At a time when people are seeking more immersive and sensory travel experiences, food has become a gateway to culture, connection and exploration, with travellers looking beyond restaurants to experience the stories, traditions and communities behind what ends up on the plate. New research will reveal how culinary curiosity is shaping holiday decisions and highlight why destinations such as Japan continue to capture the imagination of adventurous travellers. From bustling street food markets and regional ramen styles to centuries-old tea ceremonies, sake culture and local family-run eateries hidden beyond the tourist trail. Taste-led tourism is on the rise, with trips quite literally catering for curious and knowledgeable travellers with authentic food experiences, using cuisine not only as a way to experience a destination more deeply, but as a means of discovering lesser-known regions, traditions and ways of life that might otherwise go undiscovered. 28th August -the eve of Yakiniku Day, an unofficial Japanese holiday dedicated to enjoying and celebrating Japanese barbecued meat.
