Why local cuisines attract European tourists seeking authentic experiences

Food tourism has become one of the most important niches in tourism, offering travellers unique ways to explore a region through its local food and drink. A 2025 CBI study found that almost half of Dutch travellers and over two in five UK tourists travel mainly for food and drink experiences. This trend is also seen in Germany, France, and Italy: A reflection of change in how people explore new places. By tasting local food and connecting with the culture.

The World Food Travel Association (WFTA)   defines it as "the act of travelling for a taste of place to get a sense of place." Traditional food is a great way for low- and middle-income countries to attract European tourists. As more people in Europe seek authentic travel experiences, local cuisines emerge as a powerful way for destinations to:

• Showcase their heritage;
• Engage communities;
• Boost sustainable tourism.

Traditional cuisine is culture

Enjoying traditional cuisines allows travellers to experience local culture directly. For example, tourists highly value:

• Cooking classes;
• Food trails;
• Street food tours; and 
• Enjoying meals with local families

These experiences provide enjoyment. And they also help travellers better understand local lifestyles, customs and traditions.

Food tourism builds the community

The benefit of food tourism in low- and middle-income countries is that it supports local communities in hosting experiences, building skills and, in doing so, generating direct income. Traditional recipes, small-scale farming, artisanal production and local markets offer rich and distinctive experiences. 

Such experiences need little investment but can have a big impact, especially when working with local people. This niche addresses several key tourism challenges by creating year-round activities, and reducing seasonality. It ensures tourism income is evenly spread, particularly in rural areas. Food tourism supports jobs in:

• Farming
• Food preparation
• Guiding.

Also, food tourism:

• Preserves culinary heritage; and 
• Strengthens cultural identity. 

Authentic food tourism can also lead to a rejection of mass-produced food and emphasise the importance of locally sourced food and community-based tourism experiences.

How to focus on European requirements

Food tourism businesses must pay attention to changing trends, as Europeans become more health- and environmentally-conscious. Many people choose vegetarian, vegan, or flexitarian diets and prefer locally sourced, sustainable food. Destinations known for plant-based food traditions or for fresh, organic ingredients are well-positioned to meet this demand.

To compete successfully, destinations need to ensure:

• High food hygiene and safety standards.
• Offer clear information about dietary options.
• Emphasise their sustainable practices. 

Good planning and storytelling are also essential. Visitors want to know:

• The origins of the food.
• How the food is made.
• What food represents within the community. 

Food tourists seek immersive, cultural and unique food experience and are willing to pay more for authenticity. But balancing good value with authenticity remains important to fulfil traveller expectations.  

Reach foodie travellers

Online visibility is crucial. European travellers often use online platforms to search and book food experiences. Tour operators and local guides partnering with platforms like Viator, GetYourGuide or Eatwith can significantly expand their reach. Maintain strong presence on Instagram, TikTok, or YouTube, especially to target younger travellers in the Gen Z and Gen Y age groups.

Low- and middle-income countries that invest in authentic, sustainable and locally led food-based experiences can benefit and position themselves as must-visit destinations for Europe’s growing number of foodie travellers.

Learn more

To learn more about trends and market requirements in the tourism sector, read:

• What opportunities are there on the European food tourism market?
• Which trends offer opportunities or pose threats on the European outbound tourism market?
• What are the requirements for tourism services in the European market?

Acorn Tourism Consulting Limited wrote this news article for CBI.

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