2019 State of The Food Travel Industry - FINAL

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© 2019 World Food Travel Association. All rights reserved.

§ Subject Page
1 Welcome 4
2 Executive Summary: What You Can Expect 5
3 Importance of the Food Tourism Industry Today 9
4 Assessing the Performance of Food Tourism Providers 15 “Food tourism is no
longer a SEGMENT in
5 Considerations for Improving the Food Tourism Experience 21 tourism, it is the core of
6 Key Food Tourism Issues 27 travel experience and a
7 Areas for Improvement in the Food Tourism Industry 33 MUST in all destination
marketing.
8 Spotlight on Preserving Culinary Authenticity 37
9 Educating Visitors with Food & Drink 41 Food is well accepted as
10 Nurturing the Development of Food and Drink Activities 44 part of the 'Must do'
when traveling, not an
11 Key Takeaways 50 experience kept solely
12 About the Expert Panelists 53 for Foodies.”
13 About the Research & Research Team 57
Udi Goldschmidt
14 2019 Industry Calendar 61
© 2019 by World Food Travel Association. All rights reserved. Readers may use excerpts from this work as long as credit is published with
the extract and attributed as follows: “Credit: World Food Travel Association”.
Authored by Matthew J. Stone PhD, Steven Migacz PhD, Roberta Garibaldi PhD, & Erik Wolf, MA, MCTP
N.B.: Both US and UK English are used throughout this report because we include content from respondents from dozens of countries.

Dear Reader,
With this 2019 State of the Food Travel Industry report, we are pleased to present our new, annual
bellwether of the food and beverage tourism industry. The purpose of this report is literally to present the
state of our industry – what we’re doing well, our challenges, and some expert suggestions about how we
can improve. This report does not cover food travelers, demographics, psychographics, segmentation and
so on. Readers interested in that type of research are better off with one of our Food Travel Monitor reports.
Consumers today are more obsessed than ever with quality food and drink products and experiences.
Perhaps because of this, it stands to reason, and most consumers and trade will agree, that food and “Our industry has never
beverage now make a profound impact on the experience that most travelers have today. After all, it is our had a resource like this
experience with food and beverage that contribute so significantly to our impression of a destination. Report - a consistent
beacon of progress, and
For this report, we assembled some of the world’s most knowledgeable luminaries on food and beverage
that is exactly our intent
tourism to provide insight on the most important issues facing our industry today.
by bringing this report
to you on an annual
I would like to personally thank our panel of industry experts who gave freely of their time and knowledge to
basis.”
help us craft a common understanding of the state of our industry right now. You can meet our esteemed
panel of experts at the end of the report.
World Food Travel
We hope that you find this report of use. If you want to know more about creating better experiences for Association
food- or drink-loving travelers, or if you have comments or suggestions for future reports, please reach out
to us at help@worldfoodtravel.org.
Remember – Eat Well, and Travel Better,
Erik Wolf, Executive Director

World Food Travel Association (WFTA)

The World Food Travel Association enlisted experts in tourism and food tourism from over 20 countries
to provide insight on the current and projected state of the food tourism industry. This 2019 State of the
Industry Report is intended to help industry stakeholders better understand the current food tourism
industry; devise food tourism plans and strategies; and develop better food/beverage tourism products.
SUBSTANTIAL BENEFITS ARE NOT FULLY REALIZED

Food and drink experiences are certainly entertaining and enjoyable for travelers, but these
experiences can provide additional substantial benefits, positively impacting everyone, from visitors to
local businesses and residents. Besides the obvious economic impact, food tourism can benefit us by
creating cross-cultural connections, preserving heritage and traditions, and contributing to the “There was a major gap
sustainability of destinations and their culture. in how satisfied the
experts were with how
MAIN AREAS FOR IMPROVEMENT well food tourism
Specific areas for improvement in food tourism include opportunities for stakeholders to work together providers were actually
and align plans and strategies to ensure that authentic and local experiences are offered sustainably to achieving important
maintain local heritage and educate all locals. goals.”
Food tourism contributes to economic sustainability, sociocultural sustainability, and environmental World Food Travel
sustainability. It is therefore important for food and drink experiences to generate positive economic Association
impact and also protect local heritage. While food tourism is often seen as providing experiences and
benefits to tourists, it has important outcomes for residents.
PERFORMANCE GAPS WERE IDENTIFIED

However, there was a major gap in how well food tourism providers were actually achieving important
goals. For 13 important goals that were identified, there was a major gap between importance and
performance, indicating major opportunities for food and drink providers to improve, notably in:
• protecting local heritage through food and drink;

• generating positive economic impact; and
• using food and drink to provide a sense of local pride to residents.
KEY POSITIVE & NEGATIVE FACTORS
There are many factors which are projected to impact food tourism in the next two years. The factors
predicted to have the greatest positive impact (excluding overall growth in food tourism) focused on
availability of information. The three most positive factors are the impact of social media; travelers having
sufficient information about food and drink before travelling; and the role of food and travel programs
(including TV and internet) in motivating travelers. Negative impacts varied from global to local, but focused
on the difficulty of maintaining authentic and local offerings. The three largest negative factors are difficulty
of maintaining the viability of small businesses and farms; oversaturation of food/drink offerings; and the
growth in globally standardized experiences.
IMPORTANCE OF STRATEGY
It is important for food tourism to provide an authentic experience to visitors. A solid, well-crafted strategy “A solid, well-crafted
appears to be most important tool for destinations to wield. That includes: strategy appears to be
the most important tool
• developing a local gastronomy/food tourism strategy or plan; for destinations to
• easing regulations for home-based and small craft businesses; and wield.”
• aligning various food tourism and tourism providers to the same goals.
World Food Travel
STAKEHOLDERS NEED TO TAKE IN A 360-DEGREE VIEW Association
The roles of many different kinds of stakeholders were considered. Governments should fund programs to
preserve and publicize local food and drink traditions. Residents and hospitality/tourism employees both
need to know more about local food and drink traditions. We also need to involve younger residents in
understanding their food cultures. And we need to educate visitors about the food and drink products and
experiences they are enjoying.
GREATEST GROWTH
Looking into the near future, we expect to see the most growth in active combination experiences (like
culinary bike tours), street food, in-home experiences, and multi-day tours focusing on food and drink.
Without further ado, now let’s get into the “meat” of the report.

