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In the age of endless scrolling and binge-worthy travel shows, gastronomy tourism is undergoing a digital evolution. Food is no longer just sustenance on the road—it’s the main attraction, often discovered first on a screen. From viral dishes on TikTok to TV chefs showcasing local specialties, travelers are increasingly guided by what they see online and on television. Nowhere is this shift more evident than in Antalya, Turkey, a city renowned for its culinary heritage and scenic coastline. A recent academic study has put this phenomenon under the microscope, examining how media content drives real-world tourism choices.
Based on the research by Muhammet Erbay and Şevval Özer, “The Effects of Social Media and TV Programs on Gastronomy Tourism“, this report explores how media shapes travel intentions, especially among younger, digitally native demographics. The findings shed light on a powerful interplay between digital consumption and physical destinations—where a snapshot of a mezze platter or a well-edited TV segment can boost bookings and redefine entire cities.
For food professionals, marketers, and hospitality operators, understanding this media-tourism link is crucial. It’s not just about creating good food anymore—it’s about creating content-ready food experiences that can travel across screens before guests ever arrive.
Trend Snapshot / Factbox
| Aspect | Details |
|---|---|
| Trend name and brief definition | Digital Gastronomy Tourism – food-driven travel shaped by media exposure |
| Main ingredients or key components | Social media platforms (Instagram, TikTok), food-focused TV programs, visual storytelling |
| Current distribution | Global; case study in Antalya, Turkey |
| Well-known restaurants or products currently embodying this trend | No specific brands—trend focuses on media-influenced gastronomy culture |
| Relevant hashtags and social media presence | #gastronomytourism, #foodtravel, #AntalyaFood, #foodie, #tasteAntalya |
| Target demographics (who mainly consumes this trend?) | Millennials and Gen Z, active on digital platforms and open to culinary travel |
| “Wow factor” or special feature of the trend | Screens inspire travel—users visit destinations after seeing food on Instagram or TV |
| Trend phase (emerging, peak, declining) | Emerging to peak phase—growing rapidly in the post-pandemic travel boom |
Visual Appetite: How Instagram and TikTok Frame Destinations
The smartphone has become a compass for gastronomic adventure. Travelers today no longer rely solely on guidebooks or local tips—they follow influencers, hashtags, and trending Reels. This “visual appetite” shapes where they go and what they eat. According to Erbay and Özer’s study, nearly 60% of respondents were influenced by social media when choosing a gastronomic destination, with Instagram and TikTok being the most impactful platforms.
These platforms are saturated with high-resolution photos, slow-motion videos of sizzling street food, and personal vlogs that spotlight culinary authenticity. For users in Antalya, media content sparked curiosity about specific dishes, leading them to restaurants they would not have otherwise discovered. The psychology behind this is rooted in what researchers call “anticipated experience satisfaction”—users see appealing food visuals and mentally project themselves into the experience, creating a desire to replicate it in real life.
Crucially, this desire isn’t limited to gourmet or luxury food. Street food, regional specialties, and even humble home-cooked meals gain attention when presented creatively. Visual storytelling flattens hierarchies, putting traditional dishes on the same pedestal as fine dining. For tourism boards and restaurant owners, the lesson is clear: how the dish looks online is just as important as how it tastes in person.
Screen to Plate: TV’s Recipe for Travel
While social media dominates the fast-paced food trend cycle, television still holds sway—particularly for more immersive storytelling. Food and travel shows, from global series to regional programming, offer rich narratives that combine culinary detail with cultural context. The study highlights that more than half of respondents had visited or considered visiting Antalya locations after seeing them featured in a TV show.
TV formats provide depth that Instagram posts can’t: the story behind a recipe, the journey of a local chef, the atmosphere of a marketplace. These narratives build emotional connections. In the case of Antalya, programs showcasing Ottoman-era dishes, regional herbs, and fish markets were strong motivators for travel. Viewers became intrigued by the identity behind the food, not just the food itself.
This deep connection is especially valuable for destinations with rich culinary histories. By featuring lesser-known regions, TV can decentralize tourism and encourage exploration beyond iconic sites. However, the power of TV also lies in its blend with other media—many viewers look up locations on Instagram after watching a show, blending the two experiences into one fluid journey from screen to plate.
Digital & TV Synergy: Amplifying Gastronomy Tourism
Rather than competing, social media and television work in tandem to drive gastronomic travel. The study outlines how multi-platform exposure significantly increases destination recall and intent to visit. A person who sees a dish on a TV show and then encounters it again on Instagram is more likely to take action.
This synergy extends to user-generated content. After visiting a location, travelers often share their own photos and clips, creating a cycle of inspiration for others. In Antalya, this feedback loop was especially strong among Gen Z participants, who actively posted their food experiences, tagging local spots and using location-specific hashtags.
This creates opportunities for hospitality marketers. Cross-media campaigns that align influencer posts with longer-form video content can capture both immediacy and emotional resonance. For example, an Antalya food festival could be introduced in a TV segment, promoted via Instagram ads, and then amplified through TikTok challenges featuring local chefs or iconic ingredients.
Critical Perspective: Instagrammable vs. Authentic
With the benefits of media exposure come notable concerns. The study cautions against the risk of “superficial consumption”, where tourists prioritize visual appeal over cultural authenticity. In Antalya, some chefs and food workers expressed concern that traditional preparation methods were being altered or oversimplified to meet social media aesthetics.
This leads to a broader question: Is the trend of digital gastronomy tourism encouraging deeper cultural appreciation or flattening local identities into stylized content? The answer isn’t binary. For some travelers, a photo leads to genuine discovery. For others, it’s a fleeting checklist moment.
Restaurants and food tourism operators must strike a balance. Offering visually appealing dishes doesn’t mean compromising on tradition. Instead, there’s a growing need for “authentic curation”—presenting real culinary stories in a format that resonates with digital audiences. That means clear storytelling, creative plating, and a willingness to engage with visitors who are as likely to film their meal as they are to eat it.
Strategic Opportunities for Destination Marketing
The findings of the study hold actionable insights for tourism boards, restaurateurs, and hospitality strategists. To fully harness the power of media-driven gastronomy tourism, destinations must invest in:
- Cross-media storytelling: Combine social-first campaigns with mini-documentaries and culinary series
- Local influencer partnerships: Support creators who can authentically represent regional food culture
- Interactive digital content: Use Instagram Stories, TikTok filters, or YouTube walkthroughs of markets and kitchens
- Visitor co-creation: Encourage guests to share their experiences with branded hashtags and social-friendly environments
Antalya’s experience shows how traditional food culture can be revitalized through the lens of digital media. But this must be done carefully, with cultural sensitivity and a clear narrative that educates while it entertains. If tourism marketing is going to be visual-first, it should also be values-first.
If you want to dive deeper into how food content shapes travel behavior, read the full study by Muhammet Erbay and Şevval Özer:
“The Effects of Social Media and TV Programs on Gastronomy Tourism”
Curious how social media is transforming restaurants themselves? Read our piece on From Fine Dining to TikTok Dining: How Social Media Redefines Restaurant Success.