Driven by today's intense social media activity around unique culinary experiences, destinations are developing local food-themed travel products and promotions to evolve their brand story. In this free report on the rise of food tourism, Skift examines how destinations have developed food tourism to help define their brands, in addition to detailing the best practices and strategies for cultivating food tourism. While cuisine has always been an important part of most travel experiences, the concept of travelling to a destination specifically for its food and wine product is a relatively recent mainstream consumer trend. The 2013 'American Culinary Traveller Report' by Mandala Research showed that the percentage of U.S. leisure travellers who travel to learn about and enjoy unique dining experiences grew from 40% to 51% between 2006 and 2013. In response, DMOs - including Tourism Australia - are creating major promotional campaigns and events revolving their food and beverage experiences, designed with multiple storylines targeting different market segments.