Culinary Tourism Market By Activity Type (Food Tours and Tastings, Cooking Classes, Farm and Vineyard Visits, Fine Dining, Food Festivals); By Traveler Type (Solo Travelers, Couples/Groups, Families, Corporate/Special Interest Groups); By Booking Channel (Online Travel Platforms, Direct-to-Host, Tour Operators); By Geography, Segment Revenue Estimation, Forecast, 2024–2030

Introduction And Strategic Context

The Global Culinary Tourism Market is forecasted to grow at a strong CAGR of 8.6% , valued at USD 234.8 billion in 2024 , and projected to reach nearly USD 386.4 billion by 2030 , according to Strategic Market Research.

Culinary tourism, often described as food-focused travel, has evolved from a niche experience into a mainstream driver of global tourism. Between 2024 and 2030, its relevance is deepening — not just as an economic engine but as a cultural and geopolitical touchpoint. This market now sits at the intersection of consumer behavior , digital storytelling, environmental awareness, and post-pandemic travel recalibration.

 

The food itself has always drawn travelers . But what’s different now is the intention. People aren’t just seeking to eat — they want to experience . Whether it’s street food in Bangkok, wine safaris in South Africa, indigenous cuisine in Oaxaca, or hyperlocal cooking classes in Sicily, food tourism is becoming a proxy for cultural immersion.

 

Post-COVID shifts in travel behavior are pushing this market further. Travelers are more likely to choose offbeat, sustainable, and experience-rich destinations. Culinary experiences — from farm-to-table excursions to foraging retreats — fit that mindset. Also, there’s been a rise in solo female travelers and intergenerational groups, both of which prioritize unique food activities over generic sightseeing.

 

Technology is accelerating demand too. Platforms like Airbnb Experiences, Eatwith , and Withlocals are scaling hyperlocal culinary experiences with global reach. Instagram, TikTok, and YouTube are turning unknown food vendors into viral sensations. And travel agencies are now bundling food experiences into broader wellness and cultural packages.

 

Governments are catching on. Japan’s Ministry of Agriculture actively promotes regional food tourism under its “Savor Japan” initiative. Peru, Thailand, and Italy have national-level campaigns positioning cuisine as a core pillar of inbound tourism. In developing economies, culinary tourism is being used as a soft-power tool to boost rural development and gender-inclusive employment.

 

Key stakeholders in this market include destination marketing organizations (DMOs), boutique tour operators, local chefs and food artisans, hospitality chains, food tech startups, and digital travel marketplaces. Investors, too, are leaning in — particularly in platforms that connect travelers with local experiences.

 

From a strategy lens, culinary tourism is no longer just about taste — it's about narrative. And countries that master that narrative, from street vendors to Michelin chefs, stand to gain far more than tourist dollars.

 

Market Segmentation And Forecast Scope

Culinary tourism isn't a one-size-fits-all experience. It cuts across multiple traveler motivations, service formats, and cultural settings. The segmentation here helps decode how and why people engage with food while traveling — and where the most meaningful growth is likely to occur through 2030.

By Activity Type

The most direct way to classify culinary tourism is by the kind of experiences offered. These include:

• Food Tours and Tastings : This includes guided walks through local markets, street food districts, and artisan neighborhoods . As of 2024, this is the most widely adopted format, especially in urban destinations.

• Cooking Classes and Workshops : From pasta-making in Bologna to kimchi fermentation in Seoul, these hands-on experiences are booming. They attract repeat travelers , solo tourists, and even corporate off-sites.

• Farm and Vineyard Visits : Agritourism overlaps here, with travelers visiting olive farms, coffee plantations, wineries, and organic cooperatives. This segment is expected to grow fastest between 2024 and 2030, especially in emerging economies embracing sustainable rural tourism.

• Fine Dining and Michelin Experiences : This niche segment caters to high-spending tourists and is a popular choice for culinary cruise packages and international gastronomy festivals.

• Food Festivals and Cultural Events : These are short-term spikes in demand tied to annual events — think Madrid Fusión , Taste of Chicago, or Singapore’s World Gourmet Summit.

