Why Food Is Now a Primary Travel Driver

When you think about why people travel, traditional reasons like sightseeing, relaxation, and family time probably come to mind. As we enter 2026, there’s another major force reshaping the leisure travel landscape: food. Culinary tourism is no longer a side dish. This main course is changing how people choose destinations, their itineraries, and how they share their experiences.

Inside The Food-First Mindset of Culinary Travelers 

According to the 2026 TravelBoom Leisure Travel Study, nearly 80% of travelers say food is either important or very important when selecting a destination. That puts cuisine on par with core booking criteria like price, location, and reviews.

But here’s what’s interesting: Travelers aren’t chasing luxury or prestige. The data shows that:

• 66% are most excited about street food
• 64% prefer unique, local experiences over fine dining or Michelin-star restaurants

Today’s traveler wants flavor and authenticity. They want to eat where the locals eat, discover regional specialties, and participate in cultural storytelling through cuisine. Food is no longer a vacation add-on—it drives the customer journey.

How Culinary Experiences Shape the Travel Journey 

Culinary tourism has evolved beyond restaurant reservations. Travelers now seek immersive, hands-on food experiences that anchor their trip:

• Local food and market tours
• Cooking classes with regional chefs
• Farm-to-table dining on location
• Visits to wineries, breweries, and food festivals
• Heritage-inspired dishes that connect place to plate

For many, food is the gateway to culture. And for marketers, it’s an emotional bridge that connects brand to guest.

Why Culinary Travel Cuts Across Demographics 

This isn’t just a Millennial or Gen Z trend. Culinary tourism resonates with:

• Boomers looking for deeper cultural immersion
• Couples and solo travelers seeking meaningful experiences
• Families wanting to share educational and sensory adventures

From luxury travelers to road-trippers, food is the common thread. And because meals are inherently shareable – both on social media and in conversation – culinary moments extend the travel experience well beyond the stay.

The Marketing Opportunity for Hotels 

The demand is clear. The opportunity is actionable. Here’s how hotels and destinations can win:

• Partner locally: Collaborate with beloved local chefs, breweries, or food vendors to create exclusive tasting menus or pop-up events.
• Develop themed packages: Include food tour passes, reservations at top-rated spots, or even guided market visits as part of a booking.
• Highlight food content: Feature dishes and dining stories prominently on your website and in social media. Not just as amenities, but as headline experiences.
• Leverage user-generated content: Encourage guests to tag your property in their culinary adventures. Dishes that look great on camera get shared and shared again.
• Create on-property programming: From chef-led classes to weekend brunch series, make your property a hub for food-focused storytelling.

The Bottom Line

Make Food Part of Your Brand Story: Travelers are hungry for more than a good meal. They want to taste the identity of a destination, and your hotel can be the gateway to that experience. When food becomes a core part of your marketing narrative, you attract attention, engagement, and bookings from a growing audience of travelers who plan their entire trip around the plate.

Want to understand today’s traveler in full?

Download the full TravelBoom 2026 Leisure Travel Study here: https://www.travelboommarketing.com/research/2026-leisure-travel-trends-study

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.