In contemporary tourism, food and wine experiences are no longer limited to tasting: travellers are increasingly looking for journeys that combine emotion, culture, wellbeing and authenticity.
This evolution has led to the emergence of new tourist profiles, real food and wine “tribes” shaped more by lifestyle and motivation than by age or budget. The research highlights five main groups: seekers, partygoers, intellectuals, flower children and hedonists.
Each group looks for something different, from direct contact with producers and local communities to entertainment, learning, wellbeing or pleasure. Understanding these profiles helps destinations and businesses design more precise and meaningful experiences.
