Culinary Tourism Market Application, Product, and Geography - Forecast and Analysis 2023-2027

Culinary Tourism Market Forecast 2023-2027

The Culinary Tourism market size is forecast to increase by USD 126.28 billion at a CAGR of 17.45%  between 2022 and 2027. The growth of the market depends on several factors, including a rising preference for culinary tourism, an increase in integrative culinary and cultural events, and the positive influence of digital media on culinary tourism. Travelers are seeking authentic culinary experiences that showcase locally sourced ingredients and traditional cuisines. Organizations like the World Travel Association (WTFA) play a crucial role in promoting culinary tourism destinations and experiences worldwide. This market analysis and report includes in-depth information on market drivers, trends, and challenges during the forecasted period. 

What will be the size of the Market During the Forecast Period?

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The market thrives on the diverse interests of consumers, foodies, and tourists seeking authentic culinary experiences. From cooking classes to food festivals, travelers are increasingly exploring destinations renowned for their indigenous cuisines. Social media and food influencers play pivotal roles in promoting culinary tourism, enticing consumers to indulge in unique cuisines and dishes worldwide. Travel companies, such as World Expeditions, cater to the growing demand for curated culinary experiences, tapping into the expanding consumer spending on food-related travel experiences.

Market Segmentation

The application segment of the market encompasses a wide array of experiences and activities catering to food enthusiasts and travellers alike. Culinary tourism involves exploring locally sourced food products and regional cuisine, offering visitors the chance to indulge in authentic flavors and culinary traditions. From participating in cooking lessons and culinary-related events to enjoying local cuisine in exotic locations, culinary tourism provides vacationers with memorable encounters that celebrate the culture and gastronomy of different regions. Government initiatives and public-private partnerships play a crucial role in promoting culinary tourism, while advancements in technology facilitate seamless booking experiences and access to information about culinary destinations, enhancing the overall travel experience for food travelers worldwide.

By Application

The market share growth of the food festival segment will be significant during the forecast period. The food festival segment held the highest share of the global market in 2022 and is expected to continue during the forecast period. Food festival tourism is conducted mainly to attract tourists who want to experience different types of food and cuisines.

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The food festival segment was valued at 18.35 billion in 2017 and continued to grow until 2021. Food festivals are conducted by individuals who seek out such experiences to broaden their understanding of food culture or lifestyle. Thus, with growing foodies tourism activities, the food festivals segment in the global market is expected to grow during the forecast period.

Market Dynamics and Customer Landscape

The market is experiencing robust growth, driven by the increasing interest of consumers and foodies in exploring diverse cuisines and dishes while traveling. Tourists seek authentic eating places and culinary experiences, fueling demand for cooking classes and culinary trails offered by travel companies. Social media and food influencers play a significant role in promoting culinary tourism and influencing consumer spending patterns. Destination Indigenous initiatives and food festivals like the Asian Food Fest attract food travelers to indulge in regional cuisine and exotic locations. Government initiatives and public-private partnerships further enhance the culinary tourism sector, leveraging technology to provide unique vacation encounters and cooking lessons. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

The rising preference is driving the market growth. The travel and tourism market, including culinary tourism, is expected to grow significantly during the forecast period. This is due to an increase in the number of individuals shifting their preferences from traditional tourism activities to luxury tourism, including culinary tourism. Popular travel destinations such as the US, the UK, Germany, France, China, Australia, and Spain are expected to witness an increasing number of travelers, both domestic and international, which will contribute to the growth of the market. Additionally, developing countries like Sri Lanka, India, and Mexico are upgrading their tourism infrastructure, which is also expected to further augment the market growth during the forecast period.

Significant Market Trends

The focus on data harnessing for personalized guest experience is a key trend in the market. Food service providers and hotels are using new techniques and technology to retain their market shares and provide guests with innovative services. For example, hotels are linking their software with the guests' social media profiles to make bookings according to their expectations and preferences, and are using surveys, website browsing behavior, purchase history, marketing engagement, and loyalty programs to attract and retain customers. Additionally, some hotels like Four Seasons, a chain of luxury hotels, store information about the guests' floor, dietary, wine, and newspaper preferences for their next visits and adjust their arrival schedule to meet their needs. These steps are expected to boost the market during the forecast period.

Major Market Challenge

The growing threat of terrorism among tourists is a major challenge impeding market growth. The global travel and tourism market is negatively impacted by instances of terrorism. In 2018, the Association of British Travel Agents (ABTA) found that terror threats heavily affected the tourism business in some popular tourist destinations in the UK. In recent years, terrorist attacks have been prominent in cities such as Manchester, London, and Barcelona. Terrorism also leads to increased border clearance, with delays and tighter inspections, as well as increased costs of insurance and reinsurance. This results in higher spending on border and airport security, including military and technology, intelligence, and law enforcement, which in turn leads to increased passenger fares. These factors may create hindrances to the revenue growth of the market during the forecast period as people may avoid traveling due to fear of terrorism and the high cost of traveling.

