research

  • Erik Wolf posted an article
    Top 3 Takeaways from the 2019 FoodTreX Online Food Travel Summit see more

    The World Food Travel Association just held its 2019 FoodTreX Online Food Travel Summit on April 17-18. FoodTreX Online is the world’s largest virtual trade conference for the food and beverage tourism trade, taking place every April, and only online.  This year’s edition featured nine international expert speakers across a variety of industries that addressed today’s hot topics that destinations, tour operators and other food, beverage or tourism businesses are facing today.

    Here are the top 3 takeaways that you need to know from the 2019 FoodTreX Online Summit:

     

    1. YOU CAN MAKE MONEY SELLING VEGETARIAN AND VEGAN OPTIONS

    Did you know that as much at 33% of travelers are either vegetarian or vegan? If you don’t offer a good vegetarian selection, you are neglecting many travelers as well as their traveling companions! Also, plant-based menu options are almost always cheaper than meat. Your food costs might be half, and even if you charge $/€/£ 1 or 2 less for the item, you're still making a lot more per dish! So you are actually making money by offering vegetarian options. And meat eaters eat vegetables too, so it is not uncommon for a meat eater to order a vegetarian dish. Meat is not required! Then consider how sustainable-minded travelers are exactly the kind of visitors a destination wants: they tend to spend more, stay longer, and of course care about their own personal impact as travelers. It’s time to reconsider vegetarian and vegan!

     

    2. WHERE ARE YOU IN THE FOOD TOURISM DESTINATION LIFE CYCLE?

    All destinations have a food tourism destination life cycle (see picture above), a concept first pioneered by the World Food Travel Association. It is important to know at what stage of the cycle your destination is currently in so you can plan accordingly. Some destinations are starting to find their own way with food tourism, while others are starting to decline, for a variety of reasons. Perhaps it is time to create or to update your Food Tourism Destination Strategy before it is too late. (By the way: we can help with that!)

     

    3. SHARE THE LOVE. DON’T HOG THE SOCIAL MEDIA SPOTLIGHT.

    Shine the light on your local culinary heroes instead of just on your destination or specific foods. Sharing other people’s stories in your area widens your audience and brings engagement. Also don’t forget to involve local experts like writers, commentators or photographers. These professionals can bring new ideas and perspectives to your social media feed. Have you ever thought of hosting an Instagram takeover? That’s right: you hand over the keys to your Instagram castle to someone outside of your organization, perhaps for a weekend. It may seem risky, the rewards can be tremendous.

     

    Want to learn more? You can get access to all the recordings as well as our 11-page Key Takeaways PDF in our online store here.

    Want to see who spoke at FoodTreX Online before ordering? Download the program here.

    GET ACCESS NOW

  • Erik Wolf posted an article
    The Secret Weapon for Aspiring Culinary Destinations see more

    While primary culinary destinations may find this article of interest, the article is written largely for the benefit of secondary and tertiary culinary destinations.

    “We’re a food lover’s dream destination!” “We’ve got 180 different cuisines!” “We publish a comprehensive restaurant guide of the entire area.” “We’ve got a Starbucks.”

    We’ve heard cries like these time and time again from destinations of all types and sizes. Just because your area has restaurants with multiple types of cuisines and a couple of breweries, does not mean that your destination is, or could be, a food-lover’s dream. And a restaurant guide and a Starbucks themselves aren’t travel motivators. As for whether your destination is a truly dream for food lovers, well, that is for the food lovers to decide!

    When crafting a destination that will appeal to food lovers, there are two important ingredients to evaluate. The first is research, while the second is the culinary destination life cycle. In this article, we’ll look at research. Next time, we’ll look at the culinary destination life cycle.

    Cash is the lifeblood of a business. Without cash, any kind of business will wither and die. Pretty simple math. Consequently, the business owner or manager is necessarily obsessed with sales. More revenue! More visitors! The company’s staff, and especially anyone in a sales role, gets tired of hearing the same pleas over and over. Similarly, travelers hate being bullied into buying more or being charged more.

