Thursday, Mar 21, 2024
What is luxury culinary tourism?
The World Food Travel Association defines food tourism, also referred to as gastrotourism, as “traveling for a taste of place to get a sense of place." For luxury travelers who are also avid foodies, this type of travel experience takes center stage as one of the top travel trends, and key motivators behind exploring a destination whether it's new or familiar.
Cuisine is one of the best ways to truly be immersed in a culture, destination, or community, and given that there has been a notable shift towards experience-centric tourism for today's traveller, it comes as no surprise that food tourism is one of the most popular travel trends in 2024 and beyond.
A growing market, luxury culinary tourism refers to experiencing the local cuisine through the lens of luxury travel. Think all kinds of activities that combine food and luxury travel, including Michelin-starred restaurants, cooking classes, cocktail-making events, chef-tasting menus, and more.
Between 2024 and 2030, luxury culinary travel is expected to grow at a CAGR of 7.6%, making it the fastest-growing segment of luxury travel. Travelers interested in this trend tend to prioritise food as their main travel activity — they want to try unique dishes, learn about the culture through food, and experience new dining options.
Luxury hotel chain Hilton surveyed 10,000 Millennial, Gen Z, Gen X, and Baby Boomer travellers from nine different countries in 2024. It found that culinary experiences, or gastrotourism, were the top priority for over half of travelers of all generations. Similarly, in an American Express survey, 81% of respondents said they look forward to food experiences when traveling abroad, expressing interest in the following activities:
From Michelin-starred restaurants, food festivals, to world-class wines, gastronomy experiences and more — these luxury culinary tourism destinations have you covered.
Big US cities have something in common: amazing restaurants featuring the best of world cuisine. In New York, the Italian restaurant Rezdôra, for example, offers regional pasta-tasting and wine-pairing menus. Sushi restaurant Shuko, also in NYC, is known for its omakase menus, where the chef selects what to serve based on seasonal ingredients. If your clients are festival lovers, recommend the New York City Wine & Food Festival, featuring dinners hosted by top chefs, cocktail-making master classes, and walk-around tastings. Whatever your clients are looking for, NYC has it!
Down south, New Orleans boasts a distinct food culture, with over 1,400 restaurants serving all types of food, including the city’s well-known Cajun and Creole specialties. Consider booking a food tour or even a cocktail tour to familiarize your clients with the rich history of New Orleans, while discovering gems in the French Quarter, Garden District, and more. Look for family-owned businesses, such as Antoine’s, operated by the fifth generation, or Café Du Monde, renowned for its New Orleans-style beignets.
In her novel Like Water for Chocolate, Laura Esquivel tells the story of a family through twelve Mexican recipes. Each recipe, while unique, interlinks with the others. And that’s what tasting Mexican dishes in Mexico will feel like. In Mexico City, book a table at Pujol, where your clients can taste chef Enrique Olvera’s signature dish, mole madre. Mole is a sauce, thought to originate from either Puebla or Oaxaca, both worth a visit for food lovers. For a true culinary travel experience why not offer an evening of entertainment with an equisite tasting at Bellini Revolving restaurant, boasting a 360 degree vista of the city, followed by a colourful and evocative garibaldi performance at Garibaldi Plaza, the Plaza of the Mariachis.
In Puebla, make sure your clients try the special mole poblano and organize a local market tour. As for Oaxaca, which is considered the food capital of Mexico, book a chocolate-making workshop, a visit to a mezcal distillery, or a private cooking class. Tequila or mezcal? That’s a difficult question in Mexico, a country dotted with the agave plant from north to south. Let your clients decide by themselves, and suggest a visit to Tequila, the town where tequila comes from. It’s the perfect place to learn about tequila and uncover the secrets of the best margaritas.
France is the country with the highest number of Michelin-starred restaurants. The best part? From big cities to rural areas, they’re everywhere. Starting the trip in Paris, book a gourmet food tour to familiarize your clients with French cuisine, covering everything from wine and cheese pairings to macarons. For a taste of the unique why not offer a gastronomic experience with a celestial twist with a sumptuous gourmet food tasting under the stars? Around 90 miles east of Paris is France’s Champagne region, protected by an AOC (controlled designation of origin) label. Find a champagne tour to discover this special sparkling wine through tastings and visiting Champagne vineyards.
