Millions in Pursuit of Flavor: The Rise of Gastronomy Tourism

Food is one of the most powerful reflections of culture. Today, vacations are no longer planned solely for sun, sea, and nature; discovering new flavors and experiencing a country’s culinary culture are just as important.

Gastronomy tourism has emerged as one of the fastest-growing travel trends in recent years. Millions of travelers worldwide seek not only to satisfy their taste buds but also to connect with a country’s history, culture, and way of life through its cuisine.

Gastronomy Tourism Worldwide: Growth in Numbers

According to data from the United Nations World Tourism Organization (UNWTO), gastronomy tourism is among the fastest-growing segments of global tourism. Research conducted before 2019 showed that 35% of travelers worldwide considered culinary culture an important factor when choosing their destination.

In the post-pandemic era, this ratio has climbed even higher. A 2023 Euromonitor report revealed that gastronomy-focused travel expenditures reached $120 billion globally, growing at an average annual rate of 6%.

Travel industry analyses also show that younger generations (Millennials and Gen Z) increasingly plan their vacations around local food experiences they discover on social media. On Instagram, the hashtag #foodtravel has surpassed 60 million posts.

Best Practice Examples: Success Stories from Around the World

Tuscany & Naples (Italy): Famous for vineyards, pizza’s birthplace, Naples, and Tuscany’s pasta culture, these regions attract millions each year. Wine tours here not only drive gastronomy tourism but also foster rural development.
San Sebastián (Spain): Known for its Michelin-starred restaurants, the Basque region has placed gastronomy at the heart of its destination branding. The city welcomes over 500,000 tourists annually for food experiences alone.
Tokyo & Osaka (Japan): Osaka, world-renowned for its street food, is dubbed the “culinary capital of Japan.” Tokyo leads the way in gastronomy tourism with over 200 Michelin-starred restaurants.
Oaxaca (Mexico): Recognized by UNESCO as part of the world’s gastronomy heritage, Oaxaca’s cuisine stands out with its mole sauces and cacao culture. Local festivals draw thousands of visitors each year.

The Rise of Gastronomy Tourism in Türkiye

This global rise is strongly reflected in Türkiye. According to a 2023 report by the Association of Turkish Travel Agencies (TÜRSAB), 25% of international tourists visiting Türkiye identify gastronomy as an important part of their experience. In the past decade, initiatives such as Gaziantep’s inclusion in the UNESCO Creative Cities Network and the Michelin Guide covering Istanbul, Izmir, and Bodrum have boosted Türkiye’s visibility in global gastronomy.

Data from 2024 further confirms this growth. The Ministry of Culture and Tourism reported an 18% increase in gastronomy-focused tours compared to the previous year. Domestic tourism has also embraced this trend, with weekend getaways often centered around discovering regional cuisines.

Leading Gastronomy Destinations in Türkiye

Gaziantep: With its UNESCO title and rich culinary heritage of baklava, kebabs, and hundreds of local dishes, Gaziantep is one of Türkiye’s gastronomic capitals. The “baklava route” and “pistachio harvest tours” are especially popular with domestic and international visitors.
Hatay (Antakya): Home to over 600 dishes and UNESCO-recognized, Hatay cuisine offers unique flavors such as hummus, oruk, and tray kebab. Culinary tours continue to revive the region as it recovers from the earthquake.
Izmir & the Aegean Region: Renowned for olive oil-based dishes, wild herbs, vineyards, and routes stretching from Seferihisar to Urla. The “Urla Wine Road” project is creating a Tuscan-like wine tourism route.
Akhisar: Known for olive and olive oil production, Akhisar’s culinary diversity attracts a niche travel audience. The “Leziz Akhisar” movement highlights local products, proving that gastronomy tourism thrives beyond big cities.
Trabzon & Rize: The Black Sea cuisine combines gastronomy with nature, featuring anchovy dishes and highland culture. Local cuisine is a highlight during regional festivals.

A Niche Travel Audience: The New Traveler Profile

Gastronomy tourism today is more than eating—it’s about engaging in production processes, learning the story behind food, and creating shareable experiences.

Many travelers now prefer to: