Tourism is lucrative to local, state and national economies. In the past, tourists sought experiences that would allow them to visit monuments, museums and other nationally important sites. Over the past decade, tourists have transitioned to seeking cultural experiences, where individuals immerse themselves in the cuisine and lifestyle of a culture. According to the World Food Travel Association (WFTA), 80% of travelers research food and drink options while traveling to a new destination. Moreover, the organization states that 53% of these travelers consider themselves “culinary travelers.” The compound annual growth rate for food tourism is expected to increase by 9% between the years 2019-2023 according to a recent report by Technavio, a market research company in the United Kingdom.
The widespread popularity of food television programs and related social media have impacted local industries, and have become a catalyst for the increase in food tourism. Consequently, the demand for professionals with experience in hospitality is on the rise. This increasing demand comes from various sources, including companies in the food and beverage industry as well as local and national governments that are looking to promote food tourism.
What Is Food Tourism?
Food tourism, also referred to as culinary tourism and gastronomy tourism, is engaged in by individuals who seek out culinary experiences to broaden their understanding of a culture or lifestyle while traveling. Food tourists embark on tours that not only expand their palate, but afford them the education to identify the link between food and local customs. They search for authentic culinary experiences that expose them to new tastes, textures and traditions.
From 2012 to 2018, food tourism entered the mainstream with the help of social media platforms and food television programs featuring world-renowned chefs, restaurants and events. Food tourism evolved into an experiential industry that included festivals, wine tastings and other personalized offerings, as well as the advent of food-tourism companies.
According to Robin Back of the University of Central Florida’s Rosen College of Hospitality Management, food tourists “pursue activities where authentic culinary and other food and beverage-related activities are the primary motivator for travel. Such activities may include visits to local producers, restaurants, food festivals, markets, wineries, distilleries, and breweries” to embrace an authentic experiences. According to the WFTA, 63% of millennials search for restaurants that are socially responsible. The association also recognizes that a majority of food tourists want an “eclectic and authentic experience.” Moreover, 40% of tourists spend their money on food tourism according to the 2019 president, Roi Correa, of FIBEGA, an internationally recognized gastronomy tourism fair.
Social media is incredibly popular among millennials and Generation Z, and they utilize social media platforms such as Facebook, Instagram and YouTube to document their experiences. In turn, marketing departments of food and beverage companies can leverage social influencers to promote their restaurants, products or food festivals. This exposure provides a mass audience for organizations that translates into profit.
According to the WFTA, the top four food-travel activities are: eating at gourmet restaurants, dining at a famous bar/restaurant, enjoying street food, and enjoying an overall remarkable dining experience. The Journal of Gastronomy Studies reports that food tourists obtain information about gastronomic destinations mostly through television programs that feature chefs and gastronomists.
TV programs are a powerful tool that have the ability to promote destinations and can influence tourists to flock to featured restaurants. As an example, the late Anthony Bourdain’s television show Parts Unknown exposed American audiences to unfamiliar places and unique culinary experiences. His program was able to connect American audiences to a country’s culture through the lens of food tourism. Another example is the Netflix cable show Chef’s Table that exposed a global audience to food as an art form.
Top Chef on Bravo is a reality competition show that pits chefs against each other. Its season 15 premiere attracted over 2 million viewers. The show has such an influence on food tourism that the media has created the term: “Top Chef Effect.” Various cooking shows on the Food Network by world-renowned chefs such as Bobby Flay, Rachael Ray and Sandra Lee continue to contribute to food tourism.
The Impact of Food Tourism on Local Communities
The impact of food tourism can be beneficial to the growth of a local economy. However, there are downsides to food tourism that can challenge a community and destroy its cultural heritage in the search for profits.
According to Back, “A growing number of destinations are promoting their cuisine as a core tourism product. This is particularly relevant to destinations with well-known cuisines as well as wine-producing regions, where fine wine and fine food frequently go hand-in-hand.” Yet, it is important that food tourism is sustainable and retains a destination’s cultural identity. Those pursuing a career in hospitality must develop the skills and knowledge to balance the benefits of food tourism while limiting its potential negative drawbacks.
