food tourism strategies

• Business Management

Designing Attractive Food Tourism Experiences

July 08, 2019 •

4 min reading

As it’s not dependent on the natural attributes of a destination such as sun, sea and sand, food tourism can be an important tool for hospitality and tourism businesses, allowing them to attract tourists during off-peak times.

However, food as a motivation for tourism is under-researched, especially in terms of what motivates tourists to undertake a food-related vacation. Researching this topic, Professor Barry O`Mahony of EHL Lausanne joined with Dr Diep Ngoc Su from the University of Economics, Danang, Vietnam and Professor Lester Johnson from Swinburne University of Technology, Australia to identify the internal motives of potential food tourists.

The results of their study help us understand the food travel motivation from both a tourist and a destination perspective, while it also provides practical advice for Destination Management Organizations (DMOs) and hoteliers.

The study and its methodology

There are two major categories of travel motivation: push and pull factors.

Push factors relate to internal travel motives such as rejuvenation, escaping routine, exploring new places, and relaxing.

Pull factors are destination attributes that attract tourists to choose one destination over another.

In order to further validate these factors, the research team reviewed five food travel blogs to look for articles showing motives for food travel as well their perceptions of what would attract them to a food destination. Blogs included: A Global Kitchen, The Travel Bite , Behind the Food Carts , Misadventures with Andi , and The Funnelogy Channel . These award-winning blogs were selected because they inspired their readers with travel adventures through food. Blog posts were analysed over a 14-month period.

During an online survey, data was collected from groups of foodies on Linkedin and Facebook . Each group was required to have a minimum of 1,000 members and participants should have been intending to take a food tourism vacation in the near future. Over 350 participants from diverse backgrounds completed the survey. Nearly half were aged between 25 to 35 years old and the rest ranged from 36 to 65 years old. More than 90% had an undergraduate or postgraduate university degree, implying that food tourists have a high level of education. Annual income varied from low to high, indicating that income is not the main driving force for food tourism.

What are the main motivations for a food tourist?

Six major motivations were found to be important for a food tourist according to this survey. Three of them are push factors: the taste of food, cultural experiences, socialisation; and the remaining three are pull factors: core food tourism appeals, traditional food appeals and local destination appeals.

Here are the main points:

• The taste of food was found to be the most important motivator for food tourists.
• Cultural experiences and socialization were next – the latter was described as the desire to increase friendships in a food tourism destination. Food tourists look for destinations with an abundance of cultural and heritage features, unique specialty shops, markets selling local farm produce, cultural events, a rural environment and farmers’ markets.
• Food tourism appeals were another motivation, including traditional food villages and visitor-friendly food markets; and
• Local destination appeals were also a major motivation, encompassing cultural events that feature food and other traditions of a food destination. Local destination appeals are related to opportunities to engage in diverse cultural activities.

There are many more food-related experiences that can attract food tourists:

• Dining with locals was another sought after experience, allowing tourists to taste home-cooked food and experience local culture.
• Cooking classes, visitor-friendly food markets and packaged food tours can help food tourists increase friendships with other tourists, familiarize themselves with farmers, cooks and food producers, or engage with local chefs.
• Food festivals or events can also provide food tourists with stimulating food tourism experiences.

How can destinations attract food tourists?

Hoteliers and destination management organizations should offer various food-related products and services in order to gain food tourism benefits.

For example, they should offer tourists the opportunity to taste local food in traditional settings, authentic restaurants or traditional food villages. This strategy can also help design unique themes for tourist experiences while creating an attractive food destination image.

Destination management organizations can also focus on enhancing cultural experiences through the food-related activities offered at their destinations. Each destination has a unique story related to the local culture, people and food traditions that can be shared with visitors. These stories are a great tool for destination marketers to promote distinctive travel experiences and develop a unique destination brand.

Another strategy that destination managers should consider is to provide opportunities for food tourists to communicate and connect with fellow food enthusiasts and tourists. For instance, establishing food tours guided by celebrity chefs or cooking classes organized by local chefs is a way to give participants the chance to get to know each other in various ways such as cooking and dining together.

Food travel motivation is diverse and destinations can attract food tourists in a multitude of ways.

Professor and Chief Academic Officer at EHL

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Food Tourism Strategies to Drive Destination Spending

Related reports, executive summary.

The purpose of this report is to help destinations and their tourism partners develop better branding and marketing strategies around food tourism and authentic culinary experiences. Destinations are missing out on longer stays, more repeat visitation, and higher average visitor spending if they’re not packaging and promoting their food tourism product in line with 2016 trends.

The biggest shift in the evolution of food tourism strategy today is segmentation. What appeals to one foodie won’t to many others, so it’s paramount for destination marketing organizations (DMOs) to delineate the different verticals within their unique culinary travel experiences. A sample of those might include: gourmet/fine dining; fast casual and gastropub; farmers’ markets and food festivals; organic and vegan; and wine, beer and spirits, etc.

As illustrated in our survey in this report, the majority of Americans identify most with casual food, craft beer, food markets, and food festivals, dramatically more than traditional segments such as fine dining restaurants and wine tourism. Meaning, if DMOs are emphasizing their upscale restaurant inventory more than anything else, they’re speaking to a minority and could be missing the mark on what mainstream travelers want out of any given destination when it comes to the food experience.

In 2016, food tourism continues to revolve more around the rise of spirits, craft beers, and other alcoholic drink categories. Beverage trails, first made popular by destinations such as Kentucky and its Bourbon Trail, are surfacing in other parts of the country. Beer culture in particular is booming in America. Craft beer, especially, has grown into a massive consumer market.

Brewers reported a 13% increase in volume in 2015 — the eighth consecutive year of double digit growth. In response, destinations are developing travel experiences that combine local breweries and brewpubs to tap that interest. Other cities are creating similar product experiences around coffee, spirits, liqueurs, etc., to rebrand their identities for foodies.

Based on those two shifts, DMOs are responding by developing more segmented and sophisticated digital content that speaks directly to a wider range of culinary niches and consumer tastes. Looking ahead, also expect to see a significant jump in video storytelling due to its engagement success on online, inspired by the mega-popular food travel shows. DMOs are morphing into media companies these days, and they’re starting that process with great food and great culinary-themed stories celebrating the local destination narrative.

Introduction

Over the last decade, the most innovative culinary travel experiences have emphasized the local destination as much as the local food and drink specific to that region. In Skift’s 2016 Megatrends Report, we focused on how “ Food is Now The Leading Hook in Travel ,” primarily because of its ability to connect travelers directly with the local social rhythms and cultural context of any community in many different ways.

Rising income levels, better eat-out (order-in) options, busier lives, less time to cook at home, and other factors are also pushing people to cook less and spend more on prepared food and restaurant experiences. Data from the National Restaurant Association show that in the U.S., overall restaurant spending per capita has jumped by as much as 25% since 2000 (see figure).

