For many travellers today, the most memorable part of a journey isn’t always a landmark or a famous attraction — it’s the food. Across the world, travellers are planning journeys around markets, restaurants, vineyards and local food traditions.

Food provides an immediate connection to the culture of a place. Through flavour, travellers experience history, geography and tradition in ways that guidebooks alone could never capture.

Destinations defined by flavour

In Tokyo, travellers might slip into a tiny ramen bar where chefs have perfected their broths over decades. These small restaurants, often hidden down narrow side streets, serve bowls of ramen that locals consider an art form.

In Italy’s Tuscany region, food becomes part of the landscape itself. Long lunches unfold slowly across vineyard terraces where fresh pasta, olive oil and regional wines tell the story of centuries of agricultural tradition.

In Italy’s Tuscany region, food becomes part of the landscape itself. Long lunches unfold slowly across vineyard terraces where fresh pasta, olive oil and regional wines tell the story of centuries of agricultural tradition.

Closer to home, South Africa’s Cape Winelands offer one of the most exciting culinary scenes on the continent. Award‑winning restaurants sit among historic vineyards and dramatic mountain scenery, creating experiences where food, wine and landscape combine effortlessly.

Why culinary travel resonates so deeply

Food engages every sense. The aromas drifting through a market, the sound of a busy kitchen and the anticipation of tasting something new all combine to create powerful memories.

Sharing a meal with locals or discovering a hidden restaurant often reveals more about a destination than any museum or monument could.

It is why culinary travel has become such a powerful trend — not simply because travellers enjoy good food, but because meals create moments of connection that stay with travellers long after the journey ends.

Travel smarter with Standard Bank

Planning the journey intelligently can make travel even more rewarding. Standard Bank clients can unlock a range of travel benefits when using a Standard Bank credit card and booking through  Standard Bank Travel in the Banking App — including up to 40%* off flights, up to 35%* off car hire, up to 15%* off accommodation, airport lounge access and travel insurance.

These benefits are designed to help you travel smarter and more comfortably wherever your journey takes you. To learn more about how Standard Bank can support your travel plans, visit Standard Bank Travel on the Banking App, or go to https://www.standardbank.co.za/southafrica/personal/campaigns/standard-bank-travel

Travel better. Travel smarter. Get rewarded with Standard Bank Travel.

*T&Cs apply. Brought to you by Standard Bank Travel, from Standard Bank. The Standard Bank of South Africa Limited (Reg. No. 1962/000738/06) an authorised financial services (FSP 11287) and registered credit provider (NCRCP15).