Benefits of food tourism: According to the WFTA, food tourists spend about 25% of their travel budget on food and beverages. This can mean an increase in profits for a local community as well as the local government’s budget due to the taxes imposed on the goods purchased by tourists. This rise in revenue can afford local governments the ability to invest in marketing to tourists, which in turn can boost profits for local shops, restaurants, hotels and transportation services. An increase in culinary tourism can also instill in locals cultural pride and help ensure unemployment rates remain low, especially in rural areas with low economic activity.
Drawbacks of food tourism: Though food tourism can have many desirable effects on a local community, in some cases the negatives may outweigh the positives. For communities that are suffering from a lack of natural resources — food, water, electricity — tourism can negatively affect the lives of those in the community. Fresh water may be re-routed to crops to sustain tourists’ demand for food, while the locals’ ability to have fresh water and food can be diminished.
Some communities can face loss of cultural identity, because the local economy has transitioned to supporting the needs of tourists. Restaurants may begin to refrain from serving local cuisine and change menus to suit the culinary needs of tourists. In some cases, the influx of tourists can drive up the prices of goods and services, which forces many locals out of their communities, thus destroying a community’s unique character.
Hospitality and Food Tourism Management
To mitigate and help avoid the negative effects of food tourism, it is crucial that local governments and businesses hire knowledgeable professionals in hospitality and management positions. Food tourists want to participate in culinary experiences that embody and celebrate the heritage of local communities. Those pursuing managerial positions in hospitality and tourism have the opportunity to educate food tourists and help them enjoy a culinary-centric vacation, while also minimizing the negative impact on local communities.
The COVID-19 pandemic has forced the food-tourism industry to discover new ways of offering innovative food-tourism experiences. Now more than ever, hospitality professionals need to ensure a safe environment for tourists to experience culinary adventures. Moreover, professionals with knowledge of technology and social media can provide food tourists with the convenience of virtually exploring wineries, distilleries and culinary destinations. As food tourism continues to change, hospitality and tourism management professionals have the unique opportunity to be a critical part of an evolving industry.
Prepare for a Career in Hospitality and Tourism
Those looking for a career in food tourism would do well to pursue a college degree. The bachelor’s online restaurant management and hospitality degree programs at the University of Central Florida are designed to help students pursue careers in restaurant and foodservice management and hospitality management. UCF offers a variety of online degree options — bachelor’s, master’s and graduate certificates — as well as multiple food-centered electives.
At the graduate level, a certificate in Event Management offers students the knowledge and skill set to effectively organize private and public events. A certificate in Destination Marketing and Management prepares students to understand the economic and socio-cultural impact that tourism has on a local community. This certificate also equips students with the skills to efficiently execute marketing campaigns.
UCF’s MS in Hospitality and Tourism Management program prepares students to pursue leadership positions throughout the industry. It also teaches the skills to analyze and implement strategic marketing and financial planning to help an organization reach its financial goals.
To highlight, UCF offers a Bachelor of Science in Restaurant and Foodservice Management that prepares students with the unique opportunity to work with professors who are skilled experts in the industry. The program teaches students the managerial and business skills essential for leadership roles in the restaurant and food-service industry. The program also offers a unique opportunity for students to get hands on experience by participating in paid internships. UCF Rosen College has entered into an exclusive partnership with LongHorn Steakhouse of Darden Restaurants to offer Restaurant and Foodservice Management students a three-semester progressive internship that encompasses kitchen-operations training, dining room operations training and manager training.
Learn more about how UCF’s online hospitality degree programs can help students pursue careers in hospitality and tourism — and become the future leaders of their industry.
Social media has a way of airbrushing reality, especially when it comes to travel.
Many people plan their entire vacations based on viral TikToks and Instagram photo ops, often without realizing what those places are actually like behind the lens.