Many of our readers are seasoned food tourism professionals and may believe they fully understand
what food tourism means. Therefore they may find a definition of “food tourism” unnecessary. That said,
we continue to find a wide variance in understanding among consumers and trade alike. Also, our
industry continues to change. It is important to remind all of our readers how we define food tourism,
today.
Professionals, academics and others continue to put forward their own definitions of food tourism,
culinary tourism and gastronomy tourism. To us, these phrases are all equivalent to describe the same
phenomenon.
There are certainly nuances in meaning among the differing terms that describe our industry. While “Food tourism is the act
some may wish to get quite specific and offer lengthy definitions, we find that simple is best. Therefore, of traveling for a taste of
in 2018, we introduced the following new and overarching definition of our food tourism: place in order to get a
sense of place.”
“Food tourism is the act of traveling for a taste of place in order to get a sense of place.”
World Food Travel
Briefly, our definition includes beverage-loving travelers as much as food-loving travelers. It includes Association Definition
farm visitors, as well as gourmet aficionados, It encompasses nearly 20 different industry sectors and
nearly two dozen types of activities. We also now see that locals can be considered food “travelers” right
where they live.
For a longer discussion of “food tourism” and how the term evolved, please visit:

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Have you ever considered the following? Below are a few rhetorical
questions and comments to get you thinking:
– Eating and drinking are activities that all travelers do. Why just serve a
meal, when you can serve a memory?
– Eating and drinking can be so much more than a meal. These

particular activities can promote economic growth, sociocultural
“Why just serve a meal
stability and drive product exports. when you can serve a
memory?”
– Is food tourism only for visitors?
World Food Travel
Association
– Food tourism is much, much more than just providing a list of gourmet
restaurants and wineries.
– Unique food & beverage products and experiences can:
– help build an area's brand equity;

– increase revenue & taxes from visitor arrivals;
– & drive export demand for local food and beverage products.

Food and drink can motivate travelers to visit a specific destination. Our 2016 Food Travel Monitor
found that 80% of leisure travelers had been motivated to visit a particular destination because of a
culinary activity or attraction. However, besides simply “something to do,” food and drink can provide
memorable and authentic, sustainable, or unique experiences to visitors. Such experiences can also
educate visitors. Our experts ranked the following as the top reasons why food tourism is important to
visitors, ranked by average.
Average Rated as important or “Consumers are much

How important are each of these food tourism goals? more savvy nowadays
(1 to 5, 5 highest) very important
and it is important that
Providing an authentic experience to visitors 4.64 100 % food and beverage
experiences are
Providing sustainable experiences to visitors 4.41 92 % authentic and offer a
true sense of place.”
Providing unique or innovative experiences to visitors 4.41 87 %
Jacinta Dalton
Using food or drink to educate visitors 4.23 85 % Galway-Mayo Institute of
Technology
Ireland
Ninety percent (90%) of experts agreed that due to the importance of food and drink to a region’s
sociocultural and environmental framework, food tourism should play a greater role, namely to educate
visitors while they are being fed or entertained.
5=very important 4=important 3=neither important nor unimportant 2=unimportant 1=very unimportant

The most obvious benefit of food tourism is to attract more visitors. While it is difficult to create a
comprehensive list of benefits, food tourism can benefit local residents, businesses, and visitors in a
variety of ways. It can even play a larger role in society by bringing people together for a common goal.
Experts were asked to rate the importance of specific food tourism goals. Our experts put forward the
following list as the top reasons why food tourism is important to local residents, ranked by average.
“When restaurants start
buying similar produce
Average Rated as important or
How important are each of these food tourism goals? from large mass
producers but still keep
Generating positive economic impact to an area through
food or drink experiences 4.72 97 % using the small local
producer's name on the
Protecting local heritage through food and drink 4.62 97 % menu, that breaks a link
in the chain of food
Using food and drink to provide a sense of local pride to
residents 4.49 92 % provenance that is
necessary to develop a
Using food or drink to promote the image of a destination 4.31 90 % sustainable local food
tourism industry.”
Zack Gallagher
While food tourism is often seen as providing experiences and benefits to tourists, over 90% of expert
The Irish Food Guide,
panelists felt that food tourism has important outcomes for residents. Experts overwhelmingly agreed
and Irish Food Tours Ltd
that food tourism is important in generating income and the related economic impact, thus contributing to
economic sustainability of a destination. If structured properly, food tourism can keep a region’s cultural
history intact, while also creating a sense of local pride for residents. This contributes to an area’s overall
sociocultural sustainability.

Successful food tourism can also create cross-cultural connections. Among other relationships, these
cross-cultural connections can connect visitors to local agricultural producers, as well as local
residents. Thus, these connections may even promote understanding and even more peaceful
relations as visitors interact with locals. Our experts ranked the following as the top reasons why food
tourism is important to local residents, ranked by average.

How important are each of these food tourism goals?
(1 to 5, 5 highest) very important “Authenticity is the #1
preference sought by
Connecting visitors with locals through food and drink 4.49 95 % food lovers while
Promoting peace or understanding between cultures through traveling.
food and drink 4.08 72 %
Connecting visitors with agritourism or agricultural Gourmet is way down
production 4.03 82 % the list, coming in 8th
out of 13 possible
choices.”
According to Mark Twain, “travel is fatal to prejudice, bigotry, and narrow-mindedness.” A solid food
tourism program, when structured correctly, can help to create cross-cultural connections and further the
World Food Travel
knowledge of others and their heritage. Seventy-two (72%) of experts agreed that food tourism can
Association
“promote peace and understanding.” One way to create positive and lasting connections is to ensure
that visitors are able to connect with locals, and not just live in a “tourist bubble”. Indeed, 95% of experts
felt that it is important that food and drink be used to connect visitors and locals.

Expert panelists were asked to rate the importance of combined food tourism goals (i.e. irrespective of
who benefits). Food tourism providers and destinations can use this table as a template for a food
tourism plan, and to prioritize food tourism strategies. Because “attracting tourists to a region” is an
important goal of all tourism entities, it was not included in this survey.
How important are each of these food tourism goals?
food or drink experiences 4.72 97 %
Providing an authentic experience to visitors
4.64 100 %
Protecting local heritage through food and drink “More and more people
4.62 97 % are traveling specifically
Using food/drink to provide residents with local pride and solely for food.”
4.49 92 %
Connecting visitors with locals through food and drink Wendy Perrin
4.49 95 % WendyPerrin.com
Providing sustainable experiences to visitors USA
4.41 92 %
Providing unique or innovative experiences to visitors
4.41 87 %
Using food or drink to promote the image of a destination
4.31 90 %
Using food or drink to educate visitors
4.23 85 %
Promoting peace/understanding between cultures through
Connecting visitors with agritourism/agricultural production
4.03 82 %
Food tourism can offer benefits to a variety of stakeholders,
“Food tourism benefits
but only if the providers and destinations actually deliver on are not being
them. Responses from experts indicated that these benefits successfully shared
with the public and local
are not fully being achieved or being successfully shared with stakeholders.”
the public and local stakeholders.
World Food Travel
Association

