Key Highlights:
- Google searches for ‘7/11 Japan’ have soared by 5,000% in the past 30 days
- Tour operators report a 35% rise in bookings for food-focused experiences
- TikTok searches for ‘cooking classes in Paris’ have jumped by 1,000% in the past 7 days
- Experts share three strategies for tour operators to leverage online trends and boost bookings
Food tourism is emerging as one of the biggest travel trends of 2025, fuelled by a growing appetite for authentic local culture, unique culinary experiences, and the powerful influence of social media.
Recent insights reveal a dramatic shift in consumer behaviour, with TikTok searches for ‘Chiang Mai cooking class’ and ‘Paris cooking class’ increasing by 1,000% in just seven days. These trends highlight how social media platforms are no longer just inspiring travel choices, but are now directly shaping the demand for tours, activities, and culinary experiences.
Experts emphasise that tour operators who tap into these viral travel trends can significantly increase their visibility and boost bookings by aligning with the destinations and activities capturing attention online.
In light of this, Bókun, a Tripadvisor company and leaders in tour booking management, shares how tour operators can tap into the latest trends and adapt their experiences to increase bookings and meet demand.
TikTok’s viral 7/11 trend influences Japanese tour operator to adapt their existing experiences
Japanese food culture is highlighted widely on social media, with viral videos of people flying thousands of miles to try convenience store food at 7/11. Thus gaining hundreds of thousands of views online and causing Google searches for ‘7/11 food’ to surge by 5000% in the last 30 days alone.
Serkan Toso, founder of byFood, a tour operator offering cooking classes and unique dining experiences in Japan, describes how the growing global fascination with konbini, (Japanese convenience stores such as 7/11) has inspired them to develop a one-of-a-kind culinary experience.
“We’ve seen how viral konbini-related content, especially on platforms like TikTok has captured global attention. We noticed that many travellers to Japan frequently visit konbini, but often only try the most well-known items. There’s so much more to explore in these stores, so we created a Japanese convenience store tour to introduce guests to hidden gems and deeper aspects of konbini culture. So far, we’ve welcomed guests from all over the world, but predominantly from the United States. We actively encourage guests to share their experiences online. Social media is an important part of our marketing strategy; we use platforms like Instagram, TikTok, and YouTube through our japanbyfood accounts.”
TikTok is driving interest in food classes globally
Research suggests more than 70% of TikTok’s European audience is likely to book a holiday based on recommendations they see on the platform.1 By analysing TikTok search data, Bókun were able to draw insights from trends observed in the last seven days, revealing an increase in demand for cooking classes.
| The Most In-Demand Food Classes On TikTok | |
| Search term | TikTok search popularity in the last seven days |
| Cooking class Paris | +1000% |
| Chiang Mai cooking class | +1000% |
| Cooking class Los Angeles | +721% |
| NYC pasta-making class | +68% |
| Florence cooking class | +35% |
With global audiences showing a keen interest in unique food experiences, Bókun reveal insights into how tour operators can adapt existing tours, tapping into viral trends to boost demand and increase bookings:
- Keeping ahead of trends
Food-focused experiences see a 35% increase in reservations
Tour operators should ensure they have a streamlined booking software in place, which allows them to act fast and alter booking experiences online quickly. This way, when a trend spikes in popularity, TOs can be the first to meet that demand.
Sherpa Food Tours offers walking food tours in London, Buenos Aires, Mexico and Amsterdam – focusing on providing an immersive experience of local cuisine and culture. Tapping into the demand for food tourism, they’ve seen a significant growth in food tour bookings over the past year.
Alex Pels, founder of Sherpa Food Tours, comments:
“We’ve experienced a 35% increase in reservations specifically for food-focused experiences in the past year, with 90% of our guests now stating food experiences as their main motivation for booking.”
Since partnering with Bókun, Sherpa Food Tours has streamlined their booking process, gaining valuable insights to rapidly adapt and refine their tours – allowing them to meet evolving customer demands.
Alex Pels, founder of Sherpa Food Tours explains keeping up with the latest trends and constantly adapting to align with demand is critical, “tour operators that proactively evolve their offerings remain relevant and competitive, ensuring high customer satisfaction and retention. Regularly updated tours maintain their appeal by providing fresh, engaging experiences that resonate with modern travellers seeking authenticity and uniqueness.”
- Adapting existing experiences
Walking tour adds food experience due to demand
Tour Operators can adapt existing experiences, tapping into cultural trends to offer unique experiences that align with the demand. Tour Marbella, a company offering walking tours in the city decided to add a food tasting to their walking tour due to demand.
Javier González Gago, Director of Tour Marbella, comments:
“As a local guide passionate about culture and storytelling, I wanted to offer something more immersive. Creating the Marbella Tapas Tour allowed us to connect travellers more deeply with the town and its people through food. By adapting and innovating, we stay relevant and exceed expectations. Whether it’s through new themes, updated routes, or culinary experiences, we want to reflect what travellers are truly looking for: memorable, authentic, and well-curated moments.”
Partnering with Bokun has enabled Tour Marbella to manage availability, customise add-ons like the tapas tour, and handle complex itineraries with ease. Having Bókun integrated on their website gives clients the freedom to explore options and book instantly – something today’s travellers value.
- Partnering with local businesses
Partnering with tour operators and local businesses offers unique experiences that engage a wider audience. Last year, Highland Experience Tours partnered with Blackness Bay Distillery to create a one-of-a-kind tour showcasing culture and tapping into the demand for food and drink tourism.
Olga Coombs, Senior Marketing Executive at Highland Experience Tours, comments:
“Food and drink experiences have become a major draw for visitors, especially international guests who want to connect with local culture. In the last few years, we’ve seen growing demand for tours that include distilleries, farm shops and independent cafés or pubs.
“Travel habits are changing. Visitors are seeking more meaningful, tailored experiences. For us, that means staying flexible, listening to what our guests want, and continually refreshing our tours to include new, high-quality partners like Blackness Bay Distillery, and ensuring we’re offering both value and authenticity. It’s also about supporting regional development and encouraging visitors to explore beyond the big cities, which benefits both our guests and the local economy. Ultimately, we see it as our responsibility to keep evolving – not just to stay relevant, but to ensure that we’re helping shape a more sustainable, inclusive future for Scottish tourism.”
Sam Jefferies, Senior Growth Marketing Manager at Bókun, comments:
“With social media playing an undeniable role in shaping travel trends, it’s no surprise that tour operators tapping into viral demand are seeing a surge in bookings. By staying up to date with emerging trends, tour operators can align their marketing efforts and offerings to meet audience interests. byFood creating a one-of-a-kind tour tapping into the global fascination of Konbini reflects how tour operators can meet demand and adapt their tours to reach a broader audience.”
“With TikTok searches for Chiang Mai and Paris cooking classes surging by 1000% in the last seven days alone, it’s also evident how fast new trends can evolve. By using booking software, like Bókun, Tour Operators can create add-on experiences and alter complex itineraries in real time, as seen through the success of Marella Tours creating a tapas add-on.
“If you are a TO looking to capitalise on the rising trend of food tourism, having a streamlined and well-connected booking system, like Bókun, is vital. This will allow you to act fast on these trends, alter existing offerings seamlessly and also connect with other TOs in the marketplace to create new, unique and immersive experiences that set you apart from the competition.”
