ABSTRACT
This chapter provides some background information on the development of China's food and wine tourism by analysing both the supply and demand sides. With increasing disposable income, China is facing exponentially growing tourism demand. The China Tourism Academy, affiliated with China National Tourism Administration, has surveyed both the domestic and international Chinese tourism market over a long time period of time. China possesses a tremendous advantage to develop food tourism because of its well-known diversity, flexibility and adaptability of food. However, the food tours offered in China's market, no matter if they incorporate domestic or global routes, are all centred on tasting experiences with little regard given to cooking and learning about local foods. Consumers in China also tend to take recommendations from friends or family for off-premise wine consumption. In light of the fast growing Chinese economy and globalisation, China has fostered the development of wineries to meet increasing demand for red wines.