Expert panelists were not very satisfied with how well the food and beverage experiences were being
provided to visitors. While this survey did not include items specifying how food and drink attractions
entertained or motivated travelers to visit, it considered many other factors. Just over 50% of experts
were satisfied that food tourism providers were providing an authentic experience to visitors. However,
they indicated an overall lack of satisfaction with other benefits. Of special note is that only 38% were
satisfied with the provision of “sustainable” experiences to visitors, and less than a third were satisfied
“One challenge is the
with how food and drink were being used to educate visitors.
over exploitation and
commoditisation of food
How well are food tourism providers currently achieving Average Rated as satisfied or experiences as
these outcomes to visitors? (1 to 5, 5 highest) very satisfied destinations try to cash
in on the trend, perhaps
Providing an authentic experience to visitors 3.46 51 % by introducing cheap
substitutes or even fake
Providing unique or innovative experiences to visitors 3.33 44 % products (in the case of
wine and other
Providing sustainable experiences to visitors 3.13 38 % beverages).”
Using food or drink to educate visitors 3.13 31 % Robin Shaw
Wine Tourism Australia
5=very satisfied 4=satisfied 3=neither satisfied nor dissatisfied 2=dissatisfied 1=very dissatisfied

While food tourism can provide benefits to residents, expert panelists were again not satisfied with the
performance of food tourism providers. Only about half of experts were satisfied with how well food and
drink was being used to promote the image of a destination or to generate positive economic impact.
Less than half were satisfied with how well local heritage was being protected through food and drink.
This indicates that food tourism providers and destinations may want to focus more on these areas. By
doing so, destination marketers, urban planners and governments may be able to create a better quality
of life for residents as well as to maintain an area’s unique heritage and culture, which may provide
future benefits in an increasingly globalized world.
“Tourism offices outside
the country should
How well are food tourism providers currently achieving Average Rated as satisfied or organize food events to
these outcomes to residents? (1 to 5, 5 highest) very satisfied introduce the cuisine
and drinks of their
Using food or drink to promote the image of a destination 3.51 51 % destination to citizens of
Generating positive economic impact to an area through the country where they
food or drink experiences 3.41 49 % are operating.”
Protecting local heritage through food and drink 3.21 44 % Selin Rozanes
Using food and drink to provide a sense of local pride to Turkish Flavours
residents 3.18 38 %

Successful food tourism can create intercultural connections. It can connect visitors to local agricultural
producers, as well as local residents. It can also promote peace and understanding as visitors are able
to make intercultural connections between their homes and the places they visit.
Overall, our expert panelists were not satisfied with how well food tourism was being used to connect
visitors with locals, agritourism providers, and promote understanding between cultures.
How well are food tourism providers currently achieving Average Rated as satisfied or
these sociocultural outcomes? (1 to 5, 5 highest) very satisfied
“Food tourism is the
Connecting visitors with locals through food and drink 3.26 41 % great connector of
people and places.”
Connecting visitors with agritourism or agricultural
production 3.00 26 % Claudia Vecchio
Promoting peace or understanding between cultures
through food and drink 2.85 23 % Sonoma County
Tourism

Expert panelists were asked to rate how satisfied they were with how well the food tourism industry (as
a whole) is achieving several positive outcomes. Food tourism providers and destinations can use this
table to identify opportunity areas. A lower score indicates that experts do not think the industry is
performing as well with this objective when compared to higher-rated objectives.
How well are food tourism providers currently achieving Average Rated as satisfied or
these outcomes? (1 to 5, 5 highest) very satisfied
“Industry leaders must
Using food or drink to promote the image of a destination 3.51 51 % fully embrace
sustainability and eco-
Providing an authentic experience to visitors 3.46 51 % friendly practices in all
our actions, in all our
food or drink experiences 3.41 49 % menus, in all our
businesses so that
Providing unique or innovative experiences to visitors 3.33 44 % through it, we
encourage our guests to
Connecting visitors with locals through food and drink 3.26 41 % embrace it as well.”
Protecting local heritage through food and drink 3.21 44 % Fernando Salazar
Interstate Hotels &
Using food and drink to provide a sense of local pride to
residents 3.18 38 % Resorts
USA
Providing sustainable experiences to visitors 3.13 38 %
Using food or drink to educate visitors 3.13 31 %
Connecting visitors with agritourism or agricultural
production 3.00 26 %
Promoting peace or understanding between cultures through
Food tourism providers and destinations must strive toward
providing or offering clear and substantial benefits to various
stakeholders.
Expert panelists were asked to rate their satisfaction with the way “The difficulties of
maintaining authentic
that food tourism providers were currently meeting these positive and local offerings are
the greatest threats to
objectives. the success of food
tourism.”
Responses indicated a generally low satisfaction rate. World Food Travel
Association
It is also possible that although many of these goals were

presently being met, the benefits were not being successfully
shared with the public.

Importance-performance analysis identifies the gaps between how important each goal is and how well
each goal is being achieved. A larger gap between importance and performance indicates where our
experts identified room for improvement.
“Education of food
tourism professionals is
very important.
We see many people

leading culinary tours
without any clue about
food.”
Selin Rozanes
Turkish Flavours

Importance-performance analysis identifies the gaps between how important each goal is, and how well
each is being achieved. A larger gap between importance and performance indicates where our experts
identified room for improvement. Overtourism focuses
mainly on consumption
with no substance
behind it.
People can go a city just

to have the locally
famous food or wine,
with no knowledge of it.
They are not tasting and

absorbing value, but
consuming food like a
local brand for photos
and social media.
Educate travelers what

they are going to find,
what the food or
beverage means and the
story behind it.
Betina Cardoso

Importance-performance analysis identifies the gaps between how important each goal is, and how well
each is being achieved. A larger gap between importance and performance indicates where our experts
identified room for improvement.
“The industry of food

tourism is in need of
patrons, champions and
ambassadors!
Let's raise a generation

of food tourism forward
professionals.”
Livio & Kathrin

Fehervary Colapinto
Zest of Italy

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To get ahead, you need the right training and
current information. That’s how we can help.
Look no further than to the world's leading

authority on food and beverage tourism,
when it comes to your Professional
Development needs.
We offer the world's greatest variety and

highest quality food tourism education and
training. You benefit from practical
application with real world examples.
www.WorldFoodTravel.org

