In today’s dynamic corporate environment, corporate travel is evolving beyond mere meetings and conferences. A significant trend influencing this transformation is culinary tourism—the pursuit of unique and authentic food experiences while travelling. This shift reflects a broader desire among professionals to integrate work with cultural exploration, leading to enhanced travel experiences that go beyond standard corporate itineraries.

 

Culinary Tourism in Corporate Travel

Culinary tourism has traditionally been associated with leisure travellers seeking gastronomic adventures. However, its influence is now permeating the corporate travel sector. According to a report by the World Food Travel Association, food and beverage experiences are a significant motivator for travel, with many travellers prioritising culinary activities during their trips. This trend is reshaping corporate travel as companies recognise the value of integrating local food experiences into corporate trips to enhance employee satisfaction and engagement.

The global culinary tourism market is experiencing robust growth. A report by IMARC Group indicates that the market reached USD 1,090.48 billion in 2024 and is projected to grow at a CAGR of 14.46% from 2025 to 2033, reaching USD 4,210.19 billion by 2033. This growth underscores the increasing importance of food experiences in travel decisions.

 

Blending Business and Flavour

Increasingly, companies are recognising that incorporating local food experiences into corporate trips doesn’t just improve employee morale — it also enhances relationship-building. Taking a client to a celebrated local restaurant, enjoying a street food tour with colleagues, or even organising a private cooking class as a team-building activity has far more impact than a generic dinner in a hotel lobby.

More businesses are weaving gastronomic encounters into the structure of incentive travel and off-site meetings. Culinary workshops, wine tastings, farm-to-table lunches, and chef-led market tours are being seen not as frivolous extras but as integral elements of effective corporate travel design.

So, what makes culinary tourism particularly relevant to the corporate travel segment? A few key reasons stand out:

 

1. Cultural Literacy

Food is often the easiest and most enjoyable way to understand a culture. For executives working across borders, engaging with local cuisine fosters empathy, respect, and insight. It breaks down barriers, encourages open conversation, and deepens international understanding.

 

2. Soft Power for Relationship Building

Shared meals are powerful settings for forging trust. Be it with clients, distributors, or team members from other markets; culinary settings tend to humanise corporate relationships. A well-chosen venue or thoughtfully planned local experience demonstrates care, attention to detail, and cultural fluency.

 

3. Wellbeing and Satisfaction

Extended corporate trips can be tiring, and hotel food fatigue is real. Encouraging employees to engage with healthy, locally sourced meals or simply giving them time to explore food options outside the hotel improves overall satisfaction and reduces burnout.

 

4. Sustainability and Local Economy Support

Engaging with local food providers contributes to more sustainable travel models. Supporting regional farmers, markets, and independent restaurants keeps tourism dollars within the community, aligning corporate travel policies with broader ESG goals.

 

Global Cities Embracing Culinary Corporate Travel

Some destinations are significantly embracing this trend. Cities known for their food culture are becoming prime hubs not just for gastronomy but also for gastronomy-led corporate travel.

Bangkok: With its perfect blend of high-end dining and street food, Bangkok is a favourite for corporate groups looking to enjoy luxury hospitality with authentic Thai cuisine. Off-sites often include culinary river cruises, spice market tours, or rooftop dinners overlooking the Chao Phraya River.

Barcelona: Beyond its MICE (Meetings, Incentives, Conferences, and Exhibitions) infrastructure, Barcelona tempts corporate travellers with tapas tours, cava tastings, and paella-making experiences that double as team-building activities.

Istanbul: A melting pot of Middle Eastern and Mediterranean flavours, Istanbul proposes to travellers everything from historic spice bazaars to contemporary Turkish fine dining, ideal for corporates seeking both tradition and innovation.

Cape Town: With its booming wine industry, growing café culture, and commitment to sustainable agriculture, Cape Town is redefining what incentive travel can look (and taste) like.

 

The Evolution of the Corporate Itinerary

The new corporate travel itinerary is increasingly hybrid. A morning of presentations may be followed by an afternoon vineyard tour. Meetings with local partners might conclude over a multi-course tasting menu from a Michelin-starred chef.

Travel planners are now expected to think beyond flights and meeting rooms. They’re forming experiences, and food plays a starring role. Incentive travel, in particular, has become a fruitful ground for culinary creativity. Recognising that today’s top performers seek more than just luxury, companies are designing reward trips that are as memorable for the palate as they are for the setting.

 

How Culinary Travel Is Shaping Corporate Policies

Interestingly, this change is also influencing internal travel policies. Companies are becoming more intentional about meal allowances, downtime for exploration, and partnerships with local food experience providers. Some are even including guided tours or local restaurant recommendations as part of pre-trip communication.

Notably, there’s a growing understanding that when employees are encouraged to experience a destination through its food, they return more enriched, not just in terms of work completed but in the broader cultural and personal experiences they’ve had.

 

Culinary Tourism and the Future of Corporate Incentives

Looking ahead, culinary experiences are expected to become even more central to corporate incentive design. With trends such as regenerative travel, slow travel, and hyper-local experiences gaining ground, food will remain a universal thread tying together professional goals and personal fulfilment.

Travel designers will continue to collaborate with chefs, food historians, and cultural ambassadors to create deeper, more meaningful itineraries. As food-focused tourism grows, so too will corporate travellers’ expectations.

 

Where Expertise Makes the Difference

Of course, crafting such nuanced journeys requires local insight, trusted partnerships, and logistical precision. Travel partners who understand not just the destinations but the culinary ecosystem within them are the ones best positioned to deliver.

Partner with Al Rostamani Travel and Holidays (ART), which has long-standing regional knowledge and a track record in designing bespoke corporate travel, is well-placed to integrate food-led experiences without compromising on structure or efficiency.

Culinary tourism is no longer a separate niche; it’s now woven into the very fabric of how people experience the world, including those travelling for business. As the lines between work and experience continue to blur, the most successful corporate trips will be the ones that nourish both ambition and appetite.

 

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