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The research shows the stereotype of the British holidaymaker stuffing their suitcase with Marmite and baked beans is no more, with eight out of ten Brits saying authentic, local food and wine is their number one holiday essential. The French reinforced this by placing ‘les rosbifs’ above the Italians and even their own countrymen in their enthusiasm to try local specialties and eat at authentic restaurants.

“These findings really show how much attitudes to food in Britain have changed over the past few years – not just at home but in the way we choose and experience food abroad, as people feel inspired to travel more often and further afield” says Caroline Cartellieri, managing director of Expedia.co.uk.

“We have also seen a dramatic rise in demand for ‘gastro holidays’ – from wine tours to cookery courses – from our customers over the last few years, so it’s great to see that the perception of British tourists abroad has changed and we’re even recognised by the French as appreciating local food.”

Would You Like That Dead or Alive?

Some Brits are taking the search for an authentic gastro experience to new levels with 8 per cent claiming to have killed their own food on holiday and 7 per cent to climbing a tree to find food or going foraging. An impressive 14 per cent have chosen their food while it was alive for it to be killed for their meal, while a third have eaten something they couldn’t identify on their travels. Thirty-seven per cent have let the waiter or one of the locals choose their food for them.

The Chips are Down

When asked what is their biggest food priority abroad, just 4 per cent of Brits say it’s finding a full English breakfast or chips, while 3 per cent claim it’s actually avoiding anywhere which serves British cuisine. More than a third (38 per cent) say going where the locals go is their priority, while, for one in ten, it’s sampling authentic street food.

Mamma Mia! Italy and France are Top Gastronomic Choices

Unsurprisingly, France and Italy are still the destinations of choice for the food-loving tourist. Almost two thirds (61 per cent) of those who went to France on their last holiday and around half (47 per cent) who went to Italy say ‘going where the locals’ go is their biggest food priority while away.

With an Italian pizzeria now on every British high street, true gastronomes are having to go to greater lengths when abroad to find new ‘foodie’ experiences. One in ten visitors to Italy cite finding the most weird and wonderful or exotic food they can as their number one ‘gastro aim’ on holiday.

From Cigarettes and Alcohol to Cheese and Prosciutto

The research shows today’s ‘gourmet globetrotters’ are favouring local delicacies over traditional duty free, with over a quarter (26 per cent) regularly filling their suitcases with local food, cooking ingredients or wine. Almost a fifth (19 per cent) opted for local cheeses, 10 per cent spices or herbs and 9 per cent local meats, compared to just 3 per cent who brought back cigarettes from their last holiday.

Welsh Keenest for Authentic Gastro Experience

The Welsh are the most enthusiastic for a rustic food experience abroad with 12 per cent admitting to having killed their own food on holiday and 10 per cent having climbed a tree to find food or gone foraging. Tourists from the Midlands are the most interested in food on holiday with over a fifth (21 per cent) claiming good food and drink are ‘vital’ to their trip, compared to just 15 per cent in the north of England.

Just a quarter of Scots have ever ordered from a menu in a language they didn’t understand, compared to 42 per cent in the South East, while those in the north of England are the least adventurous with almost three quarters (71 per cent) saying they have never eaten anything they couldn’t identify on holiday.

For centuries, the French have derided the British cuisine and taste buds, with Jacques Chirac once saying: “We can't trust people who have such bad food. After Finland, it's the country with the worst food.” While a gastro revolution has already taken place at home, this new Expedia research proves holiday food habits have also changed, marking the demise of the old “chips with everything” reputation that has lasted for so long.

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For further information, please contact the new Expedia press office team:
Tel: 0870 990 5427
Email: expediapressoffice@golinharris.com

* Survey carried out on behalf of Expedia by ICM and GFK, 13-15 April on 1004 British tourists and 118 French hoteliers

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