Italy Unites With Spain, Portugal, Greece and Others in Leading Europe’s Culinary Tourism Boom as Food Experiences Overtake Sightseeing for International Travellers: Is Gastronomy Becoming the Main New Reason to Visit Europe?

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Italy Unites With Spain, Portugal, Greece and Others in Leading Europe’s Culinary Tourism Boom as Food Experiences Overtake Sightseeing for International Travellers. Europe is welcoming millions of international visitors this summer, but their travel priorities are no longer centred solely on famous landmarks and historic monuments. Think iconic museums and centuries-old castles still top every itinerary? A new report from the Mastercard Economics Institute suggests the continent’s tourism story is changing. Fresh inbound spending data indicates that culinary tourism has officially overtaken traditional sightseeing as the leading motivation for many international travellers visiting Europe. Rather than simply photographing famous attractions, visitors are increasingly planning holidays around regional cuisine, Michelin-starred restaurants, local food traditions, vineyard experiences and farm-based tourism. The report also highlights notable differences in spending behaviour, with British travellers spending significantly more on nightlife, while visitors from the United States and Asia increasingly choose cooking classes, vineyard tours and immersive culinary experiences.

Food Is Becoming the Main Attraction

The latest travel spending trends reveal that meals are no longer simply part of a holiday—they are increasingly becoming the holiday itself.

Across Europe, visitors are building itineraries around regional food cultures, artisan producers, traditional markets and locally sourced ingredients. Instead of moving quickly between tourist attractions, many travellers now dedicate entire days to vineyard visits, countryside farm experiences, seafood villages, cheese producers and cooking workshops that showcase authentic regional traditions.

This growing interest in gastronomy is also encouraging longer stays in rural areas, where visitors can experience food production directly from local communities.

France, Italy and Spain Continue Leading Culinary Tourism

Could Europe’s most celebrated food destinations now be its strongest tourism assets?

France, Italy and Spain remain among the continent’s leading culinary destinations.

Visitors arriving in Paris increasingly extend journeys into Champagne, Burgundy, Bordeaux and Lyon, where regional cuisine and wine tourism play central roles.

In Italy, travellers combine Rome, Florence, Bologna, Naples and Tuscany, exploring olive farms, vineyards, pasta workshops and traditional family-run restaurants.

Meanwhile, Spain continues attracting international visitors through destinations such as Barcelona, San Sebastián, Madrid, Seville and La Rioja, where tapas culture, seafood cuisine and wine tourism remain major attractions.

Culinary Experiences Expand Beyond Major Cities

The trend extends beyond Europe’s famous capitals.

Portugal continues attracting food-focused travellers to Lisbon, Porto and the Douro Valley, where wine estates, riverside restaurants and local seafood traditions complement cultural sightseeing.

In Greece, destinations including Santorini, Crete and Naxos increasingly welcome visitors seeking olive oil tastings, vineyard tours, farm visits and traditional Mediterranean cuisine alongside island holidays.

Across rural France, northern Italy and southern Spain, agro-tourism experiences allow visitors to participate in seasonal harvests, vineyard walks and artisan food production while supporting local economies.

Getting There and Exploring Europe’s Food Regions

Europe’s extensive transport network makes culinary journeys increasingly accessible.

International travellers commonly arrive through Paris Charles de Gaulle Airport, Rome Fiumicino Airport, Barcelona-El Prat Airport, Lisbon Humberto Delgado Airport and Athens International Airport, all of which provide connections to regional rail services.

High-speed rail networks, including TGV, Frecciarossa, AVE and Alfa Pendular, enable visitors to travel efficiently from major cities into renowned food and wine regions.

Accommodation ranges from boutique vineyard hotels and countryside farmhouses to historic city properties located near food markets, restaurants and railway stations, making multi-destination culinary itineraries easy to organise.

Spending Patterns Differ by Traveller Origin

The Mastercard Economics Institute also identifies clear differences in traveller behaviour depending on visitors’ countries of origin.

British travellers spend 32% more on nightlife and bars than the average international visitor, making evening entertainment a significant part of their European holidays.

Meanwhile, visitors from the United States and several Asian markets increasingly prioritise experiential tourism, including cooking classes, wine tastings, local market tours and chef-led culinary workshops rather than conventional sightseeing alone.

These preferences are encouraging tourism operators to develop specialised experiences tailored to different international markets.

Tourism Businesses Are Responding

Restaurants, wineries and tourism providers across Europe are expanding culinary experiences to meet changing demand.

Food festivals, seasonal harvest celebrations, regional tasting routes and farm-to-table dining continue attracting international visitors seeking authentic local experiences.

Many hotels now partner with vineyards, local producers and cooking schools to offer packages combining accommodation with gastronomy-focused activities, allowing travellers to explore regional traditions more deeply during their stay.

Key Stats

• Culinary tourism has become a leading motivation for international travel to Europe.
• British travellers spend 32% more on nightlife and bars than the average visitor.
• Visitors from the United States and Asia increasingly choose culinary workshops and wine tourism.
• Agro-tourism and regional food experiences continue expanding across Europe.
• Major destinations include France, Italy, Spain, Portugal and Greece.

Timeline and Events

• June 2026: Mastercard Economics Institute releases European travel spending report.
• Summer 2026: Culinary tourism surpasses traditional sightseeing in inbound visitor motivation.
• Peak Summer 2026: Regional food festivals, vineyard tours and agro-tourism experiences continue attracting international visitors.
• Ongoing: European tourism providers expand gastronomy-focused travel experiences.

Frequently Asked Questions

What is culinary tourism?

Culinary tourism involves travelling to experience regional cuisine, cooking traditions, vineyards, local markets, food festivals and farm-based experiences that reflect a destination’s culture.

Which European countries are leading in food tourism?

France, Italy, Spain, Portugal and Greece remain among Europe’s strongest culinary tourism destinations because of their diverse regional cuisines, vineyards and food traditions.

Why are food experiences becoming more popular than sightseeing?

Many travellers increasingly seek immersive local experiences that combine culture, history and cuisine, making gastronomy a central part of their travel itinerary rather than simply an addition to sightseeing.

Conclusion

Italy Unites With Spain, Portugal, Greece and Others in Leading Europe’s Culinary Tourism Boom as Food Experiences Overtake Sightseeing for International Travellers. Europe’s latest tourism spending trends reveal that food has become one of the continent’s strongest travel attractions, with gastronomy increasingly shaping where visitors go, how long they stay and how they spend. From Michelin-starred restaurants and vineyard tours to farm visits and regional cooking workshops, destinations across France, Italy, Spain, Portugal and Greece are expanding experiences that connect travellers with local food traditions. As culinary exploration continues to outperform conventional sightseeing.