Travellers today are chasing flavour as much as they are chasing flights, with culinary experience emerging as the latest driver of wanderlust. A recent trend report reveals that nearly nine in ten explorers now place food and drink at the centre of their travel choices, signalling a shift away from ticking off landmarks towards journeys that connect culture directly to the palate. In this new paradigm, tasting local dishes is no longer an add-on but the very essence of discovery.
Cape Town has stepped into the spotlight as a focal point for this movement, ranked among the world’s top food cities and showcasing how cuisine can redefine destination appeal. Its chefs and restaurants are no longer confined to the city’s streets; they are taking their creativity abroad, staging vibrant pop-ups in cities like London that act as edible invitations to visit South Africa. From Michelin-starred reinventions of traditional flavours to bold small-plate menus served in urban hotels, these cross-border activations blur the line between marketing and memory.
The collaboration between Cape Grace and The Savoy, pairing South African favourites with Britain’s beloved afternoon tea ritual, captures the emotional storytelling now at the heart of travel experiences. Similarly, Luke Dale Roberts’ Pot Luck Club pop-up in Covent Garden delivers an immediate taste of Cape Town’s culinary spirit, serving food that feels both accessible and adventurous. These initiatives highlight how gastronomy is being used not just to delight but to transport, creating cultural bridges before a traveller even boards a plane.
Beyond temporary showcases, extended residencies such as Jan Hendrik van der Westhuizen’s evolving seasonal menu at La Motte estate reveal the deeper potential of food-centred travel. They invite guests to immerse themselves in terroir, heritage, and innovation over time, turning dining into a form of slow exploration.
For international explorers, this trend underscores a redefinition of value in travel. The most sought-after journeys will not be measured solely by distance or scenery, but by the richness of flavours encountered and the stories they tell. As kitchens become ambassadors of culture, taste itself is shaping the new compass of global exploration.