    How do we entice more visitors to try our destinations for high quality food and drink? Marketing decisions drive sales, but what drives the marketing decisions? Research.

    In destination marketing, research can help us to discover a lot of different things such as the age range, income level and preferences of travelers who might be interested in our destination. But there is a problem with this kind of purely demographic information. Let’s say your research tells you that the type of traveler who would enjoy your destination is 30-40 years old, with one or no kids, earning €50,000-70,000 per year and who likes outdoor recreation as well as good food. What’s wrong with this picture? You’ve just described a huge percentage of travelers. And if you look at their preferences for good food and outdoor recreation, a very high percentage of the world’s tourist destinations could be a great fit. How does the data you’ve just gathered help to lure the ideal travel to your area? You need more precise data to help you to define your target markets. You don’t just need more research; you need a different type of research.

    The laser scalpel in food tourism/culinary tourism/gastronomy tourism research is PsychoCulinary profiling. It’s a tool that our Association introduced in 2010, and which was honed to perfection since then. In a nutshell, PsychoCulinary profiling analyzes the buying behavior of food-loving travelers. It can explain why your friends love the new Italian restaurant down the street, while your family doesn’t care for it. It’s the same principle with destinations, namely, why some people rave about a place and other people return home without the same excitement.

    There is another piece of the puzzle, however, and that is customization. Knowing how travelers think and make decisions is important and helpful. But what do you think would happen if you matched the wrong type of visitors to the wrong type of destination? For example, if your area is known for Michelin star restaurants, what would visitor exit surveys say if you marketed your area to food-loving novices? The comments would not be positive. Or if your area is known for food trucks, would Michelin-star seekers enjoy your destination? Unlikely. It’s like finding the right key to unlock the door. You’re trying to find the exactly right type of food lover who will love your destination, not just any destination. That’s how you get raving fans who return home and praise your area’s food and drink to friends like them.

    To get this type of data, analysis is required, not just of the food-loving travelers, but also of the destination itself. You need quality research to make quality marketing decisions that will drive actual increased bookings. You may have heard the term market research before? That’s the market that is part of marketing.

    As the world’s leading authority on food and beverage tourism, the World Food Travel Association has always led with firsts for our industry. We conducted the world’s first research study of American food-loving travelers in 2007, as well as the world’s first global study of food-loving travelers in 2010, which included our breakthrough PsychoCulinary profiling analysis. We followed with subsequent studies of American food-loving travelers in 2013 and another global study in 2016. Our research and data help destinations, governments and businesses to make sound decisions to woo successfully food- and beverage-loving travelers.

    If you need data to help drive your strategy and marketing decisions, consider investing in our 2016 Food Travel Monitor report. Published in July 2016, less than 3 years ago, the data and conclusions from this report are still highly relevant. You can order a copy of the 342-page report for only US$395. The markets surveyed include Australia, China, France, Germany, Ireland, India, Italy, Mexico, Spain, the United Kingdom, and the United States.

    The 2016 report will be discontinued in November 2019 to make way for the 2020 report, the price of which has been set at US$995. Markets analyzed in the 2020 report will be Canada, China, France, India, Mexico, the United Kingdom, and the United States. You can save US$600 by investing in the 2016 report today.

    Both reports include the PsychoCulinary profiles of outbound food-loving travelers from those countries.

    Order your copy of the 2016 Food Travel Monitor today before it's no longer available. Remember, the 2020 Report will be priced at US$995.

    You can also subscribe to our newsletter here.

    This article is the first in a series of articles designed for marketers and strategists for culinary and aspiring culinary destinations. Next time we’ll be taking a look at the culinary destination life cycle. 

  • Erik Wolf posted an article
    Food-Loving Traveler Data for Your Next Strategic Plan see more

    HIGH QUALITY RESEARCH FOR YOUR STRATEGY

    Having founded the food tourism industry almost 20 years ago, we've seen a thing or two. We know that many businesses and destinations work on their annual budgets for the coming year during the June-August timeframe. Then, budgets go for approvals in September. Approvals tend to be received by the end of November, and you have your budget for your next fiscal year, right? Even if your business is on a different fiscal year, any time is a good time to invest in quality data.

