Up to 40% of Indian travellers choose holidays based on cuisine: Pickyourtrail
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Japan and South Korea have emerged as the fastest-growing food-focused destinations, recording nearly 40% growth in food-related travel interest.
Food is no longer just a part of the travel experience; it is becoming the reason many Indians travel. According to insights from Pickyourtrail, culinary experiences are emerging as a key driver of international travel decisions, with nearly 40% of travellers now identifying food and local cuisine as a major factor while planning overseas holidays. More notably, 30-40% of travellers actively consider a destination’s food culture before finalising where they want to travel.
This shift reflects the growing popularity of gastronomic tourism, where travellers seek immersive culinary experiences that go beyond traditional sightseeing and shopping.
“We are witnessing a significant evolution in traveller behaviour. Food has moved from being an itinerary add-on to becoming a core travel motivator. Increasingly, travellers are choosing destinations based on the experiences they can have around food—from learning local recipes and exploring street-food cultures to booking exclusive dining experiences,” said Hari Ganapathy, Co-Founder and CEO, Pickyourtrail.
Food-led travel requests on the platform have grown by approximately 35% year-on-year, signalling a strong appetite for experiential travel centred around local flavours and culture.
Japan and South Korea have emerged as the fastest-growing food-focused destinations, recording nearly 40% growth in food-related travel interest. Travellers are increasingly planning trips around sushi-making workshops, ramen tastings, Korean BBQ experiences and bustling food markets. Italy continues to remain a favourite for pasta and gelato-making classes, while Thailand, Vietnam and Spain are seeing growing interest for their vibrant street-food scenes and local culinary traditions. The influence of global pop culture and digital content is also evident. The popularity of Korean entertainment, Japanese culture and food-focused social media content is encouraging travellers to turn culinary inspiration into travel plans.
Today's travellers are seeking hands-on engagement rather than passive dining experiences. Among the most popular activities booked are cooking classes in Bali and Sri Lanka, sushi-making workshops in Japan, wine tastings in France, floating market food tours in Thailand and farm-to-table dining experiences across Europe. The trend reflects a growing desire to connect with local culture through food, transforming meals into meaningful travel experiences and lasting memories.
The 28-40 age group remains the primary driver of culinary tourism, consisting largely of working professionals and young couples seeking experiential holidays. At the same time, travellers aged 22-27 are rapidly embracing food-led travel, influenced by social media creators, food content and destination storytelling online.
The impact of culinary tourism extends beyond solo travellers and friend groups. More than 30-50% of honeymoon packages now include premium dining experiences such as private vineyard lunches, chef’s table experiences and beachside dinners as a core component of the itinerary.
Families are also embracing food-based activities as educational and cultural experiences. Chocolate-making workshops, local cooking classes, dessert trails and market visits are increasingly being incorporated into family vacations, allowing children to engage with local culture in an immersive way.
While Indian restaurants abroad continue to serve as a comfort option for some travellers, especially multi-generational families, the overwhelming preference today is for authentic local cuisine. Travellers are increasingly eager to explore regional flavours, hidden local eateries and curated culinary tours that offer deeper cultural insight.
Around 55-60% of travellers now opt for guided food experiences, particularly in destinations such as Japan and Vietnam, where local expertise helps unlock authentic culinary experiences that might otherwise be difficult to access independently.
As traveller preferences continue to evolve, food is rapidly establishing itself as one of the three core pillars of international travel planning, alongside accommodation and sightseeing.
The rise of gastronomic tourism highlights a broader shift towards experiential, culture-led travel, where food serves not only as nourishment but as a gateway to discovering a destination's identity, traditions and people.
