The document summarizes the results of a survey conducted by Pangaea Network across five European countries regarding food tourism trends. Some key findings include: 66% of travel professionals believe culinary experiences influence destination choice; local food and wine impact destination image up to 50% in Spain and France; and the most appealing culinary activities for travelers involve visits to farms/markets, purchasing local products, and food/wine events. The preferred duration for food tours is 2-3 days.
The document summarizes the results of a survey conducted by Pangaea Network across five European countries regarding food tourism trends. Some key findings include: 66% of travel professionals believe culinary experiences influence destination choice; local food and wine impact destination image up to 50% in Spain and France; and the most appealing culinary activities for travelers involve visits to farms/markets, purchasing local products, and food/wine events. The preferred duration for food tours is 2-3 days.
The document summarizes the results of a survey conducted by Pangaea Network across five European countries regarding food tourism trends. Some key findings include: 66% of travel professionals believe culinary experiences influence destination choice; local food and wine impact destination image up to 50% in Spain and France; and the most appealing culinary activities for travelers involve visits to farms/markets, purchasing local products, and food/wine events. The preferred duration for food tours is 2-3 days.
The document summarizes the results of a survey conducted by Pangaea Network across five European countries regarding food tourism trends. Some key findings include: 66% of travel professionals believe culinary experiences influence destination choice; local food and wine impact destination image up to 50% in Spain and France; and the most appealing culinary activities for travelers involve visits to farms/markets, purchasing local products, and food/wine events. The preferred duration for food tours is 2-3 days.
tour ism Culinary experiences as a means of travelling and discovering countries
oCTOBER 2014
food tour ism
WHO WE ARE p 3 THE STUDY p 4 SCENARIO
p6
TRENDS
p12
THE CULINARY TRAVELLER
p21
CONCLUSIONS p26
food Pangaea network
tour ism
Who we are
Pangaea network is an international organization of independent agencies
offering consultancy, marketing and communication services in the tourism and hospitality industry. The project is a multi-year collaboration between its founding members: Massimo Tocchetti of AIGO in Milan (Italy), Jo Johnson of Four bgb in London (UK) and Dorothea Hohn of Global Communication Experts in Frankfurt (Germany); three leading agencies in the travel and tourism industry that seek to provide their customers with access to global and local resources. Pangaea network currently has 12 partners and covers more than 20 regions across the world: Asia; Australia; Austria; Belgium; Brazil; Canada; Czech Republic and Eastern Europe; France; Germany; Ireland; Italy; Latin America; Portugal; Scandinavia; Spain; South Africa; Switzerland; The Netherlands; UAE and Oman; UK; USA.
The Study
Twice a year the Pangaea Observatory polls the
European tourist industry on the patterns and trends that shape the world of travel. One industry which has seen significant growth in recent years is food tourism, and we interviewed experts to analyse its role: to what extent do culinary experiences influence consumers choice of travel destination? Which are the most desirable destinations? And what are the most popular annual events? Food Tourism here refers to trips made to destinations where enjoying unique and memorable food and drink experiences enriches the act of travelling. Culinary tourists are identified here as peoplewho are willing to travel the world partly in order to sample and experience authentic national and international cuisine. The survey was carried out in September 2014 across five European countries: France, Germany, Italy, Spain and the United Kingdom.
food tour ism
food tour ism
01
PANEL
95
The sample comprised 389 travel
industry workers, mostly aged between 36 and 55 as well as over 55
66
Tour Operator
Other
69% of those interviewed were
travel agents or tour operators.
21
Hotel
175
Travel Agent
36-45 26-35
23% 15%
18-25 1%
years
32% 29% >55
Mice
46-55
24
Tourism Board
food tour ism
SCENARIO
food tour ism
02 THE CULINARY FACTOR
66% of respondents believe that culinary experiences are one of the key elements in the travel choices made by their clientele. However, 30% of the travel professionals do not recognize the existence of a real market trend; indeed, they do not think that culinary factors influence the traveller when selecting the destination to visit. The remaining 4% are unsure. The markets where culinary aspects are particularly appreciated by travellers are ranked as follows: Spain 82% UK 73% Italy 61% France 60% Germany is split into two groups: those (55%) who consider the food experience important and those (45%) who believe it is not a crucial factor. The latter chose the destination itself and tourist attractions (sites to visit and itineraries to follow) as the main reasons for travelling.
Is a key factor in the travel choice?
YES 66% N 30%
D NT KN W
4%
food tour ism
03 LOCAL FOOD AND WINE
to what extent do they influence the
p perception and the image of a destination?
