Key Trends in Gastronomy Tourism: Market Analysis by Destinations, Challenges and Opportunities, 2026 Update

Explore gastronomy tourism trends, traveller demographics, popular destinations, consumer preferences, sustainability, and opportunities in food-focused travel.

Why Does Gastronomy Tourism Matter?

Gastronomy tourism is becoming an increasingly important part of the travel and tourism industry as travellers seek unique, personalised experiences centred on local food and drink. From culinary tours and cooking experiences with local communities to destination-led food holidays, gastronomy travel offers opportunities for destinations to differentiate their tourism offerings and attract experience-driven visitors.

Asia Pacific is emerging as a key hub for gastronomy tourism, with countries increasingly using food-focused travel to support tourism development and sustainable tourism initiatives. Indonesia recorded the highest proportion of respondents taking gastronomical trips, with 71% indicating they had undertaken this type of holiday.

Changing traveller demographics are also influencing demand. GlobalData’s Q3 2021 Consumer Survey found that Gen Z and Gen Y respondents placed greater importance on destinations famous for food and drink when choosing holidays than the global average. At the same time, growing environmental awareness is creating new opportunities and challenges for the sector.

This report examines gastronomy tourism through traveller preferences, market developments, consumer trends, destinations and company case studies, alongside the economic and environmental implications of food-focused travel.

Key Insights in the Gastronomy Tourism Market

• Indonesia leads gastronomy travel participation: 71% of Indonesian respondents indicated that they had taken a gastronomical holiday.
• Asia Pacific is developing as a gastronomy tourism hub: The region is using food-focused tourism as part of wider tourism development and sustainable tourism strategies.
• Demand for niche culinary holidays is growing: Travellers increasingly seek unique and personalised experiences, including culinary cycling tours, local cooking experiences and specialist food itineraries.
• Gen Z and Gen Y show strong interest: According to GlobalData’s Q3 2021 Consumer Survey, 39% of both Gen Y and Gen Z respondents prioritised destinations famous for food and drink when choosing a holiday, compared with 33% of global respondents.
• Younger travellers are choosing gastronomy holidays: 29% of Gen Y and 24% of Gen Z respondents indicated a preference for gastronomical holidays.
• Sustainability is influencing travel decisions: GlobalData’s Q3 2021 Consumer Survey found that 74% of global respondents considered environmental issues extremely or quite important.
• Sustainability creates both opportunities and challenges: Gastronomy tourism businesses and destinations must respond to growing environmental awareness while developing attractive travel experiences.

Scope

What Will You Learn from This Gastronomy Tourism Trend Analysis?

This report provides an overview of the gastronomy tourism sector, examining the travellers, destinations and consumer trends influencing its development.

It helps readers understand:

• Gastronomy tourism landscape: Explore the concept and development of food-focused travel within the wider tourism industry.
• Traveller demographics: Understand which traveller groups are more likely to undertake gastronomy holidays and their destination preferences.
• Consumer preferences: Assess the importance of food and drink experiences in holiday decision-making.
• Market trends: Examine the growing popularity of niche, personalised and experience-led gastronomy holidays.
• Key destinations: Identify destinations attracting gastronomy travellers and the role of regional markets, particularly Asia Pacific.
• Company case studies: Explore examples of businesses offering distinctive gastronomy tourism experiences.
• Economic impact: Understand the influence of gastronomy tourism on tourism development and local economies.
• Environmental considerations: Examine how sustainability is shaping the sector and creating new opportunities and challenges.

Who Should Buy This Gastronomy Tourism Trend Analysis?

This report is relevant to:

• Travel and tourism companies: Understand the growing demand for food-focused travel and identify opportunities to expand tourism offerings.
• Tour operators and travel agencies: Assess traveller preferences and develop specialist culinary holidays and personalised itineraries.
• Destination management organisations: Understand how gastronomy tourism can support destination positioning and sustainable tourism development.
• Hotels and hospitality businesses: Identify opportunities to attract travellers seeking distinctive local food and drink experiences.
• Food and beverage businesses: Explore the potential of partnerships and experiences that connect local gastronomy with tourism.
• Investors and industry analysts: Assess consumer trends, destination opportunities and the development of the gastronomy tourism sector.
  

  

How Companies Use This Gastronomy Tourism Analysis

Companies can use this analysis to:

• Identify target traveller segments: Understand the demographics and preferences of consumers interested in gastronomy holidays.
• Develop tourism experiences: Identify opportunities for niche culinary tours, local cooking experiences and personalised food-focused itineraries.
• Evaluate destination opportunities: Assess the role of popular gastronomy destinations and emerging regional hubs.
• Inform marketing strategies: Align destination positioning and travel campaigns with consumer interest in food and drink experiences.
• Benchmark industry activity: Learn from company case studies and examples of gastronomy tourism offerings.
• Integrate sustainability considerations: Understand how environmental awareness influences travel preferences and tourism development.
• Assess commercial opportunities: Explore how gastronomy tourism can contribute to tourism growth and local economic activity.

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

Benchmark the Gastronomy Tourism Landscape

Gastronomy tourism is evolving beyond traditional food experiences, with travellers increasingly seeking personalised holidays that connect them with local cuisine, culture and communities.

Asia Pacific is emerging as an important region for this segment, while younger generations are demonstrating a strong preference for destinations recognised for food and drink. Sustainability is also becoming an important consideration for both travellers and tourism businesses.

This report brings together traveller demographics, consumer research, destination insights and company case studies to help businesses understand the opportunities and challenges shaping gastronomy tourism.

Built on GlobalData Intelligence

GlobalData provides consumer and industry insights to help businesses understand changing travel preferences, emerging tourism trends and market opportunities. This report draws on GlobalData consumer survey findings and sector analysis to examine gastronomy tourism, traveller behaviour and the factors influencing its development.

Act Now to Identify Opportunities in Gastronomy Tourism

Understand who is driving demand for gastronomy holidays, which destinations are attracting food-focused travellers and how sustainability is influencing the sector.

Access the Gastronomy Tourism Trend Analysis to explore consumer preferences, benchmark emerging trends and identify opportunities in the evolving food-focused travel market.