Global Culinary Tourism Market Research Report, 2024-29

Food tourism has gained momentum worldwide, driven by the growing popularity of cooking shows, food blogs, and social media platforms that inspire travelers to explore new cuisines and culinary destinations. Travellers are increasingly drawn to authentic and immersive food experiences that allow them to connect with local cultures, traditions, and communities through food. Culinary tourism has become intertwined with broader travel trends, such as experiential travel, wellness tourism, and sustainable travel, as travellers seek holistic experiences that nourish the body, mind, and soul. Culinary tourism is one of the fastest-growing segments of the global travel industry, with an increasing number of travellers seeking authentic food experiences as a primary motivation for their trips. The global culinary tourism industry offers a diverse range of experiences, including food tours, cooking classes, wine tastings, culinary festivals, farm-to-table experiences, and dining at Michelin-starred restaurants. Culinary tourism promotes cultural exchange and understanding by allowing travellers to explore the culinary traditions, ingredients, and flavours of different cultures and regions, fostering connections between people from diverse backgrounds. Social media platforms such as Instagram, Facebook, and YouTube have played a significant role in driving interest and engagement in culinary tourism, with travellers sharing photos, videos, and reviews of their food experiences online. There is a growing emphasis on sustainability and responsible tourism practices within the culinary tourism industry, with a focus on supporting local food producers, reducing food waste, and promoting environmentally friendly dining options. Culinary events and festivals have become popular attractions for travellers, showcasing local food specialties, culinary traditions, and cultural heritage while providing opportunities for culinary enthusiasts to sample a variety of dishes and interact with chefs and food producers. According to the research report, “Global Culinary Tourism Market Research Report, 2029” published by Actual Market Research, the market is anticipated to cross USD 2200 Billion by 2029, increasing from USD 815.59 Billion in 2023. The market is expected to grow with 19.09% CAGR by 2024-29. The rise of foodie culture, fueled by social media platforms like Instagram and food blogs, has heightened interest in culinary tourism. Travellers are drawn to destinations known for their unique culinary offerings and share their experiences online, further promoting the appeal of food-centric travel. In an age of mass tourism and globalisation, there's a growing desire among travellers for authentic experiences that connect them with local communities. Culinary tourism provides an opportunity to taste authentic flavours, meet local chefs and food producers, and learn about regional culinary traditions firsthand. Many travellers are increasingly mindful of their health and wellness, and culinary tourism offers opportunities to explore nutritious and wholesome food options. From farm-to-table dining experiences to wellness retreats focused on plant-based cuisine, travellers seek out destinations that prioritise healthy eating. Culinary events and festivals around the world attract food enthusiasts from near and far, driving demand for culinary tourism. These events showcase local specialties, promote culinary innovation, and provide opportunities for travellers to sample a variety of dishes in one location. Destination marketing organisations and tourism boards actively promote culinary tourism as part of their marketing strategies to attract visitors. Campaigns highlighting a destination's food scene, culinary events, and gastronomic attractions can influence travellers' decision-making and drive demand for culinary experiences. Market Drivers

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• 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

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• 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

