EF Go Ahead Tours Taps Into Culinary Travel Boom

CAMBRIDGE, Mass. – January 13, 2026 – As travelers increasingly plan their trips around their palates, EF Go Ahead Tours has announced a significant expansion of its culinary travel offerings. The guided group travel company today launched its new "Food Tours" collection, a portfolio of small-group itineraries designed to meet the soaring global demand for authentic, food-centric cultural experiences.

The move is a direct response to a seismic shift in the travel industry. Culinary tourism, once a niche interest, has exploded into a dominant force, projected by some analysts to grow from a market valued at over $1 trillion in 2024 to more than $4 trillion by 2033. This growth is fueled by a new generation of travelers who see food not just as sustenance, but as a primary vehicle for cultural immersion and authentic connection.

A Market Hungry for Authenticity

Recent industry research underscores the trend that EF Go Ahead Tours is leveraging. A survey conducted by the company in partnership with Qualtrics found that a remarkable 70% of travelers are interested in culinary touring, with 55% indicating they are likely to book such a tour within the next two years. This interest spans across demographics, from solo travelers and seasoned globetrotters to a growing contingent of Gen X professionals.

Travelers are no longer content with simply dining at tourist-recommended restaurants. The data reveals a clear demand for genuine, local food experiences—from navigating bustling street food markets to sharing meals in small, family-run establishments. This desire for authenticity is a key driver in a market where food has become a central factor in choosing a destination. According to a recent Chase Travel report, 77% of travelers are interested in planning trips around a destination's culinary scene, a clear signal that gastronomy is now a primary travel motivator.

"Food is one of the most appreciated benefits of travel amongst travelers and a way to learn more about local cultures," said Lael Kassis, Vice President of Market Innovation & Development, EF Go Ahead Tours. Kassis explained that the new collection represents a broader evolution of the company's culinary offerings, with refreshed itineraries, new destinations in Europe and Asia, and elevated accommodations. "By expanding itineraries to include a broader focus on local culinary experiences, EF Go Ahead Tours aims to capture growing interest in experiential, food-forward travel worldwide."

A Premium Partnership and Curated Experiences

To distinguish itself in a competitive landscape that includes established players like Intrepid Travel and G Adventures, EF Go Ahead Tours is leveraging a powerful partnership with America's Test Kitchen (ATK). This collaboration introduces a premium tier of tours that capitalizes on ATK's trusted brand and culinary expertise.

The new collection is structured into three distinct travel styles for small groups of 12–22 people:
* Food Tours: Designed for travelers whose primary motivation is food, featuring guided food walks, market visits, and hands-on cooking classes.
* Food & Wine Tours: A balanced blend of regional cuisine, wine tasting in both iconic and emerging regions, and cultural sightseeing.
* America's Test Kitchen (ATK) Tours: Premium, expert-curated departures with elevated accommodations and multiple cooking classes or demonstrations, designed for the discerning food enthusiast.

The ATK partnership provides a significant value-add. Travelers on these premium tours receive a one-year subscription to ATK's Essential Membership, special on-tour gifts, and video messages from ATK personalities. This strategic alliance not only enhances the credibility of the tours but also appeals directly to ATK's large and loyal following of home cooks and food lovers, creating a unique synergy between culinary education and global exploration.

Beyond the Plate: Immersive Cultural Journeys

The newly announced itineraries demonstrate a commitment to immersive learning that goes far beyond the dinner plate. The focus is on understanding the stories, traditions, and communities behind the cuisine. The tours span the globe, with offerings like a 15-day journey through the food of Vietnam and Thailand, a 12-day exploration of Japan's culinary landscape, and several deep dives into the regional cuisines of Italy, Spain, Slovenia, and Croatia.

Each itinerary is crafted to blend iconic highlights with unique, "hidden-gem" experiences. Travelers might find themselves enjoying a Michelin-starred meal at Methavalai Sorndaeng in Bangkok, participating in a market-to-table paella cooking class in Valencia, or joining a truffle hunt with a local family in Croatia. Other experiences include a home-hosted dinner at a rustic Sicilian estate owned by a contessa, sake tasting at a brewery in Japan, and learning the art of Prosecco making at Italy's Villa Sandi.

These hands-on activities, from visiting the Tsukiji Fish Market in Tokyo to exploring the Chiang Mai Night Markets in Thailand, are designed to foster direct interaction with local producers, chefs, and artisans. This approach aligns perfectly with the market trend toward experiential travel, where the goal is not just to see a place, but to engage with it on a deeper, more meaningful level.

Catering to the Rise of Private Group Travel

The company is also strategically targeting another fast-growing segment of the travel market: private groups. Clubs, community associations, and groups of friends are increasingly seeking to book private tours centered around shared interests like food and wine. This format allows for a more intimate, customized experience tailored to the group's specific tastes and pace.

"Private group travel... is experiencing significant growth when it comes to booking food tours," Kassis noted, highlighting the appeal of sharing global food experiences with friends or fellow enthusiasts. To attract this lucrative market, the company offers a Group Coordinator program, which provides incentives like a free spot on a tour for every six travelers who book, making it easier for individuals to organize trips for their social circles or clubs. This focus on private group travel allows the operator to tap into the demand for personalized, exclusive journeys, further solidifying its position in the evolving landscape of experiential tourism.