Tuscan Women Cook
Coleen hosts and creates a memorable culinary vacation experience in the village of Montefollonico in Tuscany. Tuscan Women Cook’s program features the nonnas of Montefollonico teaching authentic Italian recipes that have been handed down for generations. An avid entertainer and cook, Coleen provides everything for her guests, from shopping expeditions, spa days, and golf outings for those interested in venturing out of the kitchen.
How would you describe the current state of culinary tourism in the U.S.? Is demand growing, leveling, or evolving in new ways?
Currently, Culinary travel is strong and growing rapidly. Travelers want authentic and immersive experiences, including hands-on cooking classes, market tours, dining like a local, cultural excursions, and one-of-a-kind destinations. This is what Tuscan Women Cook has provided for over 25 years.
Compared to five years ago, how have traveler expectations around food-focused tours changed?
Improved post-Covid economic conditions drive demand for culinary travel. We are small groups, so we are able to be fluid with guests’ interests. For example, we can tailor to different private groups’ needs.
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Are travelers more interested in food as the primary reason for travel, or as an enhancement to a broader itinerary?
Travelers are interested in a total immersion in the culture. They start with food but want special quality experiences as well.
Are you seeing increased interest from first-time group travelers, solo travelers, or younger demographics?
Historically, our guests were primarily retired couples. IN the last 10 years, we have seen a younger guest base. There is more desire to have experiences than, say, saving for a home, so we see wonderful groups of young professionals. There is increased group travel among extended families, BFFs, empty nesters, fraternal groups, wedding parties, LGBTQ+ groups, and young travelers such as Millennials and Gen Z. Also, there is a rise in solo travel as well. Our trip lends itself nicely for solo travel as all is included.
Are regional or hyper-local food experiences outperforming classic destinations like wine country?
Travelers want the whole cultural package. Food is only one of the driving forces. Younger travelers are an active generation and want lots of activities and unique experiences.
What are the biggest operational challenges in running food-focused overnight tours today?
National and local regulations, travel regulations, taxation, marketing, and staffing. A lot of laypeople are trying to get into the space of hosting tours, but they need to understand the complexities and expenses involved.
Which U.S. regions or destinations are seeing the strongest growth inculinary? What culinary travel trends do you expect to shape group tours over the next 2–3years?
Regarding US culinary travel, we are seeing a lot of new excursions in the Carolinas trending, focused on southern cooking. We have been approached by several US municipalities to host classes stateside. Trends include travelers wanting non-traditional destinations.
For more information, visittuscanwomencook.com
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