In 2025, travel is no longer just about visiting new places; it’s about immersing oneself in the culture, traditions, and, most importantly, the flavors that define a destination. Culinary tourism has emerged as a leading trend, with travelers seeking authentic food experiences that offer a deeper connection to the places they visit. Let’s delve into the latest trends shaping the world of food-focused travel.
The Rise of Culinary Tourism
Culinary travel has become the fastest-growing segment in luxury tourism, with travelers prioritizing food as a gateway to culture and heritage . This shift reflects a broader desire among travelers to engage more meaningfully with their destinations, using food as a lens to understand local traditions and lifestyles.
Pub-Cations: A New Trend in the UK
In the UK, a unique trend known as “pub-cations” has gained popularity. Over half of Brits are opting for countryside getaways near cozy pubs, combining scenic retreats with traditional culinary experiences. Scottish locales like Dumfries and Galloway and the Outer Hebrides have topped Airbnb’s trending destinations list for this trend .
Japan: A Culinary Destination on the Rise
Japan has seen a significant increase in tourism, particularly from Australia, with Tokyo becoming the top overseas travel destination for Australians during Easter, overtaking long-time favorite Bali. Japanese cities such as Tokyo, Osaka, Kyoto, Fukuoka, and Suzuka are among the most searched and trending destinations. The country’s diverse experiences, ranging from skiing to city exploration, and its rich culinary heritage make it a top choice for food-focused travelers .
Immersive Culinary Experiences
Travelers are increasingly seeking immersive culinary experiences. This includes chef-led gastro trips, where participants travel to a region with a chef, shop and cook like a chef, and experience a different culture through its cuisine. Dining with locals has also become popular, offering travelers the opportunity to join someone for a meal in their home, providing an authentic taste of local life .
Sustainability and Local Sourcing
Sustainability is at the forefront of culinary tourism. Travelers are seeking out restaurants and food experiences that prioritize local sourcing, zero-waste practices, and environmental stewardship. The farm-to-table movement has evolved into a comprehensive ethos of sustainability that permeates every aspect of the dining experience .
The Influence of Social Media
Social media platforms like TikTok have played a significant role in promoting culinary tourism. Hashtags like #foodtrip have garnered over 250,000 videos, showcasing food-focused travel experiences and influencing travelers’ choices .