I’ve been lucky enough to explore over 20 countries, and have been everywhere from the Arctic Circle and the European countryside to the Caribbean.
I love snapping photos and curating videos of my adventures along the way, but I’ll also admit that social media can make every trip look like a dreamy highlight reel with perfect sunsets, pristine hotel rooms, or bucket-list adventures.
Although I’ll always be grateful for the chance to see the world, the truth is, not every moment is as glamorous as it looks online.
Visiting Hollywood Boulevard isn’t as glitzy as it seems.
As a kid, I always glamorized the idea of visiting Hollywood.
Chloe Caldwell
As someone who grew up in the Los Angeles area, I’m incredibly familiar with every tourist hot spot in the city. As a product of the suburbs, I glamorized the idea of visiting Hollywood and immersing myself among those famous sidewalk stars.
The truth, though, is that Hollywood Boulevard is packed with crowds, speckled with trash, and has lots of overpriced attractions and gift shops.
If you want a good view of the Hollywood sign, I recommend going to Griffith Park Observatory instead. There, you’ll get an up-close look at the landmark and sweeping views of LA.
Taking a gondola ride in Venice can be expensive.
Taking a gondola ride in Venice is an incredible — but pricey — experience.
Chloe Caldwell
Venice has become one of my favorite cities for its dreamy waterways, cobblestone alleys, and vibrant atmosphere.
I’ve visited over the past two years and have plans to return this summer. Although a gondola ride might seem like a Venice rite of passage, I have a hard time justifying a nearly $100 price tag for a 30-minute ride.
It may be worth the splurge if a ride is a must on your itinerary. However, it’s also worth looking into the public gondola transfers (aka the traghetto) across the larger waterways that only cost 2 euros (about $2.35).
You’ll be with a group of people for a short, 3-minute ride, but you can still get a quick snapshot of yourself on the gondola.
Mānoa Falls in Honolulu can get crowded.
Mānoa Falls is a 150-foot waterfall near Honolulu.
Chloe Caldwell
The Mānoa Falls Trail is a lush, 1.6-mile round-trip hike near Honolulu that leads to a 150-foot-tall waterfall. It’s a gorgeous trail that I think is worth doing during your visit to Oahu.
However, in my experience, it’s not as serene as it seems online, and there will likely be crowds gathered at the waterfall’s base and the viewpoints throughout.
You’ll likely have difficulty getting photos without people in the background, especially if they’re swimming in the fall’s natural pool. I only got a decent picture of myself in front of the waterfall because it started raining and everyone else left.
I’d recommend going early in the morning to beat some of the rush, or going on a gloomy day when there might be fewer people on the trail. Also, keep an eye out for outlets along the way to find small and secluded streams.
The northern lights are much more vibrant in photos.
Photos of the northern lights often appear more vivid than the in-person display.
Chloe Caldwell
Don’t get me wrong: seeing the northern lights in Iceland was one of the best travel experiences of my life.
However, the photos you see online often make them look like a much more saturated version of what they actually look like to the naked eye. More often, the lights are a faint haze of subtle hues.
Although photos typically appear more vivid and colorful than the in-person display, watching the colors dance in the sky is awe-inspiring nonetheless.
Travel is booming in Mexico. According to the nation’s Ministry of Tourism, 39.4 million international visitors arrived in Mexico between January and May, a 14.2% jump from the same period last year.
Mexico’s president, Claudia Sheinbaum, is aiming for even greater growth, with a goal of making Mexico the world’s fifth most-visited country by 2030 — as part of a wide-ranging plan, dubbed Mexico 2030, that focuses on economic development in various sectors.
Leading the government’s charge in the tourism sector is Josefina Rodriguez Zamora, who was appointed Mexico’s secretary of tourism in October 2024 after serving as secretary of tourism for the state of Tlaxcala from 2021 to 2024.
In this interview, Rodriguez discusses various challenges, as well as the ministry’s new take on tourism — which includes a stronger focus on local communities and sustainability, a new tourism campaign and greater collaboration with travel advisors.
