Gastronomy Travel – Key Trends and Market Analysis by Destinations, Challenges and Opportunities, 2024 Update

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Gastronomy Travel Market Report Overview

Gastronomy tourism is a growing segment of the travel industry. It involves an individual’s exploration of local cuisine and gastronomy as a part of their overall travel experience. A country’s local cuisine reflects the culture’s eating habits and is one of the simplest ways to learn more about its history, culture, and people. Gastro-tourism extends beyond the food that is eaten. It delves into how, where when, and the reason behind eating a specific food. It allows travelers the opportunity to learn more about the food they consume, and how it is grown or raised just like in the farm-to-table concept. Gastronomy tourism has become a central part of modern tourism and is a direct contributor to not just the destination’s tourism industry but also the whole economy.

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The gastronomy travel market research report provides an analysis of key market trends, country strategies, and company case studies in the gastronomy tourism industry. The report delves into major destinations, along with an analysis of travelers to provide valuable insights. Furthermore, challenges along with opportunities in the industry are explained.

Key Themes ·       Sustainability

·       Personalization

·       Travel Apps

Key Tourist Types ·       Recreational Tourists

·       Diversionary Tourists

·       Existential Tourists

·       Experimental Tourists

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Gastronomy Travel Market Trends

The growing popularity of restaurants, takeaway apps, and meal kits amid the growth in disposable income has made travelers more curious about different cuisines. This has created a greater desire for gastronomy holidays. Before the COVID-19 pandemic, the demand for gastronomy tours was seeing a significant increase. However, the pandemic created a lot of worry and change in behavior toward travelers seeking familiarity. On the other hand, it also helped niche tourism positively. Activities that provide more engagement with people as group tours or learning activities like cooking classes, and cocktail making are now seeing a significantly increasing trend. Niche gastronomy holidays are, thus, experiencing a growth in popularity and importance. This can also be attributed to an increasing trend for unique and personalized travel experiences.

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Gastronomy Travel Market Themes

The key themes emerging in gastronomy tourism are sustainability, personalization, and travel apps, among others.

Sustainability: In the world of tourism, sustainability is increasingly becoming an important theme. This is no different for gastronomy tourism. Travelers are interested in visiting places that cook with locally sourced ingredients. This also includes lowering the carbon footprint impact of festivals, encouraging sustainable modes of agriculture, implementing waste reduction plans, and supporting local conservation initiatives. Sustainable practices are thus extremely crucial for destinations to attract and satisfy the increasing environment-friendly demands of the traveler.

Gastronomy Market Analysis by Themes, 2024

Gastronomy Market Analysis by Themes, 2024

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Gastronomy Travel Market Opportunities

The key opportunities in the gastronomy travel market are diversifying gastronomic offerings, the ability to attract new types of travelers and seasonality-proof destinations.

  • Diversifying gastronomic offerings: As an increasing number of tourists across the globe travel with the primary motivation of experiencing a destination’s gastronomic offering, new niches will be created. Destinations that can cater to a range of niche gastronomy tourists and keep on top of emerging trends can become established in terms of their overall cultural offerings. Madrid in Spain has an established gastronomy product that attracts a range of primary gastronomy tourists. It holds an annual ‘Gastrofestival’ and has a variety of food tours from wine tasting to tapas crawls. Furthermore, it is home to various critically acclaimed restaurants and food museums and offers several cooking classes. These niche forms of gastronomy tourism help to attract a variety of primary gastronomy tourists. Madrid also has a range of budget options allowing the city to attract budget travelers that offer less value but visit in greater volumes.

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Gastronomy Travel – Tourist Insights

The types of gastronomy tourists are recreational tourists, diversionary tourists, existential tourists, and experimental tourists.

Recreational Tourists: Recreational gastronomy tourists usually do not travel with the primary motivation of experiencing local gastronomy, hence can be referred to as secondary 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. Spending time with friends and being in a place that feels familiar and safe are the key motivations for this kind of traveler.

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Segments Covered in the Report

Gastronomy Travel Market Tourist Types Outlook (2024)

  • Recreational Tourists
  • Diversionary Tourists
  • Existential Tourists
  • Experimental Tourists

Scope

This report provides analysis of key market trends, country strategies and company case studies in the gastronomy tourism industry. Major key destinations are analysed, along with an analysis of travelers to provide valuable insight. Challenges along with opportunities in the industry are explained.

Key Highlights

Indonesia is the country that responded with the most travelers taking gastronomical trips, with 71% of respondents indicating they took this type of holiday. Asia Pacific as a region has been developing itself as a hub of gastronomy tourism as a key towards not just development of tourism in the region but rather focus on development of sustainable tourism.

Niche gastronomy holidays is thus experiencing a growth in popularity and importance, driven by an increasing trend for unique and personalized travel experiences. Travelers are increasingly seeking holidays that cater to this specific motivation, be it a cycling culinary tour experience in New Zealand, cooking along with the local Cambodian people amidst lush greenery or undertaking the 10-days Flanders Discovery tour.

According to GlobalData’s consumer survey Q3 2021, Gen Z and Gen Y were the respondents that placed a high priority on destinations famous for food/drinks when deciding where to go on holiday – 39% for both Gen Y and Gen Z, compared to 33% of global respondents. This is also reflected in the number of respondents preferring gastronomy holidays. 29% of GenY and 24% of Gen Z choose to undertake gastronomical holidays.

The importance of sustainability is increasing in both the domestic and international travel industry, providing both challenges and opportunities for the gastronomy sector to attract the customers and sustain the market. According to GlobalData’s Q3 2021 Consumer Survey, 74% of global respondents reported that environmental issues are ‘extremely’ or ‘quite’ important to them. Within travel and tourism several trends have emerged to incorporate more sustainable travel.

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

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Table of Contents

Snapshot

Insight into Gastronomy Tourists

Key Market Trends

Company Case Study

Key Destinations

Challenges and Opportunities

Appendix

Frequently asked questions

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