We tend to think of “adventurous eaters” as people who are willing to taste anything. More and more, though, the term can be applied to intrepid travelers who aren’t content simply summiting a mountaintop but want to forage native ingredients along the way for a meal they’ll cook at the peak.

In fact, for the first time, such culinary activities now top adventure travelers’ wish lists, according to the latest annual survey conducted by the Adventure Travel Trade Association (ATTA), a for-profit industry trade group. The 2025 Adventure Travel Trends & Insights Report is based on 259 responses for 2024 from outbound and inbound tour operators in the association’s community.

The ATTA has conducted these surveys since 2006. In the category of Activity Popularity, which measures the perception of trendiness based on consumer demand and bookings, culinary/gastronomy activities have been tracked since 2020, steadily rising from a starting point of sixth place. In the 2025 report, they finally took first place, surpassing activities like hiking/trekking/walking, the usual winner of the category.

Conversely, culinary-focused adventures rank ninth out of 12 in the category of high-demand trips, based on full itineraries “where the activity must be the central reason for travel,” says Heather Kelly, director of research & knowledge at ATTA. That is, adventure travelers may not plan their entire trips around culinary activities, like many of us do, but culinary activities are now perceived to be the most popular aspect of such itineraries.

“We’re seeing a clear shift from food as a side experience to food as contextual storytelling within adventure travel,” Kelly says. To meet the moment, she sees operators aligning tours with harvest cycles, collaborating more closely with cooks and farmers, and emphasizing learning by doing. “For travelers, the opportunity lies in choosing experiences that prioritize participation, provenance, and people, not just cuisine.”

Examples might include foraging wild Canadian berries while discussing their medicinal and cultural importance with a First Nations chef; getting to know Grenada through a culinary safari at Tower Estate, including harvesting then hand-pressing coconuts for fresh coconut milk; and hiking one of Germany’s distillery trails to learn about the country’s impressive tradition of small-batch, agriculturally rooted fruit brandies and herbal liqueurs. “In adventure travel, the defining factor is that food experiences are active, participatory, and rooted in landscape and culture, not passive consumption,” Kelly explains.

Culinary adventure activities’ rise in popularity reflects an expanded definition of adventure, she says. "Today’s adventure travelers want experiences that create meaning and connection, not just physical challenge. Food-based experiences do that incredibly well, engaging the senses while supporting local communities and cultural traditions.”

Activity popularity in 2024

1. Culinary/gastronomy
2. Safaris/ wildlife viewing
3. Hiking/trekking/walking
4. Cycling (electric bikes)
5. Cultural
6. Wellness-focused activities
7. Photography (wildlife/nature)
8. Running
9. Birdwatching
10. Kayaking (sea/whitewater)
11. Climbing (mountain/rock/ice)
12. Expedition cruising
13. Cycling (mountain/non-paved surface)