Skift Take

The appetite for culinary tourism is growing, sparking demand for experiences beyond cooking classes and dining in Michelin-starred restaurants. Travel advisors and tour operators need to seek out new and inventive ways to satisfy what clients crave.

Whether you are a home-based travel advisor or you work in a large office servicing high-profile accounts, the Travel Advisor Innovation Report will have you covered with the trends, news, and features you’ll need to stay on top of an ever-changing marketplace.

For many travelers these days, local food experiences are taking precedence over museums and iconic landmarks. Making pasta with an Italian grandmother in Calabria or breaking bread with a family in their centuries-old farm in Portugal are the preferred ways to connect with a destination.

What’s behind the expanding — and deepening — interest in culinary tourism? Along with a desire for engaging experiences, travel experts credit the plethora of food and travel shows, along with the craze for posting foodie pics on social media.

Needless to say, feeding the growing demand for creative culinary experiences presents tremendous opportunities for travel advisors and tour operators. There are challenges as well, particularly in finding new options in well-worn tourist areas. Another is that lesser-known destinations offering first-rate food discoveries may not also have the accommodations and other infrastructure to match.

For more coverage of pertinent issues, click here.

Any suggestions for the coverage you would like to see are welcome. Feel free to contact me at [email protected].

— Maria Lenhart, Travel Advisor Editor

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Skift Travel Advisor Editor Maria Lenhart [[email protected]] curates the Skift Travel Advisor Innovation Report. Skift emails the newsletter every Tuesday. Have a story idea? Or a juicy news tip? Want to share a memo? Send her an email.

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Tags: corporate travel, luxury, tourism, travel advisor innovation report, travel agents

Photo credit: In this Sept. 28, 2013, photo, people purchase food at the Southern Ground Music & Food Festival in Nashville, Tennessee. Travel advisors face the challenge of coming up with new foodie destinations. 112089 / 112089

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