U.S. Annual Restaurant Spend Per Capita

Sources: National Restaurant Association data adjusted for inflation; population data from U.S. Census Bureau; * projected by restaurant.org

Restaurant industry sales in the U.S. alone will reach US$ 783 billion (NRA) by year’s end 2016, an increase of 49% since 2000, according to NRA data (adjusted for inflation). This trendline also appears global. A recent report by Research and Markets projects global restaurant sales to grow 6.9% annually through 2019.

Increased spend on prepared food has also been coupled with growing demand for more authentic, more individual, and more memorable local travel experiences around food. The popularity of food trucks, beer and spirit trails, farmer’s markets, culinary festivals, wine immersion classes, and many other unique culinary events are testament to the expanding spectrum of local food offerings that travelers increasingly seek during their travels.

Avid food tourists today are also compelled to explore deeper into local neighborhoods beyond the typical tourist scenes. They’ll travel farther away from their hotels for a memorable meal, and they’re more interested and willing to ask probing questions about the process behind the meal’s production. The more unique the culinary experience is, the more unique the travel and destination experience is.

Celebrity chefs and other food media brands like Anthony Bourdain, star of CNN’s “Parts Unknown,” are driving some of that. Bourdain and his contemporaries are household names because of their ability to define a unique sense of place through their travels, using food as an entry point. The food is often just a conversation starter to eventually expand on the local social fabric and cultural customs. Bourdain has spent years promoting back-alley boudin shops in Montreal and low-key fromageries in Marseilles as the best method to grasp a destination’s unique soul away from mainstream tourist traffic.

“If you do a poll of what motivates people to travel to a particular place, food is now the number one reason,” Bourdain told Skift. “I’m sure that that’s a significant change. I think people are less interested in scouting online to go up the Eiffel Tower, look around, and then come down again. I think they’re looking to have a more, for lack of a better word, a real experience.”

Chef Eric Ripert, host of “Avec Eric” on the Cooking Channel, travels to unique places like the Korean Demilitarized Zone, the most militarized border in the world, to explore what the local guards eat.

That type of ambitious storytelling is what’s driving the dreams of culinary tourists today, but it’s also raising the bar and expectations of all travelers. Large destinations and hotel groups in particular should adopt the same type of creative and adventurous spirit in their product development and promotional campaigns.

Destination marketing organizations are now developing new culinary experiences for a much wider and more segmented audience of food and beverage tourists. They’re also improving their online platforms and creating new digital campaigns that better delineate those segments. That helps customize the message and personalize the travel experience more for the individual tourist.

“Some destinations just put together a restaurant guide, and that’s useless from a foodie’s perspective, because there’s nothing there that really captures the excitement for us,” says Erik Wolf, executive director of the World Food Travel Association (WFTA). “It goes back to the experience. I think a lot of destinations focus too much on eating out, but that’s just 5% of the things involved in food tourism. We’re interested in food tours, food festivals, farmer’s markets, factory tours, going to grocery stores to purchase food and beverage souvenirs to take home, and a lot of other activities.”

Meanwhile, consumers are increasingly sharing F&B-themed media content across every imaginable digital platform to promote their travel encounters. In fact, it is rising exponentially. Instagram, for example, displayed 195 million photos for the #food hashtag and 89 million for #foodporn in May 2016, up from 168 and 76 million photos only four months before in January.

Professional food bloggers, YouTube influencers, and amateur online content providers are also growing in numbers, adding to the amount of F&B information available at traditional food industry stalwarts like Yelp, OpenTable, and other established platforms.

“The rise of websites like Eater are now becoming one of the biggest influencers,” says Wolf. “There’s also a bunch of new apps coming online like ChefsFeed , where professional chefs post reviews of their favorite restaurants.”

In effect, all travelers are foodie travelers now to some degree. Evidence of that is illustrated in preliminary data from an upcoming WFTA research report entitled, “The American Culinary Traveler 2016,” due out later this summer. Over 95% of the 3,000-plus people polled said they’re interested in some type of culinary travel experience. That’s up from 77% in the same report last published just three years ago in 2013.

“So we can now say finally that almost everyone is interested in a compelling food-and-drink-related travel experience,” Wolf explains. “Food is something that 100% of all travelers have in common, so destinations have an opportunity to create a longer lasting impact that touches on all five senses by developing their food tourism strategy as comprehensively and customized for travelers as possible.”

Identifying the American Culinary Customer

Who is the American food tourist today? More specifically, destinations need to ask who is their specific culinary-minded customer. As food customer segments expand, it may be helpful to identify unique psychographics of today’s foodie travels so destinations can adapt their product development and marketing campaigns.

It’s a scenario similar to the adventure tourism industry a decade ago. Originally identified as a sector for young backpackers and highly athletic people, adventure tourism now encompasses many types of active travel experiences for all ages and budgets.

The World Food Travel Association recently developed a research tool and methodology the group calls PsychoCulinary Profiling, that provides destination marketers with a unique way to segment food preferences. They break food tourism into 13 different segments, including: Adventurer, Ambiance, Authentic, Budget, Eclectic, Gourmet, Innovative, Localist, Novice, Organic, Social, Trendy, and Vegetarian.

Wolf explains that while 8.1% of foodies chose Gourmet first when they assessed their interests in a recent survey, other choices score higher, such as Authentic (8.8%), Localist (11.0%), and Novice (10.7%).

In addition, WFTA can calculate how destinations resonate differently with those 13 segments, because different cities also have their own PsychoCulinary profiles.

“Namely, for example, respondents in New York City ranked highest in Gourmet, Trendy and Social, while respondents in Toronto ranked highest in Localist, Eclectic and Organic,” Wolf wrote in the World Travel Market blog . “In other words, specific cities attract not foodies in general, rather, specific cities attract a specific type of foodie.”

With that in mind, some tourism marketing organizations are adapting their product development and marketing strategies to leverage this interest, because they have a better understanding of the food tourist segment.

For example, the Korean National Tourist Board shared the results of a May 2016 consumer profile survey of 4,369 participants, from eight different language regions. The data showed that a total of 2,370 (54.2%) of survey respondents voted for Street Food as the No. 1 most desirable travel activity among English-speaking visitors. That was chosen out of a 50 potential travel experiences in South Korea ranging from shopping to exploring traditional Hanok homes:

Survey Results: Top Travel Activities for English-speaking Visitors to Korea

Source:  Korean National Tourist Board

“In response to this growing trend, KNTO has named the top Korean Food Streets and top Korean Food Festivals, and we are rigorously promoting them,” says Sung Kyung Kim, manager of the Korean National Tourism Office. “Companies like O’ngo Food Communications , who were the pioneers in making culinary tours popular in Korea back in 2008, are flourishing.”

