Culinary Tourism Growth

More Indians will travel to exotic destinations�� but just for food. Culinary curiosity will emerge as a major force and redefine Indian travel preferences. Nearly 50% of Indian globetrotters already cite food as a primary reason for their journeys. This signals a decisive shift: In 2026, food will be the epicentre of travel decisions. “Millennials and Gen Z are especially more prone to experiential travel, seeking authentic food trails and social-media-worthy culinary moments,” says Ajay Mariwala, Managing Director, Food Service India & Nutriti Ingredients. The EY Great Indian Traveller report values the culinary tourism market at $13.7 billion in 2025, and it is poised for rapid expansion driven by cooking classes, street food festivals, and immersive dining experiences. “Many Indians now want to understand ingredients, local techniques, and culinary traditions at the source, heightened by social media exposure, whether it is street food in Bangkok or artisanal cheeses in Europe”, Mariwala adds. Increasingly, Tier 2 and 3 city travellers will also embrace exotic food journeys fuelled by growing disposable incomes. India’s hospitality sector will, therefore, also need to adapt swiftly, with hotels and restaurants innovating culinary offerings to meet evolving tastes, and global foodie expectations. As 2026 unfolds, expect food to centralise travel plans for Indians, turning exotic destinations into vast culinary playgrounds. Will your next trip be planned around the next great meal? How will food tourism elevate India’s global cultural footprint? ✍: Nakul Ghai 📷: Getty Images For more such ideas and thoughts that could change how we live and work in the coming year, here is India’s Big Ideas 2026 list: https://lnkd.in/BI26IN #BigIdeas2026 #Travel #Food

Farm hospitality will become a $21 billion market by 2033. But what exactly is farm hospitality? It's anything that connects a stay to agriculture. Growing things. Farm-to-table. Farm-to-spa. Livestock. Goods made on-site. But what really differentiates it is farm-first thinking. The farm comes first, then you build the hotel around it. Everything flows from the agricultural operation – what's on the menu, what's in the spa treatments, what guests can do and learn. Guests participate in the actual farming. So instead of just eating farm-to-table food, you're out harvesting vegetables for dinner. Pressing olives into oil. Learning beekeeping. Milking cows. That participation is what makes it work. And that’s a key reason why farm hospitality is having a moment right now… It taps into what modern travelers actually want. On the wellness side, they want to know where their food comes from and see it being produced. When you walk into the field and interact with the farmers, there's an instant trust that no certification can replicate. There's also the participation piece – actually picking produce, understanding where food comes from, being part of the process instead of just consuming the end result. And there's nostalgia for simpler times. Not everyone wants to live on a farm full-time, but most people want to experience it for a few days. To reconnect and get back to a way of life that isn't so inundated with tech. The properties leading this category are crushing it. Blackberry Farm. Southall Farm. And some incredible properties outside of the U.S. like The Newt in Somerset, UK. Babylonstoren, South Africa. Borgo Santo Pietro, Tuscany. These places run on a seed-to-soul model where the farm drives everything – menus, spa offerings, what guests experience and learn during their stay. The market is growing fast, and the best properties are earning Michelin keys and James Beard awards. I've written a lot about farm hospitality recently because it's the foundation of Baya, our next landscape hotel brand with our first location in South Florida. In this week's newsletter, I'm breaking down the full farm hospitality playbook: - Why the market is exploding (and the data behind it) - How the best properties are actually structured - What guests are really paying for - Where this is bleeding into residential real estate - And why this isn't just a trend Sign up using the link below for the full breakdown: https://lnkd.in/ed5frq6Z

