FoodTrekking “Monitor” – a tourism industry first

PORTLAND, Oregon, USA – The World Food Travel Association (WFTA), the world’s leading authority on food and drink tourism, announces its new 2015 FoodTrekking Monitor. The Monitor is a report on, and prognosis for, the world’s food and drink tourism industry. It is positioned as an annual report that will serve as a bellwether, or temperature check, on the industry as a whole, showing yearly change and growth. The report is a comprehensive assessment with new information never before assessed or published for the food and drink tourism industry. Its contents include:

• Food and drink tourism industry trends for 2015

• Findings from 2014 survey of food and drink tour operators

• Prognosis for food and drink tourism industry in 2015

• World Food Travel Association 2014 performance metrics

PART ONE: 2015 FOOD & DRINK TOURISM INDUSTRY TRENDS (27 pages)

The following ten food and drink tourism industry trends were identified in this year’s Monitor:

1. CHANGING DEMOGRAPHICS: Today’s gourmet travelers are evolving from past preconceptions of who foodie travelers really are.

2. INCREASING SUSTAINABILITY SENSITIVITY: More concern about food/drink waste and its packaging waste.

3. LOCAL SOURCING STILL HOT: Continued interest in sourcing & buying local food and drink.

4. MORE EXPENSIVE: Increased costs for food, drink, water, labor and transportation.

5. MORE KNOWLEDGEABLE TRAVELERS: Knowing more than ever; still seeking new and different.

6. AUTHENTICITY THRIVING: Still important to foodies.

7. INCREASING DESTINATION COMPETITION: More competition among tourism offices for a “slice of the pie”.

8. STRONG MOBILE GROWTH: Fast, reliable 3G/4G/Wi-Fi service is a requirement.

9. PEER TO PEER DINING EMERGES: Coming onto the scene in strong way.

10. WELLNESS PACKAGED WITH FOOD: Now integrated into food and drink tourism.

PART TWO: 2014 FOOD & DRINK TOUR OPERATOR RESEARCH FINDINGS (89 pages)

The Monitor surveyed 119 food and drink tour operator companies doing business in 36 countries. The report analyzes and reports on the following information:

• Customer profiles of food & drink tour operators

• Company characteristics of food & drink tour operators

• Product & service profiles of food & drink tour operators

• Tools used by food & drink tour operators

• Financial health of food & drink tour operators

• Challenges for, & overall analysis of, food & drink tour operators

Just a few of the findings about food and drink tour operators and their customers include:

• Customers from Asia are youngest, while those from North America are the oldest

• Europe and North America are the most popular areas for food/drink tours

• Global average trip length is 5.3 days

• Less than 1/3 of customer bookings are made entirely online

ASSOCIATION’S GROWTH SINCE 2014

The Monitor also includes an assessment of the Association’s own performance in 2014. In the past twelve months, the Association’s community grew from 24,972 to 34,943 professionals, an increase of almost 40%. While the community spans 135 countries, 96% of the community hails from 50 countries. Countries with the most community members include USA, Canada, Sweden and United Kingdom. The top three categories are tourism offices, media and tour operators.