The future of food tourism may be affected by many different factors. The overall
increase in the number of food attractions will likely play a major role in the
growth of food tourism. Aside from this basic trend, there may be positive effects
on food tourism for societal, economic, and personal reasons. Marketing,
changing demands of certain demographics (such as younger travelers and
female travelers), and exposure to food and drink through media, all may have a
“Young travellers - they
great impact on food tourism. want to see countries at
they best and 'original'.
Negative factors include threats that affect the economy or tourism as a whole, They want to experience
as locals, which gives
such as economic, political, or environmental factors. Some of the threats deal opportunity to develop
directly with food tourism, such as difficulties in differentiating between areas or more local businesses
regions, or the globalization of food. Challenges may also occur on a local or to cater for their travel
needs.”
destination level, as local heritage and traditions may be lost or there may be an
oversaturation of food attractions. Wojtek Osiński
Taste Poland
Experts provided their thoughts about the most important positive factors and the
most important negative factors that could affect food tourism in the next one to
two years. This was asked as an open-ended question. Using their responses,
a list of major positive and negative factors was established. Later, experts were
asked to rank the three most influential factors from a standardized list of
positive and negative factors.

Food tourism has become increasingly popular over the last several years. The World Food
Travel Association found that 93% of all responding leisure travelers across 10 countries had
participated in a culinary tourism activity in the past 2 years (source: 2016 World Food Travel
Monitor). Within the United States, where similar data was available from previous studies,
95% of leisure travelers had intentionally participated in a culinary tourism activity, up from 77%
(from a similar 2013 study) and 17% (from a similar 2007 study).
There are both supply and demand reasons for the growth of food tourism. From a supply
“We're seeing fewer of
perspective, destinations now offer more restaurants, culinary attractions, breweries, wineries,
the Extreme Food type
and food/drink attractions. From a demand perspective, travelers are looking for more culinary, of tourist who wants to
food, or drink experiences as well as more unique experiences. Demand drives supply. eat bizarre foods for
The increase in the number of food and drink opportunities will play a major role in food tourism bragging rights and
in the next few years. Aside from the number of attractions available and a general increase in more of the tourist who
demand, experts predicted several specific positive impacts. The graph on the following page has already researched
portrays visually the expected positive impacts on food tourism. the local cuisine and
has specific and
informed questions and
desires.”
Anonymous Panelist

“With one tweet or
Instagram post, a food
truck or restaurant or
food vendor in the
middle of nowhere can
rise to fame and
popularity attracting
travelers and food
connoisseurs. The use
of social media will
continue to increase
unabated thus having a
huge positive influence
on food travel.”
Eric Hoffman
With Husband in Tow
Spain
Ranking of the top three factors predicted to have the most positive impact on food tourism in the next 1-2 years. Percentage of respondents ranking each factor
as the 1st, 2nd, or 3rd most positive predicted impact.

It would be nearly impossible to summarize all of the potential negative impacts on food tourism.
However in general, they focus largely on the difficulties of maintaining authentic and local offerings.
The difficulty of maintaining small businesses and farms (#1 projected negative impact) could affect the
uniqueness of restaurants and attractions available to visitors. This is compounded (and perhaps
caused by) an increase in global restaurant chains (#6 negative impact).
As food tourism becomes more popular, it is possible that regions may lose their unique offerings, and
there may be an oversaturation of food and drink offerings (#2 negative impact). There has been a
significant growth in globally standardized experiences, which may threaten food tourism in general (#3
“International tourism is
negative impact). For example, a street food, craft brewery or winery experience are no longer particular
very competitive and
to certain regions, but can be found in destinations worldwide, potentially decreasing the uniqueness of
regions must continue
each region. Finally, too many travelers (or overtourism) may have a negative impact on food tourism, to innovate to stay
just as it impacts the larger tourism environment (#5 negative impact). ahead.”
While the other negative impacts discussed may not have ranked as having the most negative impact,
they are certainly important. Looking at each negative factor, it is easy to identify certain destinations Jacinta Dalton
for which each factor may pose a bigger threat. Some regions of the world may be more negatively Galway-Mayo Institute of
affected by climate change, while others are more susceptible to the impacts of terrorism or political Technology
Ireland
factors (such as Brexit).
It is recommended that each region or destination identify the factors which may most negatively effect
them and set a strategy to mitigate or reduce them.
The graph on the following page portrays visually the expected negative impacts on food tourism.

“Delivering the best
perception of the food
that our country offers
tourists before they
even book their holiday
destination is key to
winning more incoming
tourism business, and
eliminating the myth
that Ireland's food is
mainly potatoes, bacon
and cabbage.”
Zack Gallagher
The Irish Food Guide,
and Irish Food Tours Ltd
Ranking of the top three factors predicted to have the most negative impact on food tourism in the next 1-2 years. Percentage of respondents
ranking each factor as the 1st, 2nd, or 3rd most negative predicted impact.
Expert panelists agreed with many potential policies, ideas, and considerations
about improving food tourism. In general, many of these factors could be
considered “best practices” to creating a sustainable and impactful food tourism
industry in a region or destination.
For example, experts felt that the role of government was essential to fund
programs to preserve local food and drink traditions. From a destination “Expert panelists
perspective, our experts identified the importance of offering food and drink thought that we need to
experience certification programs. clearly define what we
mean by local and
Expert panelists felt that accurate and timely communication to visitors was authentic, and that
important. They recommended publicizing sustainable practices, and for governments should
fund programs to
restaurants to help to educate visitors, not just to serve them a meal. preserve & promote
culinary authenticity.”
While the experts did not identify a gap in knowledge, they felt that sufficient
local food and drink knowledge is essential. They felt that hospitality and World Food Travel
tourism employees need to know more about local food and drink traditions, but Association
they also felt that residents need to know more also.
This seems to identify the potential for governments, destinations, and/or food
tourism providers to provide a solid foundation of knowledge that would benefit
both locals and visitors, and potentially contribute to a better understanding of a
region’s unique food and drink traditions and lead to both a more sustainable
heritage and a sustainable tourism industry.

“Nearly all of the expert
panelists agreed that
hospitality and tourism
employees needed to
know more about local
food and drink
traditions.”
World Food Travel

Association
Percentage of respondents agreeing with each statement.

“Offering global
cuisines ranked low at
only 41%, who agree or
strongly agree, while
offering certification
programs was identified
as worthwhile by 73% of
expert panelists.”
World Food Travel

Association
Percentage of respondents agreeing with each statement.

