The Menu Might Be Your Best Ad 

What we are seeing

Food is more than part of the travel experience. It can be a central part of what makes a destination worth choosing.

Travelers are looking for authentic, local and distinctive culinary experiences, from hidden gems to foods they simply can’t find at home. Most are open to trying something new and exploring unfamiliar cuisines, but they still draw clear ethical boundaries around what they’re willing to eat.

How those experiences are discovered is changing too. Younger travelers are more likely to look to digital and AI-driven inspiration, while older travelers place greater emphasis on personal recommendations and established sources.

Why it matters

Nearly 1 in 5 travelers say featuring culinary experiences in destination advertising would increase their interest in visiting.

What they want isn’t just good food, though. They’re looking for value, variety, authenticity and something that feels specific to the destination.

What travel brands should do next

Think beyond the plate.

Food can tell the story of a place through its culture, people, traditions and experiences. Bring those elements together to create something travelers can discover, plan for and ultimately experience for themselves.

For a deeper look at how culinary travel is shaping traveler behavior, our exclusive webinar explores the research along with the strategic and tactical opportunities for travel brands.