Skift Survey: Travelers Identify More With Gastropubs and Farmers’ Markets Than Fine Dining

Skift launched a survey to better understand the American culinary palette particularly when traveling. Over 2,000 people responded to the survey conducted via Google Consumer Survey asking: “You’re going on vacation, which ‘foodie tourist’ experience MOST reflects your identity when traveling?”

Overall, “Gastropubs, Burgers, Beer” earned almost a full third (32%) of the votes, followed by “Markets, Festivals, Specialty Grocers” (21%), and “Trendy, Creative, Experimental” (14%). Perhaps surprisingly, the most iconic food tourism experiences — upscale dining and wine — ranked well below the others, except for vegan cuisine.

OVERALL PREFERENCES

N=2033 responses from U.S. adult internet population

Also interesting, female respondents ranked “Gastropubs, Burgers, Beer” (28%) almost equally with “Markets, Festivals, Specialty Grocers” (26%). In the other four categories, males and females responded almost exactly the same.

PREFERENCES AMONG MEN AND WOMEN

In terms of age preferences, there was some disparity in the responses. Seniors clearly prefer markets and festivals more than their younger peers, while Millennials seem unimpressed with wine tourism. Also, as people get older, their interest in trendy neighborhoods and creative restaurants wanes. All age groups were consistent in their relative interest for fine dining.

PREFERENCES AMONG AGE GROUPS

Regional preferences also tend to vary somewhat. Midwesterners identified with gastropubs and burgers more than other regions. Meanwhile southerners tend to be the most inclined toward the gourmet classic dining experience.

PREFERENCES AMONG PLACE OF RESIDENCE

Developing Local Food Networks

As DMOs work to identify specific food tourism suppliers and their primary segments of culinary travelers most interested in that destination product, local organizations are also working to develop food community networks aimed to strengthen the local product offering. When a specific culinary segment is strong in a region, and promoted as such, the DMO can then develop a stronger reputation among that specific community of food travelers.

For example, sustainable “farm-to-table” food tourism is less of a trend these because most culinary travelers expect locally sourced ingredients. Except there’s often the concern among foodies that F&B companies are over-promising the amount of locally-sourced food items they offer.

In an industry first, the Ontario Culinary Tourism Alliance (OCTA) launched its Feast On verification initiative in June 2015 to certify that restaurants, food trucks, culinary events, and other similar companies throughout the province are sourcing local ingredients. The mission of OCTA focuses on bridging the gap between the food and travel industries by developing relationships between growers, chefs, processors, restaurateurs, accommodation providers, distributors, government, and industry organizations.

“The localism marketing term is very hot as a buzzword but with that comes a lot of ‘local-washing,’ where some people say they use local food, but that’s not enough for the food tourist who really wants an authentic taste of place,” says Julia Gilmore, food tourism program manager at Ontario Culinary Tourism Alliance. “They want to know how you’re actually supporting the farmers and other producers in the area.”

To date, over 120 companies have participated in Feast On by opening their books to OCTA to prove that they buy a specific percentage of their products from regional suppliers. The program is funded in part by Ontario’s Ministry of Rural Affairs, Agriculture & Food, and the Ontario Ministry of Tourism, with additional support from Foodland Ontario.

“The marketing of places to find local food is common but the verification and certification process is something that we haven’t seen before,” says Gilmore. “Now we can report on spending to the government. We can say 120 restaurants have spent over $15 million on Ontario, showing there’s demand for local food and making it easier to access even more local food.”

OCTA is also expanding its research to learn more about the experience-minded food tourist who’s seeking special events with strong culinary programming. This is a growing trend and food tourism segment that DMOs can have a more elevated role in developing.

“We’re seeing this intersection of cultural and culinary festivals, and we’re seeing where festivals that aren’t necessarily a food festival are putting a large effort on what food they serve,” says Gilmore. “A lot of top restaurants are now partnering with more festivals because it’s great exposure for the restaurants and chefs, and it creates a more dynamic and high-profile experience for the festival and destination.”

Expanding Online Food & Beverage Tourism Content

The biggest growth opportunity for DMOs to drive increased visitation of culinary travelers is with online content. Better storytelling focusing on more F&B experiences in more food tourism segments is helping the destinations below brand themselves as culinary hotspots.

“We talk a lot about how it’s not enough anymore to just be posting photos and content, because you need to have really beautiful photos, and you need to be crowdsourcing that content, and you just have to communicate the excitement around your food offering better,” says Gilmore. “The online and the social component is huge, and so is talking about what your brand looks like and what makes it distinctive that’s so important.”

For example, Travel Oregon segments its “ Eat & Drink ” section into 14 categories, which is far and above more than most regions, ranging from cideries and foraging experiences for the more niche tourist profile, to more classic options like distillery tours and ranch stays. Within that section alone, there are literally thousands of small, independent tourism-related companies catering to every imaginable food and beverage-themed interest.

This spring, the state tourism bureau launched the tongue-in-cheek “ You Might Like Oregon ” tourism campaign, depicting Oregon as a place that people might like, or they might not. Translation: Oregon is a highly individualistic destination that’s not trying to be something for everyone. But for those it does cater to, suggests the campaign, it caters to extremely well by delivering personalized food travel experiences.

Several of the campaign’s creative elements focus on food, beer, cider, and wine themes, such as this “ Bicycling is Even Better When It Ends WIth Beer ” content.

The United Nations World Tourism Organization explains the value of personality-driven, food-themed digital content in its conclusions of the UNWTO 1st World Forum on Food Tourism in San Sebastian, Spain in 2015:

“The people are what humanize and make an experience attractive and appealing. Chefs are ambassadors of a territory. You have to work on storytelling, building a narrative of food in the destination, looking for new angles that affect the beauty of uniqueness. The digital era multiplies the channels, promotes conversations and provides the opportunity to listen. Nonetheless, the construction of the message in the public remains vital. The message must always be inspiring; an invitation to dream.”

In North Carolina, Explore Asheville’s Foodtopia initiative showcases, “A community of culinary collaborators who share their creativity, passion and local flavors to craft an experience that will nourish your soul.” The campaign is unique because it leads with the people operating the food travel experiences — or local Foodtopians — front and center, versus the restaurants. The digital content is anchored around videos of the locals, driving interest in the neighborhood food and beverage tourism industry, with descriptions of the food, restaurants, tours, etc., following that.

Sherrye Coggiola , for example, operates The Cantina, serving authentic Southern cuisine. “I was born and raised here, so being a part of the largest industry in the community — hospitality and tourism — has been a great gift,” Coggiola explains.

This should be a more significant trend in tourism. Asheville illustrates how relatively simple it is for even third-tier destinations to introduce local business owners to visitors searching online during their pre-travel research and planning stage.