A major challenge in food and beverage tourism is to maintain authentic food and beverage in a locality
or region. All panelists agreed that “providing an authentic experience to visitors” is an important goal of
food tourism, and 97% felt that “protecting local heritage through food and drink” is an important goal of
food tourism.
Globalization continues to increase, which has a large impact on food tourism. On one hand, there may
be a benefit to local areas as food and drink options that were previously not available may now be
available. This may introduce new foods, drinks, or dining styles to the residents of an area. On the
other hand, this may have the effect of diluting, replacing, or altering local food, drink, and dining
traditions. Maintaining authentic local food and drink in a globalizing world is essential to food tourism “Offerings should be
providers and destinations which benefit from food tourism. This is not at all to say that innovation, for based on local tastes
example with fusion cuisine, is not welcome. On the contrary; fusing different pairs of cuisines (whether rather than trying to
regional or national), can be one way to achieve a unique selling proposition. please foreign tourists.”
There are dozens of policies, considerations, and practices to help a region maintain its authentic food Gürkan Boztepe
and drink traditions, so any list is just a sample of potential ideas. Expert panelists identified and rated Gastronomy Tourism
many of these ideas and judged many of them to be very important. Policy considerations may help to Association
maintain authenticity, but the community itself also plays a role. Turkey
The factors the experts deemed to be most important can be implemented by a local/ regional
governments or destination marketing organizations. In particular, 83% believed that developing a local
food tourism strategy was extremely or very important. This may also help to align different tourism
providers to the same goals, which 72% of experts felt was extremely or very important.

At the same time, destination marketers should be able to educate residents about the local foods and
traditions (89% felt this was important) and get younger residents involved in preserving these traditions
(83% felt this was important). Again, 100% of the panelists felt these two items were at least slightly
important. A related consideration is building awareness in the community about why authenticity is
important (72% rated this as extremely or very important with 96% rating at least slightly important).
Limiting tourism and attracting up-market (i.e. wealthier) tourists may be strategies suitable for specific
regions. However, experts as a whole did not believe this approach to be as important.
“Of great concern is
It is recommended that destinations look at the list on the page that follows to begin to set strategies for overtourism combined
maintaining authentic local food and drink. It must be acknowledged that no policy or practice will with a lack of specific
completely negate the effects of food and drink from other regions being introduced into a local region. product knowledge (i.e.
However, it must also be acknowledged that for both residents and visitors there are at least some which products come
benefits in the availability of non-native foods and restaurants serving the cuisine of other regions. from where). Visitors
don't know which
products they should be
asking for in the area
where they travel.”
Anonymous Expert

Experts overwhelmingly agree that it is important to ensure authenticity in an area’s food and drink.
% Extremely
How important are each of these actions to preserve or Very % Not at all
Average
authentic food & drink traditions in a city or region? Important Important
Developing a local gastronomy or food tourism strategy or “Authenticity does not

plan
4.45 83 % 0% mean 'keep it that way.'
Changes at the right
Educating and training residents about the local foods and
traditions
4.29 89 % 0% pace should be openly
accepted.
Getting younger residents involved in preserving food
traditions
4.24 83 % 0% Standardisation is a real
Easing regulations for home-based and small craft
businesses
3.96 75 % 0% enemy of authentic local
food and drink.”
Aligning different providers (hotels, restaurants, producers,
tour operators) to the same goals
3.93 72 % 0% Jutamas Jan Wisansing
Building awareness in the local community about why Perfect Link Consulting
authenticity is important
3.90 72 % 3% Group, and
Recognizing and awarding businesses which provide Pacific Asia Tourism
authentic experiences
3.72 66 % 3% Association
Preserving ethnic neighborhoods and communities Thailand
(avoiding gentrification)
3.46 57 % 11 %
Attracting up-market (wealthier) rather than mass-market
tourists
2.72 31 % 17 %
Limiting the amount of tourists/visitors 2.63 14 % 22 %
5=extremely important 4=very important 3=moderately important 2=slightly important 1=not at all important

Providing unique, local, authentic, and sustainable foods is essential in a local or regional food tourism
strategy. Food and drink may also connect visitors to a local culture. The 2016 Food Travel Monitor
reported that 81% of leisure travelers who responded like to learn about food and drink when they visit a
destination. Also 81% agreed that food and drink help them to understand the local culture.
However, many visitors do not have a clear understanding of the local food and drink, or their
knowledge may be limited to national or regional stereotypes. Therefore, educating visitors is a key
element of food tourism strategy. A full 85% of expert respondents felt that a goal of food tourism should
be “using food or drink to educate visitors.” “People's obsession of
using food as a means
There is likely no single optimal strategy to help visitors learn about local culture through food, but
to improve their
expert panelists preferred “active” food and drink activities. In particular, they found visiting a local Instagram feeds, which
market or taking a local market tour to be most effective, with over 75% rating them as “extremely” or can cause the
“very” effective. However, not all regions have local markets, or local markets may be seasonal. The experiences to lose a
next highest-rated activities for learning were taking a food tour and dining in the home of a local. While sense of authenticity
these may not allow a visitor to see the source of the food, it still gives them opportunities to consume and turn them into over-
the food and to ask questions related to the food. Taking a beverage tour was rated as moderately hyped and over-
effective. It seems that this opportunity for interaction as well as consumption of food and drink helped touristed hot spots.”
visitors to learn about the culture.
Anonymous Expert
The more passive activities were still effective, but to a lesser degree. Watching travel shows was
moderately effective, while self-guided food & beverage tours, talking to destination and hotel staff, and
reading guidebooks or brochures were deemed to be only slightly to moderately effective.