🍽️ The World on a Plate: Why the Best Food Cities Tell a Bigger Story Than Rankings This graphic, showcasing the 100 Best Food Cities in the World (TasteAtlas Awards 23/24), is more than a leaderboard. It is a snapshot of culture, heritage, migration, resilience & economic identity -> served through food. At the top, 🇮🇹Italian cities dominate, with Rome, Bologna, Naples leading the list. This is not accidental. These cities exemplify something many modern food ecosystems struggle to maintain: continuity. Recipes are not trends; they are inherited systems of knowledge, protected by families, markets, local pride. Consistency, not reinvention, is the competitive advantage. 🇯🇵Japan’s strong presence highlights a different success model: precision, discipline and reverence for craft. From Tokyo to Osaka and Sapporo, excellence is built on obsessive attention to detail and respect for ingredients. Here, food is not only nourishment or pleasure; it is a professional ethic. What is equally compelling is the rise and spread of cities outside the traditional „food capitals.” Places like 🇹🇷Gaziantep, 🇮🇩Bandung, 🇲🇽Guadalajara, 🇵🇪Lima, 🇬🇪Tbilisi and 🇮🇩Padang remind us that global taste is no longer centralized. Travelers, creators, and platforms have decentralized influence. Regional cuisines are no longer „discovered”; they are recognized. Another insight: cities win, not countries. Food excellence is hyper-local. Markets, street vendors, home kitchens and small restaurants collectively shape a city’s culinary reputation. Policy, tourism branding, also urban planning increasingly intersect with gastronomy, because food drives footfall, storytelling, strong emotional connection. The present ranking underscores a critical point: food is soft power. It builds identity faster than infrastructure and trust faster than advertising. Cities that invest in protecting culinary heritage while enabling innovation are not just feeding people, they are shaping global perception. The real question is not which city ranks first, but which cities understand that food is strategy, culture and capital ..all at once. Which city on this list surprised you most, and which one do you think is still underrated?

I had a conversation with Chef Himanshu that stayed with me. He said we are too obsessed with truffle and caviar, when what should really get our focus is discovering a star ingredient from India and building value around it. When I think about what Himanshu said, I see three clear takeaways. 1. Local becomes global when you treat it with pride We do not need exotic imports to make a mark. What we need is belief in what grows in our soil such as spices, grasses, indigenous herbs, seafood, tubers, and building stories around them. 2. Differentiation lies in depth, not shine Anyone can buy truffle. Not everyone can transform a native ingredient into a signature. That takes experimentation, patience, and conviction. 3. Narrative matters as much as ingredient When patrons know why a locally sourced forest mushroom is on your menu, or understand the regional history of a spice mix, that emotional connection becomes your edge. Rather than chasing what others already value, we need to invest in what only we can offer. Our terroir, our biodiversity, our culinary lineage. Let us not borrow shine. Let us source, nurture, and elevate what is ours. Do you see this shift happening where you are. Which Indian ingredient would you like to see elevated next? #India #Food #Hospitality #Future #Impact

When you walk into a restaurant in 𝗕𝗲𝗻𝗴𝗮𝗹𝘂𝗿𝘂 vs one in  𝗩𝗶𝗷𝗮𝘆𝗮𝘄𝗮𝗱𝗮, what feels the same … and what doesn’t … tells you everything. Let me explain. Every city has its own flavour code. 𝗩𝗶𝗷𝗮𝘆𝗮𝘄𝗮𝗱𝗮, diners want ingredient-level transparency and a strong sense of local authenticity... if it’s on the plate, they want to know where it came from. 𝗕𝗲𝗻𝗴𝗮𝗹𝘂𝗿𝘂, on the other hand, leans into experience ... craftsmanship, storytelling, and that ‘something extra’ that elevates dining into discovery. So before launching in any new market, we invite guests into flavour labs - immersive tasting sessions where locals co-create the menu with our chefs. We install real-time feedback loops, bring in regional connoisseurs, and fine-tune both our 𝘴𝘪𝘨𝘯𝘢𝘵𝘶𝘳𝘦 𝘥𝘪𝘴𝘩𝘦𝘴  (which reflect our brand DNA) that define the brand and 𝘭𝘰𝘤𝘢𝘭 𝘩𝘦𝘳𝘰𝘦𝘴 (crafted to suit local palates) that resonate with the city. Then come what we call 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘰𝘳 𝘥𝘪𝘴𝘩𝘦𝘴 - the bridge between comfort and curiosity. A very important element that binds the menu together. They help diners start with something familiar, then gently nudge them toward the new. This triad - 𝘴𝘪𝘨𝘯𝘢𝘵𝘶𝘳𝘦, 𝘭𝘰𝘤𝘢𝘭, 𝘢𝘯𝘥 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘰𝘳 𝘥𝘪𝘴𝘩𝘦𝘴 forms the backbone of a scalable yet hyper-localised restaurant strategy. That balance between global consistency and local intimacy is what builds true customer loyalty because the secret to scaling restaurants across diverse markets isn’t just great food but listening deeply enough to know what people hunger for beyond the menu. Our obsession with decoding customer behaviour locally ensures we hit the mark and stay globally consistent but locally relevant. While our signature dishes define the brand’s identity and I love them, it’s the local heroes and connector dishes that reveal the true character of each market. From 𝗕𝗲𝗻𝗴𝗮𝗹𝘂𝗿𝘂 to 𝗕𝗼𝘀𝘁𝗼𝗻, these dishes often surprise me , teaching us more about our guests than any data ever could. They show how taste, culture, and expectation vary across regions, and how far diners are willing to travel with us on a culinary journey. Observing these nuances across continents not only deepens our understanding of customers but also shapes how we scale globally without losing the soul of the brand.

