Cooking and baking classes will be among the most booked experiences according to Airbnb

Airbnb anticipates that culinary tourism will gain new global relevance. In 2026, hands-on experiences such as cooking classes and baking workshops will be among the most in-demand. Travelers increasingly value authentic experiences, local flavors, and active learning, meaning travel will no longer revolve solely around the destination—but also around what is cooked, smelled, and tasted.

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Why is interest in cooking growing during travel?

An Airbnb report on 2026 travel trends highlights that travelers no longer just want to eat well while traveling: they want to participate in the cooking process, learn traditional recipes, and connect with local cooks. This desire stems from several motivations:

• A desire for unique and personalized experiences
• Growing interest in homemade and artisanal cooking
• Appreciation for regional culinary traditions
• Focus on “slow” and mindful tourism
• Need to share authentic experiences on social media

Cooking experiences also break cultural barriers and build real connections, making cooking a tool for bonding between hosts and travelers.

Top culinary destinations to watch in 2026

According to the report, Airbnb identified several regions and cities where interest in food-related experiences is surging:

Top wine destinations for 2026

• Tuscany, Italy – vineyards, tastings, and pairings in rustic settings
• Bordeaux, France – Europe’s wine capital with gourmet offerings
• Mendoza, Argentina – mountainside wineries and immersive experiences
• Sonoma, USA – artisanal-style Californian wine

Top cities for baking and pastry workshops

• Tokyo, Japan – traditional sweets and precision techniques
• Seoul, South Korea – booming café culture, fusion baking, and visual appeal
• Istanbul, Turkey – ancestral recipes and historic breads
• Paris, France – birthplace of the baguette, croissant, and pastry arts

These destinations stand out not only for their food offerings but because they invite travelers to participate directly in creating their meals, turning the experience into a deep emotional and sensory memory.

From homemade cooking to global tourism appeal

Airbnb notes that many of these experiences are hosted by local hosts who open their kitchens to teach family recipes—like handmade pasta, sourdough bread, no-bake desserts, or traditional regional dishes.

Classes often include shopping for ingredients at local markets, step-by-step preparation, group tastings, and cultural conversations around the meal.

In this model, the home becomes a restaurant, classroom, and intercultural meeting place. For travelers, cooking becomes a more memorable experience than a typical restaurant dinner.

Cooking as memory, marketing, and content

Beyond the experiential side, culinary tourism aligns well with the digital ecosystem:

• Cooking classes generate visually appealing content (videos, photos, recipes).
• They’re ideal for personal storytelling on social media.
• They work for couples, friends, and solo travelers alike.
• They serve as an “emotional souvenir”: travelers return home with a recipe, a technique, and a story.

Ingredient brands, kitchenware, platforms, and destinations can leverage this trend to integrate into the travel journey through flavor.

Cooking will be one of the most valuable travel experiences in 2026

The Airbnb report makes it clear that in 2026, culinary tourism won’t be passive or elitist. Travelers want to be hands-on, through accessible and emotionally relevant experiences. Baking bread, making wine, or kneading pasta will no longer be just domestic tasks—they’ll become the heart of many travel itineraries.

Traveling with your hands in the dough—literally—will be the best way to taste the world.