The answer in Europe is in line with the
data analyzed above. In the markets where culinary factors prevail, local food and wine affect the image of the destination by up to 50%. In order: Spain 48% France 44% UK 39% Italy 37%
10%
The highest percentage of German experts
(41%) believe that local food and wine specialties only make a 30% contribution to the attractiveness of a country.
38%
34% 18% Over 50%
Up to 50%
Up to Up to 30% 15%
food tour ism
04 GROWTH OF
THE SEGMENT
France (56%) and the UK (46%)
report considerable expansion.
8% dont think so
dont know
14% considerably
The market cross-section reveals
that: 42% of the Italian travel trade believes that food tourism has grown a little, whilst 40% thinks it has increased considerably. In Germany (52%) and Spain (44%) the perception of limited growth prevails.
40% 38%
a little
A diverse range of outcomes were
witnessed. 40% of the travel industry has noticed a small amount of growth in the last three years. 38% has registered a considerable increase. Only 8% believe that there has been no increase. 14% did not answer the question.
food tour ism
05 TURNOVER IN THE TRAVEL INDUSTRY
The different markets detect different levels of turnover produced by food tourism in their businesses. The majority of Spanish (60%), French (44%), Italian (40%) and British (26%) respondents stated that food tourism makes up 10% of their overall travel turnover. It is worth highlighting that in the United Kingdom another 25% claimed that turnover reached 30%.
What percentage of your
business is represented?
20%
19% None
6%
Up to 10% Around 30% More than 30% Dont know
16%
39%
In contrast, German professionals make up the highest proportion (41%
and 26% respectively) of those who could not answer the question and those who believe that this segment does not have any influence on their business.
food tour ism
06 CULINARY TRIPS:
SALE & PROMOTION
Sale 41% of people interviewed sell travel packages dedicated to food and wine tours, while 29% do not yet offer this product, but are planning to develop it. The remaining 30% do not sell culinary packages and have no interest in doing so.
Not yet
The most successful sales channel is face-to-face
selling to customers (26%). Only 22% of the travel trade promotes packages through the Internet and social networks (i.e. Facebook and travel blogs). 16% use brochures and industry magazines. 13% use display stands 13% organize B2C events, during which travel itineraries are advertised. Radio and TV account for a 6% share. 4% choose other channels, which in the majority of cases means relying on direct mail to customers.
29%
41%
No
30%
Promotion face-to-fce sellling to customer
26%
brochures and industry magazines
16% display stands
13%
internet and social network
TV, radio
22% events
13%
6% other
4%
Yes
food tour ism
TRENDS
food tour ism
07
THE PRODUCT/COMBINATION According to the majority of experts, travellers tend to combine culinary experiences with visits to the destination and its surroundings (25%), preferring cultural itineraries (26%). In 17% of cases health and wellbeing is the most popular occupation with which to combine it, while themed events organized at the destinations and the opportunity to shop are preferred by 14% and 11% respectively. Outdoor activities, including sports, are chosen together with culinary experiences in only 6% of cases.
26%
17wellness %
cultural itineraries
6%
outdoor activities
25%
destination and surroundings
shopping
11%
14 % themed events
other
1%
0% dont know
food tour ism
08 THE PRODUCT/
THE KEY ELEMENT
The response was unanimous across Europe when ranking the most appealing activities: - Visits to farms and markets of local producers (29%) - Purchasing local products (26%) - Food and wine events such as festivals etc. (20%) - Cooking workshops (13%) * - Food and wine fairs (7%) 3% did not answer the question. Renowned restaurants and cultural visits were suggested by the remaining 2%. *In the UK only, cooking classes are preferred to themed events (43 % vs 31%).
29%
visit to farms and markets
20%
food & wine
events
26%
purchase local products
7% food & wine
fairs
13% cooking workshop
3% dont know
2%
other
food tour ism
09 THE BEST KNOWN REGIONS
We asked each interviewee to identify, within their home country, the most well-known culinary regions:
DE
ITA
UK
SPA
FRA
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10
THE MOST DESIRED DESTINATIONS
The most valued destinations, both near and far:
DE
ITA
UK
SPA
FRA
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11
RENOWED CHEFS AND RESTAURANTS:
THE MOST POPULAR In the travel industry the most famed chefs and restaurants are: The sample in France does not provide significant data for this question.
DE
ITA
UK
SPA
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12
TRIP DURATION The answer was the same throughout Europe: the majority of professionals (58%) affirm that the preferred duration is 2-3 days. 23% indicated one week, and one day was selected by 8%. 10 days and two weeks were both chosen by 3%. 6 % could not provide the average trip duration.