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• 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. Based on the activities, they are segmented into culinary trials, cooking classes, restaurants, food festivals, and others. Furthermore, the modes of booking are segmented into online travel agents, traditional agents, and direct booking. Food festivals significantly contribute to the culinary tourism industry; food festivals celebrate the culinary heritage, traditions, and flavours of a region or destination, offering visitors a taste of local specialties and dishes. These events showcase the diversity of global cuisine and provide opportunities for cultural exchange and appreciation. Food festivals are popular tourist attractions that draw visitors from near and far, contributing to the local economy through tourism spending. Travellers are often willing to travel to attend food festivals, which can boost visitor numbers and generate revenue for hotels, restaurants, and businesses in the host destination. Furthermore, traditional agents are growing as the mode of booking contributes to the market; traditional travel agents often have extensive knowledge and expertise about destinations, including their culinary offerings. They can provide personalised recommendations, insider tips, and tailored itineraries based on their understanding of the local food scene, dining options, and culinary experiences. Traditional travel agents’ offer customised packages that cater to the specific interests and preferences of culinary tourists. They can arrange culinary-focused itineraries, cooking classes, food tours, and dining reservations, allowing travellers to enjoy curated experiences tailored to their tastes and budget. Traditional travel agents offer personalised service and support, taking the time to understand their clients' preferences and needs. They can recommend off-the-beaten-path culinary experiences, hidden gems, and local favourites that may not be easily accessible through online booking platforms. According to the report, the tours are segmented into domestic and international. Domestic is the most popular type of culinary tourism market. Domestic culinary tourism is often more accessible to travellers compared to international culinary tourism. Domestic destinations are typically easier and cheaper to reach, with shorter travel times and fewer logistical challenges such as visa requirements and language barriers. Travellers are often more familiar with the culinary traditions, flavours, and dining customs of their own country or region. Domestic culinary tourism allows travellers to explore local cuisine, discover hidden gems, and support small-scale food producers and businesses in their own communities. Domestic culinary tourism allows travellers to explore the cultural heritage, history, and identity of their own country or region through food. Travellers can learn about local food traditions, visit historical sites, and connect with local communities, fostering a deeper appreciation for their own cultural heritage. Domestic culinary tourism supports the local economy by generating revenue for restaurants, food producers, hotels, tour operators, and other businesses in the hospitality and tourism sectors. Travellers who engage in domestic culinary experiences contribute to the livelihoods of local communities and help sustain the economic viability of their own regions. Domestic culinary tourism can be enjoyed year-round, regardless of seasonal variations or weather conditions. Travellers can explore local food festivals, farmers' markets, and seasonal specialties throughout the year, creating opportunities for culinary adventures close to home. Domestic culinary tourism can be more affordable than international travel, particularly for travellers on a budget. Domestic destinations may offer lower transportation costs, accommodation prices, and dining expenses compared to travelling abroad, making culinary experiences more accessible to a wider range of travellers. Based on the report, the major five regions covered in the report include North America, Europe, Asia Pacific, South America, the Middle East, and Africa. Asia Pacific is a growing culinary tourism market; the Asia-Pacific area is renowned for its wide variety of cuisines, which include Thai, Indian, Vietnamese, Chinese, Japanese, and Korean cuisines. Discovering the distinctive tastes, ingredients, and cooking methods of each nation entices tourists to the area, providing a vast array of gastronomic adventures. The Asia-Pacific region has seen a significant increase in tourism in recent years, driven by rising disposable incomes, expanding middle-class populations, and improved infrastructure. As more travellers visit the region for leisure and business purposes, there is growing interest in culinary tourism as a way to explore local culture and traditions. Social media platforms and food-related trends have played a significant role in promoting culinary tourism in the Asia-Pacific region. Food bloggers, influencers, and travel writers share photos, videos, and reviews of their culinary experiences, inspiring others to explore the region's food scene and seek out authentic dining experiences. Culinary tourism is often intertwined with cultural tourism in the Asia-Pacific region, as travellers seek to learn about the cultural heritage, history, and customs of each destination through its food. Culinary experiences provide insights into local traditions, rituals, and culinary practices, enriching travellers' cultural understanding and appreciation. Regional integration and improved connectivity within the Asia-Pacific region have made it easier for travellers to explore multiple destinations and culinary experiences within a single trip. Enhanced transportation networks, visa facilitation, and travel agreements have contributed to the growth of culinary tourism in the region. Key participants in the culinary tourism business are constantly inventing and diversifying their services to meet the changing demands of guests. They are focusing on developing immersive, authentic, and locally sourced food experiences that go beyond standard dining. This includes tailored culinary excursions, chef-led cooking lessons, farm-to-table experiences, and collaborations with local food artisans. Top businesses are also incorporating technology to improve the client experience, such as using apps for personalized tour recommendations and online platforms for simpler booking and review. Furthermore, there is a greater emphasis on sustainability and responsible tourism, with top enterprises promoting environmentally friendly practices and supporting local communities. These efforts attempt to provide unique, memorable gastronomic experiences while building a closer connection between tourists and the local culture. • 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. Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Culinary Tourism market Research Report with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Activity Type • Culinary Trials • Cooking Classes • Restaurants • Food Festival • Others By Mode of Booking • Online travel agents (OTA) • Traditional agents • Direct booking By Tour • Domestic • International The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Culinary Tourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.