Not In The Guidebooks cooks up plan for foodie fam to Tuscany

Not In The Guidebooks plans to take travel agents on a foodie fam trip to Tuscany to capitalise on growing demand for culinary tours.

The specialist experiences operator said food and wine-themed travel is one of its fastest‑growing categories.

Agents selected for the trip will join the Tuscan Four‑Night Cooking Experience with Wine Tour in September.

They will have the chance to learn traditional Italian cooking techniques, visit two local wineries and gain first‑hand knowledge of one of the operator’s most popular experiential itineraries.

The fam trip forms part of the operator’s wider strategy to boost agent confidence in selling private immersive touring and provide more opportunities for agents to experience its product.

Applications are open until the end of July, with agents invited to share why they deserve a place via the form which can be found on the operator’s Facebook group.

The operator also has a 15% off promotion on selected Tuscan food holidays, running until July 31, which has driven a “notable uplift” in enquiries and conversions across the trade.

Vicky Edwards, business development manager, said: “Food‑led travel has become one of our strongest growth areas, and agents are telling us they want more first‑hand experience to help them sell these trips with confidence.

“This Tuscan fam is designed to give them exactly that. Real immersion, real learning and real stories they can bring back to their customers.”