Culinary tourism is one of the fastest-growing segments in experiential travel. UNWTO estimates that food and drink activities account for 25-35% of total tourist spending, yet the trade channel captures only a fraction of this market. For travel agents, food and drink experiences represent a high-satisfaction, high-commission product category that enhances every holiday itinerary.
The Culinary Tourism Market
Market Scale and Growth
| Metric | Value |
|---|---|
| Global culinary tourism market | $120B+ annually |
| Growth rate | 12-15% year-on-year |
| Travellers who consider food a key factor | 82% (Skift Research) |
| Travellers who participate in food experiences | 55% when on holiday |
| Average spend on food experiences | £45-£120pp per experience |
| Customer satisfaction | 4.6/5 average on TripAdvisor experience categories |
Source: UNWTO Gastronomy Tourism Report; Viator experience trends data
Why Culinary Experiences Sell
| Factor | Detail |
|---|---|
| Universal appeal | Every traveller eats — food transcends age, interest, and fitness level |
| Cultural immersion | Food is the most accessible gateway to local culture |
| Social and shareable | Cooking classes, wine tastings, and market tours are Instagram staples |
| Memorable | Taste and smell create the strongest memories — travellers remember meals years later |
| Weather-proof | Most food experiences work regardless of weather conditions |
| Inclusive | Suitable for mixed-ability groups, multi-generational travel, and non-sporty customers |
Understanding Culinary Products
Product Categories
| Category | Examples | Typical Price | Best For |
|---|---|---|---|
| Cooking classes | Traditional cuisine workshops, pasta-making, curry classes | £40-£100pp | Couples, families, groups |
| Food tours | Market tours, street food walks, neighbourhood food crawls | £30-£80pp | City break customers, foodies |
| Wine/spirits tastings | Vineyard visits, distillery tours, wine-pairing experiences | £25-£120pp | Couples, adult groups, luxury travellers |
| Farm-to-table | Farm visits with cooking and dining, harvest experiences | £50-£150pp | Eco-conscious travellers, families |
| Fine dining experiences | Chef's table, tasting menus, Michelin-star restaurants | £100-£400pp | Luxury travellers, celebrations |
| Food festivals | Destination food events, seasonal markets, harvest festivals | £15-£50pp | All customer types |
| Culinary retreats | Multi-day food-focused holidays with classes, tours, and dining | £500-£3,000pp | Dedicated foodies, special occasions |
By Destination
| Destination | Signature Experiences | Selling Angle |
|---|---|---|
| Italy | Pasta-making, truffle hunting, wine in Tuscany/Piedmont | "Learn to cook like a nonna in a 16th-century kitchen" |
| Spain | Tapas tours, paella classes, sherry bodegas | "Eat your way through the backstreets — no tourist restaurants" |
| Thailand | Market-to-table classes, street food tours | "Start at dawn in the market, then cook the freshest dishes you've ever tasted" |
| France | Wine tours, cheese-making, patisserie workshops | "A private tasting in a cellar that's been making wine since the 1600s" |
| Japan | Sushi-making, sake tastings, ramen workshops, tea ceremonies | "Master sushi from a chef who's been perfecting it for 40 years" |
| UK | Gin distilleries, food trails, afternoon tea, whisky tours | "Distil your own gin and take the bottle home" |
| Morocco | Riad cooking classes, spice market tours | "Navigate the souk with a local chef, then cook a traditional tagine" |
| Greece | Olive oil tastings, island food tours, cookery classes | "Taste oil pressed from trees that are 500 years old" |
Selling Culinary Experiences
Customer Matching
| Customer Type | Best Culinary Product | How to Introduce |
|---|---|---|
| City break couple | Food tour + fine dining | "I've added a food tour on day 2 — it's the best way to find the hidden restaurants the locals love" |
| Family holiday | Cooking class + market visit | "There's a family cooking class where everyone makes their own pizza — the kids will talk about it for months" |
| Group booking | Wine tasting + group dinner | "I've arranged a private wine tasting at a vineyard for the group — followed by dinner in the cellar" |
| Luxury traveller | Chef's table + VIP vineyard tour | "The chef's table is 8 guests, 7 courses — each paired with wines chosen by the sommelier" |
| Adventure traveller | Street food tour + local market | "The street food tour takes you to places you'd never find — you'll eat the same food as the locals" |
| Celebration | Cooking class + private dining | "For the birthday dinner, I've found a private dining room in a converted monastery — the chef creates a bespoke menu" |
Selling Scripts
For the hesitant customer:
"Have you thought about adding a food experience? It's not a restaurant booking — it's more like a cultural adventure. You'll visit the local market with a chef, pick fresh ingredients together, then cook and eat a traditional meal. Families consistently rate it as the highlight of their holiday."