Customer Landscape

The report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Global Market Customer Landscape

Who are the Major Market Players?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Butterfield and Robinson - The company offers culinary tourism experiences such as scaling vineyards on volcanic mountainsides, understanding the ancient, natural wine process in the Georgias Kakheti region, and getting knee-deep in the shores of Eastern Tasmania to shuck oysters as its key offering. The company offers luxurious private travel and small group trips in various countries across the globe.

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market players, including:

• G Adventures
• Gourmets On Tour Ltd.
• Greaves Travel Ltd
• Heritage Group
• India Food-Tour
• International Culinary-Tours
• Lindblad Expeditions Holdings Inc
• The FTC4Lobe Group
• The Travel Corp
• Top Deck Tours Ltd
• TourRadar GmbH
• ITC Ltd

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Which are the Key Regions for the Market?

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Europe is estimated to contribute 32% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Germany, France, and the UK are the leading destinations in Europe. The increased number of culinary tourist arrivals and the availability of cruising experiences for luxury travel seekers will be the major factors driving the growth of the market in this region.

According to the data stated by The World Bank Group, in 2021, the population aged 65 years and above in Italy, Germany, the UK, and France was 24%, 22%, 19%, and 21%, respectively, of the total population. This population prefers tailormade and multigenerational vacations to enjoy the variety of local cuisine along with other activities with family. The increasing demand for such travel experiences, especially among baby boomers as well as the millennial population, is expected to boost the growth of the overall market in Europe during the forecast period.

Market Analyst Overview

The market is experiencing a surge in popularity, driven by the growing interest of consumers in unique gastronomic experiences. Travel companies are capitalizing on this trend by offering curated trips to authentic eating places where travelers can indulge in diverse cuisines and dishes. Food enthusiasts and food influencers are influencing consumer spending habits by highlighting the allure of destination indigenous culinary delights. Companies like World Expeditions and events like the Asian Food Fest are catering to the demand for locally sourced food products and facilitating memorable food travellers experiences. From exploring regional cuisine to participating in cooking lessons and culinary-related events, travelers are seeking vacation encounters that revolve around food. Government initiatives and public-private partnerships are further fueling growth in the tourism sector by promoting culinary tourism initiatives worldwide.

The global market is flourishing as Western tourists increasingly seek immersive experiences like home-cooked meals and unique food & beverage experiences. The rise of food and travel shows has sparked interest in exploring local food ingredients and visiting vineyards, breweries, farms, and other culinary destinations. Home cooking enthusiasts are contributing to the growth of the food tourism market and wine tourism market by seeking authentic culinary trails. Innovations in food and the influence of renowned chefs are shaping travelers' preferences, while domestic tourism initiatives and programs like MasterChef are further driving interest in culinary adventures. With a focus on gastronomic exploration, the global culinary tourism industry continues to evolve and attract enthusiasts worldwide.

The market offers adventurous travelers the chance to explore exotic locations while indulging in unique culinary experiences. The booming travel and tourism sector has been further fueled by the convenience of web-based booking platforms and advancements in AI (Artificial Intelligence) and IoT (Internet of Things) technologies. Online platforms such as online hotel aggregators and search engines provide easy access to a plethora of culinary destinations and accommodations. Leveraging big data analytics, businesses can tailor offerings to meet the diverse preferences of travelers, while chatbots enhance customer service and support. As travelers seek immersive experiences, the market continues to thrive, offering unparalleled adventures for food enthusiasts worldwide.

Segment Overview

The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027. 

• Application Outlook 
  • Food-Festival
  • Culinary-Trails
  • Cooking Classes
  • Others

• Product Outlook 
  • Domestic
  • International

• Region Outlook 
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • North America
    • The U.S.
    • Canada
  • APAC
    • China
    • India
  • South America
    • Brazil
    • Argentina
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Report Scope
Report Coverage	Details
Page number	153
Base year	2022
Historic period	2017-2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 17.45%
Market growth 2023-2027	USD 126.28 billion
Market structure	Concentrated
YoY growth 2022-2023(%)	16.55
Regional analysis	Europe, North America, APAC, South America, and Middle East and Africa
Performing market contribution	Europe at 32%
Key countries	US, China, Germany, France, and UK
Competitive landscape	Leading companies, Market growth and Forecasting , Market Positioning of companies, Competitive Strategies, and Industry Risks
Key companies profiled	Butterfield and Robinson Inc., G Adventures, Gourmet On Tour Ltd., Greaves Travel Ltd, Heritage Group, India-Food Tour, International Culinary-Tours, Lindblad Expeditions Holdings Inc, The FTC4Lobe Group, The Travel Corp, Top Deck Tours Ltd, TourRadar GmbH, and ITC Ltd
Market dynamics	Parent market analysis,Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and market condition analysis for the forecast period.
Customization purview	If our market research report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research and Growth Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the market size and its contribution to the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the industry across Europe, North America, APAC, South America, and Middle East and Africa
• A thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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