Vikas Khanna, a celebrated chef, insists that food’s authenticity is fundamental to travelers’ choice of destination, and he urges the tourism sector to make cuisine the cornerstone of their narratives and planning.
During the Skift Global Forum, Vikas Khanna—renowned as a chef, author, and humanitarian—addressed an audience about the pivotal influence of culinary experiences in motivating tourists. In a conversation guided by Sree Sreenivasan from Digimentors, Khanna illustrated how gastronomy forges emotional bonds between visitors and destinations, surpassing the appeal of classic attractions like beaches or hotels.
Food: The Driving Force Behind Traveling
He stressed that food tourism stands as one of the leading motives for travel. According to Khanna, though landmarks and conventional sights have value, it is the lure of tasting a dish at its source, observing iconic food rituals, or experiencing the scents and buzz of a local market that truly inspires people and families to travel. He commented, “if you know there is something being cooked or giving you an experience from food, there’s a chance the family would travel.”
Khanna highlighted that significant technological advancements within the travel industry are essentially invested in cultivating sincere connections through regional cuisine—the impressions that linger long after the journey ends.
Destination Marketing: Prioritizing Authenticity
Sharing hands-on guidance, Khanna advised destination marketing organizations to center their branding around food culture. He pointed to Australia as an exemplary case where culinary attraction sometimes even precedes historical landmarks in marketing strategy. “Food is a living art, and you can be a part of something much bigger,” he observed, explaining that culinary traditions set destinations apart in ways competitors can’t easily replicate.
The demand for Khanna’s own New York restaurant, Bungalow, underscores this principle: the waiting list has 10,000 names, and reservations are routinely claimed within seconds daily. He further maintained that experiences deeply anchored in local history and culture inspire the strongest traveler loyalty, as opposed to those scaled for mass appeal. He referenced his famed yogurt kebab, which takes two days to craft and succeeds in only 40% of attempts due to its intricacy, as an example of a unique experience that keeps guests returning.
The Role of Culture and Creative Influence
Khanna also encouraged the industry to rethink global narratives around countries termed “developing,” suggesting instead the label “reincarnating nations” to reflect their rich heritages spanning millennia. He warned that applying Western standards or searching for “Paris in those countries” detracts from their distinct and authentic character.
His remarks reinforced that chefs, poets, and artists serve as profound cultural emissaries, playing an essential role in shaping international opinion. Khanna believes the individuals most committed to honoring their native traditions often have the greatest impact on how their homeland is viewed abroad.
Championing Genuine Encounters
The conversation concluded with a call for tourism stakeholders to focus on depth: to nurture local crafts, celebrate longstanding recipes, and share the legacies of those passing down traditions. Such efforts help destinations set their own narratives and attract visitors looking for rare, genuine experiences.
To explore more takeaways from the event, as well as access full session footage and in-depth coverage, readers are encouraged to visit the Skift Global Forum attendees hub.