“When travellers experience destinations, they also experience the food culture”
At this year’s ITB Berlin, the topics of health and transformative hospitality are gaining momentum for destinations and hotel brands, and will be discussed in several sessions at the ITB Berlin Convention
ITB Berlin News spoke with Cheryl Hines, an expert in the field, who is at ITB Berlin 2025 to foster collaborations promoting health and wellness within the tourism sector. Ms Hines shared her view on the priorities of travellers today, and the role healthy food and wellness play in the world of travel.
How do you envision the role of food and beverage in promoting sustainable and eco-conscious tourism experiences?
I believe that food and beverage should be an integral part of a sustainable, eco-conscious lifestyle. I’m committed to supporting policies to advance access to healthy, nutritious, and locally sourced food. Food and beverage can play a major role in improving public health, and have a natural connection to tourism. When travellers experience destinations, they also experience the food culture. This can be a powerful opportunity to highlight healthy, sustainable eating choices. I envision a future where the hospitality industry serves as a platform for promoting food that not only nourishes the body but also supports the planet.
“Travellers today are becoming increasingly mindful of their health and wellbeing. They seek destination experiences that allow them to connect with nature, nourish their bodies with clean food and rejuvenate mentally and physically.”
What are some of the wellness and healthy living priorities of travellers today? How can tourism professionals better meet these expectations?
Travellers today are becoming increasingly mindful of their health and wellbeing. They seek destination experiences that allow them to connect with nature, nourish their bodies with clean food and rejuvenate mentally and physically. Many are interested in organic food options, wellness retreats and immersive experiences in nature. Tourism professionals can better meet these expectations by offering more plant-based, organic and locally sourced meal options, promoting outdoor activities like hiking and meditation, and ensuring that their businesses follow sustainable practices in all aspects, from waste management to reducing carbon footprints.
What are your goals at ITB Berlin this year? Are there any specific contacts you are looking to make?
I aim to foster collaborations that promote health and wellness in tourism. One of my key goals is to connect with industry leaders who share a passion for health focused experiences. I love coming home from travelling feeling healthier, happier and refreshed! I’m also looking to learn more from experts in wellness tourism and those advocating for healthy food practices in the hospitality industry.
Do you have any examples of tourism professionals going above and beyond when it comes to food and wellness?
I love staying at Canyon Ranch hotels. They have California-style menus that offer vegan, gluten free, and animal protein options. They highlight organic and seasonal ingredients and are guided by the highest culinary and nutrition standards. Their menus emphasise flavour and health benefits using fresh, delicious and thoughtfully sourced ingredients. I also love travelling to all parts of the world and immersing myself in the culture of the city or town I am visiting. I once went to Santorini and really enjoyed the locally grown fava beans, cherry tomatoes, capers and, of course, the amazing wine! It’s exciting when a server or manager suggests dishes to try and I’m always impressed when a chef sends out an amuse-bouche!
