Food Tourism Surges: Trip.com Reports 43% YoY Rise in Gastronomic Travel Bookings
Event summary
- Food-related bookings on Trip.com surged 43% YoY, with fine-dining searches showing steady double-digit month-on-month growth.
- Top Valentine's Day destinations for gastronomic experiences include Bangkok, Seoul, Tokyo, and emerging spots like Da Nang and Phu Quoc Island.
- Trip.com Group's data shows 18% YoY growth in global Google Trends searches for 'food travel' and increased interest in expert guides like the Michelin Guide.
- Dining searches increasingly reflect experience-driven intent, such as anniversary dining and atmosphere-focused venues.
The big picture
The shift toward food as a primary travel motivator reflects a broader industry trend where curated experiences drive bookings. Trip.com Group's data highlights how gastronomic tourism is evolving from an afterthought to a central purpose for travel, particularly in Asia-Pacific and Europe. The company's platforms are positioning to capitalize on this trend by leveraging AI-driven recommendations and global rankings to attract travelers seeking unique culinary experiences.
What we're watching
- Sustainable Demand
- Whether the surge in gastronomic tourism will maintain momentum beyond seasonal peaks like Valentine's Day.
- Market Expansion
- The pace at which emerging destinations like Da Nang and Phu Quoc Island can scale to meet rising demand from diverse traveler bases.
- Competitive Dynamics
- How Trip.com Group's data-backed platforms (Trip.Best, Trip.Gourmet) will differentiate it in an increasingly experience-focused travel market.
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