Why Food is the new Travel Currency: the Power of Gastronomy

In today’s travel landscape, gastronomy emerges as a driving force in how people choose where to go—and how they remember their trip. This post examines why food has become a transformative element in tourism, how it shapes traveller behaviour, and what destination-marketing professionals and tourism businesses need to know to leverage this powerful trend.

Data from the 2025-focused research shows that culinary experiences are among the top considerations for travellers. For instance, Hilton’s 2025 Trends Report notes that nearly one in five travellers will travel specifically to seek new restaurants or culinary experiences. Simultaneously, 77 % of respondents in a travel-and-dining trends survey said they plan trips around a destination’s food and restaurant options.

In essence: today’s tourist isn’t just asking “Where should I stay?” but increasingly “What should I eat there?” As a tourism industry professional, you need to make sure the answer to that question is compelling.

The global gastronomy/culinary tourism market is rapidly expanding. Research forecasts show that food tourism will grow at a CAGR of around 18 % from 2025 onward, with the market size projected to reach nearly USD 5 trillion by 2035 in one scenario. A separate forecast places the size at USD 1.067,95 billion in 2025, up from USD 924,8 billion in 2024.

This means tourism businesses—from destinations to hotels and tours—must treat gastronomy not as a nice-to-have, but as a strategic pillar.

Travel for food is about more than taste: it’s about culture, heritage, connection. A recent trend analysis emphasises that travellers seek “authentic culinary experiences that let them engage with the culture behind the destination”. When done well, these experiences transform the visitor from a passive tourist into an active participant in a region’s food culture—and that creates stronger memories, loyalty and brand affinity.

• Integrate food experiences into destination marketing: Highlight signature dishes, local producers, markets and food-stories in promotional campaigns.

• Collaborate across sectors: Work with local food producers, chefs, tour operators and restaurants to build holistic offer packages (e.g., culinary trails, cooking classes, food festivals).

• Design immersive and narrative-rich experiences: Travelers want not only a meal but a back-story: “meet the farmer”, “harvest the olive”, “learn how this cheese is made”.

• Leverage digital & social media: As food drives travel decisions, visuals and social proof of unique food moments become powerful. Ensure your destination or business shows strong food-content.

• Focus on sustainability and local value: Many travellers now judge destinations by how they support local communities and sustainable food systems.