Exploring Traveler Demand for Multiday Food Tours

This study explores the emerging trend of multiday food tours by surveying US international travelers (N = 517); 57% of travelers were very interested in multiday food tours. Most desired activities include eating with locals, market visits, and fine dining, with high value placed on local, authentic, and unique experiences which are educational and sensory. Travelers place a higher importance on sociocultural (e.g., interacting with the local culture) and economic sustainability (e.g., financial benefits remain local) than environmental sustainability. A key finding is the desire to connect with locals, as eating with locals was prioritized above all other suggested food activities. Travelers are willing to pay more for high-quality experiences, and interest is highest for younger generations (especially Millennials and Gen Z) and high-involvement food travelers. This study identifies opportunities for tour operators, travel agencies, and destinations, particularly in undervisited regions, to develop multiday food tours.