Cooking classes and rural food experiences are expected to grow faster than urban food tours due to rising demand for authenticity, sustainability, and deeper cultural immersion.

 

By Traveler Demographic

Who’s taking these trips? Segmentation by traveler type reveals shifting dynamics:

• Millennial and Gen Z Travelers : They dominate the segment in terms of volume. Their choices are heavily influenced by social media and they favor informal, local, and Instagram-worthy experiences.

• Affluent Boomers and Retirees : This group is smaller in volume but drives higher per-trip spending, often opting for wine-country tours and luxury culinary cruises.

• Solo Female Travelers : This is a fast-growing sub-segment, especially for structured experiences like group cooking retreats in Europe or Southeast Asia.

• Family and Intergenerational Groups : A rising demographic, particularly in destinations like Japan, Italy, and Vietnam where food culture is highly accessible and multi-generational.

 

By Booking Channel

• Online Travel Platforms : Think Airbnb Experiences, Viator, Klook . These account for the bulk of small group and last-minute culinary bookings.

• Direct-to-Chef or Artisan : A growing niche where travelers book via Instagram, WhatsApp, or local networks — especially in Latin America and parts of Asia.

• Traditional Tour Operators : Still relevant, especially for multi-day culinary itineraries or luxury travel packages.

 

By Region

While culinary tourism is global, adoption and innovation vary widely:

• Europe : Still the strongest market by revenue, especially France, Italy, Spain, and Greece.

• Asia Pacific : Fastest-growing region — driven by inbound travelers to Japan, Thailand, and South Korea, and outbound Chinese and Indian tourists looking for food-centric holidays.

• North America : Stable market, with growth focused on domestic food trails and regional festivals.

• Latin America and Middle East & Africa : Emerging culinary destinations — particularly Peru, Morocco, and Lebanon — are gaining traction with adventurous and repeat travelers .

Scope note: Culinary tourism is increasingly integrated into broader wellness, sustainability, and cultural packages. That’s why vendors offering bundled or hybrid experiences — like yoga + cooking, or foraging + fermentation — are seeing a rise in both volume and margins.

 

Market Trends And Innovation Landscape

Culinary tourism is no longer just about what’s on the plate — it’s about the experience behind it. The market is moving quickly, shaped by digital acceleration, shifting travel habits, sustainability demands, and new layers of storytelling. From tech-driven platforms to indigenous food revival, the innovation landscape is more dynamic than ever.

Hyperlocal Is the New Global

One of the most notable shifts? A move away from mass-market dining toward hyperlocal, community-led food experiences. Travelers increasingly want to know where the ingredients come from, who is cooking them, and why that dish matters culturally. As a result, micro-experiences like grandmother-led cooking classes, forest-to-table dining in Scandinavia, and Maasai-led food tours in Kenya are replacing traditional restaurant visits.

This shift isn’t just cultural — it’s commercial. Smaller vendors with deep community ties are earning premium prices by offering authenticity that no global chain can replicate.

 

Platformization of Food Experiences

Booking a paella class in Valencia or a fermentation workshop in Kyoto is now as easy as calling a ride. Platforms like Airbnb Experiences, Withlocals , and Eatwith are transforming how culinary activities are discovered, booked, and reviewed.

These platforms aren’t just aggregators — they’re also enablers. They provide marketing, payment systems, translation tools, and even liability coverage to local hosts who otherwise lack digital infrastructure.

Expect further evolution here, especially as:

• AI-powered recommendations improve experience curation

• Language translation tools enable smoother cross-border experiences

• Tiered pricing and ratings drive better discovery of high-quality hosts

 

Rise of Edible Sustainability

Sustainability isn’t a side dish anymore — it’s core to the offering. Culinary tourism is increasingly tied to regenerative agriculture, zero-waste cooking, and heritage seed preservation. Travelers are paying to learn how to cook with food scraps, source local grains, or ferment traditional pickles.

