Taste the Adventure

This report provides the results of a survey undertaken using the ATTA’s database of tour operators, activity providers, and travel agents in July 2015. Responses were received from 281 people representing 54 countries. There were 122 partially completed surveys and 159 fully completed surveys.

Food tourism represents vast opportunity; over one third of global tourism expenditure is on food and beverage products, and tourists are increasingly identifying local food and food experiences as their primary and secondary motivations for choosing specific destinations. ATTA’s recent research shows that many adventure operators are already innovating in this industry with their product.

Key Findings from this study include:

• 71 percent of adventure itineraries have an experiential food focus of some kind
• For operators offering “high food focus” itineraries, the average reported price per day for such trips was $472 USD
• Cooking classes and visits to wineries, breweries and distilleries were ranked as the top requested activities as reported by tour operators and travel agents.

The full report includes data and details around food-based itineraries operators and agents are already selling, including customer demand and demographics, marketing implications, and types of food experiences being employed and their respective popularity. It also includes wider industry education around food tourism and future trends, and a discussion of the challenges and opportunities in combining food tourism experience with existing adventure travel product.