The Ethical Food Tourist

This chapter explores the emergence of niche food tourists, who prioritise ‘passion products’ like, for example wine, beer, olive oil, and cheese, and choose destinations and experiences accordingly. Academic and market studies reveal that niche food tourists constitute a growing segment, embracing an ‘omnivore’ approach to food and beverage products and experiences. Destinations and stakeholders must prioritise tourism strategies focused on ‘passionate products’, innovate and diversify offerings, and foster public–private collaborations to attract these discerning travellers. Addressing digitalisation gaps and increasing the visibility of related tourism experiences can enhance accessibility. By effectively managing these strategies, destinations can benefit economically and culturally, stimulating food heritage preservation and increasing overall income.