    342 PAGES & 11 MAJOR MARKETS

    Our 2016 Food Travel Monitor is the world's largest food tourism study ever conducted.  We surveyed outbound travelers from 11 major markets including Australia, China, France, Germany, Ireland, India, Italy, Mexico, Spain, United Kingdom, United States. A total of 342 pages of fantastic data and information. Don't just take our word for it...

    DOWNLOAD TABLE OF CONTENTS

    The report was published in July 2016 and is less than 3 years old. The data are still very relevant.

    THERE WILL NEVER BE A LOWER PRICE

    That's right. Our next report, the 2020 Food Travel Monitor will be priced substantially higher. If you're cost sensitive, or just want to save some money, now is the time to invest in quality research for your needs. The 2016 Monitor is only US$395. 

    ORDER YOUR COPY NOW

    ALBERT EINSTEIN HAD IT RIGHT

    "The only source of knowledge is experience,"  to quote Albert Einstein. Don't settle for second best.  We founded the food tourism industry and no one knows it better than us. We're not an upstart research firm or destination consultancy masquerading as a food tourism industry expert. We invented food tourism, literally. (Well, we invented the modern food tourism industry, not the act itself of traveling for food or beverage).

    ORDER YOUR COPY NOW

    WANT A QUICK PREVIEW?

    Check out this inforgraphic we created from the US outbound food-loving traveler data.

    CO-AUTHORED BY THE FOOD TOURISM INDUSTRY FOUNDER

    That's right, our Association Executive Director Erik Wolf co-authored the report. The Monitor is our brainchild and we carefully crafted all the questions asked in the 11 markets.  We know the right questions to ask in order to drill deep and uncover the data you need.

    ORDER YOUR COPY NOW

    PREFER TO PAY BY WIRE TRANSFER?

    Instead of credit card - we've got you covered. Just get in touch here and we'll send you a formal invoice with bank wire instructions.

  • Erik Wolf posted an article
    World Food Travel Association Opening for Research Librarian Intern see more

    The World Food Travel Association is looking for a research librarian intern to help sort through and organize a large library of knowledge relating to food and beverage tourism. The type of knowledge varies, from academic papers, to marketing materials and business strategies. Most of the content is written in English. The successful candidate will help us to organize and rank the materials for later use. You will not be doing any of your own original research.

    The intern should be prepared to work 10-20 hours per week for 3 months. While the internship is unpaid, the primary benefit to you is access to one of the world's largest repositories of food and beverage tourism knowledge.  You'll also have weekly meetings with the founder of the food tourism industry, which will add to your overall professional growth.

    As the world's leading authority on food and beverage tourism, the World Food Travel Association will afford you prestige and status in your career path.

    You can be located anywhere in the world. Excellent written and spoken English a must. 

    Company Summary: The World Food Travel Association is the world's leading authority on food and beverage tourism.  Founded in 2003, we are also the world's oldest and best respected such organization serving our industry.

    Location:  Virtual

    Date Posted:  06 Apr 2019

    Expiration Date:  Until filled

    How to apply:  Please send your cover letter and CV to help(at)worldfoodtravel(dot)org.

  • Erik Wolf posted an article
    Just Released: The Routledge Handbook Of Gastronomic Tourism see more

    We are excited to let you know that the newest addition to our industry's compendium of quality research is now available. The Routledge Handbook of Gastronomic Tourism combines the knowledge and expertise of 100+ scholars from 31 countries, and aims to foster a synergistic interaction between academia and industry. Its wealth of case studies and examples make it an essential resource for students, researchers and industry practitioners of hospitality, tourism, gastronomy, management, marketing, consumer behavior, business and cultural studies. It is edited by Dr. Saurabh Kumar Dixit, and the foreword was written by our Association's Executive Director Erik Wolf. Read more about the book here. If you are interested in purchasing, use the code FLR40 at checkout to save 20%. 

