Understanding Food and Drink Tourism

• Research from the 2020 World Food Travel Association Food Travel Monitor highlights that 96% of travellers can now be classed as food travellers
• According to research by Skift in 2019, food travelers spend between 25% and 35% of their travel budget on food & drink experiences
• Visitors to Northern Ireland are spending £968m annually. Food & drink consumption accounts for around 30% of total visitor spend
• Airbnb®: Food & drink tours are the fastest growing tour experiencecategory in the world

Recent research identified the most desirable food & drink experiences to be:

• Visiting a local artisan producer or grower
• Exploring whiskey and gin distilleries, micro brewers, and cider producers
• Experiencing distinctive local culture by going on a food tour
• Making new discoveries at food festivals and events
• Encountering local people by following a food trail or network
• Connecting with nature on a foraging experience
• Learning new skills at a cookery school or demonstration
• Peer to peer dining – cooking with locals and eating at local homes
• Grow your own workshops
• Visiting sites of production

Food & drink experiences that stand out and delight visitors:

• Are not just about the food & drink. They are about the story that the food & drink tell about the place. They are gateways to the local history, culture and people
• Are hosted by big-spirited, enthusiastic and knowledgeable guides
• Support and showcase local, family-owned restaurants
• Shine a light on dishes with a local story
• Feature stories and introductions to the producers and growers behind the food
• Are equally as authentic to locals as they are to visitors