Experts had many ideas on the best ways to effectively educate visitors about local food and drink.
% Extremely
As a tourist, how effective would each of these experiences or Very % Rating Not at
Average
be in helping you to learn about local food culture? Effective all Effective
Visiting a local market (such as a farmers market, seafood “Surprisingly, experts

market) 4.10 76 % 0% felt that reading printed
guidebooks or
Taking a local market tour 4.10 83 % 0% brochures were poor
ways to help visitors
Taking a food tour 3.93 65 % 0% learn about a local food
culture. This may
Dining in the home of a local 3.83 69 % 0% indicate that guidebooks
and brochures in the
Taking a beverage tour (wine, beer, or spirits) 3.39 43 % 0% formats currently
Watching travel shows or videos (including Youtube) about a offered, are in drastic
destination’s food/drink 3.10 31 % 0% need of an overhaul.”
Self guided food or beverage tours (printed or using an app) 2.86 21 % 3% World Food Travel
Talking to destination and hotel staff (such as concierge or Association
reception desk) 2.59 24 % 21 %
Reading guidebooks 2.55 10 % 7%
Reading brochures 2.31 3% 17 %
5= Extremely Effective 4= Very Effective 3= Moderately Effective 2= Slightly Effective 1= Not at All Effective
Food and drink tourism has increased greatly in the past twenty years, and that trend is projected to
continue. The 2016 World Food Travel Monitor published by the World Food Travel Association found
that 59% of leisure travelers agreed that “food and beverage are more important to me when I travel now
than they were 5 years ago.” Such interest in food and drink has continued to grow, and travelers often “We have to look after
experience more unique culinary activities today than they would have in previous years. our local producers and
farmers in order to
In general, expert panelists projected at least a slight increase in all food tourism activities. Based on the support them to
growth in tourism, and food tourism in particular, this seems to be expected. Active combination continue to produce, in
experiences (such as culinary bike tours) were projected to increase the most. This allows visitors to spite of difficulties
experience food while also being active or experiencing a destination in a unique way. (climate change, fair
Over half of experts predicted at least a moderate increase in all categories except for visits to fisheries prices, generations of
new farmers and
and gourmet dining experiences. Fishery visits are only available in certain areas. Gourmet dining is
producers, new policies,
already popular, so there may not be much room for moderate growth.
and property
speculation).
Otherwise, our food and

beverage will suffer
from a lack of
authenticity and
interest.”
David Font i Simon

Catalonia Tourist Board

“Climate change,
including pollution
caused by air traffic,
may influence all travel,
including food and drink
travel. In particular,
foodies are people who
are highly sensitive to
these issues.”
Kristiina Havas
Haaga-Helia University
of Applied Sciences
Finland
Percentage of respondents indicating how much they expect each category to increase or decrease in popularity in the next 1-2 years
“The younger
generation travels the
world like those born in
the previous century
used to travel around
their own countries.”
Livio & Kathrin

Fehervary Colapinto
Zest of Italy
Percentage of respondents indicating how much they expect each category to increase or decrease in popularity in the next 1-2 years
In your opinion, how much will these food & Moderate /
Large
drink experiences increase or decrease in Average Slight No Change Decrease
Increase
the next 1-2 years Increase
Active combination experiences (such as “Emergence of different
culinary bike tours)
3.79 14 % 86 % 0% 0% gastronomic forms such
tea tourism. wine
Street food / food trucks 3.71 14 % 75 % 11 % 0% tourism, beer tourism,
In-home experiences (such as dining in spa food, street food
local residents’ homes)
3.59 24 % 59 % 14 % 3% etc. in different parts of
the globe will be the
Multi-day tours focusing on food/drink 3.59 22 % 63 % 7% 7% most prominent factor
positively influencing
Craft breweries 3.54 11 % 79 % 11 % 0% food tourism in the
coming days.”
Visits to working farms or orchards 3.52 17 % 62 % 17 % 3%
Visits to fisheries or seafood/ocean Dr. Saurabh Kumar Dixit
experiences
3.45 10 % 82 % 10 % 0% North-Eastern Hill
University, India
Craft distilleries (vodka, rum, spirits, etc.) 3.43 7% 75 % 18 % 0%
Cooking classes 3.38 10 % 69 % 17 % 3%
Gourmet dining experiences 3.28 10 % 66 % 21 % 3%
5= Large Increase 4= Moderate Increase 3= Slight Increase 2= No Change in Popularity 1= Decrease

|
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both in-person and online. The world’s only online food travel summit
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1. Travelers and consumers alike are more obsessed than ever with everything having to do with food
and drink. Interest continues to increase thanks largely to the role of social media.
2. Providing a genuinely authentic product or experience is essential. Visitors are increasingly

knowledgeable about, and demanding of, authenticity in food/drink products and experiences.
3. The need for cultural preservation is urgent, and not limited to cuisine, as other manifestations of
culture, such as music, clothing/fashion, architecture and more are threatened by globalization. “A multi-pronged
program to protect the
4. Failure to support small food/beverage businesses will result in hastening towards globalization of area’s local food and
the so-called “local” experience, thereby completely negating one of the main reasons to travel drink culture, products
and experiences, is one
for food and drink, as destinations are already beginning to resemble each other more and more.
of the most mission
critical strategies that an
5. At the same time, residents would benefit from knowing more about the history of iconic culinary
area can embrace to
products and traditions in their area, and why preserving culinary culture is a tool for economic drive its own sustainable
development. Therefore local residents should be considered an important target market. economic development.”
6. The food/drink experiences provided by businesses and destinations often don’t match visitor World Food Travel
expectations. Businesses need to understand that they are selling not just a food/beverage product Association
but also an experience. If visitor (customer) expectations are not met, negative word-of-mouth
ensues. Know your customer journey and plan accordingly to help prevent that.
7. The benefits of developing food tourism go well beyond actual tourism. Food tourism is not just
about attracting more visitors who generate a positive economic impact with their spending. It can
also help protect local heritage by putting the spotlight on local food and drink, conveying a sense of
pride to local residents, and even fostering post-trip demand for product exports.

1. As much as area governments, tourism offices should see themselves as guardians of the
destination brand. When food/drink manufacturers hijack local place names for use as their own
company brand, it threatens the destination’s image and sets visitor expectations that may be
unrealistic at best, or nonexistent at worst. The protected origin programs (DOP/PDO/PGI, etc.)
across the EU help protect specific product types such as champagne and parmesan cheese. Place
(destination) names are every bit as valuable and should be protected accordingly.
2. Even if travelers might enjoy some inauthentic culinary products and experiences, being everything “Destinations need to
to everyone is not a travel motivator. Businesses should focus on what they do well, and meet visitor
destinations should focus on “The One Thing” – what truly sets their destination in a class by itself. expectations of not just
the food/ drink
3. Restaurants, farms and small business owners of all kinds need to be incented to stay in experience, but of the
business. Governments should look for solutions, such as changes to tax policy or small business brand experience
grants or preferential policies, to help local businesses thrive on high streets and to help farms overall.
continue the family tradition.
The solution is complex,
4. Besides offering tax incentives, another way to help businesses thrive is for town centers and as there are a lot of
businesses alike to offer something that consumers cannot get online. Sense of place cannot be moving parts.”
purchased online. Food lovers travel for a taste of place in order to find a sense of place. Why do
people hang out at cafes or linger over a long meal? It is because of the sense of place provided. World Food Travel
Association
5. Food and beverage waste, including packaging waste, is a critical issue that can be solved at
least partially by involving all stakeholders. No visitor wants to see empty plastic water bottles,
candy wrappers and other waste strewn about. It shatters a visitor’s image of your destination.
6. The phenomenon of overtourism continues to threaten the authenticity of local culinary

cultures. When all visitors want to visit the same public market on the same day of the week, and
prices soar, locals stop shopping there. In such instances, quality is better than quantity, and
alternative solutions need to be discussed and implemented.

|
• How ready is your area to welcome food-loving travelers?