I’ve spent the past week at Hilton Bali Resort, and one thing is clear: this hotel has turned sustainability in F&B into its superpower. Led by Chef Clinton Webber and embraced by the entire team, their efforts not only benefit the planet but also resonate deeply with guests. Take their breakfast spread as an example. Feeding the 800+ guests is no small task, but they’ve made it a celebration of local flavors and eco-friendly practices. From handmade nut butters to Balinese cheeses, 99% of their ingredients are sourced from Bali and Indonesia. They’re even repurposing ingredients - fruit and vegetable seconds become compotes, flavored whey, and even banana peel caramel jam! This is a shining example of how small steps - like portion control, repurposing, and local sourcing - not only reduce waste but also support the local economy and enhance profitability. It’s the kind of innovation we need to see more of across the industry. In a world where sustainability is increasingly a priority for guests, adapting now isn’t just about staying relevant; it’s about securing the future of our businesses. For us in F&B, there’s always more to learn. How are you integrating sustainability into your operations? Let’s share ideas and inspire change together. Amit Sakhrani Erlangga Farizky Agus Ardana #Sustainability #HospitalityLeadership #SustainableHospitality #LocalSourcing #EcoFriendlyDining #CulinarySustainability #ResponsibleTourism #GreenOperations #FoodInnovation #FutureOfHospitality #HiltonBali #SustainableLuxury #HiltonFoodAndBeverage

KFC reimagined — Krishna Food Court. A perfect case of desi ingenuity meets branding brilliance 🇮🇳✨” On a highway in Gujarat, this signboard catches the eye — not because it’s flashy, but because it’s familiar yet refreshingly local. KFC? Not that KFC. Here, it stands for Krishna Food Court, featuring an eclectic mix of homegrown food brands like Jay Bhavani, Sankalp, Bombay Pav Bhaji, and T-Time — all under the banner of Krishna, a cultural icon deeply rooted in the region. This isn’t just clever wordplay. It’s a case study in brand localization, where the formula isn’t copy-paste but contextual relevance. It reflects how Indian entrepreneurs adapt global cues to connect with local audiences, using identity, familiarity, and emotional resonance as their strongest assets. In a world chasing innovation, sometimes the smartest move is looking inward — honoring culture, embracing tradition, and making the customer feel at home. ✅ It’s not about imitation; it’s about adaptation. ✅ It’s not parody; it’s positioning. ✅ It’s not global vs. local — it’s global and local. In a sea of sameness, authenticity stands out. This food court is proof that thinking local is thinking smart. Where else have you seen branding beautifully adapted to local culture? Let’s swap stories.

