Craft beer tourism
form of tourism focused on craft beer
Craft beer tourism refers to tourism where the primary motivation of travel is to visit a brewery, beer festival, beer related activity or other event that allows attendees to experience all aspects of the craft beer-making, consuming and purchasing process. Travel and tourism constitute one of the largest industries in the world, with Americans spending a total of $1.1 trillion in domestic and international travel in 2018. The beer tourism industry has evolved from the larger culinary and beverage tourism category in which people began planning travels based around experiencing food and drink of different geographies. Informally, vacations centric to the theme of enjoying beer have been dubbed "beercations".
History
The theory behind beer tourism is that people want to feel more connected to the beer that they are drinking. People have always been traveling to explore different cultures, geographies and even foods. Tourism within the beverage industry has long seen success with the development of enotourism—tourism related to the wine consumption and making process. Regions such as Northern California, and Tuscany have seen a large influx of tourists whose sole purpose is to sample the regions' wine. Beer tourism has seen an increase in recent years due to the rising popularity of craft beer and increased prevalence of microbreweries. In a study done by Nielsen it is reported that the average American has visited 2.1 breweries in the last year while traveling.
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