2-3days 58% 10 days 3% dont know 6%
1 week 23% 1 day 7% 2 weeks 3%
food tour ism
13 EXPO 2015 41% of European experts will not offer their customers a trip to Italy to mark Expo 2015. A high percentage has not yet decided whether to promote the event (34%). Only 25% of people interviewed will offer a travel package related to Expo 2015. In the Italian travel industry, the percentage of those who will promote the event rises to 58%.
Will you promote Expo?
25% yes 41% no 34% DON'T
KNOW
food tour ism
14 FOOD EVENTS Some of the most popular and best-loved food events are: Vinitaly, Fiera del Gusto (Festival of Taste), Eurochocolate, Fiera Tartufo di Alba (Alba Truffle Festival), Madrid Fusion
Jan Feb Madrid Fusion (Madrid) Mar Vinitaly (Verona) Bacchus (Toulon) Apr May Jun Jul Aug
Sep Barcelona Degusta (Barcellona)
Oct Salone del Gusto (Turin)
Eurochocolate (Perugia)
Fiera Tartufo (Alba)
Hong Kong Wine & Dine Festival
(Hong Kong) Nov Fiera Tartufo (Alba) Dec
food tour ism
profile of the
culinary TRAVELLER
food tour ism
15 WHO BOOKS According to 53% of the interviewees, food industry events are booked by both men and women. Among those who reported a predominance of one sex over the other, women were indicated in 23% of cases, men in 13%. 11% could not answer the question. The German market is the exception, in which the majority of reservations are made by women (46%). The average age of those who book ranges from 36 to 55, according to 58% of the respondents. 30% indicated those over 55 as the main travellers in this segment. 11 % could not answer the question, while only 1% of respondents believe that the people who book are aged between 20 and 35.
over 55 dont know 11% 20-35 1%
30% years
36-55 58%
food tour ism
16 TRAVEL COMPANIONS The answers to this question were homogeneous all over Europe. According to 50% of the interviewees, culinary trips are preferred by couples. Groups of friends come next (18%), followed by associations / thematic groups (15%). 9% travel with family and only 2% travel alone. 6% did not answer the question.
50% couples
friends
18% groups
15% family
9% dont know
6%
alone
2%
food tour ism
17
AVERAGE DAILY EXPENDITURE
We analyzed the answer in two different currencies: Euro and GBP. 45% of the professionals (excluding those from the UK) affirmed that the average expenditure per person per day is 100-250 Euros. 19% believe it is no more than 100 Euros, while 15% could not estimate a figure. 11% indicated expenditure between 250 and 500 Euros; 8% estimated a budget between 500 and 1,000 Euros and only 1% think the investment exceeds 1,000 Euros. The UKs response reflects the trend in the four European markets mentioned above. 33% chose 100-250 GBP, while 22% could not answer the question. 17% indicated an average spend of between 250 and 500 GBP, and another 17% registered a budget of less than 100 GBP. 9 % indicated 500-1,000 GBP and only 2% went over 1,000 GBP.
Europe
United Kingdom
0-100 Euro
0-100 GBP
19
17
100-250 Euro
45 250-500 Euro
12 500-1000 Euro
8 >1000 Euro
dont know
15
100-250 GBP
33 250-500 GBP
17 500-1000 GBP
9 >1000 GBP
2 dont know
22
food tour ism
18
WHO IS THE CULINARY TRAVELLER When answering the question: How would you define consumers who choose to purchase a culinary tour?
55
% of professionals describe them as travellers looking for authentic aspects of the country they visit, including culinary experiences.
28
% believe it is more appropriate
to define them as people who are looking for time to socialize and spend time together through a culinary trip.
9%
think they are tourists
Only moved by a socio-cultural trends.
Another profile
8%
do not recognise the
food tour ism
CONCLUSIONS
food tour ism
19
CONCLUSIONS The culinary tradition affects the image of a destination and can determine the choice of traveller Spain, France, UK and Italy are the markets in which the largest number of professionals believes this to be true
A real segment of the tourism market
41% of respondents sell packages ad hoc, 29% plan to do so. The sale of culinary trips accounts for 10% of total sales from Spain, France, UK and Italy
A tailor made communication
The promotion is primarily provided through direct advice to the client, the internet and social media and specialized publications
A growing sector Over the past three years, 78% reported an increase in demand; of these, 38% said that the increase was considerably
Potential customers Men and women aged between 36 and 55 years old, prefer to travel in pairs for 2-3 days and spend an average of between 100 and 250 Euro / GBP per person per day
The added value
The cultural itineraries , visits to the destination and the surroundings and wellness are the most requested. Visits to markets and farms, buying local products and themed events are the winning mix of trip
food tour ism Culinary experiences as a means of travelling and discovering countries