• How is your destination’s food/drink truly unique? CLICK TO GET OUR BRISTOL CASE STUDY
• Why should visitors come to your area just for food/drink?
• How accurately are your food-loving visitor segments defined?
• How are you preserving your area’s culinary authenticity?
• How does your food/beverage tourism strategy integrate into
your overall destination strategy?
• What would you do with a Food Tourism Action Plan?
We can help you answer these questions & more. We’ve helped
a wide variety of destination marketing organizations and
governments; large companies & brands; entrepreneurs & small
business owners; universities; and media with our 4-D©
Destination Development process.
Curious how can we help you? Why not start the conversation
and contact us at help@worldfoodtravel.org today?

NAME COMPANY COUNTRY
Nellie Malkhasyan Princess Maneh Tours Armenia
Holly Galbraith Destination Food Australia
Robin Shaw former Winemakers Federation of Australia Australia
Betina Cardoso Cucina in Prosa Brazil
A total of 71 industry experts were invited to Amanda Kingsmith & Ryan Ferguson The World Wanderers Canada
participate. Of that total, about 40 respondents Louise Byg Kongsholm Pej Gruppen Denmark
Kristiina Havas Haaga-Helia University of Applied Sciences Finland
gave permission to include their name and Maria Athanasopoulou Respond on Demand Greece
professional affiliation in this report. Other Stephan Berrouet-Durand Culinary Events Haiti
respondents preferred to remain anonymous. Daisann McLane Little Adventures in Hong Kong Hong Kong
Saurabh Kumar Dixit North - Eastern Hill University Shillong India
John D. Mulcahy formerly with Fáilte Ireland Ireland
Respondents who agreed to provide their Jacinta Dalton Galway International Hotel School Ireland
names are shown to the right, alphabetized first Zack Gallagher Irish Food Tours Ireland
Udi Goldschmidt Israeli Association for Culinary Culture Israel
by country, then by their company name. Livio & Kathrin Fehervary Colapinto Zest of Italy Italy | Austria
Shinichi Nakamura Japan Travel and Tourism Association Japan
Amanda Manandhar Gurung ACE Hotels and Resorts Nepal
You can meet a few of our expert panelists on
William Ortiz PISQU London Peruvian Restaurant Peru | United Kingdom
the following page. Justyna Adamczyk Gault & Millau Poland
Wojtek Osiński Taste Poland Poland
Carlos Fernandes Instituto Politécnico de Viana do Castelo Portugal
Lionel Chee The Food Tour Company Singapore
David Font i Simon Catalan Tourist Board Spain | Catalonia
Gloria Rodriguez Eat Spain Up Spain | USA
Evarist March Natural Walks Tours Spain
Eric Hoffman With Husband in Tow Spain
Jens Heed Visit Sweden Sweden
Jill Axelsson Pabst West Sweden Tourist Board Sweden
Jutamas (Jan) Wisansing Perfect Link Consulting Group Thailand
Selin Rozanes Turkish Flavours Turkey
Gürkan Boztepe Turkish Gastronomy Tourism Association Turkey
Erik Wolf World Food Travel Association United Kingdom
Anne Banas BBC Travel USA
Fernando Salazar Interstate Hotels & Resorts USA
Rachel Olson Shoretrips USA
Claudia Vecchio Sonoma County Tourism USA
Art Cox Tauck World Discovery USA
Bill Baker Total Destination Marketing USA | Australia
Camille Hoheb Wellness Tourism Worldwide USA
Aashi Vel Traveling Spoon USA | India
Wendy Perrin WendyPerrin.com USA
“Panelists represented a
wide variety of industry
sectors, from tour
operators, foodservice
and lodging, to media,
academia, destination
marketing organizations
and more.”
World Food Travel

Association

Our analysts are some of the world’s foremost experts on food and beverage tourism, not “Increasing
generalist researchers who making assumptions based on the interpretation of the data. globalization and
standardization is the
MATTHEW STONE, PHD greatest threat to our
Matthew is a professor at California State University (CSU)-Chico, where he teaches hospitality, food & culinary cultures today.
beverage, and tourism. Dr. Stone co-authored the Association’s 2016 World Food Travel Monitor, and
has also worked on projects for the United States Travel Association. His research has been presented
at international conferences and appeared in academic journals including Tourism Management and A local food business
Journal of Travel Research. Dr. Stone has been quoted as a travel expert in the media, including USA owner may be thrilled
Today, Los Angeles Times, Smart Money, and Asian Hospitality. He is the Vice President of the Greater when a chain makes a
Western chapter of the Travel & Tourism Research Association (TTRA), and President of Global
handsome offer to take
Postmark LLC, a tourism consulting company.
over their business.
STEVEN MIGACZ, PHD When that business is

folded into the chain’s
Steven is a professor at Roosevelt University in Chicago. Dr. Migacz co-authored the Association’s
2016 World Food Travel Monitor. He has researched extensively the differences in travel behavior offerings, that loss is
among millennials. His research has been presented at international conferences and in academic one more chip away at
journals including Journal of Travel Research and Current Issues in Tourism. Earlier in this career, the destination’s
Steven owned and operated restaurants and was a senior executive researcher with the world’s second
largest marketing research firm.
uniqueness.
Food lovers tend not to

ROBERTA GARIBALDI, PHD travel for chain
offerings, which they
Roberta is a professor and researcher of Marketing and Hospitality at the University of Bergamo, Italy.
She is Director of the East Lombardy European Region of Gastronomy and coordinator of the can find everywhere.”
Observatory on Enogastronomy Tourism. She has been engaged in several research and consulting
activities such as planning, coordination and development of research and consulting for local
authorities, consortium and companies. She has authored books and papers published in national and
international journals. World Food Travel
Association

