This post is also available in:
Tiếng Việt (Vietnamese)
This study presents key findings from The Culinary Traveler report by Mandala Research, an update to the 2006 study, aimed at defining and better understanding the culinary tourism market. Results indicate that 77% of U.S. leisure travelers—equivalent to 131 million individuals—qualify as culinary travelers, segmented into three categories: Deliberate, Opportunistic, and Accidental
Nghiên cứu nhấn mạnh giá trị đặc biệt của nhóm chủ đích – những người có tần suất du lịch cao hơn, mức chi tiêu lớn hơn, đồng thời thể hiện sự quan tâm sâu sắc đến văn hóa, tính xác thực và trải nghiệm địa phương. Ngoài ra, nghiên cứu cũng xác định các điểm đến ẩm thực hàng đầu, các kênh thông tin hiệu quả, và tầm quan trọng của việc thích ứng với xu hướng ẩm thực lành mạnh cũng như nhu cầu của du khách gia đình.
Introduction
Culinary tourism is increasingly recognized as a strategic segment that destinations of all sizes—from major cities to small towns—can leverage. In the context of the United States having lost roughly one-third of its international tourism market share since 1997, and facing economic challenges, focusing on niche markets has become essential for stimulating domestic travel and attracting international visitors.
Although culinary tourism has long existed—through activities such as dining at restaurants, wine tasting, and visiting farmers’ markets—there has historically been a lack of quantitative data to determine its scale and characteristics. To address this, Mandala Research produced the latest Culinary Traveler report, supported by the World Food Travel Association, the states of Virginia, Delaware, and California, and the Shop America Alliance. The primary objective is to define the market, profile culinary travelers, and clarify how they perceive and engage in culinary travel.
Research Methodology
The study employs a shared definition of culinary tourism: “Travel undertaken to explore or enjoy unique and memorable food and drink experiences,” encompassing experiences that need not be exclusive or famous, provided they deliver meaningful value.
A “traveler” is defined as a U.S. resident who has traveled at least 50 miles (one way) or stayed overnight for leisure within the past 12 months. “Culinary activities” refer to specific food-related experiences undertaken during leisure trips in the past three years.
Market segmentation analysis—based on travel motivations, psychographics, behaviors, and demographics—identified three primary groups:
-
Deliberate Culinary Travelers (30%): Choose destinations based on culinary offerings or consider food as the primary reason for the trip.
-
Opportunistic Culinary Travelers (51%): Seek out culinary experiences at the destination, though such activities do not determine the initial destination choice.
-
Accidental Culinary Travelers (19%): Participate in culinary activities incidentally, simply because they are available.
Results and Analysis
- Market Size and Segmentation : Seventy-one percent of U.S. adults (170 million) are leisure travelers, of which 77% are culinary travelers. The distribution is as follows: deliberate (30%), opportunistic (51%), and accidental (19%).
- Travel Frequency and Patterns:Culinary travelers average 4.9 trips annually, slightly higher than the leisure traveler average of 4.5 trips. Deliberate travelers lead with an average of 5.8 leisure trips, 3 business trips, and over 1 international trip per year. Over 40% of all culinary travelers have traveled internationally in the past two years; for deliberate and opportunistic travelers, this figure exceeds 50%.
- Awareness and Destinations:Awareness of the term “culinary tourism” has risen from 22% in 2006 to 38%. Nearly 60% of deliberate travelers are familiar with the term, indicating potential marketing utility. Internationally, France and Italy are perceived as top culinary destinations. Domestically, New York, California, and Louisiana are leading, followed by New Orleans, San Francisco, Las Vegas, Chicago, and Orlando.
- Information Sources and Marketing Channels:Food journalism, specialized magazines, and local media are significant influencers. Friends and family exert the greatest impact on destination choice (52%). Mobile devices, platforms such as TripAdvisor, and online reservation services are increasingly essential tools for culinary travelers.
- Economic Value: Culinary travelers spend more than general leisure travelers, with an average expenditure of USD 1,500 per trip; deliberate travelers spend nearly USD 1,900. Sixty-seven percent bring home food or recipes, 89% engage with local culture and cuisine, and 79% prioritize authentic experiences.
- Decision Drivers and Motivations: Beer festivals are the most influential event-based motivators, followed by wine and food festivals. The top three attributes sought in a culinary trip are locality, authenticity, and budget suitability.
- Healthy Eating Trends and Family Needs: The “farm-to-table” movement and the use of local ingredients are increasingly favored. Family travelers seek variety to satisfy both adult and child preferences, with supplementary activities such as cooking classes, factory tours, and farmers’ market visits adding appeal.
Discussion and Implications
Findings suggest that:
-
Deliberate travelers should be targeted during trip planning stages, while opportunistic and accidental travelers respond better to in-destination marketing.
-
Destination marketing should emphasize authenticity and unique local offerings.
-
Local communities can serve as “culinary ambassadors” through word-of-mouth.
-
Digital presence and mobile accessibility must be optimized.
-
Events, particularly beer and food festivals, are powerful tools for attracting culinary travelers.
With 131 million culinary travelers, the United States possesses a large, high-value niche market. In particular, deliberate travelers exhibit high travel frequency, above-average spending, and strong demand for authentic, locally grounded culinary experiences. A nuanced understanding of the motivations, behaviors, and preferences of these segments enables destinations and tourism businesses to develop effective marketing strategies, fully leverage the potential of culinary tourism, and enhance customer retention among high-value travelers.