  • Erik Wolf posted an article
    Just Released! Ground-Breaking New State of the Food Travel Industry Report see more

    Today the World Food Travel Association (WFTA) released its latest publication for the food and beverage tourism industry, an entirely revamped State of the Food Travel Industry Report, featuring original, ground-breaking research.

    Report Summary

    The 62-page report compiles the opinions, suggestions and comments from 71 food and beverage tourism industry experts from 20 countries. The report looks at the performance of food and beverage tourism providers, and suggests ways they can improve, such as by developing or improving food and drink activities. It also looks at key food tourism issues overall, along with ways our industry can better match traveler expectations. Considerable attention is given to preserving culinary authenticity, and why it is important to educate visitors, offering them a memory and not just a meal.

    Key Takeaways

    Some of the key takeaways from the report include:

    1. Travelers and consumers alike are more obsessed than ever with everything having to do with food and drink. Interest continues to increase thanks largely to the role of social media.
    2. Providing a genuinely authentic product or experience is essential. Visitors are increasingly knowledgeable about, and demanding of, authenticity in food/drink products and experiences.
    3. The need for cultural preservation is urgent, and not limited to cuisine, as other manifestations of culture, such as music, clothing/fashion, architecture and more are threatened by globalization.
    4. Failure to support small food/beverage businesses will result in hastening towards globalization of the so-called “local” experience, thereby completely negating one of the main reasons to travel for food and drink, as destinations are already beginning to resemble each other more and more.
    5. At the same time, residents would benefit from knowing more about the history of iconic culinary products and traditions in their area, and why preserving culinary culture is a tool for economic development. Therefore local residents should be considered an important target market.
    6. The food/drink experiences provided by businesses and destinations often don’t match visitor expectations. Businesses need to understand that they are selling not just a food/beverage product but also an experience. If visitor (customer) expectations are not met, negative word-of-mouth ensues. Know your customer journey and plan accordingly to help prevent that.
    7. The benefits of developing food tourism go well beyond actual tourism. Food tourism is not just about attracting more visitors who generate a positive economic impact with their spending. It can also help protect local heritage by putting the spotlight on local food and drink, conveying a sense of pride to local residents, and even fostering post-trip demand for product exports.

     

    Get a Free Copy of the Report

    Register for a free copy of the report. The report is another way that the World Food Travel Association (WFTA) leads with firsts for the world’s food and beverage tourism industry.

     

    About the World Food Travel Association

    The World Food Travel Association (WFTA) was founded in 2003 as a non-profit and non-governmental organization (NGO) and is considered the world's leading authority on food and beverage tourism. The Association’s 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. Each year the Association serves the needs of nearly 100,000+ professionals in over 100 countries.

  • Jane Connelly posted an article
    Erik Wolf addresses FoodTreX London November 4 with State of the Food & Beverage Tourism Industry see more

    Erik Wolf, founder of the food tourism industry and of the World Food Travel Association, will kick off the FoodTrex London | Food Travel Innovation Summit on Sunday, November 4, with a preview of findings from the Association's newest State of the Food & Beverage Tourism Report (publication date: January 2019).

     

    SESSION DESCRIPTION

    The food tourism industry's founder and Executive Director of the World Food Travel Association will kick things off and set the tone for the Summit. Then he'll bring you up to speed with initial findings from research taking place right now, in anticipation of the Association's 2019 State of the Food & Beverage Travel Industry Report, which will be published in January 2019.  FoodTreX London delegates will benefit by getting a preview and early access to the information, a full two months before its public release.    

     

    Learn how the food and beverage tourism industry is changing right before your eyes, and what you can do to prepare for the changes happening both right now and next year.

