California Tourism Surges With Food-Focused Experiences

California’s New Culinary Identity

California has long been seen as a trendsetter in American culture. Now, in 2025, the state is making waves again, this time with a surge in culinary tourism. Millions of Americans are traveling not just for beaches or theme parks, but for food-focused experiences that celebrate local farms, coastal seafood, multicultural street food, and sustainability.

According to Visit California, culinary tourism generated $25 billion in visitor spending in 2024, with 2025 projected to be even higher. A Bloomberg survey shows that 63% of U.S. travelers now consider food a top priority when planning domestic trips.

The Rise of Family-Friendly, Food-First Trails

California is moving away from a single-minded focus on wine country and developing inclusive, food-only experiences.

California Seafood Trail: Monterey Bay’s sustainable fisheries are now part of a statewide coastal food route (Monterey Bay Aquarium).
Farm-to-Table Circuits: Central Valley farms and Sacramento’s markets highlight organic produce and regenerative agriculture (USDA).
Taco & Street Food Trails: Los Angeles and San Diego are promoting multicultural street food heritage, from Korean barbecue tacos to Salvadoran pupusas (Eater LA).
Plant-Based Dining Routes: San Francisco and Oakland are home to pioneering vegan restaurants, making plant-based food a mainstream part of California dining (VegNews).

These options are attracting families, wellness travelers, and international visitors looking for alcohol-free, all-ages experiences.

Culinary Tourism by the Numbers

The statistics show just how powerful this trend has become:

California welcomed 240 million visitors in 2024, up 15% from 2023 (California Travel & Tourism Commission).
Culinary tourism accounted for $25 billion in direct spending, compared to $19B in 2019.
Farm-to-table tour bookings grew 22% year-over-year in 2024 (Sacramento Bee).
Airbnb reported a 40% increase in “food experience” bookings in California in 2024 (Airbnb News).
Los Angeles street food festivals saw attendance surge 35% year-over-year, with record footfall of 500,000 visitors in 2024 (Los Angeles Times).

Domestic Travelers Leading the Way

Domestic tourism is the engine of this growth.

The U.S. Travel Association notes that 70% of Americans prefer food-based trips within the U.S. instead of international culinary tours.
Millennials and Gen Z are key drivers; 82% say they prioritize food experiences in travel (Morning Consult).
Road trips to California’s coast, valleys, and food hubs are spiking thanks to the popularity of regional cuisines and farmers’ markets (National Geographic).

Food as Cultural Storytelling

California’s diverse communities have turned the state into a culinary mosaic.

Orange County’s Little Saigon trail offers authentic Vietnamese pho and banh mi (OC Register).
Fresno’s Hmong food markets have been profiled by Smithsonian Magazine.
San Diego’s Baja-inspired cuisine blends Mexican heritage with California produce (San Diego Tribune).
Bay Area food tours highlight Filipino adobo, Indian curries, and Ethiopian injera, showcasing immigrant contributions to American dining (SF Chronicle).

This storytelling transforms every food stop into an educational and cultural journey.

Hospitality Industry Impact

Hotels, airlines, and restaurants are riding the wave.

Travel + Leisure reports hotel occupancy in Monterey and Santa Barbara hit 90%+ in peak months.
Airlines added capacity on domestic flights to San Francisco and Los Angeles, which saw 18% growth in arrivals linked to food tourism (CNBC).
Michelin-starred restaurants in San Francisco now report 3–6 month waitlists for reservations (Forbes).

Sustainability and the “Farm-to-Fork” Economy

Eco-conscious travelers are driving growth in sustainable food travel.

UC Davis research found that 55% of food tourists prioritize sustainability.
Sacramento’s Farm-to-Fork Festival drew 40,000 visitors in 2024, highlighting regenerative farming (Sacramento Bee).
The California Department of Food and Agriculture promotes farm partnerships that allow travelers to visit orchards, dairies, and organic farms.

This aligns with California’s goal of being a global leader in eco-culinary tourism.

Challenges for Culinary Tourism

Despite strong momentum, challenges exist:

Hotel rates rose 30% year-over-year in food tourism regions, risking affordability (WSJ).
Labor shortages in hospitality could affect service quality (Washington Post).
Droughts and wildfires pose risks to farming and regional supply chains (NYT).

Conclusion: California’s Recipe for Growth

California has redefined its identity as a culinary destination without relying on wine. By promoting seafood routes, multicultural food trails, and farm-to-table experiences, the state is attracting a wider, more diverse audience of travelers.

In 2025 and beyond, whether you’re tasting tacos in East LA, sampling fresh-caught crab in Monterey, or enjoying a plant-based dinner in San Francisco, California promises that the journey is as delicious as the destination.