Dining Is Quickly Becoming the Main Attraction for Global Travelers
Photo Credit: Noma Chief Operating Officer Ben Liebmann, left, with VizEat Chief Operating Officer Camille Rumani and Skift editor Greg Oates on stage at Skift Forum Europe. Skift
Skift Take
As more travelers have realized that dining is truly an experience in its own right, more restaurants and travel companies are pursuing innovation and creating unique dining experiences around the world.
Why close down your world-class restaurant and opt instead to open a series of global pop-ups in a diverse series of destinations? Because dining has become a crucial part of the experience for travelers, and food tourism has truly entered the mainstream for a wide swath of destinations.
Famed Danish restaurant Noma opened a pop-up restaurant in Australia last year, following an experiment in Tokyo in 2015, and is set to soon open another in Tulum, Mexico. This move away from the traditional paradigm in dining speaks to the power of building a global community around a restaurant, and the risks some of the world's boldest restaurateurs are taking to reinvent the global dining experience.
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