What is Food Tourism?
"Food tourism is the act of traveling for a taste of place in order to get a sense of place." ™
WORLD FOOD TRAVEL ASSOCIATION
Why Does Food Tourism Matter?
Popular Culinary Tourism Experiences
Did you know that the World Food Travel Association (WFTA) has expanded its certification programs for tour operators and tourist guides who want to become certified culinary travel professionals. Certification in these areas gives culinary tour operators and tourist guides a competitive advantage by reassuring food-loving travelers that they have made the best choice for their upcoming vacation plans.
"Food Tourism" includes beverages!
Wine, beer, whisky, coffee, tea? Or something else? What’s your preference?
Whatever beverage(s) your area is known for, drinks are an essential component of “food and beverage tourism”. Not everyone drinks alcohol and in fact, beverages do not need to be alcohol – soft drinks, mineral waters, fresh juices, tea, and coffee are all motivators for food- and beverage- loving travelers and are considered part of our industry! While “food and beverage tourism” is usually too long to say, and “culinary tourism” doesn’t always give the right meaning, so we use “food tourism” as an all-inclusive term.
Source: 2020 Food Travel Monitor
Foodtrex food travel summits
FoodTreX stands for food travel excellence. It is the umbrella brand for the series of food travel trade events organized since 2017 by the World Food Travel Association. FoodTreX events showcase ideas and case studies that foster innovation and excellence in food and beverage tourism.
Defining Food Tourism Industry Stakeholders
There are 20 interrelated sectors in the food tourism industry cluster. This includes food and beverage businesses, travel and hospitality businesses and some other related businesses and organizations such as governments, media, and academia. The World Food Travel Association acts to coalesce these sectors to form the “food tourism industry cluster.”
We changed the game in 2010, when we researched 11,235 consumer food-lovers from 100+ countries. Our analysis identified 13 major food lover personas, and we learned that marketing the same message to all food lovers is not an effective strategy. Our groundbreaking PsychoCulinary Profiling is updated regularly and allows you to precisely target the exact food-loving travelers (gourmet, vegetarian, localist, etc.) who would best love your experience or destination.
Discover your area’s food traveler personas using our custom PsychoCulinary Profiling research methodology.
Food Tourism Value Chain
The Food and Beverage Tourism value chain can be represented as a free-flowing continuum shown here. Agriculture, food and beverage producers, foodservice and unique experiences work together to create what we know today as food tourism. Each element is just as important as the other in creating memorable food and beverage experiences, and each successive step in the chain adds more economic value than the previous step.
Explore the Food and Beverage Tourism stakeholders in your area!
The Evolution of Food Tourism
Allow us to discuss each phrase separately.
“The act of traveling for a taste of place in order to get a sense of place.”
Our definition of this phrase automatically includes beverages because “food and beverage tourism” is cumbersome to say. Also, it is implied that if people are eating, they are probably drinking as well. We use “food travel” and “food tourism” interchangeably.
We began with this phrase when our industry was young, but we realized after 10 years, that native English speakers found the phrase a bit pretentious. That surprised us as this was never our intent. Still, the elitist perception of the phrase remains. “Culinary” echoes time spent in professional culinary training to become a chef. While it may not be the best phrase, it does already include “beverages” without further explanation. And in certain circumstances, such as discussing “culinary culture,” to our ears, this phrase simply sounds better than “food culture”, although again, the terms are interchangeable.
We find this phrase used mostly in Europe, and mostly among speakers of romance languages. For them, “food travel” sounds very basic and banal – almost like cavemen hunting for food or searching for food in a grocery store. For Europeans, “gastronomy” is the term used to explain an area’s culinary culture, and for them, it follows that “gastronomy tourism” makes the most sense. To native English speakers, the phrase sounds a bit “elitist” but in context, we understand why this term is used. In these areas, we find it perfectly acceptable to use the term “gastronomy tourism.”
The overall culinary and gastronomy heritage of a destination. This includes customs, traditions, recipes, dishes, cooking techniques, utensils, cooking stories, unique ingredients, and history.
This describes a destination development strategy to put a destination on a food lover’s map by identifying all food and beverage resources, bringing them together, weighing their value, assessing market forces, and engaging fundamental stakeholders.
Travelers who participate in food or beverage experiences other than dining out.