• 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).



    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


  • 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:








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



    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.



    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.


    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.


    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!


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


    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.


    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.


    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.


    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).


    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.


    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.



    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)



    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.


    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.

    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.

  • Erik Wolf posted an article
    What does the future hold for food? see more

    CatchOn Communications in Hong Kong is proud to present its third annual ‘Future of Food’ trend report. The report explores many of the changes now taking place in the culinary world. Topics covered range from the role of chefs and food waste, to the impact of food bloggers on the culture. The third edition of The Future of Food is the company's way of sharing their interest in the growing global discourse about food and food culture. You can download your copy of the report directly from the company's website here.

  • Erik Wolf posted an article
    Do you have a content strategy for your business? see more

    Meet Benjamin Brown, Content Lead for Princess Cruises. At the upcoming FoodTrekking World conference, Benjamin will be delivering a keynote speech entitled "What is your food tourism content strategy?" We meet Benjamin briefly in this video interview where he shares a nugget about his upcoming speech, as well as details about the one vice he plans to give into on his trip to Portland! Time is running out to register for maximum savings. Avoid any possible prices increases on March 1. Learn more and register today.

  • Erik Wolf posted an article
    Demand for education in food studies is growing. see more

    By Steve Holt As the food movement grows, the demand for college and university classes focusing on food systems is exploding. When professor Jennifer Otten stands in front of her first classes this Fall, she’ll see a student in every seat and know that the names of dozens more fill a waiting list. Each of the undergraduate courses she teaches at the University of Washington in Seattle have more than doubled since she started teaching them three years ago, outgrowing lecture halls and even attracting the attention of graduate students hoping to sit in. Continue reading the full article …