New industry reports show food has become one of the biggest reasons people travel in 2026, with the culinary tourism market climbing past one trillion dollars and surveys placing cuisine on par with cost and location.
For a growing number of travelers, the highlight of a trip is no longer just the view from a hotel balcony but the meal that follows it. Across 2026, industry reports paint a clear picture of food moving from a pleasant extra to one of the main reasons people decide to travel at all.
What used to be called simply eating on holiday now has a name and a fast-growing market behind it. Culinary tourism, the practice of traveling in search of memorable food and drink experiences, has become one of the most closely watched trends in the wider travel industry this year.
A market measured in the trillions
The numbers behind the trend are striking. According to one global market report, the culinary tourism sector was valued at roughly 1.07 trillion dollars in 2025 and is expected to reach about 1.23 trillion dollars in 2026, a rise that reflects an annual growth rate of around 15.6 percent.
The same research projects the market could climb to more than 2.19 trillion dollars by 2030 if the current pace holds. Asia-Pacific was identified as the largest region in 2025, while North America is expected to be the fastest growing over the coming years, underlining how broad the appetite has become.
What the surveys reveal
Beyond the market forecasts, traveler surveys help explain why food has become so central. In the 2026 Food Travel Monitor from the World Food Travel Association, respondents across China, France, Germany, Mexico, the United Kingdom and the United States rated the importance of food and drink in choosing a destination at 8.2 out of 10.
The same study found that around 66 percent of leisure travelers said food matters more to their trips than it did five years ago, while roughly 79 percent considered themselves knowledgeable about food in general. Together, the figures suggest a more confident and demanding kind of food traveler is emerging.
Appetite for travel itself remains strong as well. American Express Travel's 2026 Global Travel Trends Report found that about 80 percent of global respondents planned to take the same number of international trips or more during the year, giving food-focused travelers plenty of opportunities to indulge.
From passive sightseeing to hands-on tasting
One of the clearest shifts described in these reports is a move away from passive observation toward active participation. The American Express research highlights a trend it calls sight-doing, where travelers want to take part in experiences rather than simply watch them unfold from a distance.
In practice, that means booking cooking classes, joining guided food trails, foraging for ingredients or spending an afternoon with the people who grow, catch or ferment what ends up on the plate. Food festivals and farm-to-table experiences have become natural anchors for entire itineraries.
The rise of authentic and local
Authenticity is the other word that runs through almost every report. Many travelers now say they would rather queue at a busy street stall or a neighborhood market than book a table at a formal restaurant, seeing everyday local food as the truest window into a culture.
That instinct is even reshaping souvenirs. Instead of fridge magnets, a growing number of visitors return home with suitcases full of regional snacks, sauces and sweets, keen to recreate at least a little of the flavor they discovered while abroad long after the trip has ended.
Where the food travelers go
When it comes to destinations, a familiar group of countries continues to dominate the conversation. Italy, France, Japan, Mexico, India and Thailand are repeatedly cited as the nations most closely associated with food, each drawing visitors with deeply rooted culinary traditions.
At the same time, newer names are rising fast. Peru in particular is increasingly recognized for its gastronomy, with the dining scene in its capital, Lima, often described as one of the most exciting in the world and a magnet for travelers who plan entire journeys around a single tasting menu.
What it means for the future of travel
For destinations and businesses, the message is hard to ignore. As cuisine climbs to sit alongside cost, location and reviews in shaping travel decisions, regions that invest in authentic food experiences stand to gain, while those that overlook their local flavors risk being left off the itinerary.
culinary tourism: explained clearly and well.
Really useful piece on culinary tourism.
Spot on.