50 years of unusual travel tips from traveller extraordinaire Kevin Kelly. What tips do you have? "Organize your travel around passions instead of destinations. An itinerary based on obscure cheeses, or naval history, or dinosaur digs, or jazz joints will lead to far more adventures, and memorable times than a grand tour of famous places. It doesn’t even have to be your passions; it could be a friend’s, family member’s, or even one you’ve read about. The point is to get away from the expected into the unexpected. If you hire a driver, or use a taxi, offer to pay the driver to take you to visit their mother. They will ordinarily jump at the chance. They fulfill their filial duty and you will get easy entry into a local’s home, and a very high chance to taste some home cooking. Mother, driver, and you leave happy. This trick rarely fails. Make no assumptions about whether something will be open. There are other norms at work. If possible check at the last minute, if not, have a plan B. Crash a wedding. You are not a nuisance; you are the celebrity guest! The easiest way to do this is to find the local wedding hall where weddings happen on schedule and approach a wedding party with a request to attend. They will usually feel honored. You can offer the newlyweds a small token gift of cash if you want. You will be obliged to dance. Take photos of them; they will take photos of you. It will make your day and theirs. (I’ve crashed a wedding in most of the countries I have visited.) Don’t balk at the spendy price of admission for a museum or performance. It will be a tiny fraction of your trip’s total cost and you invested too much and have come too far to let those relative minor fees stop you from seeing what you came to see. Google maps will give you very detailed and reliable directions for taking public transit, including where to make transfers in most cities. When visiting a foreign city for the first time, take a street food tour. Depending on the region, the tour will include food carts, food trucks, food courts, or smaller eateries. It will last a few hours, and the cost will include the food. You’ll get some of the best food available, and usually the host will also deliver a great introduction to the culture. Google “street food tour for city X.” More in link in comments below.

When I read the 20 Big Ideas that will define India in 2026, one insight stayed with me - food is becoming more than just fuel on a trip. It is becoming the reason we travel. This is not a small shift. It is a big change in how Indians think about travel and here’s what that tells me: 1. Food connects us to culture and people. Traveling for a dish means we want to understand why that food exists including the farmers, the spices, the techniques passed down generations. 2. Experiences > checklist tourism. Millennials and Gen Z choose places where they can taste stories. 3. Smaller towns are rising on the map and not just metros. 4. Hospitality must evolve. Hotels and restaurants will need to offer local, memorable, authentic food experiences and not just buffets and air-conditioned dining. To me, this is more than a trend. I would like to call it a cultural evolution. https://lnkd.in/gQrgUAuM

Farm hospitality just became institutional. Agritourism is now a $14.5B market growing 12% annually. But family offices aren't calling it "agritourism." They're calling it high-yielding, niche real estate with defensible tailwinds and writing 8-figure checks: Properties like: • Blackberry Farm • SingleThread in California • Pendry Natirar outside NYC • Babylonstoren in South Africa These aren’t just farms with rooms. They're vertically integrated hospitality platforms where: • The land produces the food • The food drives the culinary program • The culinary program creates pricing power • The acreage creates scarcity and anchors downside The investment thesis: 1/ OpCo drives value: Michelin-level dining, wellness, and experiential hospitality generate cash flow and brand equity. 2/ PropCo anchors downside: Hundreds or thousands of acres provide collateral and long-term appreciation. 3/ Scarcity creates moat: You can't replicate 5,000 acres in Tennessee or a biodynamic estate in Umbria. These properties tap into two exploding trends: Wellness tourism is hitting $1.35 trillion by 2028. Experiential travel: $3.1 trillion by 2026. The overlap is farm hospitality. Guests pay premium rates to: • Harvest vegetables • Walk regenerative farms • Eat food grown steps from their table • Disconnect from the noise of everyday life Family offices and HNWIs don’t see a niche play. They see a designed platform where: • Revenue compounds (membership models, culinary programs) • Land appreciates (agricultural + hospitality premium) • Operations scale (catering, retail, workshops, events) They're not buying a farm. They're buying a business model with a land moat. Expect more: • Luxury brands entering the category (Soho Farmhouse in Ibiza) • Family office-backed farm estates in high-demand wellness markets • Institutional capital treating this like hospitality infrastructure, not agriculture Farm hospitality isn't alternative real estate. It's the next evolution of experiential hospitality with land that compounds.