Food tops travel plans


AMSTERDAM, 7 June 2018: Six in 10 travellers are likely to choose a destination based on its great food and drink, according to data.

Based on booking trends for 50,000 global travellers, 61% picked a destination for its great food or drink.

The findings underscored the importance of culinary travel, with more than a third (34%) of travellers planning food related trips this year and as many as 40% in the millennials category.

Almost half (49%) of travellers hope to be more adventurous with the type of cuisine they eat, rising to 60% of millennials who showed more interest in local and perhaps obscure dishes. Almost two-thirds (64%) of travellers will try to eat more local food in 2018.

Based on’s findings Ipoh in Malaysia was the leading destination for tasting local food.

Top destinations for tasting local food
Ipoh, Malaysia
Kaohsiung, Taiwan
Nagoya, Japan
Johor Bahru, Malaysia
João Pessoa, Brazil
Ho Chi Minh City, Vietnam
Sarajevo, Bosnia and Herzegovina
Colmar, France
Lima, Peru
Catania, Italy
Belgrade, Serbia

More than half of travellers (54%) want to experience a distinctive dining experience when travelling and food trucks (carts or vehicles) are the perfect way to do this.

Top destinations for street food Top destinations for food trucks
Jeonju, South Korea Portland, USA
Hsinchu City, Taiwan Sao Paulo, Brazil
Marrakech, Morocco Seoul, South Korea
New York City, USA Bangkok, Thailand
Mexico City, Mexico Istanbul, Turkey

Research was commissioned by and independently conducted among a sample of adults who have taken a trip in the last 12 months/plan to take a trip in the next 12 months.

In total 56,727 respondents were surveyed (2000+ from Argentina, Australia, Brazil, Canada, Chile, China, Colombia, Germany, Spain, France, Hong Kong, Indonesia, India, Italy, Japan, South Korea, Mexico, Malaysia, Netherlands, Portugal, Russia, Singapore, Thailand, Taiwan, United Kingdom, and the US, and 1000+ each from Denmark, Croatia, Sweden, and New Zealand). Respondents completed an online survey in October 2017.