Home » TRAVEL EVENT NEWS » United States Boosts Winter Tourism as Salem’s So Sweet Festival Transforms a Historic City into a Culinary and Cultural Travel Experience: Check Out More New Information Published on
January 31, 2026As winter settles across the United States, many destinations search for ways to keep streets lively and travellers engaged during the colder months. In Salem, a city known for its layered history and walkable downtown, winter has found a flavour of its own. The annual So Sweet Festival returns in early February, reaffirming how food-led celebrations can transform seasonal travel into a warm, welcoming experience—even in the heart of winter.More than a confectionery showcase, the festival has evolved into a multi-day cultural event that blends local creativity, culinary craftsmanship, and community spirit. Its return highlights a growing trend in food festivals in the United States, where taste becomes a gateway to travel, and small cities leverage flavour to attract visitors during traditionally quieter periods.Winter Reimagined Through Food and CultureWinter tourism has long been associated with ski resorts or holiday markets, but towns like Salem are redefining what cold-season travel can look like. By centring a festival around sweets, desserts, and creative food expressions, the city invites travellers to associate winter not with dormancy, but with indulgence and exploration.Visitors arriving for the festival encounter a downtown transformed by displays, tastings, demonstrations, and themed activities. Shops, bakeries, cafés, and cultural venues collaborate to create an atmosphere that encourages wandering despite the cold. This approach aligns with changing travel preferences, where experiences matter more than weather.Advertisement AdvertisementSalem as a Walkable Culinary Destinat …
