A new survey by leading adventure group travel brand WeRoad, reveals that for UK travellers, food is a top priority when exploring new destinations.
A remarkable 84% of British holidaymakers say that trying local cuisine is an important part of their travel experience, highlighting the growing trend of culinary tourism among UK residents.
When it comes to dining choices abroad, the study paints a picture of adventurous British palates. An overwhelming 92% of UK travellers prefer immersive, local experiences, with 58% favouring local trattorias and osterias, and 34% opting for street food and local markets. This clear-cut preference for authentic food is further emphasised by the mere 7% who choose international restaurant chains when travelling.
Interestingly, while there’s a clear appetite for genuine local cuisine, luxury dining experiences seem to be less of a priority for most British travellers. The data reveals that only 1% opt for high-end or Michelin-starred restaurants during their trips, proving that there is a preference for authenticity over opulence.
“Food is an essential part of the cultural experience for UK travellers. It offers a window into the traditions, lifestyle, and history of the places they visit, said Justyna Chlopecka, Marketing Manager at WeRoad UK. “Whether it’s tucking into tapas in Spain or trying more exotic flavours, such as street food Satay in Bali, UK tourists are keen to explore new flavours and broaden their palates.”
These insights confirm that British travellers are looking for unique, local experiences, with food being an essential way to connect with a destination’s culture. From bustling street markets in Asia to family-run eateries in Europe, UK holidaymakers are eager to explore the world’s culinary landscape.
WeRoad (www.weroad.co.uk) offers a wide range of unforgettable trips worldwide to destinations known for their incredible cuisine, including Italy with its rich pasta and wine culture, Bali’s vibrant street food, and Peru’s renowned dishes like ceviche and hearty stews
