Future Shines Bright For Food & Beverage Tourism Says World's Largest Industry Research Study

PORTLAND, Oregon, July 26, 2016 /PRNewswire/ -- Today the World Food Travel Association (WFTA), the world's leading authority on food and beverage tourism, announced the release of the 2016 Food Travel Monitor Report. Expanding on its prior studies, this groundbreaking research is the first publicly available, as well as largest, food and beverage tourism study ever conducted. Some of the report's major highlights are included below.

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The report is available in 3 versions (full GLOBAL study, 298 pages, US$395; USA Edition, 177 pages, US$295; and Italy Supplement, 44 pages, US$95). All versions can be purchased online:

http://worldfoodtravel.org/product/2016-food-travel-monitor-global/ or the shortcut:

http://bit.ly/2016foodtourismresearch

HIGHLIGHTS

FOOD & BEVERAGE: NOW A CRITICAL TRAVEL MOTIVATOR

Food and beverage are an increasingly significant motivator for travel, as 75% of leisure travelers have been motivated to visit a destination because of a culinary activity.

ESSENTIAL TO THE VISITOR EXPERIENCE

Food & beverage are essential to the visitor experience. As many as 86% of respondents claimed having a positive food & drink experience on a trip would make them more likely to return to that destination.

NOT ALL FOODIES ARE THE SAME!

Thirteen different PsychoCulinary profiles explain why preferences and motivations differ among individual travelers. The most common profile is the eclectic traveler, who seeks a variety of experiences. And you might not expect it, but he "gourmet" profile is in the minority!

WE ALL EAT, BUT WOMEN TEND TO INFLUENCE

Women are also more likely to choose locally-owned and operated restaurants and bars, as 61% of women identify as localist travelers.

IT'S SOMETHING WE ALL DO

For the first time ever, the overwhelming majority of American travelers (93%) engage in a food or beverage experience other than dining. In other words, almost all American travelers have an interest in unique food and beverage experiences.

WE SPEND BASED ON PASSION, NOT OUR INCOME

Regardless of income, culinary travelers prioritize spending on food and beverage, directing about 50% more of their budget towards food and beverage related activities than non-culinary travelers.

YOUNGER PEOPLE DRIVE SPENDING

How does age relate to food and beverage tourism? Generation Xers and Millennials are much more concerned with food when they travel than those from older generations. The increasing importance of food and beverage to younger travelers indicates a positive future for the food and beverage tourism industry.