The Future of Food Tourism Content & Curation

Following is a selection of case studies among first-tier destinations that have developed long-term national or regional food tourism promotions, supported with comprehensive online content marketing platforms.

Case Study: Tourism Australia

In March 2016, Tourism Australia announced the latest impact figures based on the rise in visitation and engagement around its successful Restaurant Australia campaign .

Launched in May 2014, the international food tourism promotion pivoted Australia’s brand reputation toward the luxury segment by focusing on upscale culinary travel experiences.

International visitors to Australia spent a record $34.8 billion in the 12 months ending September 30, 2015 — up 13%, or $4.1 billion — marking the highest jump in total inbound traveler spend since 2001. Visitor spending from the U.S. was up 14%. According to the new Q1 2016 numbers, visitor spend on food and wine in Australia grew by $886 million, or 21% year-to-year. In September, just half a year previous, those numbers were $697 million and 16.9%.

“We’ve also been able to bring together the hospitality industry in Australia, as well as the tourism industry, which was also strategically one of the primary drivers of the campaign,” says John O’Sullivan, managing director of Tourism Australia. “Before that, I think they kind of saw themselves as being quite separate, but with this campaign they’ve actually really become interrelated.”

As this chart shows, the Restaurant Australia initiative achieved its branding goal to elevate Australia in the minds of upscale culinary travelers.

QUESTION: Perception of Australia as a quality food destination by people who haven’t visited?

Case Study: Northern Ireland

Northern Ireland’s Year of Food & Drink in 2016 is a celebration of the region’s food revolution over the last decade. Both Ireland.com and DiscoverNorthernIreland.com have published extensive content highlighting all of the independent and local food experiences and events from every imaginable angle.

The quality of the photography, video, and editorial content resembles a glossy travel magazine, versus just a billboard of all the partners’ banner ads. Irish character and a hyperlocal thrust are infused in every page, explaining how: “Northern Ireland is experiencing a spectacular explosion of artisan food and drink companies.”

For example, the website states: “Shortcross Gin from County Down recently scooped a silver medal at the San Francisco World Spirits Competition. Glenarm Organic Salmon is lined up on shelves in Harvey Nichols, and Abernethy Butter is the dairy sweetheart of London’s Michelin-starred chefs.”

Each of the months in 2016 have a specific theme when suppliers offer unique offerings and special events. July is Seas, Rivers & Loughs ; August is Love NI Meat ; and April is all about Brewing & Distilling . Culinary events include the Flavours of the Foyle Seafood Festival in Derry-Londonderry in July, and The Bushmills Salmon & Whiskey Festival in September.

Supporting that. Tourism Ireland’s Destination Delicious landing page builds out even more content, including extensive itinerary options for culinary travel aligned with Tourism Ireland’s three primary regional tourism marketing campaigns: Wild Atlantic Way, Ireland’s Far East, and Causway Coastal. As well, there’s an entire content ecosystem focusing specifically on Northern Ireland as a tourism destination accessible via myriad culinary experiences.

Case Study: Catalonia

The new European Region of Gastronomy Platform launched its first Year of Gastronomy & Wine Tourism in Catalonia for 2016. The innovative tourism development project is designed like a research initiative, created by the International Institute of Gastronomy, Culture, Art & Tourism (IGCAT), to collect data on the business drivers behind cultural tourism. From a consumer-facing perspective, it’s designed to “recognize exciting developments happening at a local level through the growing convergence of food, culture and tourism sectors.”

The European Region of Gastronomy Platform is open to regions that declare a “moral obligation” to ensure improved food quality and support for local cultures/traditions. Potential destinations must also agree to carry out continual evaluation during the year so that best practices can be shared across the network. The Platform also forces regional stakeholder groups to come together to develop the bid in an inclusive environment to prove community solidarity and engagement.

To bid for the 2016 event, the Catalan Tourist Board, Barcelona Tourist Board, Catalonia’s provincial governments, universities, and assorted food and wine organizations banded together to create an impressive candidature document . The report outlines in detail the immediate and legacy strategies to drive more tourism and media exposure to the regions and municipalities surrounding Barcelona.

Overall, the aims of the European Region of Gastronomy Platform are:

• Share knowledge and experience
• Showcase the distinctiveness of regional gastronomy, food, wine and cuisines through cross-marketing initiatives
• Underline the essential linkages of food at regional and European
• Highlight the gastronomic unity and diversity of Europe through joint projects
• Promote social cohesion and bonds between communities by providing access to often lesser known regions
• Drive gastronomic creativity and innovation to enable Europe’s food and gastronomy businesses to compete at global level

Q&A: Visit California CEO on The Rise of Food Tourism Video

Visit California was the first destination marketing organization in the U.S. to launch a mobile-first, content-driven lifestyle website in January 2015. That signaled the ongoing shift of tourism bureaus evolving from basically online billboards for their partners to more relevant digital travel media companies.

In March 2016, Visit California launched the Dream365TV Hub platform for video storytelling focusing on local authentic travel experiences statewide. One of the most popular original video series, California Dream Eater combines all of the next generation trends to promote food tourism: immersive video, chatty conversation while eating, user-generated content and programming direction, two-way social media engagement, local hidden restaurants, and a sense of discovery on both sides of the camera.

Series host Chase Ramsey drives around California to explore local culinary experiences suggested by viewers following @CaliforniaDreamEater and #DreamEats on Instagram. Multiple videos in each destination are then posted across Visit California’s plethora of digital platforms highlighting some of California’s most unique F&B experiences.

The earliest Dream Eater YouTube videos have topped 800,000 views to date. Almost all of the videos have more than 150,000 views.

Supplementing the Dream Eater series, the Always In Season video series focuses on California-grown produce and the chefs who use specialty crops to create unique dishes. The content is produced in partnership with Food & Wine magazine to highlight the CA Grown initiative designed to “connect people with farmers.”

Following is a Q&A with Caroline Beteta, president and CEO of Visit California.

Skift: How is food tourism evolving in general?

Caroline Beteta: Travelers are increasingly allowing their passions to fuel their vacation choices, and with the rise in foodie culture, more and more people consider culinary experiences a key driver in choosing a travel destination. With California’s farm-fresh food and high-profile chefs, it’s a culinary paradise. In fact, in 2015 more than 50 million travelers included fine dining, wine tasting, or visiting a craft brewery among their activities in the state, according to Tourism Economics.

Skift: What is the mission behind Dream365TV?

Beteta: Dream365TV originated from the idea that chasing dreams is a year-round pursuit in California. The featured original series such as California Dream Eater exemplify California’s fun-loving and free-spirited vibe, and it inspires visitors to come experience the state for themselves.

Skift: What has been the response to California Dream Eater?