Chefs and farmers are working together to develop what some call “edible storytelling.” A single meal might highlight drought-resistant crops, women-led farming collectives, or indigenous biodiversity. In many regions, this isn’t just trendy — it’s a way to preserve foodways at risk of disappearing.

 

Digital Storytelling and Creator Culture

Content creation is driving demand. Short videos on TikTok and Reels showing sizzling street food or hands-on cooking have global reach — and major influence. Many travelers now plan entire itineraries around viral food spots or creators they follow.

Some chefs are flipping the model. Instead of marketing their restaurants, they market themselves — building followings online and then offering pop-up dinners, travel-hosted experiences, or collaborations with boutique hotels. In a creator economy, personality sells faster than polish.

 

Fusion of Culinary Tourism with Wellness and Ancestral Knowledge

There’s rising demand for food experiences that do more than satisfy hunger. Think Ayurvedic cooking retreats in Sri Lanka, plant-based wellness meals in Costa Rica, or gut-friendly fermentation workshops in Korea. These are being framed not just as travel activities, but as health interventions.

Also on the rise? Culinary revivalism. Communities are bringing back pre-colonial recipes, traditional fermentation methods, or lost grains. For some travelers , this isn’t just about taste — it’s about reconnecting with their own roots or supporting cultural preservation.

 

Private and Immersive Dining Formats

Finally, there’s a growing demand for privacy and immersion. Post-pandemic behavior has driven interest in one-on-one chef dinners, food tours capped at small groups, and even countryside “secret suppers” where the location isn’t revealed until the last minute.

These formats don’t scale like mass tourism — but that’s the point. They’re intentionally rare, personalized, and often priced accordingly.

 

Competitive Intelligence And Benchmarking

The culinary tourism market isn’t dominated by giant conglomerates — it’s shaped by a patchwork of agile players, from global travel platforms to regional chefs-turned-hosts. That said, competition is intensifying across three key fronts: platform aggregation, local experience curation, and brand differentiation through storytelling. Here’s how some of the most influential players are positioning themselves.

Airbnb Experiences

Airbnb has evolved from lodging to lifestyle, and culinary experiences are one of its fastest-growing verticals. The platform enables locals — from home cooks to Michelin-trained chefs — to host travelers for everything from pasta-making to sake brewing. What sets Airbnb apart is scale. It already has global reach, trust mechanisms, and embedded payment infrastructure.

Airbnb’s edge lies in accessibility. Hosts don’t need their own websites, just a compelling listing and a unique angle. The company continues to expand into more niche culinary themes — think “market-to-table” foraging in Portugal or vegan food trails in Bali. It's also investing in tighter experience vetting to improve consistency across hosts.

 

Withlocals

This European-born startup focuses exclusively on local-led travel, with culinary experiences at the core. It’s strongest in mid-tier cities that may not have saturated tourism traffic but offer rich food heritage — think Ghent, Porto, or Chiang Mai.

Withlocals emphasizes private tours, often matching travelers with a guide who shares their cultural or dietary preferences. The value proposition here is intimacy, not volume. This approach appeals to solo travelers , small families, and LGBTQ+ tourists looking for safer, more personal experiences.

 

Traveling Spoon

This U.S.-based company has carved out a niche offering in-home dining and cooking experiences in over 60 countries. Think of it as a global network of vetted home chefs offering multi-course meals, cooking classes, or even market visits. Each host is personally reviewed, and most experiences lean toward authentic, home-cooked fare.

Its strength? Trust and warmth. While it doesn’t offer mass-market scale, it leads in quality assurance and cultural depth — two features increasingly important to food-savvy travelers .

 

Intrepid Travel

Though broader in scope, Intrepid’s culinary itineraries are gaining traction fast. Their multi-day tours — such as "Real Food Adventures" — focus on regional cuisines, street food, family kitchens, and sustainable sourcing. The company integrates food into broader cultural narratives, offering travelers a more immersive, slow-travel model.

Intrepid competes by curating hyperlocal partnerships and investing in climate-positive travel. Their food tours aren’t standalone — they’re part of a broader movement toward responsible, socially embedded tourism.