    Speaker: Erik Wolf, Executive Director and Founder, World Food Travel Association

    Session tags: food tourism, industry, trends, data, research, demographics, psychographics, strategy

    LEARN MORE & REGISTER FOR FOODTREX NOW

  • Erik Wolf posted an article
    World's leading authority on food/beverage tourism presents 100% online food travel trade conference see more

    The World Food Travel Association is pleased to announce the speakers and sessions for its second Online Food Travel Summit, taking place April 24-25, 2018.

    Sessions and speakers are focused 100% on the food and beverage industry and include:

    Promoting Food Tourism in a Time of Economic Austerity: The Case of Greece
    Maria Athanasopoulou, Co-Owner, Top Tourism and Xeni Gerna, Vocational Tourism Training Institute, Hellenic Ministry of Tourism, Thessaloniki, Greece

    Managing Food Traveler Expectations in "Overtouristed" Destinations
    Danny Adler, Owner, Adler & Marlow, Barcelona, Spain

    Influencers & Your Digital Strategy: What You Need to Know
    Veruska Anconitano, award-winning freelance food/travel writer, Dublin, Ireland

    Let's Get Digital — Maximizing Your Message in the Millennial Age
    Kuvy Ax, Owner, ROOT PR, Boulder, Colorado, USA and Alexandra Palmerton, Owner,  The 5th Sense, Denver, Colorado, USA

    Creating a Food Tourism Experience that Visitors Will Buy
    Luisa Puppo, Manager, Ligucibario and Manager, LiguriabyLuisa blog, Genoa, Liguria, Italy

    From Dream to Profitable Business: How to Make Your Food Tourism Idea Work
    Midgi Moore, Owner, Juneau Food Tours, Juneau, Alaska, USA

    It's the People Who Hold It Together: Ireland's Food Champion Program
    Sinead Hennessy, Food Tourism Officer, Fáilte Ireland, Limerick, Ireland

    Peering Into the Food Tourism Future
    Erik Wolf, Executive Director, World Food Travel Association, Portland, Oregon, USA

    The Summit covers best practices, how to's, case studies for food and beverage tourism professionals, including:

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers and governments
    • Small business owners and entrepreneurs
    • Product developers
    • Trainers and educators
    • Bloggers seeking to do more
    • People considering a career change
    • Students forging their career path
    • Anyone with an interest in food and beverage tourism

    All sessions will be delivered in English. The Summit is 100% online and saves you the time and cost of traveling to an in-person conference. And the best part? We save you money too! Sessions are only US$12 each for members (US$15 for non-members). Discounted all Access passes are also available.

    Visit the Summit website to learn more and to register. Registrations close April 23.

  • Erik Wolf posted an article
    The World Food Travel Association releases the 2018 State of the Food Tourism Industry Annual Report see more

    This State of the Food Tourism Industry 2018 Annual Report was created to serve as a compass for our industry, all related business sectors and media.
     

    The report discusses some of the issues and trends that our Association has noticed in the past 12 months. We then look ahead to what we think will make a significant impact on our industry in the next 12 months. Included is a list of the Association's accomplishments for the past year, as well as an insight into our roadmap for 2018.

     

    The 34-page free report contains the following:
     

    TABLE OF CONTENTS

    INTRODUCTION

    FOOD TOURISM 2017 RECAP

    WFTA’S 2017 ACCOMPLISHMENTS

    FOOD TOURISM ISSUES FOR 2018

    WFTA’S ROADMAP FOR 2018

    REGIONAL PULSES

    • North America
    • Latin/Central America & Caribbean
    • Europe
    • Middle East
    • Africa
    • Asia
    • Oceania & South Pacific

    CONCLUSIONS

     

    Get Your Free Copy Now

     

  • Erik Wolf posted an article
    World's First Report on Food Tourism *In* Italy Announced see more

    The world's first report on food tourism *in* Italy has just been announced. The new report was presented by Roberta Garibaldi (University of Bergamo, World Food Travel Association) to the public during an event in Milan on January 23. During the event she presented main findings and future trends of this visitor segment from Italy.  The report was launched at the beginning of "The Year of Italian Food.” 

