Trends in culinary tourism

As soon as March hits and we get past that “one last dump” of snow that always seems to remind the Okanagan Valley that it is still technically winter, we will be thrust into “the season.”

That season is the inevitable filling up of the Google calendar with wine/beer/spirits/cider events, the throwing open of winery and bistro doors to the spring sunshine, and the making of lists of culinary hot spots to visit this summer when company arrives.

If you’re on the business side of culinary tourism or thinking of jumping in, this column is for you.

The World Food Travel Association (WFTA) recently released the 2020 Food Travel Monitor, the world’s newest and largest study ever published about food tourism market research. At 328 pages, it is a buffet of good info. 

The report features culinary tourism insights, trends, and data that professionals in the tourism and hospitality industries can put to good use. “Food tourism is important to a wide variety of sectors, not just food, beverage, travel or hospitality,” noted Erik Wolf, Executive Director, World Food Travel Association.

If you think about it, what is one of the first memories you have of a recent trip? Probably a flavour of some sort. A wine, a cocktail, an exotic dish, a dessert, maybe the best bread you’ve ever had?

Some highlights from the report:

• 95 per cent of travellers have a memorable culinary experience, and 53 per cent of leisure travellers are considered culinary travelers;
• Culinary travellers want to indulge in a destination, participating in multiple activities, and they spend 24 perncent more than other traveller types;
• Our key influencers when we are deciding on a foodie destination: our friends and family;
• The millennial generation (born 1981-1996) is the generation to watch as the top food travellers (perhaps the Instagram-worthy food photo effect?);
• The beverage tourism industry is poised for growth.

And, consider the impact locals can have on your food or drinks business. Make your hometown folks champions of your product, and they will tell your story for you.

To quote the study directly: the top psychoculinary profile for all generations and for all countries (except France) is “eclectic.” They “seek a wide variety of experiences, a little bit of everything.” It’s not about gourmet. It’s not about food trucks. It’s not about having well-known restaurants. It’s about all of it.

The Okanagan, and indeed our province and country, are fresh, new options for culinarians. We’ve got all of the ingredients for success as a culinary destination, we just need to start writing the recipes.

For more information about the 2020 Food Travel Monitor, visit worldfoodtravel.org.

UPCOMING EVENTS

Fridays through March 27, Kelowna: Enjoy Fondue Fridays at The View Winery.

March 3, Penticton: Slackwater Brewing hosts Game Night for Grown Ups on Tuesday nights through April. 

March 7, Penticton: The annual Vertical and Vintages celebration of Naramata Bench wine takes place at Apex Mountain Resort. 

March 8, Peachland: Celebrate International Women’s Day at the Okanagan “First” Ladies Tea and Bannock Celebration. 

March 8, Okanagan Falls: The Paisley Notebook teams up with Liquidity Winery for a 5-course dinner celebrating International Women’s Day. 

This article is written by or on behalf of an outsourced columnist and does not necessarily reflect the views of Castanet.