Experiential and culinary tourism is trending. Arindam Basu, Deputy Vice President of Marketing & Communications at Delta Corp Ltd., key strategist behind the company’s dynamic growth in the hospitality sectors especially with their ever popular Deltin properties, gives his take on why experiential and culinary tourism has gone beyond just wine and dine.
In an exclusive conversation with TheGlitz, Arindam sheds light on the burgeoning trend of experiential travel and the rising demand for unique culinary experiences, highlighting how the hospitality industry is tapping into these trends to redefine luxury and leisure for discerning clientele.
Over To Arindam Basu
“One’s destination is never a place, but a new way of seeing things.” – Henry Miller
When Barack Obama vacationed in Indonesia, during his tenure as the 44th President of the United States, he travelled through the Jakarta streets to dig into the popular local delicacies such as bakso, pepes ikan and sambal temple; tourists still search for those joints when they visit the country. In his official visit to India in 2023, Japanese Prime Minister Fumio Kishida enjoyed lassi and pani puri hosted by PM Narendra Modi in New Delhi. During the latest ‘Dil-Luminati India Tour’ by the famous singer and star Diljit Dosanjh, he visited the famous 56 dukan street in Indore to munch on Indori street food and
Local flavours & recipes weave a story – Malai Ghewar
in Kolkata, he visited the Mullick Ghat flower market, the Howrah Bridge, Dakshineswar Kali Temple, and the historic hangout spot Indian Coffee House; his instagram account, followed by close to 25 million fans, saw every detail of these visits.
Experiential Trends
What do the above examples tell us? They show a new trend where visitors do not like to behave as ‘tourists’ anymore, they want to experience a new place just like a local would do; soaking in their culture, history, stories and flavours. Gone are the days when tourists used to travel in groups, guided by a tour manager, savouring their native cuisine no matter where they travel to. Today’s tourists are looking for a piece of the local story to carry back home and share with others on social media.
Everyone travels for a different reason. Some want an escape from the ordinary, some want to experience different cultures, while others want the thrill of an adventure. Over the years, as global tourism picked up, people’s reasons for traveling also evolved simultaneously. This has given rise to a new segment of travelers who are increasingly leaning towards experiential and culinary tourism, which provide immersive gastronomic and travel experiences that resonate with the travellers’ deepest aspirations.
Experiences Galore
The modern traveller has been shifting away from the “tourist” tag and has embarked on a journey to find authentic experiences wherever they go. This mindset shift not only represents the evolution of travel trends, but also showcases a fundamental change in the perception of travel. Today, even if one travels to a destination for a couple of days, they want to explore the places they visit as temporary citizens and fully immerse themselves in the fabric of the local culture.
Spotlighting Experiential tourism
Experiential tourism is at the heart of this shift in travel preferences, a movement that has altered the gap between the traveller and the destination entirely. Owing to this, travellers no longer want to visit Goa merely to party and sunbathe on the pristine beaches, but want to experience the serenity of a sunrise meditation session, want to kayak through the mangroves and walk through the ancient temples while basking in the local culture.
They don’t want to go to Italy simply to sip on wine and have pizza but want to actually learn to make their own pasta from a generational artisan in a quaint Tuscan village. On the surface, these might feel like mere activities, however, they’re portals through which travellers get to experience a way of life completely different from theirs. This appetite for authentic experiences has given rise to a new breed of travel opportunities, where experience becomes a story, a memory, and ultimately, a part of their personal narrative.
Experiential & Culinary Tourism
The essence of such experiences is most palpable in the world of culinary tourism. Food is a universal language of cultural exchange, and the gastronomic landscape of a region becomes a powerful force that attracts travellers from all over the world. The local flavours and recipes, some of them being passed down from generations, weave a story that makes travellers feel the pulse of the local people, their history, and their values. Be it Paranthe wali Gali in Delhi or a Michelin-star restaurant in New York, food plays a central role in helping travellers fully understand and experience a destination.
The rise of gastronomic tours reflects this deepening appreciation for culinary heritage. Imagine walking through a centuries-old olive grove in Provence, learning about cultivation techniques passed down through generations, or visiting a family-run cheese maker in the Swiss Alps, where traditional methods have remained unchanged for centuries. These experiences offer more than just tastings; they provide insight into the soul of a place through its flavours and food traditions.
Interestingly, a rather sophisticated subset of this movement is the emergence of wine and spirits tourism. Vineyards and distilleries across the globe are kicking things up a notch by offering experiences that transcend the ordinary. Today, several of these establishments take you on guided tours of their facilities, let you participate in harvests, teach you about farming techniques,and let you blend your own spirits. Progressing beyond gastronomic satisfaction, this these experiences reach into one’s psyche, satisfying the curiosity about tradition and culture.
Change in the Hospitality Sector
Witnessing such a drastic shift in travel preferences, the hospitality industry is responding with remarkable innovation. Top-of-the-line resorts and hotel chains across the world are reimagining their role and are now acting as providers and curators of meaningful experiences. They’re partnering with local artisans, chefs, and winemakers to contrive experiences that cannot be replicated.
The emergence and popularity of social media has also acted as a catalyst in promoting experiential and culinary tourism. With travel influencers and vloggers sharing their experiences at some of the world’s most coveted travel destinations, more and more travellers are looking to havesimilar experiences. In order to identify and provide personalized experiences to budding travellers, the hospitality industry is employing advanced data analytics and AI to craft memorable experiences.
In doing so, hotels can predict preferences and curate bespoke experiences that are aligned with the individual’s travel goals, forging a sense of belonging that will stay with them forever. Whether it’s arranging a private cooking class with a local chef or securing tickets to a sold-out cultural performance, the focus is on creating moments that resonate on a personal level.
Glancing at the future, experiential and culinary tourism is here to stay, for it represents something more intimate than just a passing trend: it is a cardinal reconceptualization of what travel stands for. For the hospitality industry, the true mark of success would be understanding that every guest interaction is an opportunity to create a lasting impression, something that extends beyond the boundaries of service. In this way, experiential and culinary tourism isn’t just transforming how we travel; it’s redefining what it means to explore, to learn, and to truly understand the world around us.
