Primary Media Contact: Amanda Niode, Chair, Omar Niode Foundation Ambassador for Indonesia, World Food Travel Association amanda@omarniode.org

Secondary Media Contact: Erik Wolf, Executive Director, World Food Travel Association erik@worldfoodtravel.org

FOR IMMEDIATE RELEASE

New global food and drink tourism research breaks new ground and includes current industry trends, global data, and PsychoCulinary profiling.

(JAKARTA, INDONESIA AND PORTLAND, OREGON, USA JULY 12, 2016) — The World Food Travel Association (WFTA), the world's leading authority on food and beverage tourism, has released the 2016 Food Travel Monitor Report. Following on its groundbreaking past research, the WFTA continues to drive industry progress, undertaking the first publicly available, as well as largest, food and beverage tourism study ever conducted.

The top 3 reasons why this new research is significant are:

1. Detailed information about market trends. As the first truly new research available to the public in nearly four years, the report provides detailed information on foodie traveler preferences and motivations. The Monitor assesses various foodie traveler profiles to help you make more precise marketing decisions.

2. Deep insight into demographic and psychographic profiles of travelers around the world. Including foodie travelers from Australia, China, France, Germany, India, Ireland, Mexico, Spain, United Kingdom and the United States.

3. Designed by food tourism research experts. This report is the first food/ beverage research that uses food and beverage tourism research experts to design and conduct the research, resulting in the most relevant and accurate industry information possible.

This report provides industry professionals, researchers and destination marketing organizations with the tools needed to effectively target the right kind of foodies and to compete more effectively within our industry. This is the baseline study that will be re-assessed annually to uncover new changes in key markets, while additional markets will be added on an annual basis. Some of the report’s major highlights are included below. Qualified members of the media may request an executive summary by emailing help(at)worldfoodtravel(dot)org with your details and the publication you write for.

HIGHLIGHTS

FOOD & BEVERAGE: NOW A CRITICAL TRAVEL MOTIVATOR

Food and beverage are an increasingly significant motivator for travel, as 75% of leisure travelers have been motivated to visit a destination because of a culinary activity.

ESSENTIAL TO THE VISITOR EXPERIENCE

Food & beverage are essential to the visitor experience. As many as 86% of respondents claimed having a positive food & drink experience on a trip would make them more likely to return to that destination.

NOT ALL FOODIES ARE THE SAME!

Thirteen different PsychoCulinary profiles explain why preferences and motivations differ among individual travelers. The most common profile is the eclectic traveler, who seeks a variety of experiences. And you might not expect it, but he “gourmet” profile is in the minority!

WE ALL EAT, BUT WOMEN TEND TO INFLUENCE

Women are also more likely to choose locally-owned and operated restaurants and bars, as 61% of women identify as localist travelers.

IT’S SOMETHING WE ALL DO

For the first time ever, the overwhelming majority of American travelers (93%) engage in a food or beverage experience other than dining. In other words, almost all American travelers have an interest in unique food and beverage experiences.

WE SPEND BASED ON PASSION, NOT OUR INCOME

Regardless of income, culinary travelers prioritize spending on food and beverage, directing about 50% more of their budget towards food and beverage related activities than non-culinary travelers.

YOUNGER PEOPLE DRIVE SPENDING

How does age relate to food and beverage tourism? Generation Xers and Millennials are much more concerned with food when they travel than those from older generations. The increasing importance of food and beverage to younger travelers indicates a positive future for the food and beverage tourism industry.

PRINT ISN’T DEAD AT ALL

Despite the decline in traditional print media, 92% of respondents claimed they were motivated to travel to a destination or culinary attraction as a result of print media (magazines and travel sections of newspapers).

SOCIAL MEDIA HAS AN IMPORTANT ROLE

Culinary Travelers (34%) are more motivated to visit a destination because of a posting about food or drink on social media than non-culinary Travelers (23%). And on at least half of their trips, 64% of leisure travelers chose to share their food and beverage experiences on social media.

FOODIES ARE MORE ENGAGED TRAVELERS

Culinary Travelers are more engaged than non-Culinary Travelers, meaning that they are more likely to participate in other non-food related activities when they travel. Culinary Travelers are more likely to be found sightseeing (91%), shopping (87%), and visiting a historical or cultural attraction (85%) while traveling.

View the entire table of contents here.  Interested parties can order now here. A shortcut to this same page is here.  

In addition to the Global Report, special USA-only and Italy-only additions are also available.

The Omar Niode Foundation, established in 2009, is a nonprofit organization based in Indonesia that works to raise awareness on the quality of education and human resources in the field of agriculture, food, travel, and culinary arts. Its programs include thesis scholarships and travel awards, books and publications, charities and public awareness events.

The World Food Travel Association (WFTA) is a non-profit, non-governmental organization (NGO) and the world's leading authority on food tourism. The Association is at the forefront of food and drink tourism and development with cutting edge resources for today's food, drink, travel, hospitality, and media professionals. Our mission is to create economic development opportunities for the food, beverage, travel and hospitality industries.

Fáilte Ireland 

Visit Finland 

Louisiana Travel Promotion Association 

Haaga-Helia University of Applied Sciences (Finland) 

Finnish Ministry of Agriculture and Forestry 

Basque Country (Spain) 

Travel Oregon 

Willamette Valley Visitors Association 

Visit Scotland 

Visit California 

Università degli studi di Bergamo (Italy) 

food tourism; research; trends; trending; data; culinary tourism; gastronomic tourism; beer; wine; agriculture; agritourism; PsychoCulinary; World Food Travel Association; Oregon; Willamette Valley; California; Louisiana; Europe; Scotland; Ireland; Basque; Euskadi; Spain; Visit Finland; Haaga-Helia; Finnish Ministry of Agriculture and Forestry; Fáilte Ireland; Basque Country; Louisiana Travel Promotion Association; LTPA; Travel Oregon; Willamette Valley; Visit California; Visit Scotland; Università degli studi di Bergamo; Italy.