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

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.

Further Reading:

• Foodies’ dreams come true with launch of a new travel venture by Whole Foods
• Whole Journeys: Whole Foods Market’s New Travel Venture
• Gastronomy and the hunt for authentic experiences: the future of food tourism

Click on the icon below to download the full 15-page report:
13 Trends That Will Define Travel in 2013