    Thirty percent (30%) of Italian travelers can be defined as food tourists, or tourists for whom food or drink activities were a prime motivator in choosing a destination. Gastronomy has thus become a key element on holiday, influencing (outbound) Italian traveler destination choices.

    This fact demonstrates one of the key findings of "First Report on Food Tourism in Italy,” research that outlines trends in this rapidly growing tourism segment both in Italy and the world. The research combines quantitative and qualitative analysis and contains detailed information on Italian travelers attitudes towards gastronomy, an overview of related offerings through regions, opinions from international experts and best practices of food tourism from all over the world. 

    Roberta Garibaldi, the author of the report, is a researcher, consultant and professor of food tourism. She also serves on the Board of Advisors for the World Food Travel Association. She also produced the Italy supplement for the Association's 2016 Food Travel Monitor, which researched *outbound* food travelers from Italy.

    The report includes contributions of operators TheFork and Seminario Veronelli, as well as international experts, who included, among others, Anne-Mette Hjalager (University of Southern Denmark, editor in chief Journal of Gastronomy and Tourism), Carlos Fernandes (Instituto Politecnico de Viana do Castelo, Portogallo), Matthew J. Stone (University of California, Chico, USA) and Erik Wolf (World Food Travel Association).

    The report was sponsored by the Italian Touring Club, Federculture, and Qualivita Foundation.

  • Erik Wolf posted an article
    Meet Advisory Board Member Gerrie du Rand see more

    Gerrie is an Associate Professor and Head of the Food and Nutrition Division in the Department of Consumer and Food Sciences, University of Pretoria, South Africa, which is one of the top universities in South Africa and among the top universities in the world. She lectures to 3ed and final year students in innovation and food product development; quantity food production and restaurant management; and research methodology. She also supervises post graduate students in consumer behaviour and food, as well as food tourism. Her research focus areas are local foods and food tourism. She has also developed a culinary mapping technique as a tool for planning food tourism in various regions. Gerrie is also part of a team that specializes in food safety and the consumer and she is very involved in a food waste management project.

    Gerrie has lived in Japan, Greece, Italy and the USA. She taught South African cooking to locals while living in those countries, and learned about their cuisines and cooking techniques while there. While living abroad, she was fortunate enough to travel quite a bit and experience various cuisines and local foods. It was then when Gerrie realized what an awesome destination marketing tool that local food can be.  She returned to South Africa and completed her PhD in Food Tourism, as the first person to specialize on this topic in her country. She has published a number of research papers and chapters in books on the topic.

    As for food destinations, Gerrie likes Italy, which in her opinion, offers the "best food in the world". She also likes Japan, where the food is "exquisitely prepared". And lastly, Gerrie loves her own South African cuisine, with wonderful local foods and an amazing culinary history, rich with opportunity to increase awareness among foodies.

    Gerrie got involved with the World Food Travel Association because it provided her the opportunity to become more involved in food tourism; to stay up to date on what happening in food tourism and to make a contribution to the ‘discipline’ of food tourism and what it stands for. As an Advisory Board member, Gerrie represents the geographic area of Africa and the industry of academia.

  • Erik Wolf posted an article
    World Food Travel Association Announces World's Largest Food Travel Research Study see more

    Food & Beverage Tourism Future Bright Says World's Largest Research Study

    (PORTLAND, OREGON, JUNE 20, 2016) — Today the World Food Travel Association (WFTA) announced the release of the 2016 Food Travel Monitor Report. Following on its past research, this groundbreaking research is the first publicly available, as well as largest, food and beverage tourism study ever conducted. Some of the report's major highlights are included below. Qualified members of the media may request an executive summary by emailing help(at)worldfoodtravel(dot)org with your details and the publication you write for.

    HIGHLIGHTS

    FOOD & BEVERAGE: NOW A CRITICAL TRAVEL MOTIVATOR

    Food and beverage are an increasingly significant motivator for travel, as 75% of leisure travelers have been motivated to visit a destination because of a culinary activity.

