Louisiana Food and Culture

Global Insights June 2025

GLOBAL PULSE – Why Food is the Region’s Most Powerful Travel Asset

Greetings, Travel South Partners,

I remember taking a road trip across the U.S. with my family when I was a teenager. Like many first-time international travelers, we had a checklist: Niagara Falls for the outdoor appeal, New York City for the landmarks, Washington DC for the history, Disney World for the fun, and, of course, plenty of shopping. My mother, in particular, had her sights set on brands that were not available back home. 

But something changed when we reached New Orleans. It wasn’t just the humid weather or the live jazz echoing down the streets. It was the feeling. The rhythm. The richness of the place. And for us, that meant food. 

Beignets and strong coffee (and I grew up in Turkey, so I am not easily impressed by coffee). Fried green tomatoes. Spicy gumbo. Cajun favors I still can’t describe without smiling. We explored the city through its flavors, hopping from local restaurants to cafés. To this day, when my mom talks about that trip, she brings up New Orleans. I still remember the smell of food. The vibe. The flavors. The magic. 

Now, years later, the data tells us the same story: for international travelers, food is the number one motivator for visiting the Travel South Region. It ranks higher than shopping, relaxation, theme or amusement parks, adventure, arts and culture and history. Even, for my mom, the ultimate shopping queen, it was the food that left the deepest impression.

So let’s break down three myths about inbound travel to the Travel South Region.

Myth #1: Food is Simply a Routine Part of Travel

Oftentimes, when people think about the Travel South Region, they think about food as just a perk or routine of travel. But here is the reality, food is more than nice to have, it is the number one reason they are drawn to the region. According to 2025 Future Partners study, compared to total inbound travelers to the U.S., those interested in the Travel South are:

  • 22% more likely to cite food and cuisine as their top motivator
  • 39% more likely to say experiencing regional food is important
  • 54% more likely to seek upscale or fine dining

These trends mirror what we’re observing across national and global travel markets. 

  • According to Euromonitor’s 2025 Consumer Trends, today’s travelers aren’t just looking for hearty meals, they’re seeking elevated culinary experiences that still feel deeply genuine. The kind that blends authenticity with artistry.
  • 88% of affluent travelers rank the chance to discover new food or gourmet adventures as important when deciding where to travel, according to Marriott.
  • Nearly 60% of luxury travelers now plan their trips around food. Hilton’s 2025 Trend Report confirms cuisine is now second only to lodging in trip budgets.
  • TripAdvisor shows rising demand for food experiences with purpose, like farm-to-table tours, cooking classes, and origin stories.
  • MMGY reports 56% of U.S. and European travelers now factor cuisine into where they go.

Myth #2: People Come to the South for Visiting Friends & Family only

There is a familiar narrative about international travelers to the Region: they are visiting because of friends and family in the region. While this holds true for one-fourth of travelers and presents an opportunity for marketers, it doesn’t rank among the top ten reasons people are interested in visiting the region. In fact, according to Future Partners, the top five motivators are food and cuisine, overall atmosphere, relaxation, arts and culture, and history.

Specifically, two-thirds (64%) of travelers drawn to the Travel South Region say that authentic American cuisine and regional specialties are a key part of their trip, well above the 46% average among the U.S.  international travelers overall.

The 2025 study also reveals: 26% cite being motivated to visit because friends and family live there, again, no difference from the broader U.S. inbound market. For visitors to the Travel South Region, connecting with friends and family is important from a destination experience perspective (53%), though it still ranks below the lure of authentic American cuisine (64%)

Myth # 3: International Travel is All about the Checklist 

There is a lingering idea that travelers, especially international ones, chase landmarks, passport stamps or bucket list attractions. That travel is defined by the destination, not by how it makes you feel. 

What truly sets the South apart is the depth and texture of its destination experience. It’s not just where you go, it’s how you feel when you’re there. For international travelers, the South delivers something that feels meaningful, shareable, and distinct.

This region outperforms the rest of the country in every food-and-culture category. When travelers look beyond logistics of travel, the Travel South region leads where it matters most, in comparison to all U.S. inbound travelers:

  • Authentic regional food and fine dining (Index 139 and 154)
  • Festivals, music, and live performance (all indexing above 160)
  • Scenic drives or road trips (Index 139)
  • Opportunities to connect with locals (Index 156)

The South’s Culinary Sophistication Is Ripe for the Spotlight

It’s tempting to pigeonhole Southern food as all comfort and no complexity. But that would be missing the real story, and frankly, the real opportunity.

Yes, fried green tomatoes and shrimp and grits still matter. But so do chef-driven tasting menus rooted in Appalachian traditions, farm-to-table crawfish boils with a sustainability story or craft breweries that double as community storytellers.

In other words, there’s a growing appetite, especially among international travelers, for culinary sophistication with a soul.

And the South delivers.

The Michelin Guide’s recent expansion into the American South underscores this evolution. In 2025, Michelin announced its first regional guide in North America since 2005, covering Alabama, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, and the pre-existing Atlanta Guide. This move is a recognition of the region’s time-honored flavors and the energy of its modern foodie scene. State tourism boards have actively supported this inclusion to bring the Michelin Guide to the region. Such programs highlight the region’s commitment to showcasing its culinary excellence on a global platform.

As we look ahead, one thing is clear: In the Travel South Region, food is the heart of the experience. It’s the anchor. The amplifier. The attractor.

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