Traveling for Food
By Amy Colbourn, Managing Director, Business Strategist at MONOGRAM
This article is about another way to approach travel, both from a consumer traveler perspective and from a business marketing perspective.
The idea to discuss culinary travel was sparked by a trend from McKinsey & Company buried deep in a report called The State of Tourism and Hospitality 2024. The report is jam-packed with today’s trends shaping tourism, such as “familiar destinations can be reinvented for younger travelers by focusing on experiences (for instance, a street art tour of Paris) instead of more traditional attractions (such as the Eiffel Tower).”
Food is important to travel because it is important to people for several reasons. It’s the central aspect of cultural identity for a community. It often carries meaning and is integral to rituals, ceremonies, and celebrations such as Thanksgiving in the United States or Lunar New Year in Asia.
Food brings people together and can evoke powerful emotions and memories. Food preparation and presentation are art forms that allow for creativity and expression. Not only that, but food is also a major part of the global economy. Globally, the food and beverage industry generates trillions of dollars in revenue annually. In 2022, the global food and grocery retail market was valued at approximately $11.3 trillion and is expected to continue growing as populations increase and consumer preferences evolve.
For Consumers: Cooking Vacations and Culinary Tours
Come to find out, there is no shortage of cooking vacations and culinary tours domestically and across the globe. Travelers frequently make decisions about travel based on place (climate), people (culture), and activities (experience). But what if they started making food a priority when planning their next trip? What a fun adventure that could be.
For Marketers: Reinvent Familiar Destinations
Many tourist attractions are looking for opportunities to drive consumers off the beaten path to explore more authentic destinations and embrace local experiences. Creating culinary adventures around familiar destinations is a unique way to appeal to both new and repeat guests. Here are six fun ways to focus on food and culinary experiences.
#1 – Curated Culinary Trail
Integrate the trend around consumer personalization.
Concept: Develop themed food trails that guide visitors through a destination’s unique culinary landscape.
Example: A “Farm-to-Table” trail highlighting local farms, artisan producers, and restaurants serving dishes made from locally sourced ingredients.
#2 – Pop-up Restaurant
If you want to introduce something new, make it familiar.
Concept: Introduce temporary dining experiences in unexpected locations.
Example: A pop-up restaurant on a scenic overlook or unique location on-property or food trucks offering gourmet street food.
#3 – Hosted Food Event
Bring local to the locale.
Concept: Organize food-centric events that celebrate local cuisine and culture.
Example: An annual “Seafood and Wine” event pairing regional seafood with local wines to attract locals and tourists.
#4 – Culinary Packages
Make it local and inclusive.
Concept: Create travel packages centered around food experiences.
Example: A weekend getaway package that includes a stay at a hotel and a guided tour of the city.
#5 – Signature Dishes
Make it ownable and true to the brand.
Concept: Offer a signature dish with ingredients unique to the destination.
Example: An Alaskan King Crab dish with native blueberries, salmonberries, and cloudberries to add tart contrast to the crab. Destinations in Alaska can use this signature dish as a unique way to market.
#6 – Interactive Food Market
Use guest engagement to add dimension to the offering and appeal to the whole family. Multigenerational travel is also a hot trend today.
Concept: Food doesn’t have to be a one-way experience. Enhance traditional food offerings by adding interactive elements.
Example: A market where visitors can sample dishes or a pizza cafe where guests can make their own pizza while highlighting unique ingredients.
Offering food experiences can be a powerful brand strategy offering many ways for destinations to make the ideas unique and ownable. Not only do culinary aspects add programming to your place, they also give you something to talk about that’s out of the ordinary.
For more trends and strategies for marketing around culinary travel, contact MONOGRAM today to schedule a complimentary brand consultation with our team.