As promised, we want to tell you a bit more about the food travel industry.
Even though it is virtually impossible not to eat when traveling, food tourism as a primary reason for travel is not well-spread. Only 18% of travelers surveyed by the World Food Tourism Association in 2016 identified themselves, as gourmet foodies. It is still a considerable increase from 8% in 2010 and the association attributes it to television programming about chefs, cooking and culinary competitions.
In March Nina, our founder, attended Travel Expo, a massive travel industry showcase in Washington, D.C. Only one (!!!) vendor there was fully food-focused, and it was a company that takes travelers to Italy, which is a very mainstream, overcrowded destination. The majority of businesses represented there were offering traditional, group guided experiences across the world and local East Coast region.
If you're curious to learn more, take a look at the snapshot. It does confirm our suspicions that almost all tourists are food tourists, they just don't know it yet.
Thank you for reading, and bon appetite!