Beteta: California Dream Eater is an extraordinary platform to showcase some of California’s most sought-after culinary creations. Because the program is crowdsourced, we’re getting an authentic look at what food lovers around the globe want to sample. We get an amazing response from nearly every video and photo posted, but one standout post was the Mac ’n’ Cheetos from the Attic on Broadway in Long Beach. Both the video and the Instagram post showing the dish were incredibly well received. One Instagram commenter said: “I don’t want to be skinny anymore, I want this instead.”

Skift: California is the location for Bravo’s Top Chef series this year. What does that partnership deliver to Visit California?

Beteta: Visit California’s partnership with Top Chef allowed us to showcase California’s bounty on a national stage to an audience that already loves food.  Putting the spotlight on our great culinary destinations helped highlight some well known foodie destinations, as well as some places that might not have been on everyone’s radar. It was a tremendous opportunity to show the audience that California has an abundance of chefs, artisan producers and restaurateurs, even outside our major cities.

The Rise of Beer, Spirits & Coffee Tourism

Seeing the power of food tourism to drive average spend higher in their destinations, DMOs are packaging and promoting their beverage-related travel experiences more aggressively. Wine tourism, of course, has grown exponentially over the past few decades in wine producing destinations, but now DMOs are developing similar travel experiences around their beer, spirits, coffee, and other beverage purveyors.

Beer is booming in America. Craft beer, especially, has grown into a massive consumer market in North America, and it’s continuing to grow. According to the Brewers Association, craft beer sales in the U.S. jumped 16% in 2015.

“Our craft beer video is part of our culinary campaign that was awarded a Platinum award at this year’s Adrian Awards from HSMAI,” says Patrick Harrison, VP of marketing at Visit Tampa Bay. “It also helped us land this summer’s Beer Bloggers Conference and two consecutive top three finishes in USA Today’s Best Beer City polls.”

Supporting that, the popular Food Republic blog writes : “The practice of traveling to visit a certain brewery or beer region is on the rise as people want to feel more connected to the food and drink they consume, and explore new cities and cultures through the lens of the beverages that are created there.”

Here’s a sample of how DMOs worldwide are developing different beverage trails:

Denver Beer Trail: The Denver Beer Trail is just one example of many similar initiatives that DMOs are developing to capitalize on the craft beer craze sweeping the nation. Denver has over 100 microbrew pubs in the metro area, and the city’s beer lovers are well on their way to making the city the “Napa Valley of Beer.”

The Denver Beer Trail is further supplemented with more beer content including Beers Brewed in Denver and the Beer Aficionado’s Guide to Denver .

“This is a state where you see a $5,000 bicycle on top of a $500 car,” says Todd Usry, general manager of Breckenridge Brewery. “Those same outdoors enthusiasts are the ones who see the quality in craft beer and are willing to pay a little more for interesting, satisfying beer.”

In March 2016, the third annual Collaboration Fest  in Denver was dubbed “America’s Most Creative Beer Event,” by Food & Wine magazine. The concept behind the festival is a focus on special edition beers created by separate independent brewers together in collaboration, who shared their knowledge and resources to deliver a new hybrid brew to Denver.

Austrian Schnapps Trail: Each year in the mountainous Tyrolean region of Austria, over 11 million pounds of fruit are used to produce hand-crafted schnapps, making this the largest schnapps production terroir worldwide. Leveraging that, the Tirol Tourist Board established the Tirol Schnapps Route in partnership with the local chamber of agriculture to develop tasting tours and new destination marketing campaigns.

Over 40 officially approved schnapps makers and distilleries are participating in the project, of which 13 offer a guided tour in English. The route is designed not particularly as a hiking or driving route, but instead it is more like a collection of excursion destinations.

Columbus Coffee Trail: Columbus, Ohio is home to more than a dozen local craft coffee roasters, most of which are single-origin, complemented by many more specialty coffee shops. Each has its own intriguing personal story about what launched their love affair with the coffee bean, so Experience Columbus launched the Columbus Coffee Trail in September 2014, highlighting 13 local roasters and coffee shops.

Visitors pickup a Coffee Passport at any venue along the trail, and after visiting any four of the 13 stops, they earn a special Columbus Coffee T-shirt from Experience Columbus. Since the trail’s launch through March 2016, the trail’s members report more than 9,500 additional cups of coffee sold because of the project. In 2015, nearly 2,000 people completed the coffee trail, and Experience Columbus says the #cbuscoffee hashtag has earned over 3,000 mentions on Instagram and 4,000 on Twitter.

Santa Fe Margarita Trail: Tourism Santa Fe launched the Santa Fe Margarita Trail with 30 partners in May 2016, each offering a custom margarita. Visitors collect stamps from each in their Santa Fe Margarita Trail Passport, which describes the participating establishments and their specific margarita. Visitors can then redeem their passports for a special Santa Fe Margarita Trail t-shirt or other tiered gifts based on number of stamps received.

Tourism Santa Fe is also increasing promotional efforts for a slew of food-themed cultural festivals, including: Santa Fe Wine & Chile Fiesta , Green Chile Cheeseburger Smackdown , Santa Fe Foodie Classic , and Outside Bike & Brew Festival .

The Sharing Economy’s Impact on Food Tourism

One of the primary functions of tourism bureaus is driving tourism dollars to underserved neighborhoods away from the hotel zones, such as San Francisco Travel . In July 2015, the bureau was the first ever to announce a formal partnership with Airbnb, made possible by the fact that Airbnb charges additional fees to contribute to the city’s bed tax.

The partnership between San Francisco Travel and Airbnb provides neighborhood tourism materials for local businesses to help attract Airbnb guests, and exclusive content provided by Airbnb highlighting local neighborhoods, businesses, and experiences in the area.

“The growth of the sharing economy has generated new visitor demands for creative lodging and transportation options around the world,” says Joe D’Alessandro, president and CEO of San Francisco Travel, when the partnership was announced. “San Francisco is excited to be the first destination to formalize a relationship in this exciting new space.”

According to Airbnb data, the typical Airbnb customer spends 2.1 times longer and 1.8 times more money than the average visitor.

“Home sharing is changing the way we travel, expanding tourism beyond the city center and allowing visitors to live like a local,” says Stephanie Hodges, director of civic partnerships of Airbnb during the Smart City EXPO in Barcelona in Decmber 2015. “Our visitors want to stay longer and spend more, which is only good news for cities. By spreading tourism, cities can benefit greater by increasing the economic footprint to the wider area, and more importantly, to more people and small businesses.”

In the meetings and events sector, food-sharing platforms like Paris-based Vizeat are expanding their operations to cater to large conference groups up to 2,000. Just like the leisure side, conference delegates are craving a more locally immersive business travel experience.