France’s second city Lyon is known as its gastronomic capital, so it's the perfect destination for travelers interested in food tourism. In this city, your clients will find the legacies of the late chef Paul Bocuse, be it in his restaurant L’Auberge, or the gourmet food market Halles de Lyon Paul Bocuse. For wine lovers, France’s world-famous vineyards will be a treat to discover. Consider organizing a wine-tasting tour or a vineyard visit for your clients in Burgundy, Bordeaux, or Beaujolais. While looking for the best wine and food, don’t skip the countryside. Located in the small town of Colombey-les-Deux-Églises, Hostellerie la Montagne made its way into Michelin’s list of France’s most affordable Michelin Guide restaurants. Here, chef Jean-Baptiste Natali brings his years-long travels to his hometown, offering visitors a glimpse of his experience through food.
From the rolling vineyards of Tuscany to the ancient olive groves in Puglia, Italy is a wine and food paradise. Throughout the country, luxury cooking holidays are gaining popularity. In these cooking vacations, visitors pick vegetables fresh from the garden, cook with chefs, tour vineyards, dine in Michelin-starred restaurants, or even enjoy a four course meal cooked by local experts. An all-in-one cooking experience to feast, learn, and live Italy to the fullest!
Characterized by its endless strip of vineyards, Tuscany’s Chianti region has family-owned wineries and extra virgin olive oil producers. Depending on your clients’ interests, organize a wine or olive oil tour for them to discover both products accompanied by Tuscan snacks. All over Italy, you can find different types of pasta-making classes, where visitors delve into the world of pasta with a drink in their hands, usually an Aperol Spritz or Italian wine.
While exploring the diversity of Japan, start with the Michelin-starred sushi restaurants of Tokyo for a one-of-a-kind experience. Featured in the 2024 Michelin Guide, Sushi Marufuku specializes in dry-aged sushi, prepared using a special vacuum technology. In total, Tokyo has over 200 Michelin-starred restaurants, overranking all the foodie cities including Paris, New York, and London. A food tour is one of the best ways to discover Tokyo's iconic cuisines, with truly surprising gourmet food available in unnassuming locations.
To experience a 400-year-old tradition, head to Kyoto, where a traditional tea ceremony is the perfect chance to taste Japanese green tea along with some dessert and get immersed in the culture. Seafood lovers would enjoy Okinawa, which has green caviar, tiger prawns, and other fish varieties served as fresh as can be. For steakhouses, choose Kobe to try the world-famous Kobe beef in its birthplace. Japanese cooking classes also offer chances for your clients to learn about the country’s diverse techniques and recipes.
In Hilton’s survey, 82% of respondents said they wanted to have a good restaurant in their hotel. Enter Singaporean hotels. At PARKROYAL COLLECTION Marina Bay Hotel, try Peach Blossoms, an award-winning Chinese restaurant. Its chef Edward Chong modernizes traditional recipes and prepares his signature dishes, such as Deep-fried Cigar Rolls filled with Black Truffle. The hotel also offers oriental afternoon teas at Portman’s Bar, with a two-hour free flow of Champagne. Your clients can also opt for an 11-hour daycation package, so they can get a taste of Singapore even if they don’t have the option to stay overnight.
Singapore’s food scene is touched by Chinese, Malay, Indian, and European cuisines, making it a great destination to try out fusion restaurants. At Meta, chef Sun Kim combines his Korean heritage with his Japanese and Western education. Another restaurant, Nouri offers chef’s tasting menus based on 'crossroads cooking', which draws inspiration from food traditions across the globe. For another unforgettable experience, rise up above the clouds to experience sky dining on the Singapore Flyer, overlooking the city’s magnificent skyline.
So there you have it! Some incredible destinations offering up truly unforgettable food travel experiences for travelers with a keen preference for luxury culinary tourism. From cooking classes, to being immersed in local culture, to dining in the very best restaurants, luxury has come to mean so many different things to all travelers, so make sure to explore what luxury means to your clients, and curate a one of a kind experience perfectly tailored to their needs.
Here’s what you can expect in our guide to trending travel in 2024:
⭐ The latest health and wellness travel preferences.
⭐ Why ‘set-jetting’ and ‘retailtainment’ are some of the top upcoming experience tourism trends.
⭐ How travel technology continues to shape the industry.
⭐ What tomorrow’s luxury traveler is looking for.
⭐ How Generation Alpha is driving the shape of modern familial travel.
and more!
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