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Skift global trend for 2013: Travelers are hungry for food tourism

@rafat

Jan 24, 2013 6:04 am

Skift Take

Food tourism has the potential to be the next big growth market as the hunger for more authentic and local experiences among tourists rise.

— Rafat Ali

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Early Jan we released our first report, “13 Global Trends That Will Define Travel in 2013” outlining the major trends that will define travel in 2013. Below is one of the trends we see as playing out over 2013 and beyond. Download the full report below.

Food tourism is one of the fastest growing sectors for the discerning traveler, and now Whole Foods has launched a new venture to capitalize on the trend. Called Whole Journeys, it offers worldwide tours focused on the production and consumption of food. It’s a clever brand extension for Whole Foods: The company already has a massive following of dedicated, wealthy, and discerning consumers who are likely to salivate at the news and become the venture’s first customers. Expect more such efforts from larger consumer brands as they try to build on their “authentic” cred in various sectors, especially retail.

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