Most are quick to admit that food and wine is a highlight of their holiday experience, particularly in countries like France and Spain. It’s not new to stay in a Tuscan villa, take in a cooking class, or enjoy a Chianti. (Or just dream of it for some of us…)
But something recently has changed! No longer are travellers willing to leave the culinary and oenological aspects of their holiday to chance.
They want to be sure about what they will eat and drink! And it has become critical to their holiday. Not only do they want unique experiences, and something special to tell their friends when they come home, but they want an experience that tastes great and brings them closer to their destination.
Travellers are now deliberately making that connection through unique food and wine experiences!
What is also new is how travellers are securing these experiences. As they become more particular about their food and wine desires when planning holidays, they are looking for professionals who can support them in their quest. And the niche operators in this space are starting to appear.
‘There are two categories of food and wine travellers’ says Karen Ridge, Director of Food and Wine Travel, Melbourne. “Firstly you have the discerning traveller. Typically well travelled, and fairly well off. They want a 4 or 5 star experience, and are looking for gourmet cuisine, big name wineries and Michelin stars.”
But more and more we are seeing a second market growing in strength, and that is the traveller interested in a genuine ‘food experience’. These people want to ‘get in amongst it’ and happily forego spending on expensive hotels and airfares, in return for an authentic encounter.
A food experience is something unique to the destination. It’s something you can’t have at home. For example, eating freshly caught lobster on a deserted beach, doing a pastry class in Paris, or eating from street vendors in Vietnam. At the extreme end of this spectrum, are even people who get involved with the French grape harvest!
This food/wine ‘experience’ is the key for these travellers. It’s what defines the destination for them.
Specialty travel operators like Food and Wine Travel in Camberwell have nearly 20 years experience with these types of requests and have a worldwide network of food and wine operators at their fingertips. If you’re a ‘foodie’ or a wine lover, give them a call on 03 9889 5987 or jump online to www.foodandwinetravel.com.au.
Stay tuned delicious articles on their top selling places in issues to come…
Karen Ridge
Owner
Think of me as your personal travel concierge
A boutique service without the price tag
Food and Wine Travel www.foodandwinetravel.com.au
Level 1, 1414 Toorak Road Camberwell VIC 3124
Melbourne, Australia Ph: 03 9889 5987 Fax: 03 8677 2958
ABN 28 131449 995 Vic Lic 32844
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