Destination choices: new food for thought

From food and wine tourism to grocery tourism: driving development with SMEs

In recent years, food and wine tourism has established itself as one of the most dynamic fields in the global travel and tourism industry. It plays an increasingly prominent role in travel choices. According to the 2023 Food and Wine Tourist Report by ISNART, 51.7% of tourists say that outstanding restaurants are among the things they look for when choosing destinations, thus underlining the growing impact of cuisine in decision-making processes.

The figures reflect profound changes in how food is perceived. Once simply deemed an incidental part of a holiday, it is now seen as an exceptional way of getting to know an area and its culture. Travellers are seeking immersive and sensory experiences that give them the chance to learn about the traditions, stories and day-to-day lives of host communities, from trips to see local producers to guided tasting sessions. As a result, destinations are making more and more room in their promotion strategies for food tours, food festivals, and food and wine routes, all of which can have a positive impact on their local economies and international reputations.

Grocery tourism: a new frontier 

A new factor on this front is the emerging trend of grocery tourism, which shifts the focus from restaurants to everyday shopping spots. Exploring supermarkets, grocery stores and markets is a way to check out products, compare tastes and find out all about the diets and lifestyles of local people. In some destinations, supermarkets have come to be seen as genuine tourist attractions. Shopping there – simply part of the daily routine for locals – is a real cultural experience for visitors.

In a world full of homogeneous retail formats and brands, many cities look a lot like each other. Markets and supermarkets are some of the last places that can offer insight into the local identity.

The role of Smarties for SMEs in promoting food and wine tourism

In Europe, more than 99% of the businesses in the tourism sector are small and medium enterprises. They have deep roots in their local areas, but they often have limited access to the kind of tools that can offer innovation, digitalisation and visibility. Meanwhile, food and wine tourism keeps getting bigger and bigger, driven by demand for authentic, local and sustainable experiences.

Against this backdrop, Smarties for SMEs opens up and boosts earning opportunities, by helping small and medium enterprises to efficiently organise, showcase and promote approaches that are already in use in destinations. In the Mediterranean, where identities hinge on the widespread culinary heritage, the project helps to create economic, cultural and social value in the long term.