Americans Embracing Culinary Tourism
A new survey reveals the emerging phenomenon of travel to learn of and enjoy unique and memorable ea
FEBRUARY 19, 2007. One-quarter of all leisure travelers say food is central to their destination selection, and that number increases to 51 percent for culinary travelers (those engaging in culinary activities during leisure trips). Restaurant-related activities scored by far the highest among all food-related activities, and more than six out of 10 (63 percent) leisure travelers and 85 percent of culinary travelers say they like trying new restaurants most nights during trips.
"It is not surprising that restaurants also play a major role in Americans' vacation travel activities, as restaurants play an essential role in their everyday lives" said Steven C. Anderson, Association president and chief executive officer. "In a symbiotic relationship, restaurants recognize that travelers greatly contribute to the success of their businesses, and most travelers would not consider a trip successful if it didn't include great restaurant experiences. A great leisure trip or vacation can be made even better by enjoying exciting restaurant meals."
According to the survey, two in five (40 percent) of leisure travelers self-identify as traveling to learn about or enjoy unique and memorable eating-and-drinking experiences. Visiting a restaurant to simply enjoy a quality meal with travel companions, family and friends was rated the most common food-related activity. Others that score high include going to local restaurants for a unique and memorable experience, and experiencing local or regional cuisine.
The research also shows that out of all leisure travelers, 17 percent (roughly 27.3 million individuals) participate in food/wine activities during their trips-so-called "culinary travelers." Of these, 46 percent (12.6 million) are deliberate culinary travelers (individuals for whom culinary or wine-related activities were either a key reason to take the trip or helped them choose between destinations); the remaining 54 percent seek out culinary activities at their destination, or participate because they are available, but do not choose trips because of these activities.
The survey was conducted by TIA in 2006 and was cosponsored by the National Restaurant Association. Additional culinary- and restaurant-related travel and tourism findings are included in the Association's 2007 Restaurant Industry Forecast (www.restaurant.org/research/forecast.cfm). For full survey results from "The Profile of Culinary Travelers," which TIA produced in partnership with Gourmet and the International Culinary Tourism Association, visit www.tia.org.
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