Travellers continue to show a strong desire to discover products, culinary specialties and local cultures through food and wine tourism.
The key point: contemporary tourists want active involvement. They do not simply consume; they want to understand, participate and experience production and place firsthand.
Why it matters: this shift changes what destinations and businesses need to offer, from passive consumption to meaningful engagement.
The broader implication: knowledge has become part of the value proposition of food and wine experiences.