 

BonAppetour

A smaller but growing player, BonAppetour focuses on shared meals in local homes. While it doesn’t have the scale of Airbnb or Withlocals , its unique proposition is the ability to connect travelers with lesser-known hosts in cities where other platforms aren’t well-penetrated.

The company also pilots themed experiences — like cooking with monks in Japan or underground supper clubs in Istanbul — giving it an edge with adventurous food travelers .

 

Benchmarking Snapshot

• Airbnb wins on platform scale and discoverability, but consistency varies by host and region.

• Withlocals excels in private, high-touch experiences with curated storytelling.

• Traveling Spoon leads in trust-based home dining and authenticity.

• Intrepid Travel is building strong brand equity among responsible travel audiences, especially in multi-day formats.

• BonAppetour remains small but offers quirky, offbeat options not easily found elsewhere.

One trend cutting across all competitors? The shift from food as a product to food as a narrative . The platforms and providers that understand this — and can deliver emotionally resonant, culturally grounded experiences — are the ones gaining loyalty, not just bookings.

 

Regional Landscape And Adoption Outlook

Culinary tourism has become a truly global phenomenon — but the way it’s expressed, adopted, and monetized varies dramatically from region to region. Some countries lead in heritage dining, others in digital culinary platforms. And while mature markets focus on experience depth, emerging destinations are just starting to package their food culture for global travelers . Here's a breakdown of how the landscape is shaping up worldwide.

Europe

Europe remains the spiritual and commercial heart of culinary tourism. From tapas tours in Spain to truffle hunting in Italy and wine safaris in France, the continent offers both scale and sophistication.

Several factors contribute to its leadership:

• Dense heritage cuisines tied to centuries-old regional identities

• Strong government backing for gastronomy-led tourism (especially in France and Italy)

• Well-developed infrastructure, including rail networks and walkable historic centers

• A high concentration of Michelin-starred restaurants and culinary schools

What’s interesting is how lesser-known regions — like Slovenia, Georgia, or the Basque Country — are seeing a surge in food-led travelers . Many are investing in bilingual food signage, interactive maps, and chef-ambassador programs to capitalize on the demand.

 

Asia Pacific

This region is the fastest-growing, fueled by both inbound interest and rising regional demand from domestic and intraregional travelers . Key growth markets include:

• Japan : Known for sushi, ramen, and omakase experiences, the country now promotes food tourism as part of its soft power strategy. Rural prefectures are launching “cuisine trails” to distribute tourist traffic beyond Tokyo and Kyoto.

• Thailand and Vietnam : Street food is the draw, and informal experiences dominate. However, structured classes and chef-led market tours are growing fast.

• India : Spices, Ayurveda, and regional thali culture are being reframed for wellness- and heritage-focused tourists. Several boutique resorts now offer immersive food retreats tied to local farming traditions.

One challenge across Asia Pacific? Lack of standardization. Not all experiences are listed on formal booking platforms, which limits scalability — but also makes discovery more authentic for those who dig deeper.

 

North America

In the U.S. and Canada, culinary tourism is more urban and thematic. Think craft brewery trails in Portland, Cajun food tours in Louisiana, or Indigenous food storytelling in British Columbia.

Domestic travelers are driving demand here, particularly post-pandemic. There's growing interest in:

• Farm-to-table and regenerative agriculture tours

• Immersive culinary festivals (e.g., Austin Food + Wine, New Orleans Jazz + Food)

• Road-trip itineraries built around regional cuisines — like BBQ trails or taco circuits

Indigenous food tourism is also gaining visibility, supported by tribal councils and tourism boards. This could evolve into a powerful sub-sector, blending food, history, and sovereignty.

 

Latin America

The region is punching above its weight in culinary influence. Peru, Mexico, and Brazil are leading the charge with a mix of street food, fine dining, and heritage revival.

• Peru : Lima and Cusco are hotbeds for culinary travelers thanks to chefs like Gastón Acurio and national campaigns around Andean superfoods.

• Mexico : Regional cuisines — from Oaxacan mole to Yucatán’s cochinita pibil — are gaining traction globally. Food tours now extend into mezcal villages and rural cooking schools.

