Contributed by Chef Kimberly Houston
KANSAS CITY, MO — Food has always been an important part of travel, but increasingly, consumers on the move are actively searching for eating experiences as part of their trip planning.
Tourism creates an interesting marketing opportunity when bakers focus on reaching people who are looking for ways to experience local culture through food.
Here are a few ways to turn your neighborhood bakery into a must-see travel destination.
Partner with existing food tours
Research tours that already operate in the city. Look at the stops they make, the foods they highlight and the types of stories they tell. Then, consider how your bakery might add to the experience.
Offering small samples of a signature product and a few minutes of storytelling can introduce an entirely new group of customers to the bakery. It can also lead to additional purchases, repeat business and word-of-mouth referrals.
Connect with marketing organizations
When engaging in bakery tourism, the usual marketing channels may not be enough. Most major cities have tourism departments or convention and visitors’ bureaus. There may be opportunities to appear in visitor guides, website listings, newsletters, seasonal campaigns, media events or tourism-focused programs.
Additionally, view the bakery through a traveler’s eyes and list classes in places they search for experiences. Find out how to get included in area business listings, culinary guides or suggested itineraries.
The goal isn’t to market everywhere. It’s to make it easy for someone who doesn’t already know the bakery exists to discover it while planning or enjoying their trip.
Partner with local hotels
Tourism boards may influence travelers before they arrive, but hotels have their attention once they’re in town. That makes them natural partners for bakeries.
Hotel employees regularly answer questions about where guests should eat, what they should see and which local businesses are worth visiting. Look for opportunities to be included in their recommendations.
Invite concierge, front desk or guest services employees to experience the bakery so they’re familiar with what they’d be recommending. Then, consider whether there’s an opportunity to collaborate by, for example, offering pastries as a welcome amenity, breakfast vouchers for hotel guests, or cakes and desserts for celebrations.
Create an experience
Build classes or demonstrations around regional specialties or culturally significant baked goods. If the bakery doesn’t have an obvious regional specialty, turn a signature pastry, decorating style or baking technique into its own experience.
Monetize business knowledge and expertise while generating revenue from sales of merchandise, baking kits, packaged products or other take-home items.
Make sure the numbers work. The opportunity must work for the bakery before considering the additional exposure and sales a bonus. Before agreeing to a partnership or launching an experience, understand the costs and expectations. Arrangements will vary, so make sure to ask about group size, frequency, payment and any additional staffing or operational needs.
Keep the relationships going
Eventually, visitors will go home, but the relationship doesn’t have to end. Travel-friendly products and souvenirs — packaged mixes, baking tools, cookbooks or branded merchandise — can generate additional sales.
Encourage visitors to post about their experience at the bakery on social media, with a reminder to tag the business. Use packaging, QR codes or class materials to invite them to follow the bakery, join the email list or shop online. And never underestimate the value of the recommendations, photos and stories they may share with others.
Bakery tourism is about finding the right way to become part of the local experience and give travelers a reason to remember the bakery — and recommend it — long after they leave.
This story has been adapted from the September | Q3 2026 Craft to Crumb mini-mag. Read the digital issue here.