Since officially launching in July 2015, over 12,000 Vizeat hosts have prepared meals for over 20,000 diners in more than 60 countries. Founder Jean-Michel Petit says the company is still in its early growth stages, or where “Airbnb was around 2009,” with the bulk of business in Europe to date.

The most popular U.S. cities on the Vizeat site at present are New York and Boston. He adds that the company is doing about 20-30% growth month-over-month, spurred in part by the continuing rollout of language-specific Vizeat portals in countries like Spain and Italy.

“We commissioned online market research across many different cultures in Europe, and we discovered that 72% of French people say they would like to share a meal with people,” Petit explains. “And 53%, and this was a surprise, said they would be willing occasionally to host a meal at their table, provided they could choose the time, the people, and the price, etc.”

Vizeat’s early adopter success, and that of others like San Francisco-based Feastly and EatWith, and Rome-based BonAppetour, is driven by the idea that the dining room table is the original social network. Petit says, “Now we’re seeing people taking control of the platform proposing all kinds of things like outdoor picnics, roof top parties, market tours, and cooking courses, etc.”

Key Takeaways

Define your destination’s unique food tourism product and segments — DMOs are defining their specific segments of food tourism where they’re strongest to begin developing aa destination brand identity for culinary travelers?

Define your different segments of culinary travelers — DMOs can only develop relevant food tourism packaging and promotions with an indepth understanding of what their culinary tourists are seeking.

Create networks of food tourism-related companies and organizations — Align similar food tourism companies and thought leaders together to develop special promotions aimed at specific culinary tourist psychographics.

Don’t underestimate the demand for casual food tourism — As our Skift survey shows, the greatest demand for culinary travel experiences is for more casual and creative venues and events, and food markets and food festivals.

Integrate local food tourism leaders in local music festivals and other cultural events — Culinary tourists tend to also gravitate toward music festivals and various cultural events. DMOs are integrating their local food and beverage leaders into these events to create more memorable travel experiences.

Develop an online content strategy targeting specific segments — The world’s leading DMOs are developing more and more content to engage culinary travelers across a wide range of digital platforms. Customize content to the different culinary traveler segments and networks that have been previously determined.

Develop conversational video content with food personalities — This is obvious. The volume of destination marketing videos higlighting culinary experiences is going to grow exponentially over the next few years. Focus should be on people and the experience as much as the culinary product.

Develop beverage-related travel experiences and specific beverage content — DMOs are looking at their beer, wine, spirits, and coffee suppliers to develop new beverage-themed travel experiences and gamification. This engages a different sub-set of foodie tourists, it offers great content opportunities, and it’s possible in most destinations.

Further Reading

World Travel Market: Are you Promoting the Right Kind of Food Tourism http://news.wtmlondon.com/blog/food-tourism/are-you-promoting-the-right-kind-of-food-tourism/

Ontario Culinary Tourism Association’s Feast On Program https://feaston.ontarioculinary.com/learn-more/

2016 Food Trends on Google: The Rise of Functional Foods https://www.thinkwithgoogle.com/articles/2016-food-trends-google.html

Brand USA: The Great American Chefs Rally: http://thebrandusa.info/federalpartnernews/the-great-american-chefs-rally/

1st UNWTO World Forum on Food Tourism 2015: http://affiliatemembers.unwto.org/event/1st-unwto-world-forum-food-tourism

2nd UNWTO World Forum on Food Tourism 2016: http://affiliatemembers.unwto.org/event/2nd-unwto-world-forum-gastronomy-tourism-0

A Brief History of Beer Tourism in America: http://www.foodrepublic.com/2015/02/10/a-brief-history-of-beer-tourism-in-america/

National Beer Sales and Production Data: https://www.brewersassociation.org/statistics/national-beer-sales-production-data/

strategic food tourism management

Strategic Food Tourism Management is crucial to develop food tourism as sustainable and beneficial as possible for all local stakeholders. In order to tackle food tourism from a strategic perspective, FTM offers the following four strategic food tourism management services:

• Food Tourism Destination Development Plan
• Food Tourism Business Plan
• Strategic Food Tourism Project Plan
• Strategic Food Tourism Marketing Plan

In the  Food Tourism Destination Development Plan  food tourism strategies will be formulated which will guide your destination’s stakeholders to create your food tourism destination as sustainable as possible. This means that based on your destination’s food identity, your current food (tourism) offer and your local stakeholders, a practical strategy plan will be developed first. This plan forms the basis of shaping your city or region as a food tourism destination together with its stakeholders.

In order to benefit from all the advantages food tourism entails, it is crucial to strategically manage food tourism as sustainable as possible.

Destination Management Organisations, Destination Marketing Orgnisations, Governmental Institutions and Non-Profit Organisations with an interest in developing and steering food tourism.

In contrast to many consulting firms that give recommendations based on a superficial theoretical framework, FTM offers a hands-on coaching approach.

This means that we will guide you through the process of developing a strategic and sustainable food tourism development plan. In on- or offline interactive workshops we are firstly going to identify your destination’s food destination identity. Furthermore, we are going to analyse your destination’s current (food) tourism industry. Based on that and after having clarified your vision for your future food destination, strategic management tools will be applied to formulate practical recommendations. Those will help you and your stakeholders to develop food tourism together.

We are going to organise all sessions with the respective stakeholders. We believe that the food tourism destination strategy should represent all stakeholders’ perspectives in order to get the most sustainable result.

after that?

Unless you want us to, FTM’s work is not done at this point. Depending on the food tourism strategies we will just have developed for your destination, FTM continues with the operational part, taking those strategies into action. Check out FTM’s  Food Tourism Project Management  services.

The  Food Tourism Business Plan  refers to a plan which covers all details of a business plan for a new food tourism business or a new food tourism entity for your already existing organisation/business. Your business idea will be formulated into a viable business plan. So, you can be sure that you have thought of every detail that comes along with opening up a new business (entity).

In order for you to be able to launch a viable and sustainable food tourism business (entity), it is important to consider various obstacles. We make sure you prepare best to be able to offer sustainable food tourism products and services that actually bring out the benefits food tourism can bring.

Local culinary businesses, entrepreneurs in food and/or tourism who want to open their own business in food tourism or want to expand their business with a food tourism segment

Depending on your availability, we will have one to two online or offline coaching sessions per week. During those sessions we will tackle your business idea from a strategic point of view. At the same time, we will develop measures that can be easily adapted into practice.

After having finalised your viable business plan, you are good to go to open up your new business (entity). Or, if you like, FTM can stay by your side to help you implement your ideas. If you want to know more about how FTM can help you out at this stage, check out FTM’s   Food Tourism Project Management .

