Do your clients look at the world through a culinary lens? Do they want to savor every experience and every morsel presented to them? Do they want to join a cooking class; learn the culture and traditions behind the local cuisine; dine at a Michelin-rated restaurant; or get their hands dirty during an agritourism experience?
If so, they’re not alone. According to the 2026 Food Travel Monitor, produced by the World Food Travel Association (WFTA), 66 percent of leisure travelers say food and beverage matter more to their travel than five years ago. And it’s USTOA (United States Tour Operator Association) members who can get your clients a seat at the table, whether they want to explore Italy’s vineyards, learn the art of French pastry-making, dine on Nordic cuisine or take in Ho Chi Minh City’s lively street food scene.
A Taste of la Dolce Vita
Italy’s treasures are on the menu during a 12-day Collette journey that takes travelers throughout Italy, with a cruise to Pescatori Island for a welcome dinner and travel to the colorful villages and terraced olive groves of Cinque Terre. They’ll go off-roading through Carrara’s famed marble quarries before settling into the Tuscan countryside with a villa stay and a hands-on cooking lesson. There’s also a taste of traditionally made balsamic vinegar at a family-owned villa, a guided look at Florence’s Renaissance treasures and two nights amid the canals and bridges of Venice.
Savor the Sail
Aboard Tauck’s 10-day Savoring France: Paris, Lyon & Provence, your clients’ tastebuds will be in heaven. They’ll learn the art of classic French patisserie during a hands-on pastry class at Le Cordon Bleu Paris, eat their way through historic Paris neighborhoods on a guided food tour and visit a truffle farm for tastings. In Lyon, considered France’s gastronomic capital, the culinary journey continues, while Tain l’Hermitage brings Rhône Valley wine and cheese tastings, cellar visits and a ride through hillside vineyards. In La Camargue, there’s a traditional Provençal lunch at a private ranch, while onboard experiences include a chocolate art demonstration and a 5-course Chef’s Signature Dinner highlighting regional flavors.
Markets, Meals & Temples
Vietnam and Cambodia are on the menu during SITA World Tours’ 11-day Mystic Marvels of Indochina itinerary. While traveling through these iconic Southeast Asian countries, travelers will explore historic Hanoi, visit stunning Ha Long Bay and the lantern-lined streets of Hoi An, and take in vibrant Ho Chi Minh City as well as the ancient temples of Angkor. Of course, gastronomy is a focal point, with foodies enjoying an immersive cooking class and market visit in Hoi An, a stop at a “hidden coffee” shop in Hanoi to participate in a hands-on workshop to learn how to make egg coffee, a ride on a vintage Vespa through Ho Chi Minh City’s lively street food scene, dinner at the Water Puppet Show at the renowned Le Tonkin Restaurant, and a taste of the ingredients and flavors used in Vietnamese cooking during the “Spirit of Reu” cooking class.
Dining Under the Northern Lights
Paint this picture for your clients: Views of the Northern Lights while sampling Nordic cuisine. That’s what’s on offer during Hurtigruten’s 15-day Savor the Northern Lights adventure. The journey begins in Helsinki with a welcome dinner and city tour before heading by train through the Finnish wilderness to Kemi for a stay in a Glass Villa at the Experience 365 winter resort. From there, clients sail through the frozen Bothnian Bay aboard an icebreaker, spend a night in a glass igloo, chase the Northern Lights by sleigh and explore Lapland by snowmobile or on foot. Crossing into Norway, they’ll board the ship in Tromso and continue to Honningsvag, Alta and Narvik, with opportunities for dogsledding, an ice hotel visit and a trip to the North Cape. The sailing then heads south along Norway’s fjord-lined coast, calling at Andalsnes, Bergen and Kristiansand before ending in Oslo. There’s also the opportunity to savor regional specialties inspired by Norway’s Coastal Kitchen philosophy, showcasing seafood, Nordic flavors and seasonal produce from communities along the coast.
To get the latest from USTOA members, visit ustoa.com/travel-advisors.
