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 as a non-profit and non-governmental organization (NGO) in 2003. As such, we are the world's oldest and largest food tourism organization. As the world's leading authority on food and beverage tourism, the WFTA is highly respected among food, beverage, travel and hospitality industry stakeholders. 

Our Mission

Our Mission is to preserve and promote awareness of culinary cultures through hospitality and tourism.

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.

Our Portfolios

We accomplish our Mission through our product portfolios, which are Community, Education, Events, Awareness and Intelligence. These 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.

Read About Our Thought Leadership


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, which are also reflected in the How We Help navigation item above.

  1. Destination marketers & 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. Entrepreneurs & business owners (small to medium businesses, managers, entrepreneurs;, etc.)
  3. Food- and beverage-loving travelers 

 

Our Minor Markets

To a lesser extent, we also serve the following markets:

  1. Large companies & brands (including food/beverage product manufacturers and exporters, and other travel and hospitality services providers)
  2. Student & researchers (academics, professors, department heads, trainers, etc.)
  3. Media professionals (writers, bloggers, photographers, videographers, both freelance and staff)

Causes We Support

We support other goals that 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