President Sheinbaum has been in office since October 2024. How would you describe the new administration’s approach to tourism?
With the government of President Claudia Sheinbaum, tourism is recognized as a pillar of sustainable development. We’ve strengthened interagency coordination, prioritized sustainable investment and ramped up international promotion with new campaigns. The shared prosperity vision remains, but with an even stronger focus on innovation, inclusion and sustainability.
The arrival of President Claudia Sheinbaum represents continuity of a national plan with a social vision that’s inclusive and deeply committed to the wellbeing of all Mexicans. Today … we’re establishing a new stage for national tourism, with a focus that’s fairer, more modern and transformative.
One of this administration’s pillars is the strengthening of community tourism — not just as a development tool, but as a way to share the cultural, historical and natural richness of our communities with the world. We want tourism in Mexico to generate shared prosperity, to empower communities and preserve our traditions, languages, knowledge and ecosystems.
How are you moving toward that goal?
Technological innovation and the use of digital tools are fundamental for this new phase. We’re promoting online training platforms, intelligent promotion strategies and connectivity systems that allow more people to discover, experience and visit Mexico more easily.
Tourism is now a national wellbeing strategy in Mexico. Credit: 2025 Puerto Vallarta Tourism Board
The key difference is that now, tourism is no longer just an economic sector. It’s a national wellbeing strategy that honors our roots, promotes equity and advances the country toward a future that’s more sustainable, better connected and profoundly human.
Hospitality knows no political borders. Tourism builds bridges.
Does political rhetoric in the United States affect Americans traveling to Mexico?
Mexico maintains a respectful and collaborative stance. What’s most important is that the American people continue to travel to Mexico enthusiastically and frequently. Hospitality knows no political borders. Tourism builds bridges. We focus on delivering experiences so positive that they overcome any prejudice or external rhetoric.
In Mexico City, the government has introduced new restrictions on short-term rentals to combat gentrification. How do you view these challenges?
In Mexico, we firmly believe in tourism as a tool for coming together, for understanding and social development. We’re a supportive people, warm by nature and profoundly proud of our history, our communities and our landscapes. We like to welcome the people who visit as if they were coming home, because we’re great hosts by nature.
Josefina Rodriguez Zamora (third from right) at the Guelaguetza festival in Oaxaca Credit: 2025 SECTUR
But we also know that tourism must be responsible. That’s why the government emphasizes the importance of a tourist model that’s sustainable, environmentally respectful and aligned with the needs of local communities. Decrees protect natural areas, and policies support cultural and ecological preservation.
It’s not just a matter of tourists enjoying our beaches, mountains, jungles and Magical Towns. It’s also about how we Mexicans can continue to enjoy and share these spaces for generations to come. We want tourism to coexist with its surroundings, not displace it; to strengthen local identity, not erase it.
We want tourism to coexist with its surroundings, not displace it; to strengthen local identity, not erase it.
That’s why we work hand in hand with communities, emphasizing territorial fairness, so that tourism adds rather than subtracts — and so that tourism development benefits everyone. Our commitment is clear: to preserve what we are and what we have, and to continue proudly sharing it with the world.
How can travelers have a positive impact when visiting Mexico?
We encourage travelers to shop locally, respect customs, avoid exploitative tourism and choose sustainable experiences. Traveling consciously transforms both the communities and the traveler who visits them.
How can travelers minimize the negative effects of overtourism?
Mexico isn’t just a nation of sun and beaches — although our coasts are spectacular. We’re also a nation of mountains, jungles, deserts, volcanoes, living communities and towns with history and soul. That’s why we strongly promote community-based tourism: a more conscientious, responsible and respectful way to travel, both for the environment and for each destination’s cultural identity.
These new tourism experiences allow visitors to connect with people, their traditions and their way of life, while at the same time supporting local wellbeing and inclusive development. It’s tourism with a purpose.
There are 177 Magical Towns, each with its own unique charm. From the Huichol art in Nayarit to the living Maya traditions in Yucatan and the Otomi rituals in Hidalgo, Mexico offers routes that break away from the crowds and embrace authenticity.
