Because every traveler eats and drinks.

Research

Access to the latest food tourism research can help you get your “slice of the pie”.

 

  • Our 2013 US culinary traveler research, ORDER NOW. Download PDF of full Table of Contents here. Details about the report below.
  • Our 2010 State of the Industry report set the tone for developing food and drink tourism destinations.
  • Our 2010 PsychoCulinary Profiling research pioneered a new understanding of food traveler psychographics and is working its way into our new products and services.
  • Our 2007 consumer research of American culinary travelers was the first research of its kind on food tourism in the USA. (updated and expanded for 2013.)
  • Our research spans both the USA culinary traveler, as well as global psychographic behaviors.
  • Data at your fingertips for use in your own product development, data for press releases and board presentations, etc.

The American Culinary Traveler (2013)

Just released “The American Culinary Traveler Report” provides a comprehensive portrait of this exploding market and segments these travelers into three groups: Deliberate, Opportunistic, and Accidental Culinary travelers. Over 39 million leisure travelers are “deliberate” culinary travelers with an additional 35 million who are “opportunistic”. The findings included in this 130 page report enable destination marketers, tourism authorities, CVBs and others to surgically target the right culinary traveler for them. Details include activities, motivators, behaviors, types of culinary traveler, trip related data, spending, information source used of trip planning and booking, and social media usage. BUY NOW.

State of the Culinary Tourism Industry Report (2010) (report retired)

The report includes qualitative and quantitative research on product development and marketing efforts in key culinary destinations, as well as an in-depth analysis of the current state of the world’s culinary tourism industry. The report also discusses new culinary traveler behavioral research and implications for the future of culinary tourism industry as a whole. This State of the Culinary Tourism Industry report was the go–to guide of its time for the latest trends, hotspots, and future implications of the culinary tourism industry. The following destinations appeared in this report: Belgium, South Korea, Louisiana (United States), New Zealand, Ontario (Canada), Peru, Scotland, Singapore and South Africa. No destination or government paid any fees to be included in this report.

Top Learnings from PsychoCulinary Profile Research (2010) (report retired)

  • Consumers exhibit as many as 13 total different kinds of behaviors when making food purchase decisions. This difference in behavior accounts for differences in expectations, which explains why you love one restaurant and your best friend might hate the same restaurant.
  • Destinations can have “foodie personalities” as well.
  • Typically we limit consumers and destinations to a maximum of 3 primary “choices” or profiles.
  • Foodies who self-identify as “gourmet” comprise only 8% of the consumer population, in other words, the overwhelming majority of consumers just like great food and drink, and not necessarily fancy food experiences.
  • The learnings were so interesting that they inspired a variety of updates to the Association’s own products and services.
  • We’re sorry but the results of this research is for the Association’s internal use only. However, you will find excerpts of it in our 2010 State of the Industry Report, and from time to time, in other work published by the Association.

Top Learnings from 2007 USA Culinary Traveler Research (report retired)

  • Food travelers spend almost US$100,000 per minute, 24 hours/day, on food and drink while traveling in the USA.
  • Food tourism in the USA is a US$52 billion/year industry.
  • Contrary to expectations, food travelers were found to have average to only slightly higher incomes, in other words, the majority of food travelers were not wealthy.
  • Contrary to expectations, food travelers were found to skew middle aged to younger, in other words, the majority of foodies are mid-aged to younger consumers.
  • As anticipated, food travelers tend to be better educated than other travelers.
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