It looks like British travellers are spicing up their journeys with a serious dash of local flavour!
A fresh survey from WeRoad, the trailblazers in group adventure travel, uncovers that a whopping 84% of UK travellers reckon tasting local dishes is more than just a part of their holiday—it’s a must.
Now, we’re not talking about people who make a beeline for the nearest burger joint. Nope, these travellers are real culinary adventurers.
A hefty 92% are all in for truly local eats. Imagine them, weaving through an Italian market or sidling up to a cosy neighbourhood trattoria, where the pasta tastes like it’s been handed down through generations.
Some 58% of travellers are doing just that, while 34% are tasting their way through street stalls and local markets. And only a mere 7% might pop into an international chain for a quick, familiar bite.
You’d think maybe a few would fancy a swanky sit-down meal? Think again. Only 1% are polishing the silver for a Michelin-starred dining experience. It turns out, authenticity wins over luxury when it comes to eating out while on holiday.
Justyna Chlopecka, Marketing Manager at WeRoad UK, shares a slice of insight: ““Food is an essential part of the cultural experience for UK travellers.
It offers a window into the traditions, lifestyle, and history of the places they visit, Whether it’s tucking into tapas in Spain or trying more exotic flavours, such as street food Satay in Bali, UK tourists are keen to explore new flavours and broaden their palates.”
Clearly, British travellers are feasting their way into the heart of the places they visit. From the sizzling street markets of Asia to the homely eateries of Europe, they’re gobbling up experiences that offer more than just a meal—they offer a story.
WeRoad is serving up these authentic experiences by the plateful. Fancy sipping on fine Italian wine while watching pasta being rolled out in front of you, or perhaps savouring a fresh ceviche in Peru?
WeRoad crafts trips that do more than just transport you—they transform your understanding of a place through its food.
WeRoad’s dedication to serving up authentic, memorable travel experiences proves one thing: for British travellers, the quickest way to the heart of a culture is through the stomach, especially for those hungry for a true taste of their destinations.