Grey nomads are leading a travel revolution that threatens to make trips to national parks, museums and ‘big’ objects a thing of the past.
According to industry experts, ‘passive’ tourism – which might involve such pursuits as staring at waterfalls and historic artefacts – is quickly giving way to travellers’ desires for more ‘authentic’ experiences. Rather than skirting through areas ‘seeing the sights’, today’s trend-setting adventurers are seeking a deeper engagement with the communities through which they pass.
At the centre of this seismic shift is food and wine. Grey nomads looking for a more in-depth cultural experience are becoming gastronomic tourists, foraging for food, talking to those who supply it, and gaining a greater insight into local culture.
Grey nomads are at the forefront of this change in travel patterns as they are under less time constraints and can get to more out of the way places,” said Southern Cross University lecturer David Scott. “They are eager to see where the food came from and who produced it … they want the stories behind the food.”
Recent Tourism Australia research revealed that 40% of holidaymakers consider food and wine a major factor in their travel plans, edging ahead of the natural environment.
Mr Scott says grey nomads are among the leading customers at roadside fruit and vege stalls and at the burgeoning number of farmers’ markets.
“They are discovering that museums are things that you can look at and maybe touch, but food you can actually consume,” he said. “Discovering food is a transformative experience … it is at the heart of the identity of a place.”
The academic, who has been researching the gastronomic tourism trend, says increasing numbers of older travellers are shaping their itineraries around food and wine.
“People are moving beyond sun, sea, sand, and getting the T-shirt,” he said. “They want an authentic experience and food gives them that.”
He said that in a constantly changing world, food can ground people and give them a sense of belonging.
“Food can take grey nomads back in time and remind them of what they used to have at Grandma’s house,” said Mr Scott. “It has real meaning.”
Mr Scott says campsites are places where news of a great food or wine destination quickly spreads by word of mouth, and a new ‘must-eat’ location is added to the map.
So, where will it all end? Will grey nomads one day drive past iconic landmarks such as Uluru to get to an exciting new farmers’ market?
“Yes, I can definitely see that it happening,” he said. “And sooner than you might think!”
