It’s a big world out there and one of the best ways to explore it is through food. Local cuisine is the type that people from a specific place or region have created, developed, and loved. It’s not something tourists can easily find elsewhere, and although there are versions that can be found abroad, they need to travel if they want to try to eat authentic cuisine and flavors.    

Cultural cuisine is one of the ways countries and regions boost tourism. When travelers are offered unique dining experiences showcasing local food, it becomes a core memory that they share with friends, and loved ones, and on social media, which are some of the tried and tested ways to get the word out and invite more tourists to the area. Tasting unique flavors and discovering unfamiliar or unorthodox cooking techniques are also often some of the highlights of a traveler’s experience.

More and more tourists travel for food

Seeing the sights and experiencing the nuances of a country’s cultural heritage are reasons to travel, but more people are doing it to eat and savor local delicacies. 

According to Grandview Research, the market size for global culinary tourism was estimated at US$11.5 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 19.9% from 2024 to 2030. The World Food Travel Association (WFTA) estimated that 81% of international tourists want to explore local cuisine. These are the ones who are willing to spend an average of 25-35% of their travel budget on food and beverages during travel. The increase in culinary tourism numbers is due to rising consumer spending on travel and tourism and visitors’ desire to try local food products. More travelers are exploring new cultures through food. The main reason for market growth is the rise in the desire to use local dishes as a way to connect with people in that region and learn more about the place’s history and culture.

UAE: Middle East's culinary gem

With Dubai's 13,000 restaurants and cafes alone, the UAE has become a magnet for gastronomic travel. Business and luxury travelers are drawn to its world-class amenities and opportunities, while its strong community of international expats has helped catapult the UAE into a major food hub. There's a wide range of global cuisines that suit every palate but Emirati cuisine is popular among the locals and the international crowd.

Saudi Arabia: A rising gastronomic star

Saudi Arabia, for instance, is establishing itself as a premier foodie destination. In 2023, The Saudi Ministry of Tourism said inbound tourists spent more than SAR141 billion (US$37 billion) in the kingdom, with SAR19.4 billion (US$5.1 billion) or 52.4 % of that on food and beverage. 

Singapore: A hub for authentic Asian flavors

In Asia, Singapore is taking full advantage of its diverse food culture to attract tourists. Its world-class street food scene has both traditional and fusion dishes while many top restaurants that showcase Singaporean flavors or a mix of traditional and fusion cuisine remain a top magnet. Many public or private food tour options allow visitors to scour hawker centers, fine-dining establishments, and culinary gems, providing international guests with a true Singaporean gastronomic experience.

Japan: A powerhouse of authentic and traditional cuisine

Japan seems to be the most sought-after destination in Asia for culinary adventures. The Tourism Authority of Thailand (TAT) released the findings of the Thailand Culinary Image Assessment and Michelin Guide Thailand 2023 project by KenetiXs Consulting Co. Ltd., which surveyed foreign and Thai tourists. It found that Japan is the top destination for food tourism, with a score of 56% in 2023, up from 54% in 2022. Thailand is in second place at 44% (up from 38%), followed by China at 30% (up from 24%). South Korea is fourth at 28% (slightly down from 29%) and Hong Kong is fifth at 27% (up from 25%).

This graph from Statistica.com shows that the most popular activity that motivated tourists to visit Japan was to “eat Japanese food.”

Learn more: The ultimate guide to Michelin Guide dining in Tokyo, Japan | 9 unbeatable Omakase experiences in Tokyo

What strategies can restaurants use to succeed?

Below are some ways local establishments can mimic some countries’ triumphs in attracting tourists through food and beverage. 

1. Incorporate local ingredients in traditional recipes

This not only supports the local economy but also elevates how guests are exposed to regional cuisine. It also highlights produce or garnishes that might be foreign to visiting diners, giving them an immersive culinary experience and a sense of adventure with every meal.

2. Partner with local farmers and producers

This ensures that guests are treated to the dish’s truest flavors. Strong relationships with local farmers and producers guarantee that ingredients are picked at the peak of freshness, which diners can taste immediately.

3. Offer cooking classes and food tours

There’s nothing like learning something new in a place that’s far from home. These allow tourists to appreciate local cuisine in a deeper way, with them getting a feel, taste, and smell of the ingredients, and discovering new manners of cooking with implements that they may not have seen or heard of (e.g., grinding rice grains with granite to produce rice milk).

4. Use an online reservation system like TableCheck

Guests crave authentic dining experiences but they also want convenience. A restaurant should implement an online booking system to make it easy for international guests to reserve seats. Having a branded booking page that showcases authentic offerings and local dishes can help significantly drive footfall and profitability to the restaurant. When restaurants combine authenticity and convenience, they can attract more guests to their doorstep.

TableCheck helps restaurants manage and consolidate bookings from third-party platforms in one place. TableCheck also has customer support in 18 languages, making it easy for diners to book and make reservations in their native language.

Learn more: Everything you need to know about making more reservations with Reserve with Google and TableCheck

5. Do a social media blast

The best way to get the message that your establishment is offering authentic dining experiences and following culinary traditions across is through an effective and well-executed social media campaign. With reels and short-form videos being popular nowadays, it is easy to visually showcase what your guests can experience.

Learn more: How to automate your social media – Everything you need to know

6. Do an email marketing campaign

This is a direct way to establish brand recall and promote offers with greater detail and creativity. The issue of getting guests' email addresses is something TableCheck users won’t have to think about. TableCheck's booking forms and guest surveys allow establishments to capture guest data so they can create an email list of their customers. With this list, restaurants can send targeted email marketing campaigns automatically using TableCheck EDM, our powerful marketing automation feature.

Restaurants and Hotel F&B businesses can use TableCheck EDM to automatically connect with their target audience to boost engagement and their bottom line. With TableCheck EDM, restaurants can create more effective email marketing campaigns and schedule them according to their restaurant calendars and whenever there are special occasions and events in their restaurant.

Learn more: How to run successful EDM campaigns

Restaurants have an opportunity to make a lasting impression on visitors by putting the best food of the country, region, or province forward. Caring about tourists’ dining preferences, sourcing fresh local ingredients, and giving excellent customer service make for repeat business and a great time for guests.

TableCheck provides Hotel F&B and restaurant owners with the best-in-class hospitality tech solutions to help them provide unforgettable dining experiences to guests while maximizing their hotel restaurant management operations and revenue.