    ESSENTIAL TO THE VISITOR EXPERIENCE

    Food & beverage are essential to the visitor experience. As many as 86% of respondents claimed having a positive food & drink experience on a trip would make them more likely to return to that destination.

    NOT ALL FOODIES ARE THE SAME!

    Thirteen different PsychoCulinary profiles explain why preferences and motivations differ among individual travelers. The most common profile is the eclectic traveler, who seeks a variety of experiences. And you might not expect it, but he “gourmet” profile is in the minority!

    WE ALL EAT, BUT WOMEN TEND TO INFLUENCE

    Women are also more likely to choose locally-owned and operated restaurants and bars, as 61% of women identify as localist travelers.

    IT’S SOMETHING WE ALL DO

    For the first time ever, the overwhelming majority of American travelers (93%) engage in a food or beverage experience other than dining. In other words, almost all American travelers have an interest in unique food and beverage experiences.

    WE SPEND BASED ON PASSION, NOT OUR INCOME

    Regardless of income, culinary travelers prioritize spending on food and beverage, directing about 50% more of their budget towards food and beverage related activities than non-culinary travelers.

    YOUNGER PEOPLE DRIVE SPENDING

    How does age relate to food and beverage tourism? Generation Xers and Millennials are much more concerned with food when they travel than those from older generations. The increasing importance of food and beverage to younger travelers indicates a positive future for the food and beverage tourism industry.

    PRINT ISN’T DEAD AT ALL

    Despite the decline in traditional print media, 92% of respondents claimed they were motivated to travel to a destination or culinary attraction as a result of print media (magazines and travel sections of newspapers).

    SOCIAL MEDIA HAS AN IMPORTANT ROLE

    Culinary Travelers (34%) are more motivated to visit a destination because of a posting about food or drink on social media than non-culinary Travelers (23%). And on at least half of their trips, 64% of leisure travelers chose to share their food and beverage experiences on social media.

    FOODIES ARE MORE ENGAGED TRAVELERS

    Culinary Travelers are more engaged than non-Culinary Travelers, meaning that they are more likely to participate in other non-food related activities when they travel. Culinary Travelers are more likely to be found sightseeing (91%), shopping (87%), and visiting a historical or cultural attraction (85%) while traveling.

     

    QUALIFIED MEMBERS OF THE MEDIA ARE INVITED TO ATTEND OUR ONLINE PRESS CONFERENCE:

    MONDAY, JUNE 27, 2016  10:00-11:00 AM US PACIFIC TIME 

    Request an invitation by emailing help(at)worldfoodtravel(dot)org. Space is limited. Registration is required.

     

    About the World Food Travel Association

    The World Food Travel Association (WFTA) creates economic opportunities where food and beverage meet travel and hospitality. The WFTA is a non-proft, non-governmental organization (NGO) and the world's leading authority on food tourism. The Association is at the forefront of food and drink tourism development and promotion with cutting edge resources for today's food, drink, travel, hospitality, and media professionals.

     

    Key Sponsors

    Fáilte Ireland

    Visit Finland

    Louisiana Travel Promotion Association

    Haaga-Helia University of Applied Sciences (Finland)

    Finnish Ministry of Agriculture and Forestry

    Basque Country (Spain)

    Travel Oregon

    Willamette Valley Visitors Association

    Other Supporters

    Visit Scotland

    Visit California

    Università degli studi di Bergamo (Italy)

     

    Keywords

    food tourism; research; trends; trending; data; culinary tourism; gastronomic tourism; beer; wine; agriculture; agritourism; PsychoCulinary; World Food Travel Association; Oregon; Willamette Valley; California; Louisiana; Europe; Scotland; Ireland; Basque; Euskadi; Spain; Visit Finland; Haaga-Helia; Finnish Ministry of Agriculture and Forestry; Fáilte Ireland; Basque Country; Louisiana Travel Promotion Association; LTPA; Travel Oregon; Willamette Valley; Visit California; Visit Scotland; Università degli studi di Bergamo; Italy

    MEDIA RELEASE For Immediate Release For more information contact Erik Wolf, (+1) 503-213-3700, help(at)worldfoodtravel(dot)org

  • Erik Wolf posted an article
    Just released! Food travel research for Italy and USA. see more

    Just released! Special editions of our 2016 Food Travel Monitor! Save money if you do not require the full Global Edition!

