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Future Shines Bright For Food & Beverage Tourism Says World's Largest Industry Research Study

World Food Travel Association
2016-07-27 02:11 2003

PORTLAND, Ore., July 27, 2016 /PRNewswire/ -- Today the World Food Travel Association (WFTA), the world's leading authority on food and beverage tourism, announced the release of the 2016 Food Travel Monitor Report. Expanding on its prior studies, this groundbreaking research is the first publicly available, as well as largest, food and beverage tourism study ever conducted. Some of the report's major highlights are included below.

2016 Food Travel Monitor
2016 Food Travel Monitor

The report is available in 3 versions (full GLOBAL study, 298 pages, US$395; USA Edition, 177 pages, US$295; and Italy Supplement, 44 pages, US$95). All versions can be purchased online:

http://worldfoodtravel.org/product/2016-food-travel-monitor-global/ or the shortcut:

http://bit.ly/2016foodtourismresearch

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.

ABOUT THE WORLD FOOD TRAVEL ASSOCIATION

The World Food Travel Association (WFTA) creates economic opportunities where food and beverage meet travel and hospitality. The 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 development and promotion with cutting edge resources for today's food, drink, travel, hospitality, and media professionals.

KEY SPONSORS


Failte Ireland

http://www.failteireland.ie

Visit Finland

http://www.visitfinland.com

Louisiana Travel Promotion Association

http://www.ltpa.org/

Haaga-Helia University of Applied Sciences (Finland)

http://www.haaga-helia.fi/en/frontpage

Finnish Ministry of Agriculture and Forestry

http://mmm.fi/en/frontpage

Basque Country (Spain)

http://tourism.euskadi.eus/en/

Travel Oregon

http://www.traveloregon.com

Willamette Valley Visitors Association

http://www.oregonwinecountry.org



OTHER SUPPORTERS


Visit Scotland

https://www.visitscotland.com/

Visit California

http://www.visitcalifornia.com/

Media Contact: Erik Wolf, Executive Director, World Food Travel Association
(+1) 503-213-3700 (GMT-8) erik@worldfoodtravel.org

Photo - http://photos.prnasia.com/prnh/20160725/8521604753

 

Source: World Food Travel Association
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