• Brazil : The Amazon is the new frontier. Travelers are flying in for “jungle gastronomy” and working with indigenous cooks to explore sustainable ingredients.

One issue here is fragmented infrastructure. Many of the best culinary experiences are still offline or hard to find unless you speak the language or have local contacts.

 

Middle East and Africa

Both regions are emerging slowly but steadily. Countries like Morocco, Turkey, Lebanon, and Israel are leveraging deep food traditions — often as a softer alternative to more politically sensitive tourism segments.

• Morocco : Tagine cooking, medina spice tours, and Berber bread-making are being positioned as immersive experiences.

• Lebanon : Despite instability, food tourism continues — especially from the diaspora — focused on wine, mezze, and coastal cuisine.

• South Africa and Kenya : Vineyards and safari-lodge cuisine are expanding into food-centric itineraries. Nairobi’s street food and Cape Town’s coastal fusion are gaining attention.

Across much of Africa, the next wave will depend on formalizing booking systems and enabling local chefs and vendors to connect digitally with international travelers .

 

Key Takeaways

• Europe sets the standard in heritage depth and premium pricing.

• Asia Pacific is exploding with volume — but has untapped monetization potential.

• North America thrives on thematic and regional narratives, driven by domestic travel.

• Latin America blends culinary storytelling with cultural activism — but needs infrastructure.

• MEA is rich in tradition but fragmented in digital access and tourism safety nets.

For brands and operators, regional success depends less on cuisine quality and more on how well it's packaged. The best dishes won’t sell if they’re hard to book, hard to find, or hard to understand. Experience curation and digital accessibility will shape the next wave of growth.

 

End-User Dynamics And Use Case

In culinary tourism, the “end user” isn’t always just the traveler — it’s also the experience host, the local community, and increasingly, the platform curating the connection. Understanding who books culinary travel, how they behave, and what they expect reveals why some offerings succeed wildly while others fail to resonate.

Solo Travelers

This group, especially women aged 25–45, is driving a significant share of culinary experience bookings — particularly on platforms like Airbnb Experiences and Eatwith . Why? Food-based activities offer low-friction social interaction in unfamiliar places. Cooking with locals or joining a food tour creates a natural, safe way to engage with culture — without the pressure of traditional group travel.

Solo travelers tend to favor :

• One-off experiences (2–3 hours)

• Walking food tours

• Hands-on classes with storytelling (e.g., cooking with a grandmother, or learning traditional recipes)

• Vegetarian or allergy-friendly options

This group often books within 24–72 hours of the experience — and leaves the most detailed reviews, making them influential in shaping platform algorithms.

 

Couples and Small Groups

Culinary tourism is a go-to choice for couples looking to deepen cultural immersion. It often becomes the centerpiece of a day’s itinerary — from vineyard picnics in Tuscany to seafood cooking in Croatia.

They value exclusivity, so private or semi-private tours tend to do well. Many also prefer “bundled” experiences — cooking class plus dinner, or food tour plus cultural performance.

For this segment, personalization matters more than price. Hosts who remember dietary preferences or share regional backstories build stronger word-of-mouth loyalty.

 

Families

Food may seem like a complicated category for families with kids — but that’s changing. More hosts are designing family-friendly formats: short-duration classes, interactive tastings (e.g., chocolate, bread-making), or street food tours that blend in local history or crafts.

Parents want two things: cultural value and minimal stress. Hosts who offer flexible schedules, shorter sessions, or activity stations for kids are gaining bookings in urban and rural destinations alike.

 

Corporate Retreats and Special Interest Groups

A smaller but high-margin segment, corporate teams and niche groups (like wellness retreats or photography clubs) are increasingly incorporating food into their experiences. Cooking together is often used as a team-building activity, especially in off-site retreats or leadership workshops.

These users require logistical polish: set pricing, invoicing, dietary customization, and punctuality. Hosts or vendors that can scale while maintaining quality are often retained long-term.

