Food thus sits 2 percentage points ahead of cultural attractions (16%).
Local, authentic and good value
Travellers look for food unique to the destination (44%), but good value for money remains the top priority (46%). Local discovery leads the way: 51% prioritise casual, everyday local dining, such as markets, street food and neighbourhood spots, and 47% favour hidden-gem restaurants recommended by locals. These figures are more than double those of any other experience, including fine dining (21%).
Foodies: a sizeable audience
Foodies make up 38% of leisure travellers. On average, they plan 3.5 leisure trips in the next 12 months, 94% are open to trying new foods and 55% seek out restaurants recommended by locals.
How they choose where to eat
Recommendations from friends and family (75%) and from locals or hotel staff (73%) are the most influential sources. Social media and AI carry little weight overall but far more among Gen Z (55% and 40% respectively). Travellers are split on AI: 53% prefer human recommendations or do not trust AI, while 47% find AI recommendations helpful.
What this means for destinations
The study points to three priorities: put food at the heart of the destination story, offer experiences that are distinctive yet accessible, and tailor the message to each audience.
