The Power of Taste: Why Food Is at the Heart of International Tourism

From European metropolises to Asian capitals, gastronomy has become one of the main drivers of tourist choices. For long-haul travelers, eating well is no longer just an added pleasure: it is an integral part of the travel experience. The data confirms this. 

According to the Long-Haul Travel Barometer 2/2025, 34% of international travelers heading to Europe between May and August indicated culinary experiences as a priority, surpassing more traditional activities such as shopping or creative pursuits. Food markets, traditional restaurants, local wines, street food, and gourmet dining have become travel motivations in their own right. 

Clear signals are also emerging from the Chinese market. One of the strongest trends for summer 2024–2025, according to Fliggy, is the “Citywalk + Cityeat” combination: urban itineraries designed to combine exploration and dining, with must-stop visits to trendy restaurants, historic venues, and evening stops dedicated to discovering local flavors. Gastronomy has become a lifestyle. 

An experience that goes beyond the plate
Food is not just an expense item—as shown by the average budgets declared by Chinese, American, and Canadian tourists—but a symbol of authenticity, cultural immersion, and sensory memory. The journey begins with the fork and continues through markets, local recipes, and territorial storytelling. 

Moreover, the demand for personalized culinary experiences is growing: cooking classes, private tastings, and food tours led by chefs or local producers are becoming key assets in the offerings of competitive destinations. 

A detailed overview of these trends also emerges from the “Rapporto sul Turismo Enogastronomico Italiano” (Report on Italian Food and Wine Tourism) by Roberta Garibaldi, which highlights how food and wine have become an essential component of the travel experience, both for Italian and international tourists. Now in its seventh edition, the report underscores the sector’s steady growth and its ability to generate economic, social, and cultural value for destinations, thanks to a demand increasingly oriented toward authenticity, sustainability, and personalized experiences. 

Why is food tourism strategic? 

• It builds visitor loyalty: a good dish is remembered more than a monument. 

• It combats seasonality: gastronomic experiences work year-round. 

• It enhances local identity: it promotes excellence and small producers. 

• It attracts premium targets: high-spending travelers seek uniqueness at the table as well. 

At Twissen, we have observed that, in an increasingly fragmented and competitive market, gastronomic appeal is one of the most effective assets for differentiating the tourism offer and creating lasting value for destinations. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.