Sandeep Arora, Director of Brightsun Travel Private Limited, India
How does food influence the travel industry? How far does food drive the destination choice?
Food plays a crucial role in shaping travel decisions, it’s no longer just a part of the journey but often the reason for it. More travellers today are looking for unique culinary experiences when choosing where to go. We’ve seen a sharp rise in interest for food-focused tours, from street food trails in Singapore to wine-and-cheese tours in France. For many of our clients, tasting authentic local cuisine is as important as ticking officonic landmarks.
In fact, culinary appeal can make or break a destination. Cities like Bangkok, Istanbul, and Rome are consistently popular with our customers, not just for their history or scenery, but because of the unique flavours and food experiences they offer.
How does food enhance the overall visitor experience through dining, culture and authenticity? Any examples of Brightsun tours where food has played a pivotal role?
Food connects travellers to the heart of a culture and through that one can understand a place’s traditions, climate, values, and even its history. We often hear from our clients that a simple meal shared with locals or a bazaar visit was the most memorable part of their trip. Almost all of our tours include authentic local dining experiences, whether its lunch with a local family in Sri Lanka or dhow cruise dinner in Dubai.
On our Vietnam tour, guests can enjoy a home-cooked meal in a traditional Hanoi household. This experience is not just about the food but about the conversations, the warmth, and the cultural insight that comes with it. Similarly, our tours in Italy often include hands-on pasta-making sessions with local chefs, which clients find incredibly enriching and joyful.
How can Culinary experiences be strategically used to attract tourists and market destinations, highlighting local traditions and culture?
Culinary experiences provide a powerful marketing tool to the destinations adding sensory, emotional, and memorable depths. Food tells a story, and when destinations spotlight their traditional dishes, farming techniques, or even regional beverages, they tap into a traveller’s desire for authenticity.Brightsun works
Which cuisines are most favoured by Indian travellers abroad? Why?
Indian travellers tend to have diverse palates, but there are some favourites. Italian cuisine and Thai food are widely loved, thanks to its vegetarian-friendly options and comforting flavours. Mediterranean and Middle Eastern cuisines are also appreciated for their similarity to Indian food.
Indian travellers also love to try local street food but access to Indian restaurants abroad is a comfort many seek, especially for longer trips, particularly those who travel with their families.
Which are the most memorable meals that have been enjoyed by your clients?
There have been so many! One recurring highlight has been the traditional cooking session in South Korea with kimchi chef. Another favourite is the floating breakfast in a private villa in the Maldives.
Clients on Turkey tours often rave about the rooftop breakfast in Cappadocia overlooking the hot air balloons at sunrise. These aren’t just meals but extraordinary experiences that leave a lasting impression.
Any examples of Satisfying and memorable food experiences that have contributed to your client’s overall happiness, leading to positive attitudes, satisfaction, and a greater likelihood of travelling with you again?
Absolutely. We’ve had clients tell us that the street food tour we organised in Kuala Lumpur made them feel like locals, even if just for a night. Others have thanked us for including halal, Jain, or vegan meal options without hassle, which helped them feel more relaxed and valued throughout their journey.
In many cases, the attention to culinary detail, whether it’s arranging a birthday dinner abroad or recommending local favourites has led to glowing reviews, return bookings, and referrals.
Any plans of Brightsun to enhance the culinary experience of clients?
Yes, we’re actively working on expanding our food-focused travel offerings. Over the next year, we plan to launch curated, tours including special itineraries centred around food in destinations around the world that can be directly booked through our website. These will include cooking classes, market visits, food heritage walks, and exclusive dining experiences.We’re also enhancing personalisation through AI to better match travellers with experiences they’ll love.