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UN Tourism | Bringing the world closer

• All Regions

UNWTO AM Report Vol. 4 'Global Report on Food Tourism'

For many of the world’s billions of tourists, returning to familiar destinations to enjoy tried and tested recipes or travelling further afield in search of new and special cuisine, gastronomy has become a central part of the tourism experience.

Against this background, food tourism has gained increasing attention over the past years. Tourists are attracted to local produce and many destinations are centring their product development and marketing accordingly. With food so deeply connected to its origin, this focus allows destinations to market themselves as truly unique and appealing to those travellers who look to feel part of their destination through its flavours.

The report analyses the current situation of Food Tourism, through a survey of the UNWTO Affiliate Members as well as the reflections of professionals with extensive experience in international organizations, destination management, tourism companies and the training schools.

The Affiliate Members Programme is grateful to all the UNWTO Member States, Affiliate Members and other organizations who have contributed to this report.

GLOBAL REPORT ON FOOD TOURISM - REPORT

For more information, please contact: [email protected] or tel: +34 915678167

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The future of food tourism

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 14 March 2016

The authors identify five driving forces of changes that are shaping the discourses about food tourism. The paper aims to discuss this issue.

Design/methodology/approach

The approach used by this paper is a general review.

The five driving forces identified are: food tourism as political capital; food tourism as a visionary state; what it means to be a foodie; the drive for affluence and exclusivity; fluid experiences in a post-modernist world.

Originality/value

The five drivers of change are identified as the core of any food tourism strategy for policy makers.

• Food tourism

Yeoman, I. and McMahon-Beatte, U. (2016), "The future of food tourism", Journal of Tourism Futures , Vol. 2 No. 1, pp. 95-98. https://doi.org/10.1108/JTF-12-2015-0051

Emerald Group Publishing Limited

Copyright © 2016, Ian Yeoman and Una McMahon-Beatte

Published in the Journal of Tourism Futures . This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

As society has advanced, the consumption of both food and tourism has changed. In 1950, 25 million tourists took an international holiday, today it is over one billion and Yeoman (2012) optimistically forecasts that this is set to rise to 4.2 billion by 2050. Food tourism without doubt is a major component of the tourist’s itinerary and a focus of destination strategies. The interest in food tourism is a representation of tourism today, in which culture has moved out of the museum and is represented in the experience economy with food tourism one of the central spheres. So, where does the future of food tourism lie? This trends paper identifies five driving forces that will shape the discourses of food tourism (see Figure 1 ).

Driver 1: food tourism as political capital

Food is the one of key elements of a nation’s culture and identity, along with its history, symbols, myths and discourses ( Smith, 1995 ). In line with this there is a connection between food and capital. Capital can be the economic, social, cultural and political ( Bourdieu, 1984 ) and it can be objectified or embodied. Food and tourism have a strong historical connection which binds them together as a political force. Additionally, food and agriculture have been traditionally strong economic sectors with associated public policies and strategies. These now often encompass food tourism and, as such, it drives political capital. Food and tourism are outputs, symbols and rituals of the food production system and, often, they cannot be separated. For example, a farmer’s market is both a food tourism experience and farm retail outlet. Political capital of food tourism is captured in destination strategies as destinations chase high-yielding tourists to bring wealth and economic propensity. Politically, food tourism generates employment and economic activity. In many destinations across the world, from Scotland to New Zealand food is central to tourism strategy thus creating political and economic capital. Why? Smith’s (1995) explanation gastronomic theory of nations where a political capital perspective is the link between “authenticity” and a destination’s or country’s history, place and culture. Here, authenticity is nationalism as food tourism is a symbol of ritual and identity. Hence, political leaders champion and protect local foods and cultures as a form of political capital.

Driver 2: food tourism as a visionary state

Closely linked to the driving force of food tourism as political capital, is that of food tourism as a visionary state. Visions and political utopias are closely associated ( Shklar, 1965 ). Ideologies are political utopias, paradises and perfect worlds in which those ideologies are presented as visions ( Bergman et al. , 2010 ). Utopian entities are often portrayed in tourism as romantised images of destinations where tourists desire to be ( Yeoman et al. , 2014 ). As food tourism has political capital it is portrayed as a vision through the use of words such as “authenticity” and “activism” in relation to how food tourism can react to the problems of humankind and climate change. Food tourism is oftened portrayed as a visionary gaze due to images of “local”, “regionality branded”, “authentic” and the “focus of economic development strategies” in which tourists are “climate aware” and want a “sustainable” experience. Food tourism is a vision of how science can be incorporated into tourism and hospitality, this is where food meets science in the form of Heston Bluemantal. The growth of organic food too a certain extend to address the issues of homogeneous food that is bland and tasteless found in the food chain, a much the sameness provails. Hence, authenticity, activism and slow food are a rebellion against the globalisation and McDonalds. We suppose that food tourism has become a vision of the future in which food tourism offers a scalable cost-effective means of local and regional development, with the potential to strengthen identity, enhance appreciation of the environment and encourage the regeneration of local hertiage and the local economy. Thus food tourism is a utopia everyone can buy into. Food tourism cannot do any wrong, is all local, natural and something that brings communities together. It advocates villages, localism and cultural identity. Food represents the geography of the place, a historical escapism from today. A sort of gaze for both producers and tourists to imagine a future in which stakeholders, communities and political groups bond together through a common language.

Driver 3: what it means to be a foodie

Food tourism and foodies are well documented in the literature ( Getz et al. , 2014 ). A picture has developed of a future consumer is that is better educated, wealthy, has travelled more extensively, lives longer and is concerned about their health and well-being. Foodies are those tourists who are passionate about food and where food is the main reason for travel. Food to the foodie is the source of all moods and all sensations ( Yeoman, 2012 ) and is the signifier of culture and symbolic order. To the foodie, food is a focus for socialising and a means for simultaneous enriching experiences, expressing personal identities and adding to quality of life. In this book, the foodie and food tourist are a central construction of the future. Consumers are moving from an era of industrial to cultural capitalism where cultural production is increasingly becoming the dominant form of economic activity. Securing access to the many cultural resources and experiences, such as food and food tourism, become an important aspect in shaping identity. The food tourist is now mainstream, exploring places, tasting the cheese of France, the sausages of Germany or the salted cod of Portugal. Thus food tourism is now part of modern life and food tourist is the new culture vulture.

