For Indian travellers, it’s go global, eat local: Culinary tourism major driving force for 50% globetrotters – Travel & Tourism News

As many as 45% of Indian travellers consider food as an “integral part of their travel planning”, the India Holiday Survey Report by SOTC Travel recently revealed. From being a side dish to main course, culinary tourism has clearly seen a phenomenal rise in recent years, with food becoming one of the top parameters people consider when booking their holidays. As per an Agoda survey released in October this year, Indian travellers who listed their appetite as a travel compass set course for Thailand, followed by Turkey and Laos. India, on the other hand, is mostly visited by foodies from Vietnam and Japan, the survey noted.

Global data crosses the halfway mark. The World Food Travel Association has noted in a report by the Food Travel Monitor: “As many as 53% of people who travel choose to visit a destination specifically for its food.” Data by Jersey Island Holidays, a US-based holiday portal, claims that a whopping 95% tourists globally tend to classify themselves as ‘food travellers’.

Santosh Kumar, country manager for India, Sri Lanka, Maldives, and Indonesia at Booking.com, said 86% tourists actively seek out indigenous cuisines and 78% are eager to understand the history and heritage behind iconic dishes. The company’s Travel Trends data also shows that 48% of Indian travellers prioritise food when planning trips and 45% prioritise food while choosing destinations for travel.

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Some countries have even capitalised on their cuisines to promote a form of ‘gastrodiplomacy’, especially places like Thailand, South Korea, and US, whose cuisines are becoming more and more mainstream globally. 

In 2013, when kimchi was added to Unesco’s list of “intangible cultural heritage,” the organisation noted that kimchi transcended “class and regional differences”.

India, too, is not behind. The Future Market Insights Report in 2023 had estimated that India’s culinary tourism market was worth over $23 billion and was estimated to grow to over $182.5 billion by 2033.

Rajeev Kale, president and country head of holidays, MICE, visa at Thomas Cook (India) Limited, told FE, “Our trends indicate a significant demand for gastronomical experiences during holidays, highlighting how food tourism is about appreciating the culinary heritage that showcases the history, culture, and ethos of a region.”

When it comes to food, India has a lot to offer. If you’re a meat eater, a trip to Lucknow without eating at Tunday Kababi would be a travesty. Rajasthan’s dal baati churma, laal maas, and ghewar attract people from all over. And, you probably won’t return from Agra without a box of petha for everyone back home.

Even something like going apple picking in Himachal Pradesh’s orchards is a cherished activity among tourists.

As per SOTC’s surveys, cities like Delhi, Lucknow, Hyderabad, and Kolkata are the top destinations for culinary tourism. SD Nandakumar, president and country head, holidays and corporate tours, SOTC Travel, said, “Delhi, for instance, is a savoury sanctuary. When in Delhi you cannot miss the iconic chole bhature, chole kulche, daulat ki chaat, and sohan halwa. Lucknow’s food trails are famous for their rich flavours of Awadhi cuisine. Similarly, the aromatic Hyderabadi biryani, Kerala’s authentic seafood, and the sweet treats of Kolkata draw gastronomes from all over.”

Glenary’s in Darjeeling is another tourist favourite. Avaya Mangarti, manager at the iconic hill cafe-bakery-restaurant, told FE, “During our peak season, we see over 2,000 tourists daily basis and our monthly turnover easily crosses Rs 1 crore.”

Why culinary tourism also appeals to people is because of the rich experience it offers. Pushpesh Pant, an academic, food critic, and historian, said, “We live in times when everything is homogenised and all cafes serve the same food. People have a jaded palate and want to try out something more genuine and local while travelling.”

Pant added, “Tourists are always interested in what the locals are eating, and why not? In India, you can drive to one place and explore a hundred different local foods that you wouldn’t have known of. Ethnic food is always a delight, especially if you’re visiting during a festival and get to try it in an authentic way.”