Food tours represent a growing industry

Today’s wanderlust often begins with a tap of the screen, turning food tours from hidden gems into thriving businesses. Born as a uniquely American concept in the late ’90s, they’ve become a multibillion-dollar global industry, combining cultural exploration with Instagram-worthy food. Now, travelers often follow flavors rather than rivers, leading to foodie destinations everywhere – imagine the fragrant spice markets of Dubai or the lively street food stalls of Hanoi. Yet, amidst this excitement, there is an important question: Are we experiencing true honesty, or are we just letting others decide what we should eat?

Increase in food trips

Culinary adventures don’t just appear overnight. They emerged in the United States around 2000, offering a guided experience through diverse neighborhoods and lesser-known restaurants. In the early 2000s, the concept spread to Europe, where people embraced experimental food. The concept quickly adapted to local cultures. Take Dubai for example: In 2013, the two sisters launched the first of its kind in the Gulf, offering Emirati home cooking away from the city’s luxury hotels.

In Asia, overnight tours became popular. Bangkok’s night markets and Hanoi’s vibrant Pho Streets are transformed into after-dark tours, where guides help visitors navigate the chaos. By 2025, you can find food tours almost anywhere – Toronto’s multicultural markets, Tokyo’s ramen district, even remote markets in the Andes. What they all have in common is easy to find: more endless online reviews; A simple booking gives you a tailored tour, which usually costs between €60 and €150.

This favorable appeal has significantly boosted the growth of the industry. Online platforms, often integrated into airline apps or hotel booking systems, have made these trips accessible to travelers around the world. According to a tour operator in Berlin “it made it so much easier to find hidden treasures.” However, some worry that it is less about authentic discovery and allowing someone else to plan your meals.

When tastes turn to Overtourism

Experience is not always perfect. As food tourism becomes more popular, its negative effects become more apparent. Barcelona’s famous Mercat de la Boqueria, known for its variety of meat and seafood, was restricted to tourist groups in 2015 to protect its credibility for local residents. It highlighted a growing problem: In popular destinations with millions of visitors each year, large tour groups can create overcrowding and high prices, turning authentic neighborhoods into tourist attractions.

Despite these issues, the appeal remains strong. A recent study by Hilton shows that one in five travelers now prioritize dining-related experiences, driving significant growth in the market over the past decade. Tour operators focus on premium experiences, such as eco-friendly farm tours in Tuscany and virtual reality tours of Peruvian ceviche tours. While appealing to the senses, sustainability should be a priority alongside food.

Berlin food intention

Consider Ita Novick, a chef, writer and guide from Tel Aviv who has run culinary elements in Berlin and Milan. In a recent talk, Novick, whose tours attract foodies from around the world, explained that the trend is rooted in a cultural desire to express oneself through food. “For more than ten years, food has served as a canvas for self-expression, like art during the Renaissance,” he suggested. “It’s not just about food; it’s about expanding your horizons.”

Novick’s philosophy goes beyond just counting calories. He avoids tourist spots, preferring to highlight family-owned businesses with rich stories. “Every meal counts,” he emphasized. “I want my guests to consider their choices, from the farmers who provide the cheese to the immigrants who influence the menu.” In Berlin, a city known more for techno music than food, he emphasizes its diverse culinary scene. His “Red Sauce and Shashlik” tour explores cuisine from East Germany through Soviet, Vietnamese and Cuban influences, while tours in Kreuzberg celebrate the flavors of Arabic, Turkish and Italian cuisine. Gelato, with its subtle flavors, serves as a culinary homage to the diverse cultures woven into the fabric of the district.

Novick is not a fan. As he says, they “take significant commissions and undermine direct communication.” He prefers that guests book directly with him. “It feels more intimate, like sharing a favorite family recipe.” This philosophy clearly works, as returning guests often recall unexpected “aha” moments. A simple simile, for example, can lead to conversations about immigration and personal history.

When food tours are fun

At the high end, food tourism tends to be a significant spending segment. Modern Adventure Tours, based in the United States, exemplifies this movement at the highest level, organizing exciting, world-class experiences that are the envy of everyone. Imagine a week in Piedmont, Italy, with three-Michelin-starred chef David Kinch (expect truffles, loads and loads for $9,900). Or, perhaps, travel to Vietnam with TV chef Andrew Zimmern for $15,000, including both street food and cooking classes.

It’s more than just tours; They offer a transformative experience. They mix celebrity appeal with deep, local insight. While climate issues are growing, these companies are emphasizing things like carbon offsetting and giving back to local communities. This shows that luxury can play a role in supporting cultural heritage.

The future of food tours

Looking ahead to 2025, food tours face an interesting choice: Will they be a true tool of awareness and understanding, or will they simply offer a superficial gloss over real-world inequality? Novick offers a brief overview: “Explore your tastes, but always keep your conscience in mind.” With regulations on tourism tightening, and a greater focus on environmental accountability, the industry is entirely positioned for a new approach – perhaps AI-driven, personalized tours that minimize crowding, or tours that actively support conservation.

For those new to food tours, the advice is straightforward: join, but be aware. Whether haggling at a street food stall in Hanoi or enjoying Noveck’s Berlin Brest, the most memorable experiences go beyond what you spend; They reveal something deeper. Congratulations to all. The world is ready for you.