Food Tourism in the U.S. Gets Better as Americans’ Tastes Improve
Photo Credit: A road sign in Kentucky directing travelers along the state's tourist-friendly Bourbon Trail. Flickr / Anthony
Skift Take
America's unprecedented obsession with food ultimately stems from rising overall standards and expectations in taste, presentation, and originality of prepared foods. The bar is set higher than ever. Destination marketers and local food stakeholders now compete globally, hence should work in tandem to ensure their assets and efforts get noticed and stand out with American travelers.
What can destinations do to capitalize on America's deepening relationship with food?
In Skift’s latest Food Tourism Strategy Report, we reinforce the notion that “Food is Now The Leading Hook in Travel,” primarily because of its ability to connect travelers directly with the local social rhythms and cultural context of any community in many different ways. Food has always been a big deal for destinations, but now it's mission critical. Why now? Because Americans' culinary tastes have evolved and matured; expectations are higher than ever.
Arguably, it all started with a deeper cultural shift that has taken place at home and everyday American life. Data suggest that more and more Americans are letting other
