The Way to Visitors' Hearts (and wallets) is Through Their Stomachs?

submitted by North Carolina Newslink
a publication of the Economic Development Partnership of North Carolina

Promoting culinary travel pays off, says report  – A new study of traveler behavior reveals that the way to tourists' wallets may be through their stomachs. The study, sponsored by the World Food Travel Association (WFTA), shows that almost a third (30 percent) deliberately choose destinations based on the availability of activities related to local food and drink, whether it's a beer or wine festival, a farmers market, or a farm-to-table experience. 

More than half (51 percent) of all respondents said they travel to learn about or enjoy unique and memorable eating and drinking experiences, and nearly two-thirds (61 percent) are interested in taking a trip to a destination within the U.S. to engage in culinary activities within the next year.

"This study goes beyond just eating and drinking, and identifies travelers who are seeking out unique and memorable experiences that are authentic to the destination they are visiting,"  said Laura Mandala, managing director of Mandala Research who conducted the study. "In fact, authenticity and local flavors are the greatest drivers of destination choice for these travelers."

 Among the implications of the study's findings are:

• Tourists are most interested in local and authentic foods and culinary experiences that are different from those they can get at home.
• Most travelers combine culinary activities with other activities, also participating in culture, heritage and nature-based activities.
•  Increasing reliance on reviews and recommendations of friends makes getting the word out through social media and other user content sources critical for destinations.
• Festivals motivate culinary travelers, so destination marketing organizations should consider hosting a beer, wine or culinary festival to feature local fare, products and unique food activities like chef demonstrations and samplings.
• Foodies want to be educated when traveling.  Eighty-three percent enjoy learning about the local culture and cuisine of the destinations they visit. And the same percentage say they will spend more money on food and drinks while traveling.