As travel evolves, so too do the ways we experience new destinations. More than ever, people are seeking immersive, authentic encounters that go beyond the usual sightseeing and Instagrammable moments. One of the best ways to truly understand a place is through its food and drink. The local cuisine, beverages, and culinary traditions are windows into the heart of a culture—its history, its people, and its values. Whether it’s a wine-tasting tour in the rolling vineyards of Bordeaux or a traditional sushi-making experience in Tokyo, 2024 is the year to pair food, drink, and culture in ways that will enrich your travel experience like never before.

1. Bordeaux, France: Wine-Tasting and Cooking Classes

Bordeaux, the wine capital of the world, is one of those places where food and drink go hand in hand with the culture. The region is synonymous with high-quality reds and whites, but it’s not just about sipping fine wines—it’s about immersing yourself in the entire French culinary experience.

The Pairing: A wine-tasting tour through the lush vineyards of Bordeaux is an unforgettable experience. But to truly understand the region’s culinary heritage, consider pairing your wine exploration with a cooking class in a traditional French chateau. Learn to prepare local delicacies like foie gras, confit de canard, and decadent pastries while sipping on wines that complement each dish. It’s a truly immersive way to experience French culture through your taste buds.

Why It’s Trendy: Wine tourism has always been popular, but in 2024, the emphasis is on blending local food and drink in an educational setting. The demand for experiential travel is growing, with tourists increasingly looking to connect with destinations on a deeper level. Cooking classes not only teach a skill but also offer insights into a culture’s food traditions, while wine-tasting allows travelers to understand the terroir—the unique environment that shapes a region’s wine.

2. Tokyo, Japan: Sushi and Japanese Tea Ceremony

Tokyo, with its dazzling skyline, ancient temples, and futuristic tech, is also a city where tradition and modernity exist in harmony. For food lovers, the Japanese capital is an epicenter of culinary artistry, with sushi being its most iconic dish. But sushi in Tokyo is much more than a meal—it’s a form of art, precision, and history.

The Pairing: To truly appreciate sushi, pair it with a Japanese tea ceremony. This ancient ritual, where every movement and gesture is imbued with meaning, offers a window into Japanese culture and philosophy. You’ll be introduced to the subtle nuances of Japanese green tea, learning how it complements the fresh, delicate flavors of sushi. Opt for a private sushi-making class followed by a tea ceremony to deepen your understanding of both culinary traditions.

Why It’s Trendy: As travel experiences become more refined, people are looking to go beyond basic culinary tourism. The pairing of sushi with the tea ceremony invites a deeper dive into Japan’s cultural heritage, offering insight into its aesthetics, spirituality, and meticulous attention to detail.

3. Bologna, Italy: Pasta and Local Wines

Italy’s Emilia-Romagna region is often hailed as the heart of Italian cuisine, and Bologna is its crown jewel. Known for its rich food traditions, this charming city is home to the ragù alla Bolognese (the famous Bolognese sauce), fresh pasta, and hearty local wines.

The Pairing: Explore Bologna’s bustling markets and culinary landmarks, then indulge in a pasta-making class where you’ll learn to prepare regional classics like tagliatelle or tortellini. Pair your creations with wines from the nearby hills, such as a glass of Lambrusco, a sparkling red wine that perfectly complements the rich, savory flavors of the pasta. This culinary immersion allows you to savor the authentic flavors of Emilia-Romagna while learning the history behind them.

Why It’s Trendy: Food-focused travel is shifting toward regions where the experience of cooking and learning is as important as the eating itself. In Bologna, travelers get to not only taste but also create the dishes that have made the region famous. It’s a perfect example of the growing trend of learning about food as a cultural experience—hands-on and deeply personal.

4. Marrakech, Morocco: Spices and Mint Tea

Marrakech is a feast for the senses, with its labyrinthine streets, vibrant souks, and aromatic food stalls. Moroccan cuisine is built on bold flavors, with an emphasis on spices like saffron, cumin, and cinnamon. A visit to this exotic city offers a chance to taste some of the most flavorful dishes in the world, from tagines to pastillas.

The Pairing: Embark on a guided food tour through the markets, where you can discover local spices, fresh herbs, and ingredients used in Moroccan cooking. Follow this with a hands-on cooking class where you’ll learn to make traditional dishes such as tagine and couscous. Afterward, unwind with a refreshing cup of traditional mint tea, an integral part of Moroccan hospitality. The process of preparing and drinking mint tea is an important cultural ritual in Morocco, symbolizing hospitality, friendship, and respect.

Why It’s Trendy: The desire for culturally immersive experiences is rising in 2024, and culinary tourism is one of the best ways to understand a destination’s social and cultural fabric. In Marrakech, you don’t just taste the food—you learn the stories behind it, making for a deeper and more meaningful travel experience.

5. Barcelona, Spain: Tapas and Local Wines

Barcelona, the vibrant Catalonian capital, is known for its sun-drenched streets, Gaudí’s masterpieces, and lively tapas culture. Spain’s culinary scene is all about sharing, and tapas—the small, flavorful dishes often enjoyed with a glass of wine or cerveza—is central to the social fabric of the city.

The Pairing: A tapas food tour through the narrow, winding streets of the Barri Gòtic district is a must. Along the way, you’ll sample everything from patatas bravas to jamón ibérico, while sipping on a glass of Cava, the sparkling wine of Catalonia. Enhance the experience with a wine-pairing workshop that delves into the region’s finest wines, explaining how they perfectly complement the variety of flavors found in traditional Spanish tapas.

Why It’s Trendy: The communal nature of tapas dining encourages connection and interaction, a key part of Barcelona’s culture. Food tourism is moving toward experiences that highlight the social aspects of eating, and Barcelona’s tapas culture exemplifies this trend. The pairing of food and drink here isn’t just about flavor—it’s about building relationships and creating lasting memories.

6. Mexico City, Mexico: Street Food and Mezcal

Mexico City is an intoxicating blend of old and new, where pre-Columbian history coexists with cutting-edge design, and ancient culinary traditions are celebrated alongside modern food movements. One of the best ways to experience the city is through its street food scene.

The Pairing: Take a guided street food tour through the city’s bustling neighborhoods, stopping at taco stands, tamales carts, and fresh fruit vendors. Along the way, sample a variety of regional flavors, from al pastor to churros. Pair your street food experience with a tasting of Mezcal, a smoky agave spirit native to Mexico, to deepen your understanding of the country’s rich culinary and drinking culture.

Why It’s Trendy: Street food tours are gaining popularity as they offer a raw, authentic look at a city’s food scene. In Mexico City, pairing this food with Mezcal, which is often made in small, artisanal batches, gives travelers a chance to experience local ingredients and production methods in a way that feels both intimate and revelatory.

Why This Trend Matters

The combination of food, drink, and culture is one of the most powerful ways to experience a destination. As travelers seek deeper connections with the places they visit, they are increasingly turning to experiences that offer immersion in local traditions and culinary practices. By pairing food and drink with cultural experiences, travelers not only indulge in their taste buds but also gain a greater appreciation for the people, history, and customs that shape a region.

Whether it’s taking a cooking class in Italy, attending a tea ceremony in Japan, or enjoying a street food tour in Mexico, these experiences are more than just meals—they’re invitations to connect with a culture on a deeper, more personal level. So, as you plan your travels for 2024, consider pairing your destination with a culinary adventure that will engage all of your senses and leave you with lasting memories of the places you’ve visited and the people you’ve met.