Gastronomy Tourism Market Trend and Analysis of Traveller Types, Key Destinations, Challenges and Opportunities, 2022 Update

Pages: 33 Published: August 02, 2022 Report Code: GDTT0469MI

Gastronomy tourists can be in the form of travelers that pre-plan to visit a winery or specific restaurant before their trip, but it is not the main reason they are traveling to a specific destination. Hence, most global travelers are gastronomy tourists. This shows the importance of this form of tourism and the economic impact it can provide for destinations. The nature of gastronomy tourism is becoming increasingly diverse, which is helping to broaden its appeal to a wider range of visitors.

Gastronomy Tourism Market Trends

If gastronomy tourism is marketed effectively, the widely considered ‘niche’ form of tourism could create a significant boost in visitation and expenditure. Gastronomy tourists traveling with food and drink being a primary motivator for visiting a destination are most likely to be high-value tourists. Moreover, gastronomy tourism reduces the impact of seasonality, which has a profound negative impact on the destinations in the regions that global respondents stated had the most exciting food and drink flavors. As high-value gastronomy tourists will often travel to destinations at a time when particular dishes and drinks can be produced at their highest quality, they can create influxes of visitation and much-needed expenditure in the off-season.

Gastronomy tourists are demanding products and services to enhance their health and wellbeing. This is resulting in foods and drinks adding longevity to travelers’ lives to act as pull factors for destinations. National cuisines that place a strong focus on natural ingredients stand to benefit from this trend. The health benefits of the foods that are exclusive to a destination’s land or can be grown or reared to the highest quality within their borders should be heavily marketed within promotions related to gastronomy tourism. The increased concern regarding health and wellbeing has heightened the demand for health and wellness retreats as well.

Gastronomy Tourism: Segmentation

The gastronomy tourism market has become segmented into specialist niches such as food festivals, food tours, food museums, cooking classes, wine trails, vegan tourism, producer visits, and local farmers’ markets.

Food festivals – The Eat Drink festival in Nigeria offers a varied selection of food and drinks served by some of the best chefs, restaurants, and street food vendors in Lagos.​

Food trails – Cape Food & Wine offers several different full-day tours in Cape Town and introduces tourists to the gastronomic offering of their destination, combined with local culture.​

Food museums – Wonderfood Museum Penang is packed with replications of the unique and diverse food of Malaysia and is attractive to existential and diversionary gastronomy tourists.​

Cooking classes – Templation offers a unique cooking class in Cambodia. Tourists can join the chef in the local market to pick out the food which they will cook under his or her supervision.​

Wine and food tastings – Vasjia Secreta is the oldest winery in Cafayate, Argentina. It offers wine tastings to tourists daily. Next to their tastings, they have a wine museum where they educate tourists about the history of their establishment.​

Key Traveler Types in the Gastronomy Tourism Market

The key traveler types in the gastronomy tourism market are recreational tourists, diversionary tourists, existential tourists, and experimental tourists.

Recreational Gastronomy Tourists: They tend to prefer familiar foods to feel safe and comfortable in a destination. An average recreational tourist may seek out fast-food chains, package tour foods, and restaurants with a predictable menu, or a menu that offers food from the tourist’s home country. As these tourists are not motivated by food and drink tourism, they will not heavily research where to go for gastronomic experiences and are likely to spontaneously choose a restaurant or bar when walking past it.

Diversionary Gastronomy Tourists: Diversionary gastronomy tourists prefer party destinations and social experiences but are not overly concerned about the setting of where the holiday or trip takes place. They place a greater emphasis on the people they are with. For diversionary gastronomy tourists, food and beverage must come easily and be accessible, and there must be plenty of it for them to feel like they are receiving good value. Quantity is essential for them rather than gourmet cuisine.

Existential Gastronomy Tourists: Existential gastronomy tourists tend to seek out local and regional cuisine and eat where the locals do. They prefer simple and rustic restaurants over posh high-end offerings. When searching for gastronomic experiences in the pre-trip stage, existential tourists utilize authentic sources for travel information, such as personal travel blogs written by respected personalities in travel and read specialized travel literature and guides. They are also motivated by educational experiences and are interested in cooking schools, cooking classes, fishing trips, wine tasting, and food festivals. This interest shows that many of these travelers will travel with the primary motivation of undertaking gastronomic activities

Experimental Gastronomy Tourists: Experimental gastronomy tourists are often seen as trendy and embrace the latest foods, fashions, and cooking techniques. They seek out restaurants with innovative menus and other gastronomic experiences that are highly exclusive. They travel for personal indulgence and to experience luxury with fine cuisine and experiences that are exclusive due to the premium which must be paid. They require very niche experience.

Key Players in the Gastronomy Tourism Market

The key players in the gastronomy tourism market are Qatar Airways, Indonesia Tourism, Flight Centre, and Four Seasons Hotel.

To know more about the gastronomy tourism market, download a free report sample

Gastronomy Tourism Market Report Overview

Key Segments Food Festivals, Food Tours, Food Museums, Cooking Classes, Wine Trails, Vegan Tourism, Producer Visits, and Local Farmers’ Markets
Key Traveler Types Recreational Tourists, Diversionary Tourists, Existential Tourists, and Experimental Tourists
Key Players Qatar Airways, Indonesia Tourism, Flight Centre, and Four Seasons Hotel

Scope

This report provides:

  • A cutting-edge insight into one of the fastest growing types of tourism globally, gastronomy tourism.
  • An overview offering insight into which markets are most likely to undertake gastronomy tourism as well as the upcoming destinations that will be the next big hit with primary gastronomy tourists.
  • A traveler-type section that outlines the different types of gastronomy tourists, ranging from the casual recreational tourist to the ultra-demanding experimental traveler.
  • A key trends section that outlines traveler demands that are shaping this type of tourism.
  • Company and destination case studies, highlighting what actions stakeholders are taking to take advantage of this type of tourism.
  • Advertising activity outlining how a range of different players in the industry are marketing gastronomic offerings.
  • Outlines of challenges and opportunities to help inform strategies.

Reasons to Buy

  • Gain insight into the different types of gastronomy tourists
  • Understand key themes currently impacting gastronomy tourism
  • Understand what companies are doing to attract gastronomy tourists
  • Look at how companies and destinations are marketing gastronomic offerings
  • Get information to inform strategies related to this tourism type

Key Players

Four Seasons
EatWith
Food'n Road
Qatar Airways
Flight Centre

Table of Contents

Table of Contents

Overview

Traveler types

Key trends

Company case studies

Destination case studies – Wine tourism

Advertising activity

Challenges and opportunities

Appendix

Frequently Asked Questions

The gastronomy tourism market has become segmented into specialist niches such as food festivals, food tours, food museums, cooking classes, wine trails, vegan tourism, producer visits, and local farmers’ markets.

The increased concern of gastronomy tourists regarding health and wellbeing has heightened the demand for health and wellness retreats.

The key traveler types in the gastronomy tourism market are recreational tourists, diversionary tourists, existential tourists, and experimental tourists.

The key players in the gastronomy tourism market are Qatar Airways, Indonesia Tourism, Flight Centre, and Four Seasons Hotel.

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