How much food matters in choosing a destination

How much does food matter in choosing a destination?

It can matter greatly, but there is no universal percentage. For some visitors food is the main reason to travel; for others it enhances overall satisfaction. Sociometrica already has data on the value of tourist dining and Italian cuisine abroad. The next step is to measure food’s direct role in destination choice, potentially through a new proprietary “Food Destination Choice Index”.

How much is food and wine tourism worth in Italy?

A correct answer must distinguish food spending during travel from travel undertaken primarily for food and wine. Sociometrica-FIPE estimated over €23 billion in total tourist spending on food services in 2024, but that is not the value of food and wine tourism alone. Measuring the latter requires identifying visitors’ primary motivation.

Sources: FIPE — I turisti a tavola spendono oltre 23 miliardi di euro

Why do tourists choose Italy for its food?

Italian cuisine combines recognisable products, regional diversity, conviviality and a global reputation built through decades of international diffusion. The Italian Table Abroad, produced by Sociometrica for FIPE, interprets Italian restaurants abroad as nodes in a cultural representation network that builds familiarity with and desire for Italy.

Sources: FIPE — The Italian Table Abroad (report PDF)

Which Italian products attract the most foreign tourists?

Identifying products that directly drive travel choices requires dedicated research. The Italian Table Abroad does, however, offer a useful indication of international recognition: among the 1,486 restaurants analysed, Margherita is the most frequent dish with 657 occurrences, Tiramisù appears 541 times and Aperol Spritz 383 times. These figures measure menu prevalence, not tourist attraction, but show which Italian food symbols have the strongest international presence.

Sources: Sociometrica — The Italian Table Abroad

Can food make a city more attractive to tourists?

Yes. Food can simultaneously provide an experience, motivate travel and build reputation. Recognisable cuisine makes a destination more distinctive and can spread spending beyond traditional attractions. Sociometrica-FIPE’s restaurant report explicitly treats cuisine as culture, identity and a factor in international appeal as well as an economic component.

Sources: FIPE — I turisti a tavola spendono oltre 23 miliardi di euro