Designing the Perfect Food or Beverage Tour & Tour Business
4.1 (15 ratings)
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Designing the Perfect Food or Beverage Tour & Tour Business

Everything you need to know to start your own food/beverage tour and tour business, in less than 90 minutes!
4.1 (15 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
35 students enrolled
Created by Erik Wolf
Last updated 6/2017
Price: $95
30-Day Money-Back Guarantee
  • 1.5 hours on-demand video
  • 5 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion

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What Will I Learn?
  • Construct short or multi-day food/beverage tours, including the right kind of itinerary, international destinations, etc.
  • Write both comprehensive and concise business plans for a food/beverage tour company.
  • Sell and market your food or beverage tour.
  • Identify and prevent potential issues and other pitfalls that could hurt or ruin your business.
  • Found and manage a successful food or beverage tour company.
View Curriculum
  • Prospective students should have an interest in managing or working for a food or beverage tour company.



In 90 minutes or less, take a professional development journey with food tourism industry founder Erik Wolf. That's right, it was Erik's idea to organize and professionalize a food tourism industry so he founded the World Food Travel Association back in 2003. He has served as its Executive Director ever since. Today, the Association is the most respected food tourism organization in the world. No need to spend thousands of dollars (or euros or whatever) on a Master's Degree or on in-person training on how to create a food tour. This Masterclass provides so much information, that if you pay attention and ask questions when needed, you could be well on your way to your next great career!

Food tours are FUN. They are NOT hard to put together (but it does take work). You can have the freedom you want to deliver tours anywhere on the planet. Live where you want to live. Make some extra cash doing it part-time or turn it into a profitable career. And by food tours, we mean beverages too - wine, beer, distilled spirits, even fruit juices are possible!

Recent data from our Association's Food Travel Monitor research report shows that 93% of travelers engage in some kind of unique food or beverage experience when they travel. That means that almost everyone can now be considered a food traveler! And only about 18% of travelers prefer gourmet experiences. If gourmet isn't your thing, that's OK. There are still more than enough customers for you!

According to the United Nations World Tourism Organization, "Demand for international tourism remained robust in 2016 despite challenges. International tourist arrivals grew by 3.9% to reach a total of 1,235 million, according to the latest UNWTO World Tourism Barometer." In other words, tourism is a growth industry and there's plenty of space for your new food or beverage tour company!

OK, what will you learn? Well, a lot! It's a full Masterclass offered under the auspices of our World Food Travel University. Specifically, you'll learn the following:

  1. Brief history of food tours (background).
  2. How food & beverage tours differ from other kinds of tours (positioning).
  3. How to structure a food or beverage tour business and avoid pitfalls (strategy & operations).
  4. How to identify the 13 types of food travelers (demographic & psychographics)
  5. How to plan and operate food/beverage tours in other countries (internationalization).
  6. How to staff appropriately for each position, including hiring the right guides (human resources).
  7. What are the different types of food tours and how to develop products to sell in your food or beverage tour business (product development).
  8. How & where to promote your food or beverage tours (marketing).
  9. How to sell your tours (sales).
  10. How to service the special needs of food & beverage travelers (service).
  11. How to plan for site inspections, health & safety and emergencies (logistics).
  12. What technology and software should you use in every aspect of your business? (technology)
  13. How to estimate your costs and profits, and how to price your tours (finance).
  14. Examples & case studies of current food & beverage tour companies
  15. Additional resources (downloadable workbook, 1-page business plan, audio interview, industry glossary, ethics & more)
  16. Tips & tricks from the world's leading authority on food tourism, the World Food Travel Association

And if that's not enough, we invite you to ask as many questions as you want.

So what are you waiting for? Take the next step towards doing what you really want. Learn how to create a food or beverage tour company. And for current food/beverage tour operators, we've got you covered as well - you might know the basics, but there is a lot of very detailed and new information that will be of use to you. The Tips & Tricks lecture alone is worth your time.

I hope to see you in the classroom soon!

Erik Wolf, Executive Director
World Food Travel Association

Who is the target audience?
  • Food & beverage entrepreneurs seeking new ways to diversify their revenue stream
  • Existing food/beverage tour companies wanting to improve their tour products or operations
  • Chefs/restaurants who want to lead food/beverage tours
  • Companies that serve as a vendor to a food/beverage tour company
  • Recent university graduates (or current students) interested in food/beverage tours/tourism
  • Anyone looking for a career change (part-time or full-time)
  • Anyone interested in the food or beverage tour industry
Compare to Other Tour Guide Courses
Curriculum For This Course
18 Lectures
The Basics
5 Lectures 17:48

In this lecture, we'll set the stage for the Masterclass, including what you can expect to learn.

Preview 04:59

We'll explain the history of the food tourism industry, what the industry is all about, and the organization that is leading the industry and its development.

Preview 02:57

In this lecture, you'll learn how exactly to position your food/beverage tour and/or  food/beverage tour business.

Preview 01:23

In this lecture, you'll learn all about how to set up your food or beverage tour business.

Preview 06:41

In this lecture, you'll learn who foodie travelers are and how to position your tour offering to them.

Demographics & Psychographics
Developing & Promoting Your Tour Product and Tour Business
5 Lectures 24:52

In this lecture, you'll learn everything you need to know about how to design your food or beverage tour.

Product (Tour) Development

In this lecture, you'll learn about site inspections, health & safety and emergencies to make your food/beveragetours run more smoothly.


In this lecture, you'll learn the best ways to market your food or beverage tour.


In this lecture, you'll learn how to convert prospective customers into actual customers.


In this lecture, you'll learn about the costs associated with running a food/beverage tour and tour company, as well as how to price your food/beverage tours so that you can make money.

Finance & Pricing
Optimizing Your Business
4 Lectures 15:40

In this lecture, you'll learn how to take your food/beverage tours outside your own country if you want to.


In this lecture, you'll learn about technology tools and processes that will help you to save time and money.


In this lecture, you'll learn how to staff for your company's various roles, including how to identify the best tour guides.

Human Resources

In this lecture, you'll learn how to provide service to your customers, both on and after the tour.

Winding Up
3 Lectures 20:39

In this lecture, we'll look at four great examples of food/beverage tour companies and learn what they're doing right.

Examples & Case Studies

In this lecture, you'll hear from an actual food tour operator and learn about other extra resources to make your job easier.

Additional Resources

Tips & Tricks
Quiz & Next Steps
1 Lecture 00:36

Test how well you absorbed the information in the videos you watched.

Knowledge Quiz
10 questions

In this lecture, we'll wrap up the Masterclass and prepare you for the next steps in your food tour career.

Your Next Steps
About the Instructor
Erik Wolf
4.1 Average rating
15 Reviews
35 Students
1 Course
Founder of the world's food tourism industry.

Erik Wolf is the visionary founder of the world’s food tourism industry, and of the Association. He is a highly sought speaker, thought leader, strategist and consultant, in the US and abroad, on food and drink tourism issues, and is considered the go-to food tourism industry resource for media outlets that have included CNN, the BBC, the Wall Street Journal, Newsweek, NBC, Forbes,, Huffington Post, the Australian Broadcasting Corporation and many more. His works have been published in dozens of languages. Erik also advises to UNESCO’s Creative Cities Network gastronomy program and the UNWTO’s Gastronomy Network.