Food Influences Indian Travellers’ Destination Choices: Pickyourtrail Data

Pickyourtrail Data Shows Food Shaping Travel Decisions

Food is becoming an important factor in how Indian travellers choose international destinations, according to new insights from travel platform Pickyourtrail.

The company found that nearly 40% of Indian travellers consider local cuisine an important factor when planning overseas holidays, while 30% to 40% actively evaluate a destination’s food culture before deciding where to travel.

The findings highlight the growing popularity of culinary tourism, with travellers increasingly seeking experiences that let them explore local culture through food rather than focusing solely on sightseeing or shopping.

Hari Ganapathy, Co-Founder and Chief Executive Officer of Pickyourtrail, said that food has evolved from an additional activity to an important reason for choosing a destination. Travellers are increasingly seeking experiences such as cooking classes, street food tours and local dining experiences.

According to the data, food-focused travel requests on the platform have increased by approximately 35% year-on-year.

Japan and South Korea have recorded the highest growth in interest in food-related travel, with demand increasing by around 40%. Travellers are showing interest in activities such as sushi-making workshops, ramen tastings, Korean barbecue experiences and visits to local food markets.

Other destinations attracting culinary travellers include Italy for pasta and gelato-making classes, Thailand and Vietnam for street food experiences, and Spain for its regional cuisine.

The report also highlights a growing preference for hands-on experiences. Popular activities include cooking classes in Bali and Sri Lanka, wine tastings in France, floating market food tours in Thailand, and farm-to-table dining experiences across Europe.

Travellers aged 28 to 40 remain the largest group driving culinary tourism, while the 22 to 27 age group is also showing increasing interest, influenced by social media, digital creators and destination-focused food content.

Food experiences are also becoming part of the honeymoon and family travel. Many honeymoon itineraries now include private dining experiences, while families are adding cooking classes, chocolate-making workshops and local market visits to their holidays.

The Pickyourtrail report found that 55% to 60% of travellers now choose guided food experiences, particularly in destinations such as Japan and Vietnam, where local expertise helps visitors discover regional cuisine and dining traditions.

As travel preferences continue to evolve, food is becoming an increasingly important part of international holiday planning, reflecting travellers’ growing interest in authentic cultural experiences.

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