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Food first: taste buds now officially rule travel

Landmark, schlandmark. For young Aussie travellers, the plate has become more important than the place, with a new study revealing that most millennials choose their holiday spots based on a destination’s cuisine.


The Tasty Travels report shows that seven in ten (69%) Aussie millennials make food the priority for a destination, well ahead of the next most influential factors beautiful beaches (41%), shopping (19%) and special offers (18%).



According to the study, food experiences (80%) top the activities young travellers want from a holiday, followed by visits to landmarks (64%) and the outdoors (20%).


Contradicting the theory that millennials love their fine dining and smashed avocados, the report found that young Australians actually prefer street food (20%) to Michelin star restaurants (19%).


It also revealed that three in four (76%) travellers rate food experiences as their stand out memories from holidays, topping spending time with their travel buddies (22%) and even adrenaline activities (11%).    


“Young Aussies love coming together over meals, and as the universal language of love and life, food is one of the most connective and rewarding currencies when travelling,” Australia and NZ marketing manager David Spasovic said.


The Tasty Travels report also flagged the best foodie cities, with Paris (27%), Tokyo (23%), Rome (22%), London (21%), New York (16%), Barcelona (16%) and Madrid (14%) topping the list.


The favourite food items to be shared on social media are pizza (27%), desserts like donuts (25%) and Americana burgers and beers (22%).


Adventurously, one in five claim they’d love to try chicken feet (19%) and nearly the same amount, garlic ice cream (17%).


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Written by: Mark Harada
Published: 20 June 2018

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