Research reveals “major” impact of Instagram food trends on food tourism

18/10/2017 - 07:00
Commissioned by Heathrow airport, new research looking at food Instagram trends across the world has revealed that half a billion food photos have been uploaded onto the social media site using hashtags #food, #foodie, #foodstagram, #foodporn, #nomnomnom - consequently giving way to a “major food tourism trend.”

In a survey of 2,000 UK travellers, the research, which forms part of Heathrow’s ‘Taste the World’ report, found that:

  • One in seven Brits choose a holiday destination based purely on its Instagrammable cuisine, and forget review sites
  • One in five (18%) are now only researching and choosing restaurants if their food offering looks appetising on social media
  • 28% post pictures of what they’re eating on holiday, with the same amount saying they enjoy their holiday more by doing so
  • 18% have acquired more social media followers, likes and comments through their #instafood images
  • One in five have decided not to post a photo on Instagram as their photography skills “weren’t up to scratch”
  • 32% would love advice on how to perfect their Instagram food photography

Following this, Jasmine and Melissa Hemsley (the sister duo behind healthy eating brand Hemsley & Hemsley) have been appointed as the airport’s official ‘Instagram Food Ambassadors,’ which will see them share their top ten food photography tips as well as an online tutorial via its YouTube channel - http://www.youtube.com/LHRHeathrow.

They said: “We know that now, more than ever before, people will eat with their eyes first, predominantly using their phones to search for and choose dishes and destinations that look the best on a plate.

“We love sharing our culinary adventures and over the years have picked up a few techniques for taking great food snaps. We’re excited to be sharing these tips and tricks with Heathrow passengers travelling to exciting destinations, so they too can embrace the food-photo-sharing phenomenon and start capturing creative, vibrant and appetising images themselves that will be a hit on Instagram.”

Included in Heathrow’s “month-long celebration of food tourism,” ‘Taste the World’ will “show [consumers] how to get the most from their foodie travels using nothing more than a smartphone and hashtag” by sharing insight, tips and experiences, including the 10 most Instagrammed food destinations around the world, apps to “improve your Insta game” and recommended restaurants.

The ‘Taste the World’ guide can be viewed via: http://www.heathrow.com/file_source/Heathrow/Content/Shopsandrestaurants/RestaurantsA-Z/ttw/pdf/Taste_The_World.pdf.

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