    Are you interested in food and beverage tourism research but you don’t need the entire 2016 Food Travel Monitor Global report? We have a solution for you! NOW AVAILABLE!

    If you're focused on American travelers only, we offer 177 pages of food and beverage tourism wisdom about American culinary travelers only, to help you make better business decisions! Learn more or get the USA edition here.

    Interested only in Italy travelers. We offer an Italy edition, with 44 pages of food and beverage tourism wisdom about Italian culinary travelers only, to help you make better business decisions! Created in collaboration with one of the Association’s Ambassadors in Italy, Roberta Garibaldi. The supplement can be purchased alone, independently from the other reports. Learn more or get the Italy edition here.

  • Erik Wolf posted an article
    Who are tomorrow's food travelers? Surprise! You already know them. see more

    Travelers are increasingly younger - millennials and Generation Z. Our younger consumers are more obsessed than ever with interesting food and drink, and let's not forget that these younger consumers will become your future loyal brand advocates.  The best ways to reach these younger consumer markets is very different from how marketers have traditionally reached food-loving travelers. What do you need to know to succeed with today's consumers and travelers? Hear consumer research expert Risa Meynarez of Consumers Everywhere speak at the upcoming FoodTrekking World food tourism trade conference in Portland, Oregon April 2-4. Risa will share her in-depth expertise as to the most effective ways to reach an increasingly younger market of consumers, and especially within the context of food and travel. Curious? Get to know Risa before FoodTrekking World by watching our interview with her here.

  • Erik Wolf posted an article
    World Food Travel Association announces 2017 report on beverage tourism see more

    We're producing a new report about the role of different kinds of beverages in food tourism.

    Based on the extensive world-wide data set from our latest Food Travel Monitor (released June 2016), in this new report for 2017, we will analyze data on wine travel, beer travel, and distilled spirits travel to determine specific details about consumers who participate in beverage travel, namely their demographics, attitudes, activities, and motivations, as well as their perceptions of beverage opportunities in specific destinations.

    SEEKING DESTINATION MARKETING ORGANIZATIONS & TRADE GROUPS FOR AFFORDABLE SUPPORT

    We're looking for destination marketing organizations and trade groups to help support the production of this special report, which is the first in a series of three scheduled for 2017. Support options are very affordable, include a copy of the final report and convey visibility benefits for your destination or trade group.

    How affordable? Support for each of the 3 reports is based on the size of your destination or trade group and ranges from US$750 for a small destination or group, up to a maximum of US$1500 for the largest destination or trade group. Interested in supporting the full series of 3 reports? Support ranges from just US$1500 (smallest size) to only US$3000 (largest size) to support all 3 of the 2017 reports. The other 2 reports we will produce are:

    • "Food Travel & the Millennials"; and
    • "What Food Travelers Love: A Detailed Look at their Activities"

    Remember, your support includes a copy of the final report(s), license to distribute it to your members or constituents, and additional publicity with traditional media as well as social media, and within our own community of 48,000 professionals.

    DATA FROM 11 COUNTRIES
    Our 2016 Food Travel Monitor included statistically significant data from the following markets: Australia; China; France; Germany; India; Ireland; Italy; Mexico; Spain; United Kingdom; and United States. We'll assess those same markets in this new report. The last Food Travel Monitor was published in June 2016, and the data is still fresh. We will do a much deeper dive into the analysis of this beverages data for our 2017 reports.

    Get started now! Simply send an email to help(AT)worldfoodtravel(DOT)org to either confirm your interest or to request the detailed overview with information about deadlines, publication dates, exact sponsorship costs and benefits. Payment can be made by invoice (check or wire transfer) or online by credit card. Questions? We're here to help.