Influencers and content creators are driving a rise in food tourism.
Our Insight team have identified Scran seekers as one of seven new travel trends to make an impact in 2026.
The trend appears in our report, Trends for 2026: The transformation economy.
According to the report, many visitors see sampling local cuisine as an essential part of their trip to immerse themselves in the destination.
While visitors have been drawn to destinations for their foodie offerings for many years, food tourism has seen a boom with social media and the rise of the content creator.
Travellers are keener than ever to experience authentic and ‘off the beaten’ track places where locals like to eat.
Restaurants, cooking classes, street food, food-based pop-up events and even local convenience stores are all increasing in popularity thanks to influencers.
Gen Z are the generation most likely to discuss food and travel online, with over 47,000 mentions (according to digital consumer insight and social media suite company, Brandwatch).
Even Gen X and Baby Boomers are prioritising restaurants and culinary experiences within their travel budget, seeking out local and regional recommendations when travelling.
By championing local produce and offering tips for local food and drink experiences, tourism businesses can help inform visitors’ itineraries while also engaging with this eager foodie audience.
Learn ways to capitalise on food tourismThe Glasgow Food and Drink Tour was established in 2018 by Gillian Morrison in response to the rise in food tourism, having seen the impact of similar tours in other major global destinations.
The desire from visitors to understand the provenance of food and drink is why its tours only visit local producers and family-run and independent businesses in Glasgow’s leafy west end and historic Merchant City, and not food and drink chains.
This focus on local businesses is promoted prominently on the website highlighting that “every pound you spend stays in Glasgow” reflecting the importance of sustainability for visitors.
Tours are for small groups of up to 10 people and go by the names The OG West End Wander, A Wee West End Wander, The West End Wander at Night and the Merchant City Stroll.
The tours are most popular with baby boomers, Gen X and millennials with its popularity rising in recent years.
Find out more about The Glasgow Food and Drink Tour
Kelvingrove Park forms part of one of the tours
Food and drink have long been an important element of travel, being seen as a way to immerse oneself within the local culture. They are a driver of economic growth, with food and drink accounting for over a fifth of domestic visitor spend in Scotland.
Viral trends such as 'Dubai chocolate' prompted us to take a closer look at opportunities for Scottish tourism businesses to promote local produce or unusual delicacies, as well as sustainably sourced products. The opportunity is to identify what is a unique offering that people are willing to travel to consume, and the experiences that can be wrapped around them.