Over a quarter of consumers influenced by local gastronomy in their holiday destination choice, says GlobalData

Globalization, coupled with a shift in cultural and economic influence from West to East and the boom in travel flows around the world, is resulting in consumers becoming increasingly familiar with and enthusiastic about different food cultures, according to GlobalData a leading data and analytics company.

GlobalData’s latest consumer survey for Q3-2018, reveals that 27.6% of consumers globally, said that the popularity of a destination in terms of food and drinks is a factor that helps them decide where to go on holiday. The same survey showed that generation Z and millennials find local cuisine more influential when choosing a destination, compared to generation X and baby boomers.

TV programs about chefs, cooking, traveling and cooking competitions, have all had a positive impact on the growing public passion for gastronomy, and a transformative effect on their food preferences , especially when traveling.

Konstantina Boutsioukou, Consumer Travel Analyst at GlobalData, commented, ‘’Given that people traveling abroad, and in particular millennials, are increasingly seeking authentic and transformative travel experiences, local cuisine provides them with a unique lens through which they can better understand the history, people and the culture of the destinations they visit.

‘‘Tourism players wanting to tap into this cohort, must capitalize on the rise of culinary tourism and by combining gastronomy with other activities such as cultural tours and wellness activities, tailor products that meet the demands of travellers wanting to experiment with food during their trips.’’

Some of the key trends redefining culinary tourism in recent years are the rise of street food and food markets, cooking lessons with locals, and gastronomy tours with locals or experts. Yet, a new trend becoming increasingly influential within food tourism is home cooking and meal sharing.

Whereas local restaurants and food tours allow tourists to get a glimpse into a region’s gastronomy, they cannot compare to having the opportunity to dine in a local’s house and get to experience how a family interacts while cooking and eating together, thus, witnessing the traditions surrounding food culture first-hand.

EatWith, a meal sharing app offering food experiences in more than 150 cities around the world, allows its users to connect with local hosts at the destinations they are visiting. In particular, travellers can undertake cooking lessons with hosts, cook together and share meals while getting a glimpse of the lives of locals by visiting their homes.

Boutsioukou added, ‘‘As competition between tourist destinations intensifies, tourism boards and businesses must seek to diversify their offering propositions by looking at the intangible cultural heritage of their regions, and leveraging elements such as gastronomy is a key way to do so.’’


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Notes to editors

‘Generation Z’
those born between 1995 and 2010 so the oldest will be 23

typically the early 1980s is the starting birth years and the mid-1990s to early 2000s is the ending birth years so the oldest will be 38

‘Generation X’
typically early-to-mid 1960s is the starting birth years and the and the early1980s is the ending birth years so the oldest will be 58

Baby Boomers’

typically early-to-mid 1940s is the starting birth years and anywhere from 1960 to 1964 is the ending birth years so the oldest will be 78

About GlobalData

4,000 of the world’s largest companies, including over 70% of FTSE 100 and 60% of Fortune 100 companies, make more timely and better business decisions thanks to GlobalData’s unique data, expert analysis and innovative solutions, all in one platform. GlobalData’s mission is to help our clients decode the future to be more successful and innovative across a range of industries, including the healthcare, consumer, retail, financial, technology and professional services sectors. PR2606



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