We invite travelers to explore these lesser-known destinations, to experience Mexico in the heart of its communities, to become part of a new form of tourism — one that transforms and leaves a mark, as much for those who experience it as for those who offer it.
What should travel advisors and their clients know about safety and security in Mexico today?
Mexico is currently experiencing one of its safest periods in years, with steadily declining crime rates that have boosted traveler confidence. This is reflected in the fact that more than half of the international tourists who visit are women, who choose Mexico as a safe and welcoming destination.
Mexico is currently experiencing one of its safest periods in years, with steadily declining crime rates that have boosted traveler confidence.
Thanks to the national security strategy and coordinated work among the three levels of government, this progress is also reflected in the consistent growth in international visitors, especially from the United States and Canada. Travelers come back not just for our beaches and culture; they also come back because they feel welcome and safe.
Being aware that negative narratives still exist in some international media, we launched the Latidos del Mundo [Heartbeats of the World] campaign, a communication strategy targeting international travelers that conveys a message focused on peace, personal connection and Mexican authenticity. This campaign highlights our strengths: hospitality, natural and cultural richness and the safety that the nation offers as a tourism destination.
You’re looking to work closely with travel advisors. What are the goals of this year’s roadshow?
The Meet Mexico Roadshow 2025 is a very special tour. We’ll be in Chicago, Toronto, Dallas, Houston, San Francisco, Los Angeles, Montreal and New York to strengthen business ties, train travel advisors and showcase Mexico’s diversity beyond just sun and beach. Unlike previous editions, this tour focuses on cultural, culinary and health and wellness experiences, as well as newly emerging destinations. We’re sharing a unified message: Mexico as a country of authentic, safe hospitality, aligned with global trends of conscious travel.
How has the way you collaborate with U.S.-based travel advisors evolved?
We’ve significantly strengthened our work with travel advisors in the U.S., building a strategic relationship that provides ongoing support and up-to-date information.
The Secretary of Tourism offers various training courses and modules through official digital platforms, specifically designed for travel advisors, tour operators and industry professionals. These courses cover key topics such as emerging destinations, wellness tourism, cultural experiences and sustainability, aligned with our diversification strategy. Through these platforms, advisors can access multimedia resources, specialized itineraries and interactive tools to sell Mexico more effectively and distinctively.
Dates for the Meet Mexico Roadshow
Chicago and Toronto: Aug. 25–29 Dallas and Houston: Sept. 9–13 San Francisco and Los Angeles: Oct. 7–11 Montreal and New York: Nov. 10–14
The Great Tapestry of Scotland been named in top 10 per cent of visitor attractions in the world for the second year in a row in the Tripadvisor Travellers’ Choice Awards 2025.
Sandy Maxwell-Forbes, centre director, said: “This is testament to the passion, creativity, and hard work that our small team puts into creating a consistently five-star visitor experience.
“We are honoured to be celebrated both nationally, internationally and locally, and remain committed to providing an inspiring and inclusive experience for every visitor who walks through our doors.
“We would like to extend our deepest thanks to everyone who has taken the time to visit us, leave a review and share their experiences and of course the community which plays a key part in making the centre a success.
“Your kind words, support and enthusiasm have helped make this achievement possible and is important now more than ever as we continue to operate through a cost of living crisis.”
The awards are based on reviews through the Tripadvisor website from over the last 12 months.
Mags Fenner, project manager BID for Galashiels, the town’s business improvement district, said: “This world-class attraction puts Galashiels on the map as a cultural destination and draws visitors from near and far.
“Local shops, cafés and restaurants have felt the benefit of increased footfall, with many visitors choosing to explore and support our high street after experiencing the tapestry.
“It’s also been inspiring to see school children from across the region engage with the tapestry as a rich and accessible way to learn about Scottish and Borders history and culture.
“We’re proud to have such a globally recognised centre at the heart of Galashiels.”
