Italy attracts gastro-tourists

Thursday April 10th , 2008

Places that are internationally famous in culinary circles are increasingly attracting holidaymakers from overseas, according to new research.

A study by travel website Expedia.co.uk found that destinations such as Parma in Italy are becoming very popular with foreign consumers.

So-called "gastro-tourists" were said to be heading to the region in order to sample its well-known brand of ham and other local delicacies.

According to the website, more than one in ten people fall into this category and book holidays in order to sample authentic food at its place of origin.

Alison Couper, communications director at Expedia.co.uk, remarked: "In the past, Brits have been unfairly branded as unadventurous with their culinary choices abroad, so the research findings underline that Brits are adventurous when travelling."

She added that consumers are becoming increasingly dedicated to "immersing themselves" in home-grown food.

This comes after a poll of British travel agents by The Network found that 15 per cent believe Italy will be this year's most popular holiday destination.