Do you always factor in local culinary experiences when making travel plans? The significant increase in food tourism confirms that you are not alone, with a 2019 World Food Travel Association report projecting a growth of 16.8% by 2025. 

The same report also illustrated that food tourism is a travel priority for all generations, especially millennials. When comparing age groups, almost two-thirds of this bracket claim to prioritise food experiences when travelling. 

This growth within the global culinary tourism market feeds into broader travel trends of eating and drinking, wellness, the family, and eco-consciousness. 

Our increased interest in discovering local culture through food and drink tourism has led to a healthy appetite for more immersive experiences such as cooking classes, dining with the locals, and food festivals.  

Food tourism's evolution helps us form deeper connections with the places we travel to. And we can also respect local traditions and communities while creating unforgettable memories.

So, let's look at some food and drink trend highlights for the year ahead!

Taking care of the planet extends to how we eat and drink. Bars and restaurants will focus more on local ingredients to be more sustainable and respect cultural traditions. Think of herbs and spices freshly grown on-site for your cocktail, mocktail, or breakfast juice.

While plant-based food alternatives are more accessible, they can also be highly processed. In 2024, chef and restaurateur Matty Matheson believes we'll see more creativity with vegetable-based dishes. For parents, this is excellent news, as getting your kids to eat more greens can be a challenge.

Reducing our water footprint is a growing priority in the face of climate change. So, food and drink options that require less water to grow or produce will become more prevalent this year. In fact, initiatives have already started with plant-based milk companies, such as Blue Farm, providing powdered alternatives. 

Chicken nuggets and chips often appear on the children's food menu. But we all know that wellness is a family affair. Health-conscious parents actively seek out nutritious meals for their kids, even on holiday, to help teach them the importance of a balanced diet.

In this post-pandemic world, we are more conscious about maintaining a healthy work/life balance. Quality time with family includes positive eating-out experiences. According to hospitality-on.com, family-friendly restaurants can attract up to 25% more customers. So, in 2024, keep your eyes peeled for more appealing kid's menus. 

Laura-Ann Barr, host of the Sleepovers at Novotel podcast and mum of three, shared her love for Novotel breakfasts. Their wide variety of food, with plenty of healthy options, allows the whole family to fuel up for their holiday. Read our interview with Laura-Ann.

A mindful approach to drinking is closely linked to travel wellness trends. However, instead of having to choose between drinking alcohol or becoming teetotal, more sophisticated alcohol substitutes will allow for more flexibility.

The beer market has had a head start on providing more alcohol-free options these past few years. In 2024, U.S.-based bar owner Derek Brown predicts that non-alcoholic wine will finally shine. Brands such as French Bloom and Unified Ferments are undoubtedly leading the way. 

Mocktail menus are also expected to expand as we continue to prioritise our mental and physical well-being at home and while travelling.  

Farm-to-table, field-to-fork. We're all familiar with these terms, but how are they evolving beyond mere virtue signalling? 

In 2024, we'll seek out more immersive culinary experiences that can be enjoyed solo or as a family. Understanding the sourcing of local ingredients and food-wastage prevention can help us go further in our sustainable practices. For children, it has the added benefit of teaching them that good nutrition shouldn't come at the cost of the planet.

Expect a broader range of options when it comes to group cooking classes, wine tastings, eating with locals, and food festivals are all ways to honour flavour, textures, and culinary traditions for a more satisfying travel experience. Chefs may start leading local food tours, offering expert insight and knowledge. 

While fine dining will always have a seat at the table, we're all looking for accessible culinary spots that adapt to our lifestyles. Bars and restaurants must stay flexible to accommodate anything from a family celebration, a friend's birthday, or a solo meal out.

The same can be applied to activities such as wine or whisky tasting. Intimidating or stuffy environments, which suggest only a specific clientele is welcome, will hopefully become rare. They are expected to be replaced with inviting encounters with a picturesque setting, where sustainability and production methods are willingly shared.

We expect dining establishments to be more transparent with their sustainable practices–but how can they deliver on this? AI tools may be the answer, which can help kitchens to streamline production and minimise food waste. In turn, restaurants can provide data on their sustainability efforts and remain transparent to customers.