Picture this. A client rings you and says they want to go somewhere they can eat well.
Not a beach. Not a generic weekend away. They want a market, a cookery class, a neighbourhood food walk. They want to come home two kilos heavier and completely happy.
That client is not rare. New research from travel industry analysts shows over half of travellers now say food activities are a key reason for choosing a destination. Rome, Barcelona, Seville, and select Italian cities are topping culinary travel searches from UK travellers. And the experiences at the top of those searches — food tours, tasting walks, and market-to-table classes — have moved from nice extras to the main reason people book.
Here is what is worth knowing this week.
TL;DR
- Over half of travellers now cite food as a key reason for choosing a destination
- Rome, Barcelona, Seville, and Bologna are leading culinary searches from UK travellers
- Food tours, cookery classes, and tasting walks have become the centrepiece of these trips, not the afterthought
- Named “Eat Your Way Around” packages give agents a clear and practical starting point
- Pre-booked food experiences give clients something tangible to get excited about before they travel
Food Has Become the Reason for the Trip
There was a time when a food tour was something a client booked once they had already committed to a destination. A nice extra. Something to fill a free afternoon.
That has changed.
Research now shows more than half of travellers factor food activities into their destination choice from the start. They are not choosing Rome and then discovering the food. They are choosing Rome because of the food.
This is worth understanding in your client conversations.
When someone tells you they want “something a bit different” or “more of an experience,” food is often running underneath that request. They might not say it directly. Ask them what they love to eat and the whole trip often starts to take shape around the answer.
The Client Conversation Starter
- Ask about food preferences early in every city break enquiry
- Clients who mention “local” or “authentic” experiences often respond warmly to food-led itineraries
- Food is a universal entry point and works across age groups, budgets, and travel styles
- Couples, solo travellers, and small groups are all strong foodie city break bookers
Try this: Add one question to your discovery calls this spring. “If you could eat one meal anywhere in the world right now, where would it be?” The answer will tell you more than you expect.
Rome, Barcelona, and Seville Are Leading the Searches
Three destinations are standing out in the data right now. Rome. Barcelona. Seville.
Each has a distinct food identity. Each gives agents a clear and compelling story to tell.
Rome is Rome. Trastevere at night. Cacio e pepe in a small trattoria. Markets where locals shop, not tourists browse. A Trastevere food walk is one of the most consistently well-reviewed experiences in the European city break market right now. Clients who have done it come back with stories. And clients with stories become your best referrals.
Barcelona brings a different energy. La Boqueria market. Pintxos bars in the El Born neighbourhood. Market-to-table cookery classes where clients spend the morning choosing ingredients and the afternoon eating what they made. For couples and small groups, this format converts well.
Seville is the one that often surprises clients. Tapas culture is embedded here in a way that feels genuinely local. The smaller scale of the city makes it walkable and personal. For clients who want quality without the price point of Barcelona, Seville is worth the conversation.
For Your Client Conversations
- Rome: Trastevere food walks and cookery classes near the Campo de’ Fiori market
- Barcelona: Market-to-table experiences, El Born pintxos tours, Boqueria visits
- Seville: Tapas bar tours, Triana market experiences, evening food walks
- Italian cities beyond Rome: Bologna is growing in culinary searches and offers a strong alternative for clients who want to avoid the crowds
Try this: Build a shortlist of two or three “Eat Your Way Around” packages — one per destination. Flights, a central hotel, and one pre-booked food experience included. Having something concrete to share moves enquiries forward far more than a general recommendation.
Pre-Booked Experiences Give Clients Something to Hold
Anyone can recommend Rome. Anyone can say Barcelona has great food.
What clients cannot do easily on their own is find and book the right experience at the right time with a provider they trust. That is where the conversation with a good agent becomes valuable.
A tasting walk through a neighbourhood. A cookery class with a local chef. A market visit that comes with a guide who knows exactly where to stop. When you include one confirmed food experience in a package alongside the flight and hotel, you are giving clients something tangible to look forward to before they have even packed.
It gives clients something to get excited about. And it gives you something specific to talk about in your content, your calls, and your follow-ups.
The Practical Bit
- One pre-booked food experience per itinerary gives clients a clear hook for the trip
- Quality experiences in Rome, Barcelona, and Seville book up fast in peak season, so early planning is worth flagging to clients
- A named package is easier to share, easier to talk about, and easier for clients to picture
- Clients who have a great food experience tend to become loyal, repeat bookers
Try this: Name your packages. “Eat Your Way Around Rome.” “A Foodie Weekend in Seville.” These names do work in content, in captions, and in client conversations in a way that “city break” language does not.
You Might Also Be Wondering…
What if I don’t know the food scene in these cities personally?
You do not need a personal passport stamp to make a strong recommendation. Research two or three experiences in each city. Read the reviews. Understand what makes them good. Clients value your ability to find the right fit and present it clearly.
Is this only relevant for clients who love food?
Almost everyone eats. The question is not whether clients care about food — it is how much of the trip to build around it. Some want one great dinner. Others want the whole week to revolve around eating. Both are valid and both represent a booking worth having.
What about UK cities in the data?
Several UK cities are also appearing in culinary travel searches. London and Edinburgh are the clearest examples. For clients who want a food-led short break without flying, both offer strong options — food markets, chef-led experiences, neighbourhood food walks. Worth having on your radar for clients with limited time or budget.
Agent Advantage Insight
If your clients have been asking for something that feels more local, more memorable, and a bit more personal, this trend is well worth keeping in your back pocket. Agents who make food-led city breaks easy to picture and easy to book will have a strong conversation starter this spring.