 

Local Hosts as End Users

Let’s not forget — the vendors themselves are also end users of the platforms and systems enabling culinary tourism. For rural or informal vendors, digital accessibility, language tools, and payout security are critical to participation.

Platforms that offer onboarding support, content creation templates, and dynamic translation features empower more hosts to join. And in many underserved regions, this is the only path to formalized tourism income.

 

Use Case Spotlight

A local host in Oaxaca, Mexico — a retired schoolteacher with deep Zapotec culinary knowledge — began offering tamale-making classes via an online platform. Within six months, her classes were consistently sold out. She expanded by partnering with nearby farmers for organic corn and chili, offering guests a full “from field to fire” experience.

The results?

• 70% of her bookings came from solo female travelers and couples from the U.S. and Europe.

• She began earning more from her weekend classes than from her former monthly salary.

• The local co-op she sourced ingredients from doubled its membership.

 

Recent Developments + Opportunities & Restraints

Recent Developments (Last 2 Years)

• Airbnb Experiences expanded its curated “Top Rated Culinary Hosts” program globally in 2024, with new regions added across South America, Southeast Asia, and Eastern Europe. This move prioritizes trust-building between guests and independent food hosts.

• Intrepid Travel launched a new “Plant-Based Food Adventures” tour series in 2023, with early pilots in Vietnam, Morocco, and Sri Lanka. The program integrates sustainable food sourcing with immersive cooking classes.

• UNESCO designated multiple new cities under its Creative Cities of Gastronomy network in 2024, including Puebla (Mexico) and Cochabamba (Bolivia), boosting inbound culinary tourism to mid-tier urban centers .

• Withlocals introduced a real-time host availability system in 2023, allowing last-minute travelers to book verified culinary guides in under 30 minutes.

• Booking.com piloted a partnership with culinary tourism startups to offer in-app cooking experiences and farm stays — starting with Italy and South Africa in 2023.

 

Opportunities

• Experience Bundling : There's growing demand for culinary activities combined with wellness, nature, or cultural workshops. Operators who offer hybrid experiences — such as yoga and Ayurvedic cooking or foraging and fermentation — are attracting new demographics.

• Rural Culinary Acceleration : As urban travelers seek “off-the-map” authenticity, rural regions with strong food heritage are emerging as high-growth areas. With modest investment in digital onboarding, these communities could become culinary hotspots.

• Tech-Enabled Localization : Platforms that can offer real-time translation, AI-curated food paths, and trustable user reviews are unlocking smaller vendors for global visibility — and leveling the playing field.

 

Restraints

• Fragmented Infrastructure in Emerging Markets : Many rural or developing regions lack the Wi-Fi, banking access, or digital literacy required to onboard local culinary hosts. This creates barriers to scale in places with rich food heritage.

• Consistency and Regulation : As the market grows, maintaining safety, hygiene, and quality standards becomes tougher. Countries without tourism licensing for food experiences may struggle to regulate the space — risking traveler trust.
   

7.1. Report Coverage Table

Report Attribute	Details
Forecast Period	2024 – 2030
Market Size Value in 2024	USD 234.8 billion
Revenue Forecast in 2030	USD 386.4 billion
Overall Growth Rate	CAGR of 8.6% (2024 – 2030)
Base Year for Estimation	2024
Historical Data	2019 – 2023
Unit	USD Million, CAGR (2024 – 2030)
Segmentation	By Activity Type, Traveler Type, Booking Channel, Geography
By Activity Type	Food Tours and Tastings, Cooking Classes, Farm/Vineyard Visits, Fine Dining Experiences, Festivals
By Traveler Type	Solo Travelers, Couples, Families, Corporate/Special Interest Groups
By Booking Channel	Online Travel Platforms, Direct-to-Host, Tour Operators
By Region	North America, Europe, Asia Pacific, Latin America, Middle East & Africa
Country Scope	U.S., Canada, Italy, Japan, Thailand, Mexico, South Africa, etc.
Market Drivers	- Rising demand for experiential travel - Social media-driven food discovery - Growth in rural and sustainable tourism
Customization Option	Available upon request