Gourmet tourism remains one of the most popular trends around the world, with travelers young and old seeking authentic gourmet experiences, hands-on workshops and cooking classes, gastronomic tours, and new culinary destinations. I'm actively looking for it. Global management consulting firm IMARC predicts that the gourmet tourism market (currently valued at USD 1,090.5 billion) will reach USD 4,210.2 billion by 2033, with a compound annual growth rate of 14.46%. is.
This gastronomic renaissance is also beginning to make its presence known in the meetings, incentives, conferences and exhibitions (MICE) space, with culinary experiences emerging as a crucial element of event success. Food not only feeds and hydrates participants, it has become a powerful tool for creating memorable experiences, fostering connections, and introducing destinations.
Megan de Jager, portfolio director for the International Luxury Travel Market (ILTM) Africa, to be held at the Norval Foundation in Cape Town in April 2025 He says he's looking forward to something new and an innovative dining experience. Something that reflects the local culture.
“Food should always be a top priority when planning an event,” says De Jager. “You don't have to default to your venue's standard menu options. Most chefs and F&B managers are open to designing a menu that fits the vision of your role. It can make a huge difference to the success of your event. Please have a conversation.”
As an example, De Jager said ILTM Africa 2025 will feature gourmet braais (a twist on local favorites) as well as artisanal drinks and chocolates that celebrate South African chefs, innovation and produce. He said it includes a “pop-up” concept. Take your event experience to a whole new level of luxury.
Food is also a great conversation starter and is essential for networking events. Martin Hiller, Portfolio Director at RX Africa (FAME Week Africa), says the “African Women in Entertainment” breakfast was a highlight of FAME Week Africa.
“Networking through culinary experiences is an underrated trend,” says Hiller. “It's an opportunity to connect in a fun, relaxed and natural environment. These dining experiences spark conversations, relationship building and memorable moments.”
More than that, RX Africa Managing Director Carol Weaving says food and beverage not only consistently ranks in the top three factors influencing attendee satisfaction, but also impacts event planners around the world. states that it is giving.
“Destinations known for their food traditions often receive increased interest from event planners,” says Weaving. “Cities like Singapore, Barcelona and New Orleans have all successfully leveraged their food culture to attract high-profile events, contributing significantly to their tourism economies. There's no reason why South Africa, which was voted Africa's best food city by 2017, and Cape Town, host of several RX Africa events and named the world's best food city by Condé Nast, can't do the same. Please don't.
For Weaving, new culinary trends also make the event space an exciting place. “Event planners are increasingly prioritizing locally sourced ingredients and zero-waste initiatives,” says Weaving. “This approach not only appeals to environmentally conscious participants, but also supports local economies and reduces carbon emissions.”
Weaving explained at today's event that health and wellness is also rapidly becoming non-negotiable, as dietary requirements range from plant-based options to allergen-free diets. Masu. This inclusivity allows all participants to fully participate in the culinary experience while maintaining their dietary preferences and requirements. Again, the pandemic has had an impact, making people more aware of safety protocols than ever before. “We are definitely seeing a different approach to food service,” Weaving says. “Innovative setups and solutions are enhancing the dining experience, not detracting from it. Think enhanced safety standards, specially plated areas and outdoor dining spaces.”
Expect to see more interactive food stations, chef demonstrations, hands-on cooking experiences, and more at events in the future. In Weaving's case, these elements transform passive participants into active participants, creating a more engaging and memorable experience. “Investing in a culinary experience is worth every penny,” says Weaving. “Events that put food and culinary experiences high on the menu typically have higher attendee satisfaction scores and more registrations for future events. Additionally, unique culinary experiences create social media buzz and great They often generate Instagram images, extending the impact of the event beyond the physical attendees.”
