# Gourmet Bus Tours Willer Travel's Open-Top Bus Pairs Tourism and Food Made Locally By Laura McQuarrie | Published 2017-03-22 | World Source: Trend Hunter, https://www.trendhunter.com/trends/tourism-and-food References: [en.rocketnews24](http://en.rocketnews24.com/2017/03/21/new-restaurant-sightseeing-bus-offers-gourmet-meals-on-wheels/) & [willerexpress](http://willerexpress.com/en/restaurantbus/niigata/plan01.php) While food and travel often go hand-in-hand, Japan's Willer Travel is now putting a particular emphasis on [tourism and food](https://www.trendhunter.com/trends/four-seasons-yachts) with its newest [open-top bus tour](https://www.trendhunter.com/trends/grinchmas-afternoon-tea). The custom two-storey bus that tourists will board boasts a mobile kitchen on the first floor, which gives 25 passengers the chance to enjoy freshly cooked meals as they take in the sights of Tokyo. For the tour of Japan's Niigata Prefecture, the theme celebrated on board the bus is a "festival." As such, the interior of the bus is decorated with lanterns, flags and other decorations that come out during festival time. Items on the menu of this tour bus include [famous sake](https://www.trendhunter.com/trends/carnival-cruise-line) from the region, deep-fried shrimp from the Sea of Japan and risotto made with local rice. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 84% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### Why This Trend Is Growing - **Culinary Tourism:** The integration of food and travel experiences offers a disruptive innovation opportunity to create unique and immersive culinary tourism experiences. - **Mobile Dining:** The concept of mobile kitchens on tour buses presents a disruptive innovation opportunity to provide convenient and high-quality dining experiences while on the move. - **Themed Food Experiences:** Creating themed food tours on buses allows for a disruptive innovation opportunity to combine cuisine and cultural celebrations, enhancing the overall dining experience. ### Industries Being Reshaped - **Travel and Tourism:** The integration of food and travel experiences opens up disruptive innovation opportunities in the travel and tourism industry to cater to the growing demand for unique and immersive experiences. - **Hospitality:** The concept of mobile dining on bus tours presents disruptive innovation opportunities in the hospitality industry to provide exceptional dining experiences for guests. - **Catering and Food Services:** Integrating mobile kitchens on tour buses offers disruptive innovation opportunities in the catering and food services industry to expand their offerings and reach new customer segments. ## Related on Trend Hunter - [Teatime Bus Tour Experiences](https://www.trendhunter.com/trends/bus-tour-experience.md) - [Culinary-Focused Travel Experiences](https://www.trendhunter.com/trends/food-tours.md) - [Pop-Up Dining Experiences](https://www.trendhunter.com/trends/niseko-confidential.md) - [Unique City-Based Culinary Tours](https://www.trendhunter.com/trends/tasty-tours.md) - [Double-Decker Bus Tastings](https://www.trendhunter.com/trends/nyetimber.md) - [Expert-Paired Prague Food Tours](https://www.trendhunter.com/trends/prague-food-pairing-tours.md) - [Lesser-Traveled Japan Tours](https://www.trendhunter.com/trends/japan-multiadventure.md) - [Train Station Sake Experiences](https://www.trendhunter.com/trends/oden-de-atsukan-station.md) - [Historical Japanese Tour Experiences](https://www.trendhunter.com/trends/shakujoji-temple.md)