Respondents to this survey were food tourism experts from across the globe. They were selected by
food tourism experts Erik Wolf (World Food Travel Association), Roberta Garibaldi (University of
Bergamo), and Matthew Stone (California State University, Chico). To ensure that a wide variety of
experiences, insights, and opinions were represented, experts in tourism, as well as experts in food and
beverage tourism, were recruited. Additionally, invitations were sent to ensure variety in geography, “Threats to agricultural
types of businesses represented, and position/role in a company. stability, from clean
Data was collected from two surveys between September and November 2018. The first survey was water to weather
administered in October 2018, and was completed by 39 respondents. This first survey focused on anomalies, not to
mention the low profits,
importance-performance analysis and open-ended questions to obtain opinions and insights on current
mean there is less and
topics and trends in food tourism, including future impacts on food tourism, best practices in food
less incentive for
tourism, authenticity in food tourism. The second survey was administered online in November 2018, farmers to go into, or
and was completed by 29 respondents. The second survey focused on the rating and ranking of stay in, business.
important trends and insights about food tourism, which were based on the open-ended responses
provided in the first survey. Additional probing questions were also included in the second survey. If it’s easier to import
produce from warmer
Respondents differed slightly between the two surveys, although all responses came from our invited
climes, then is it still
expert panelists. Thus the number of respondents may differ for certain questions. Incomplete, no ‘local’?”
opinion or do not know responses were omitted from analysis.
Respondents were given the option to remain anonymous or to be identified in the final report. We also
asked whether they would like to be identified with any answers or comments they provided. When World Food Travel
analyzing the data, the identity of the respondent was not considered. Respondent names were added Association
to the quotes only after the report was compiled.

Meet our Board of Directors below. You can visit our website to meet our Board of Advisors and
Certified Ambassadors.
JOSE MARIA DE JUAN ALONSO

BRIAN LORGE, CHAIRMAN
José María’s long career in international
Foodservice and craft beverage industry
tourism consulting has always involved the
management services, marketing and
development of niche tourism products,
consulting expert with 39 years of industry
including cultural and natural heritage We’re always looking for
experience drawing from single and multi-unit
operations management at all levels.
products, sustainable tourism and culinary motivated professionals
tourism.
to join us as members,
USA SPAIN
area ambassadors and
even members of our
MARIA ATHANASOPOULOU Board of Advisors.
WOJTEK OSINSKI, VICE CHAIRMAN
Wojtek manages the Taste Poland, website Gastronomy is the main focus of Top Tourism
nonprofit company, where Maria is a co-
Use ambassadorship as
and offers food and beverage tourism
consulting as needed. Previously, he owner. She has addressed speeches to a stepping stone for
successfully managed local and regional several events concerning the important role your career, to join the
brands at Nestle. of gastronomy to tourism development. Board of Advisors and
POLAND GREECE eventually later, the
Board of Directors.
HAROLD PARTAIN
LAURA NEDLI, TREASURER
Forty-five years as a travel industry
Travel, food, and beverage have been a part professional. Partner and manager of several
of my life since I was 15 years old and successful Dallas area travel agencies.
discovered authentic French cooking. To fund Partner with McCabe Travel Group, LLC
my various adventures and appetite, I since 2001. In 2006 Founder and Executive
became a Certified Public Accountant. My Director of specialized tour company,
expertise is in finance. Epicopia Culinary Journeys.
USA USA

Date Event
Mid-January 2019 State of the Food Travel Industry Report Released, early release
to Association members & ambassadors
January 20 Final deadline to participate: 2020 Food Travel Monitor
February 10-11 Food Tourism Day at BIT Milan, hosted by Dr. Roberta Garibaldi These are the most
http://bit.fieramilano.it/ important food and
February 21-22 FoodTreX Pamplona | Regional Food Travel Summit beverage tourism
http://gastronomytourism.es industry events and
activities for our trade in
March 15 2019 FoodTrekking Awards for excellence & innovation in food tourism. 2019.
Applications open www.FoodTrekkingAwards.org
April 17-18 FoodTreX Global | Online Food Travel Summit www.foodtrex.org Other events throughout
April 18 World Food Tourism Awareness Day the year are added as
we learn about them.
May 24 FoodTreX Kathmandu | Regional Food Travel Summit www.foodtrex.org
May 31 2019 FoodTrekking Awards applications close Check our online event
calendar for new
October 7 FoodTreX Thessaloniki | Regional Food Travel Summit www.foodtrex.org
additions.
November 3 FoodTreX London | Food Travel Innovation Summit www.foodtrex.org
November 4-6 WTM London. One or more food tourism sessions. Food tourism content Print out this calendar
in WTM sessions never duplicates FoodTreX London content. for your wall, and share
http://wtm.london.com with colleagues.
December 2020 Food Travel Monitor research report published

www.WorldFoodTravel.org
www.WhatIsFoodTourism.org
www.FoodTreX.org
www.FoodTrekkingAwards.org
help@WorldFoodTravel.org
(+1) 503-213-3700 voice
(+44) 7827 582 554 voice/sms

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© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

Remember – Eat Well, and Travel Better,

Erik Wolf, Executive Director

© 2019 World Food Travel Association. All rights reserved.

SUBSTANTIAL BENEFITS ARE NOT FULLY REALIZED

PERFORMANCE GAPS WERE IDENTIFIED

• protecting local heritage through food and drink;

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

Get the recognition your business or

© 2019 World Food Travel Association. All rights reserved.

– Eating and drinking can be so much more than a meal. These

– Unique food & beverage products and experiences can:

– help build an area's brand equity;

© 2019 World Food Travel Association. All rights reserved.

Average Rated as important or “Consumers are much

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

Average Rated as important or

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

It is also possible that although many of these goals were

© 2019 World Food Travel Association. All rights reserved.

We see many people

© 2019 World Food Travel Association. All rights reserved.

People can go a city just

They are not tasting and

Educate travelers what

© 2019 World Food Travel Association. All rights reserved.

“The industry of food

Let's raise a generation

Livio & Kathrin

© 2019 World Food Travel Association. All rights reserved.

Have you ever thought about what you need

Look no further than to the world's leading

We offer the world's greatest variety and

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

World Food Travel

Percentage of respondents agreeing with each statement.

World Food Travel

Percentage of respondents agreeing with each statement.

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

Developing a local gastronomy or food tourism strategy or “Authenticity does not

© 2019 World Food Travel Association. All rights reserved.

© 2019 World Food Travel Association. All rights reserved.

Visiting a local market (such as a farmers market, seafood “Surprisingly, experts

Otherwise, our food and

David Font i Simon

© 2019 World Food Travel Association. All rights reserved.

Livio & Kathrin

5= Large Increase 4= Moderate Increase 3= Slight Increase 2= No Change in Popularity 1= Decrease

Conferences are an important part of your