How Social Media Platforms Like TikTok and Instagram Are Transforming Food Tourism and Inspiring Global Travelers to Embark on New Culinary Journeys: You Need To Know

Published on August 26, 2025

Social media sites such as TikTok and Instagram are revolutionizing food tourism, encouraging international travelers to go on new food adventures. Viral food fads, stunning food videos, and colorful food-focused content influence millions of travelers to visit off-the-beaten-path culinary spots and taste authentic local cuisine. With these sites bringing attention to emerging food experiences, they reframe the way individuals think about and interact with food tourism, making it integral to travel itinerary planning.

Food tourism has emerged as one of the leading travel trends in 2025. The trend is being driven by increased demand for authentic local experiences, cultural immersion, and social media influence, all combining to create a successful market for culinary travel. With food travelers on the hunt for new locales and experiences providing novel and diverse gastronomic offerings, tour operators are finding new ways to capitalize on this growing demand.

No words are sufficient to portray the extent to which social media plays a role in shaping food tourism. With social media platforms such as TikTok and Instagram quickly transforming consumers’ behaviors, food travel is experiencing an unprecedented boom. For example, ‘Chiang Mai cooking class’ and ‘Paris cooking class’ on TikTok have witnessed a 1000% increase in the last week in searches. Social media is not only impacting where travelers are going, but also directly influencing the tours and activities they pursue. Whether a viral trend such as the interest in Japan’s convenience store foods or interest in certain culinary cultures, social media is both a marketplace and source of inspiration for tourists.

The Viral Appeal of Japanese Food Culture

One of the most striking examples of food tourism’s viral nature is the growing fascination with Japanese convenience store food. A unique aspect of Japanese food culture, konbini (convenience stores like 7-Eleven), has been widely discussed and celebrated on social media. TikTok and YouTube videos showcasing tourists traveling thousands of miles just to experience 7/11 food have garnered millions of views, contributing to a 5000% increase in Google searches for ‘7/11 food’ in just the past month.

Serkan Toso, the founder of byFood, a tour operator in Japan, offers cooking classes and curated dining experiences that cater to this rising interest in Japanese food. The viral success of konbini food has prompted byFood to develop unique culinary experiences that allow travelers to immerse themselves in this niche yet fascinating aspect of Japanese cuisine. The surge in interest is a perfect example of how global trends can shape demand for specific food experiences, highlighting the need for tour operators to stay ahead of the curve.

TikTok is fueling global interest in food classes.

Research indicates that over 70% of TikTok‘s European audience is likely to book a holiday based on recommendations seen on the platform. By analyzing TikTok search data, Bókun has gained valuable insights from trends observed in the past seven days, highlighting a significant increase in demand for cooking classes.

Meeting Demand with Efficient Tour Management Tools

To take full advantage of the food tourism boom, tour operators must be agile and able to respond quickly to shifting trends. This is where tour management software, such as Bókun, plays a crucial role. As a Tripadvisor company, Bókun has revolutionized the way tour operators manage bookings and experiences, allowing them to quickly adapt their offerings to align with popular trends.

Bókun’s insights indicate that food-focused experiences have seen a 35% increase in reservations. This growth is partly driven by travelers’ desire for authenticity and connection with local culture. With the right technology, tour operators can adjust their booking systems to accommodate emerging trends, ensuring they are the first to offer new experiences when demand peaks.

Adapting Existing Tours to Meet Evolving Demands

A successful strategy for tour operators is adapting existing offerings to include food-related elements. By identifying and responding to cultural trends, operators can create new experiences that cater to the shifting desires of travelers.

For instance, Sherpa Food Tours, a company that provides walking food tours in cities such as London, Buenos Aires, Mexico City, and Amsterdam, has capitalized on the food tourism surge by offering immersive culinary experiences that go beyond the typical sightseeing tour. In the past year, Sherpa Food Tours has seen a significant increase in bookings for their food tours. The company has partnered with Bókun to streamline their booking system, gaining valuable insights that help them rapidly refine and customize their tours to meet customers’ evolving preferences.

One example of such adaptation is the success story of Tour Marbella, a walking tour company in Spain. Responding to the increasing demand for food-related activities, Tour Marbella decided to add a food tasting component to their popular walking tours. The addition of tapas tasting tours has been highly successful, with bookings seeing a marked increase. With Bókun’s seamless integration, Tour Marbella can easily manage availability, customize experiences, and provide instant booking options for travelers. In today’s fast-paced travel industry, this ability to adapt quickly and offer flexible, on-demand experiences is essential for staying competitive.

Partnering with Local Businesses for Unique Food and Drink Experiences

Another effective strategy for tapping into the food tourism trend is partnering with local businesses to create exclusive, one-of-a-kind experiences. Collaboration with local food producers, restaurants, distilleries, or markets allows tour operators to offer unique and authentic experiences that resonate with travelers seeking both cultural enrichment and culinary exploration.

An example of this approach is Highland Experience Tours, which partnered with the Blackness Bay Distillery to offer an exclusive whisky-tasting tour in Scotland. This collaboration not only showcased local culture but also catered to the growing demand for food and drink tourism. By blending cultural heritage with gastronomic experiences, Highland Experience Tours was able to provide a unique, memorable experience that appealed to both food enthusiasts and those interested in the local traditions of Scotland.

Social media platforms like TikTok and Instagram are revolutionizing food tourism by inspiring global travelers to embark on new culinary journeys through viral food trends and captivating food content that highlight unique and authentic dining experiences worldwide.

The Future of Food Tourism

While food tourism continues to expand, it’s evident that the practice isn’t merely about consuming food—it’s about experiencing food in a manner that renders tourists part of the essence of a place’s culture. Whether it’s taking a cooking course in Chiang Mai or sampling street food in Paris, food tourism provides a bountiful spectrum of experiences for travelers to taste the world.

For tour operators, the secret to success in this thriving industry is flexibility, responsiveness, and a thorough grasp of consumer attitudes. By taking advantage of new technology, such as Bókun’s tour operating system, operators can remain one step ahead of the pack, providing customized experiences that address the continually shifting needs of food tourists.

Finally, food tourism is set to be a leading trend in 2025 and beyond. Equipped with the right tools and technology, tour operators can leverage this increasing demand, providing travelers with exclusive and original food experiences that will linger in their memories forever. By maintaining touch points with viral trends, collaborating with indigenous businesses, and implementing cutting-edge booking systems, tour operators can secure their position at the forefront of this food revolution.