Culinary Tourism is one of the fastest growing industries in the world. If you doubt, look at the recent growth of food shows on television travel channels and travel shows on television food channels - not just in the US but around the world. According to the popular American magazine Business Week, the organics sector is the fastest growing part of the American food industry. More people than ever now care about the quality of the food they eat - not just at home, but when they are travel as well.

IS IT A FAD?
Unless people stop eating and drinking, culinary tourism will never cease to be popular. Look at how ecotourism has gained a foothold and is now part of the sustainable tourism development strategies of nations all around the world.

Unless your business or destination is a global household name, most of the world probably does not know that you even exist, let alone anything about your great food and drink! Even if your business or destination has been getting great media coverage, what would entice someone to go outside their comfort zone and frequent your business or destination? Even if they read an article about you, once they’ve read it – it’s gone and usually forgotten (that’s called a “short shelf life” in marketing).

Eating and drinking are the only activities that all visitors have in common. Because eating and drinking involve all 5 human senses, food creates emotions powerful enough to compel someone to travel. Sales professionals know that people buy based on their emotions. Therefore, food and drink are the perfect attractions!

A HALF DOZEN REASONS WHY CULINARY TOURISM SHOULD MATTER TO YOU
In 2007, the ICTA, in partnership with the Travel Industry Association of America and Gourmet Magazine, commissioned the first culinary tourism research ever done in the United States. While we acknowledge that the research focused on Americans, the findings were comparable to culinary tourism research that has been performed in other countries, notably Canada, Australia, Switzerland and the United Kingdom. As it turns out, culinary travelers are similar in demographic and psychographic profiles in almost every country for which studies exist. While ICTA level 2 members receive an Executive Summary of this valuable research as a benefit of membership, we can share with you the top six reasons why culinary tourism should be of importance to you and your business or destination.

1. 100% OF PEOPLE EAT OUT WHILE TRAVELING
It seems obvious, but because of the ubiquity of eating, we often overlook the simple fact how often we eat. Travelers buy lodging once per day, perhaps one or two souvenirs per trip, but meals they buy three times per day. Cuisine is an attraction that has the potential to reach the largest possible customer base for your business or destination.

2. CULINARY TRAVELERS SPAN ALL ETHNIC GROUPS
If your business or destination targets a specific ethnic group, try overlaying a culinary "template" in your marketing mix. The ICTA can show you how to develop and promote your culinary products for all demographic and psychographic groups.

3. CULINARY TRAVELERS SPAN ALL AGE GROUPS
Many times businesses focus on "baby boomers" or "dual income no kids" target market groups. While these individuals are numerous, savvy marketers should not forget two additional important groups: the growing senior market, which is more active than ever before, and the younger student/generation Y group, which will become tomorrow's high income and highly sought middle aged target market.

4. CULINARY TRAVELERS SPAN BOTH GENDERS
Sold stereotypes of who should play cook in the kitchen, or who decides to eat, are long gone. Men and women enjoy eating well equally.

5. CULINARY TRAVELERS ARE WELL EDUCATED
Our research shows that it is no surprise culinary travelers are well educated.

6. CULINARY TRAVELERS HAVE DISPOSABLE INCOME
Culinary travelers are explorers. Therefore it is also no surprise that culinary travelers have the financial wherewithal to explore new culinary offerings while traveling. Serious culinary tourists spend up to 50% of their travel budgets on food-related activities (compared to 20-30% for non-culinary travelers). Culinary travelers also spend more on other travel activities as well making them the ideal type of tourist to attract to your business or destination!

→ Want to learn more? ICTA members have access to hundreds of documents on culinary tourism in our BrainFood library. Main Course Members also receive a copy of the 10-page Executive Summary of the 2006 TIA Study on U.S. Culinary Travelers.