The fifth year of Skift Research’s annual State of Travel report
reveals that 71% of respondents say culinary activities are most likely to be included in their budgets. Thus, food and gastronomic experiences rank as the top spending priority for modern travelers.
According to the research, food and gastronomy rank first at 71%, followed by adventure and nature at 48%, arts, culture, and history at 42%, and live events, entertainment, health, and wellness at 36% each. Sports represent 24%. You noted that this totals more than 100% because many travelers have overlapping interests.
Key Culinary Drivers
Roughly 64% of travelers prefer unique local eats and casual spots to expensive fine dining or Michelin-starred restaurants. Over 65% of people say they are most excited to try local street food while away, and more than 80% of tourists agree that exploring regional cuisine is the best way to understand a destination’s local culture.
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Related: Food as a Cultural Positioning in Denmark
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Market Valuation and Projections
The current value of the global culinary tourism market (2025-2026) is estimated at $16.1 billion, while other narrowly defined experiential sector reports place it at $61.9 billion, with broader travel-expenditure models estimating values of more than $1 trillion when total traveler dining spend is included.
By the mid-2030s, the value is expected to range from $76.4 billion to over $4 trillion, driven by a compound annual growth rate (CAGR) of roughly 14% to 22%. Europe commands the largest regional market share, at roughly 32% to 34%, supported by deep culinary traditions and infrastructure, with the Asia-Pacific region a close second.
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Related: Michelin Stars Shine on Bergen
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Social media reshapes travel discovery
Around 63% of travelers told Skift they now use social media for travel inspiration. Over half (56%) get ideas for activities, experiences, and places to eat from social media, while 45% use it to compare accommodation providers.
However, this can create a vicious cycle, a race to find the latest hidden gem before it becomes saturated with visitors. Skift notes that any perception that a destination is suffering from overtourism can be off-putting. “Social media has destabilized the discovery cycle,” the report says. “The same platforms that make an unknown destination famous in weeks also make it feel overexposed within months.”
Food and Gastronomic Experiences Rank as the Number One Spending Priority for Modern Travelers, written by Tor Kjolberg.