org with your details and the publication you write for.
FOOD & BEVERAGE: NOW A CRITICAL TRAVEL MOTIVATOR
Food and beverage are an increasingly significant motivator for travel, as 75% of leisure travelers have been motivated to visit a destination because of a culinary activity.
ESSENTIAL TO THE VISITOR EXPERIENCE
Food & beverage are essential to the visitor experience. As many as 86% of respondents claimed having a positive food & drink experience on a trip would make them more likely to return to that destination.
NOT ALL FOODIES ARE THE SAME!
Thirteen different PsychoCulinary profiles explain why preferences and motivations differ among individual travelers. The most common profile is the eclectic traveler, who seeks a variety of experiences. And you might not expect it, but he “gourmet” profile is in the minority!
WE ALL EAT, BUT WOMEN TEND TO INFLUENCE
Women are also more likely to choose locally-owned and operated restaurants and bars, as 61% of women identify as localist travelers.
IT’S SOMETHING WE ALL DO
For the first time ever, the overwhelming majority of American travelers (93%) engage in a food or beverage experience other than dining. In other words, almost all American travelers have an interest in unique food and beverage experiences.
WE SPEND BASED ON PASSION, NOT OUR INCOME
Regardless of income, culinary travelers prioritize spending on food and beverage, directing about 50% more of their budget towards food and beverage related activities than non-culinary travelers.
YOUNGER PEOPLE DRIVE SPENDING
How does age relate to food and beverage tourism? Generation Xers and Millennials are much more concerned with food when they travel than those from older generations. The increasing importance of food and beverage to younger travelers indicates a positive future for the food and beverage tourism industry.
PRINT ISN’T DEAD AT ALL
Despite the decline in traditional print media, 92% of respondents claimed they were motivated to travel to a destination or culinary attraction as a result of print media (magazines and travel sections of newspapers).
SOCIAL MEDIA HAS AN IMPORTANT ROLE
Culinary Travelers (34%) are more motivated to visit a destination because of a posting about food or drink on social media than non-culinary Travelers (23%). And on at least half of their trips, 64% of leisure travelers chose to share their food and beverage experiences on social media.
FOODIES ARE MORE ENGAGED TRAVELERS
Culinary Travelers are more engaged than non-Culinary Travelers, meaning that they are more likely to participate in other non-food related activities when they travel. Culinary Travelers are more likely to be found sightseeing (91%), shopping (87%), and visiting a historical or cultural attraction (85%) while traveling.
QUALIFIED MEMBERS OF THE MEDIA ARE INVITED TO ATTEND OUR ONLINE PRESS CONFERENCE:
MONDAY, JUNE 27, 2016 10:00-11:00 AM US PACIFIC TIME
Request an invitation by emailing help(at)worldfoodtravel(dot)org. Space is limited. Registration is required.
About the World Food Travel Association
The World Food Travel Association (WFTA) creates economic opportunities where food and beverage meet travel and hospitality. The WFTA is a non-proft, non-governmental organization (NGO) and the world’s leading authority on food tourism. The Association is at the forefront of food and drink tourism development and promotion with cutting edge resources for today’s food, drink, travel, hospitality, and media professionals.
Basque Country (Spain)
Università degli studi di Bergamo (Italy)
food tourism; research; trends; trending; data; culinary tourism; gastronomic tourism; beer; wine; agriculture; agritourism; PsychoCulinary; World Food Travel Association; Oregon; Willamette Valley; California; Louisiana; Europe; Scotland; Ireland; Basque; Euskadi; Spain; Visit Finland; Haaga-Helia; Finnish Ministry of Agriculture and Forestry; Fáilte Ireland; Basque Country; Louisiana Travel Promotion Association; LTPA; Travel Oregon; Willamette Valley; Visit California; Visit Scotland; Università degli studi di Bergamo; Italy