For the time-conscious customer:
"The food tour is just 3 hours on your first morning. You'll discover the neighbourhood, taste 8-10 local specialities, and learn where to eat for the rest of your trip. It's the most efficient way to find the best food in [city]."
For the budget-conscious customer:
"The cooking class is £45 per person and includes all ingredients plus a full meal — so you'll save on dinner that night. And you'll learn recipes you can cook at home for years."
Objection Handling
| Objection | Response |
|---|---|
| "We'll just find restaurants ourselves" | "The food tour takes you to places that aren't on Google Maps — tucked-away shops and family-run kitchens. You'll discover the neighbourhood's best food in 3 hours instead of spending days searching" |
| "We're not foodies" | "It's not about being a foodie — it's about experiencing the culture through its food. Even my clients who don't cook love the market tours and tastings. It's one of the most popular experiences for a reason" |
| "Too expensive" | "The cooking class includes a full meal — so factor in what you'd spend on dinner that night. Plus you learn recipes you'll cook for years. Clients tell me it's the best-value experience of the holiday" |
| "Dietary restrictions" | "Most experiences accommodate dietary requirements — I'll flag yours when booking. Vegetarian and vegan options are standard. For allergies, the chefs adapt the menu" |
| "We've done one before" | "Every destination has its own culinary story. The [destination] experience is completely different from [previous]. The local ingredients, techniques, and traditions are unique" |
Integrating Culinary Experiences into Itineraries
The Perfect Placement
| Day of Trip | Best Culinary Experience | Why This Timing |
|---|---|---|
| Day 1 (arrival) | Food tour or market walk | Introduces the destination through food; orients the customer; fills arrival afternoon |
| Day 2-3 | Cooking class | Activity day when customers have settled in; builds on Day 1 food discoveries |
| Mid-trip | Wine/spirits experience | Relaxation activity in a countryside or vineyard setting |
| Special day (birthday, anniversary) | Fine dining or chef's table | Celebration moment that becomes the trip highlight |
| Final day | Market visit with picnic | Send-off experience; opportunity to buy food gifts |
Package Building
| Base Holiday | Add Culinary Experience | Revenue Impact |
|---|---|---|
| £1,500pp beach holiday | Half-day cooking class (£65pp) | +4.3% booking value |
| £2,200pp city break | Food tour + wine tasting (£95pp) | +4.3% booking value |
| £3,500pp luxury holiday | Chef's table + vineyard VIP (£250pp) | +7.1% booking value |
| £1,200pp family holiday | Family cooking class (£45pp × 4) | +15% booking value |
Building Your Culinary Selling Knowledge
| Action | Resource | Outcome |
|---|---|---|
| Complete destination training modules covering food | TravAI platform | Know key culinary experiences per destination |
| Practise selling roleplay for culinary products | AI roleplay with food-experience scenarios | Natural selling language and objection handling |
| Research popular culinary experiences | Viator, Airbnb Experiences, Cookly | Understand what customers rate highest |
| Try food experiences yourself | Personal travel, local UK experiences | First-hand stories are the most compelling selling tool |
| Collect customer feedback | Post-trip follow-up on culinary experiences | Build a library of real customer stories to share |
Culinary tourism is a rare product category that works for every customer type, enhances any destination, and generates high satisfaction and strong commission. The agent who routinely includes food and drink experiences in holiday recommendations will see measurably higher booking values and customer loyalty.
Develop your culinary tourism selling skills with TravAI →
This article is part of our Attractions & Experiences Sales series. Related reading:
