LONDON, UK. August 4, 2026 – Summer travel across Europe is introducing British holidaymakers to a wider variety of regional food and drink traditions, and those experiences are expected to shape buying habits once they return home. Advisers from the EU’s More Than Only Food & Drink campaign are encouraging retailers, wholesalers and foodservice businesses to pay attention to emerging regional specialities and authentic dining customs, as travellers increasingly seek to recreate memorable food experiences at home.
Food tourism has become a powerful influence on consumer behaviour, according to advisors from the EU’s More Than Only Food & Drink campaign. More travellers are discovering local ingredients, regional recipes and traditional eating occasions while abroad, leading to greater demand for authentic European products after their holidays.
While favourites such as Feta PDO, limoncello and spritz cocktails have already established themselves in the UK, consumers are now looking beyond these familiar choices. Lesser-known regional products with strong provenance and protected status are attracting growing interest, creating fresh opportunities for retailers and foodservice operators prepared to expand their European offering.
Recreating the European dining experience
A noticeable trend is the growing appeal of recreating the atmosphere surrounding European food culture rather than simply preparing a single dish. Consumers increasingly want to enjoy occasions inspired by a relaxed French apéro, an Italian aperitivo shared before dinner or Spain’s traditional vermouth hour, complete with small plates and conversation.
These occasions open opportunities across a wide range of categories, including wine, spirits, cheese, bakery, cured meats, confectionery and fresh produce.
In France, the tradition of apéro continues to introduce visitors to regional products that remain relatively uncommon in the UK. Alongside sparkling wines such as Crémant de Loire PDO and regional cheeses, advisors highlight products including Lucques du Languedoc PGI olives, recognised for their distinctive curved shape and delicate taste, as well as Miel de Provence PGI honey, which reflects increasing consumer demand for premium regional honeys with authentic origins.
Italy’s aperitivo culture is also expanding awareness of products beyond its most recognised exports. Although Parmigiano Reggiano PDO remains a familiar favourite, holidaymakers are increasingly discovering Mortadella Bologna PGI, Sicilian pistachio pesto and speciality citrus products from Calabria, including bergamot-based products. Advisors also point to the growing profile of sparkling wines from the Trento PDO region as travellers seek regional alternatives to more familiar sparkling wine styles.
Spain is introducing visitors to an equally diverse selection of regional products. Among them are Pimentón de la Vera PDO smoked paprika from Extremadura, Jijona PGI nougat and premium Marcona almonds, which are becoming increasingly popular on sharing platters and aperitif menus. Spain’s long-established vermouth tradition is also inspiring consumers to recreate the relaxed social occasions they enjoyed while travelling.
Bakery and confectionery are benefiting from this rise in culinary tourism as well. Holidaymakers are increasingly exploring local bakeries, cafés and food markets, encouraging interest in traditional regional products with strong heritage. Examples include Germany’s Nürnberger Lebkuchen PGI and Aachener Printen PGI, Portugal’s famous Pastel de Nata, Greece’s honey-rich Melomakarona biscuits and Romania’s traditional Cozonac sweet bread. As consumers seek more authentic travel experiences, demand continues to grow for bakery and confectionery products that showcase craftsmanship, history and regional identity.
Elsewhere, Greece’s popularity as a food destination is increasing awareness of products such as Kalamata PDO olive oil, regional honeys and traditional mountain herbal infusions. Romania’s growing wine tourism is also introducing visitors to indigenous grape varieties including Fetească Regală and Fetească Albă, creating opportunities for retailers and hospitality operators to offer wines that remain relatively undiscovered in the UK.
Neil McAndrew, wine advisor for the More Than Only Food & Drink campaign, comments:
“Travel has become one of the most important routes to food and drink discovery. What is particularly interesting is that consumers are no longer returning from holiday simply looking for a bottle of wine they enjoyed in a restaurant or a cheese they tasted at a market. Increasingly, they are returning with a much broader appreciation of local food culture and the products that help define it.
“Whether it is a French apéro centred around regional specialities, an Italian aperitivo built on local ingredients and sparkling wines, or a Spanish vermouth occasion shared with friends, consumers are becoming increasingly interested in the rituals and traditions that sit behind food and drink. Those experiences create a powerful connection to products and often inspire consumers to seek them out once they return home.
“For retailers and foodservice operators, that presents a significant opportunity. Products carrying PDO and PGI status are particularly well positioned because they offer exactly what many consumers are looking for after travelling, authenticity, provenance and a genuine connection to place. These products tell a story about a region, a tradition and a way of life. As consumers become more adventurous and food tourism continues to grow, we expect increasing demand for products that allow people to recreate those experiences at home.
“We’re also seeing travellers move beyond the most familiar European products and become increasingly interested in regional specialities they may not have encountered before. Whether that’s a local sparkling wine from northern Italy, a protected olive variety from southern France, a traditional Spanish confectionery product or an indigenous Romanian grape variety, these discoveries can quickly translate into demand once consumers return to the UK. For businesses willing to embrace these emerging trends, there is a real opportunity to get ahead of the curve.”
Social media is helping accelerate this trend by allowing travellers to quickly share and discover products they encounter during their holidays. As a result, regional foods and drinks that once remained local favourites can now generate interest among UK consumers within a short period.
For retailers, wholesalers and foodservice operators, success lies not only in introducing new products but also in presenting them within the context of the occasions and traditions that inspired them. By connecting authentic European food cultures with memorable travel experiences, businesses can create stronger consumer engagement and encourage long-term demand.
