World Food Travel Association Manifesto

Learn about the ethos of our Association.

Our Overview

Research shows that 93% of travelers create long-lasting and powerful memories based on their experiences with an area’s food and beverage. The distinctive local food and beverage products, culinary history and hospitality are the foundation of an area’s character, and that's what attracts visitors and what turns locals into passionate ambassadors for their areas.

The World Food Travel Association (WFTA) was founded in 2003 as a non-profit and non-governmental organization (NGO) and has become the world's leading authority on food and beverage tourism. Today the Association serves a community of 50,000+ professionals in 139 countries. 

Our knowledge, tools and training help trade professionals and organizations to leverage their area's food and beverage to help create a strong sense of place, which increases visitor arrivals; destination brand equity; and export demand for their area's food and beverage products.

The World Food Travel Association is the world's oldest and largest food tourism organization and is highly respected among food, beverage, travel and hospitality industry stakeholders.

Our Mission

Our Mission is to empower local communities and businesses with the food and beverage tourism knowledge and tools needed to reach new consumers and gain a competitive edge.  

We accomplish this through our Community, Education, Events, Awareness and Intelligence product portfolios, which are a collection of tools and resources that help the major groups we serve to:

  1. help build an area's brand equity;
  2. increase revenue & taxes from visitor arrivals; and
  3. drive export demand for local food and beverage products.

Our Major Markets

While generally speaking, we serve a broader 20 different industry sectors (seen in the middle of this page), we primarily serve the following major groups:

  1. Destination marketing organizations and governments (tourism offices, chambers of commerce, city councils, tourism departments and ministries, economic development agencies and districts, etc. as well as the research, marketing and PR agencies that work with them);
  2. Business owners, managers and entrepreneurs; and
  3. Food and beverage product manufacturers and exporters.

Of course we work with media of all kinds all around the world. That said, working with the media is expected, and therefore we do not count them on our list of the 3 major groups we serve.

Our Extended Goals

Our three extended goals below tie into our Food Tourism 2025 Initiative, which is to educate food loving travelers about the roles they play in:

  1. respecting culinary authenticity and protecting food cultures around the world
  2. reducing the volume of food and beverage packaging waste generated by food loving travelers
  3. leveraging food and drink to cultivate cross-cultural understanding and peace


Read More about Food Tourism 2025

Our Vision

Our Vision is to serve as the world's leading hub of innovation and excellence for food, beverage, travel and hospitality industry stakeholders.  We coalesce 20 related industry sectors into a single food and beverage tourism industry cluster.