Full suitcase, empty stomach: Food tourism is on the rise

By: Alyson Shields

When traveling, there are really three things that get a traveler immersed in the culture: the people, the language and the food. Good food is almost always an indicator of a good time, and bad food can ruin an otherwise fun trip.

In fact, more and more travelers are following their culinary hearts and seeing more than just sights. Travelers from all over are beginning to really enjoy culinary travel, or food tourism.

“Food tourism is the pursuit and enjoyment of unique and memorable food and drink experiences, both near and far,” said Erik Wolf, president and CEO of the World Food Travel Association.

Wolf continues on to note that every traveler can be a food tourist and there are three types of culinary travelers.

“The ‘deliberate’ who specifically travel just for food; the ‘opportunistic’ who go on trips where they seek out food and drink but that is not a factor in choosing a destination and the ‘accidental’ who participate in food and drink just because it’s there.”

Several companies have picked up on the food tourism industry. Travel Indochina is a forerunner of the culinary travel guide, with tours and trips to Asia that emphasize on food. If interested, clients can even immerse themselves in the cuisine and take part in a cooking tour in which they learn what ingredients to buy and how to cook special dishes.

GoWay Travel has also picked up the food tours. The most popular tour is the Moroco Foodie Tour, which includes visits to corporations that create the ingredients, like cous cous, oil, goat cheese and more, as well as trips to local markets and cooking classes.

The hands-on culinary experience is becoming more and more popular. The Flavors of Italy tour by Trafalgar has been revised to create a more hand-on experience.

Finally, the Slow Food partnered with Brendan Vacations to create a tour for experienced food tourists. These programs are exclusively sold in the United States.

“For a lot of clients it’s not just about enjoying a glass of wine but seeing where that wine comes from and what is involved in producing it,” said Nico Zenner, president of Brendan.

In 2006, the World Food Travel Association conducted a study on culinary tourism and found that food was indeed a main attraction to travelers, alongside shopping and social activities, such as concerts.

Food is a big part of daily life. Aside from the fact it’s required to survive, it also evokes cultural surroundings and a sense of family and fellowship. Next time you travel, consider making delicious local cuisine a destination and not just a pit stop.

Editor’s note:  On the show, Travel Bag’s Doc Bill shares food and cultural connections along with great recipes for both international and local dishes.  Just what the culinary travel would like!