Driver 4: the drive for affluence and exclusivity

The importance of affluence and exclusivity is shaped by the proposition that rising income (and the wealth improvement connected with it) has been the driving agent of modern society. It is a key indicator of societal success and responsible for the empowerment of consumers in relation to tourism. Increased personal prosperity creates an emboldened consumer-citizen, a more demanding, sophisticated and informed actor with intensified expectations of, for instance, quality innovation and premium choices in every market. It seems every destination for political and economic reasons is chasing high-value tourists in order to increase revenues. Yeoman (2012) points out that with the arrival of mass tourism for the middle classes the definition of luxury within tourism becomes diluted thus luxury providers need to redefine luxury as exclusivity. Yeoman recognises a future society where food is scarce. Consumers’ access to and ingestion of food will reshape identity and cultural class. Showing culinary prowess will bring recognition and honour. Food could become a luxury with expensive, rare and exotic foods marketed for their authenticity, local nature and cultural identity. Affluence is a key component of destination strategies, with all countries targeting high-value tourists. Yeoman et al. (2015) draws attention to the fact that the activities of the serious wealthy and celebrities can shape markets and consumer trends. This is the language of neoliberal tendencies and economic development which dominates strategy and policy discourse in tourism.

Driver 5: fluid experiences in a post-modernist world

Rising incomes and wealth accumulation distributed in new ways alter the consumer balance of power as new forms of connections and associations allow a liberated pursuit of personal identity which is fluid and less restricted by background or geography. Tomorrow’s tourist wants dynamic escapist experiences but at the same time social responsibility and authenticity. This is about diversity of experiences through sampling a wide range of novel and familiar experiences ( Yeoman, 2008 ). Fluid food tourism experiences means undertaking an authentic Turkish cooking class but at the same learning to cook with liquid nitrogen. Food tourists of the future will have so much choice: consumer volatility will increase and a high-entropy society will exist. Food tourists are and will be excellent at using social network tools to search for better deals, become communities, be informed and influence. This is a tourist that wants to experience in several ways, reflecting increasing aspirations and higher-order expectations. The changing meaning of luxury raises the importance of cultural and social capital, as this is the importance of how tourists talk about destinations and experiences. The importance of cultural capital defines identity and status and it becomes the critical currency of conversation e.g. “have you been to Heston Blumenthal’s Fat Duck Restaurant or the Blue Oyster in Los Angeles?”

Therefore …

In conclusion, these five drivers of change are at the centre of discourses about the future of food tourism as was recently demonstrated by Yeoman et al. (2015) in The Future of Food Tourism . The drivers overlap, influence and integrate with each. Food tourism as a collective discourse binds farmer, producer, distributor, retailer and consumer together thus providing stakeholders and communities a utopian vision of the future. Through the creation of visions, political capital is created as political leaders see the opportunity to create dialogue through common purpose i.e. the land, food and the tourist. These are the elements of policy and strategy which focus on the high-value tourist characterised by affluence and exclusivity. To the food tourist, food is their identity. This identity is fluid and is shaped by authenticity and hedonistic experiences.

Drivers shaping the future of food tourism

Bergman, A. , Karlsson, J. and Axelsson, J. ( 2010 ), “ Truth claims and explanatory claims – an ontological typology of future studies ”, Futures , Vol. 42 No. 8 , pp. 857 - 65 .

Bourdieu, P. ( 1984 ), Distinction: A Social Critique of the Judgement of Taste , Harvard University Press , Cambridge .

Getz, D. , Andersson, R. , Robinson, R. and Vujicic, S. ( 2014 ), Foodies and Food Tourism , Goodfellows Publishing , Oxford .

Shklar, J. ( 1965 ), “ The political theory of utopia: from melancholy to nostalgia ”, Daedalus , Vol. 94 No. 2 , pp. 367 - 81 .

Smith, A.D. ( 1995 ), “ Gastronomy or geology? The role of nationalism in the reconstruction of nations ”, Nations and Nationalism , Vol. 1 No. 1 , pp. 3 - 23 .

Yeoman, I. ( 2008 ), Tomorrows Tourist: Scenarios and Trends , Elsvevier , Oxford .

Yeoman, I. ( 2012 ), 2050: Tomorrows Tourism , Channel View , Bristol .

Yeoman, I. , Robertson, M. , McMahon-Beattie, U. and Mysarurwa, N. ( 2014 ), “ Scenarios for the future of events and festivals: Mick Jagger at 107 and the Edinburgh Fringe ”, in Yeoman, I. , Robertson, M. , McMahon-Beattie, U. , Backer, E. and Smith, K. (Eds) , The Future of Events and Festivals , Routledge , Oxford , pp. 36 - 51 .

Yeoman, I. , McMahon-Beattie, U. , Fields, K. , Albrecht, J. and Meethan, K. ( 2015 ), The Future of Food Tourism , Channel View Publications , Bristol .

About the authors

Ian Yeoman is an Associate Professor and a Futurist at the Victoria University of Wellington, New Zealand and the European Tourism Futures Institute, The Netherlands. His research interests include tourism futures, scenario planning and revenue management. Ian is New Zealand’s number one Sunderland AFC fan.

Una McMahon-Beatte is a Professor and the Head of Department for Hospitality and Tourism Management at the Ulster University, UK. Her research interests include tourism and event marketing, revenue management and tourism futures. Una is Northern Ireland’s number one Sunderland AFC fan.

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The Rise of Food Tourism: Exploring Culinary Travel Trends

Table of Contents

The impact of social media on food tourism: how instagram and food bloggers are shaping culinary travel experiences, exploring local food culture: uncovering authentic culinary experiences in popular tourist destinations, sustainable food tourism: promoting responsible travel and supporting local food systems.

Indulge in the flavors of the world: The Rise of Food Tourism.

Food tourism has become a global phenomenon, with travelers increasingly seeking out unique culinary experiences as a central part of their journeys. This growing trend has been greatly influenced by the rise of social media and the emergence of food bloggers as influential tastemakers. In this article, we will delve into the impact of social media on food tourism and how platforms like Instagram have shaped culinary travel experiences.

In today’s digital age, social media platforms have become powerful tools for sharing experiences and discovering new destinations. Instagram, in particular, has revolutionized the way we explore and engage with food. With its visually-driven format, Instagram allows users to showcase mouthwatering dishes from around the world, instantly transporting their followers to different culinary landscapes.

Food bloggers, with their expertise and passion for gastronomy, have played a significant role in shaping the food tourism industry. These influencers have built loyal followings by sharing their culinary adventures, providing recommendations, and offering insights into local food cultures. Their carefully curated content has inspired countless travelers to embark on food-focused journeys, seeking out the same delectable experiences they see on their screens.

One of the key ways social media has impacted food tourism is by creating a sense of FOMO (fear of missing out) among users. As people scroll through their Instagram feeds, they are bombarded with images of mouthwatering dishes and exotic food markets. This constant exposure to enticing food content fuels a desire to taste and experience these culinary delights firsthand. As a result, travelers are increasingly planning their trips around food, seeking out destinations known for their vibrant food scenes and unique culinary traditions.

Instagram has also made it easier for travelers to discover hidden gems and local food hotspots. By following food bloggers and using location tags, users can find recommendations for authentic eateries that may not be featured in traditional travel guides. This democratization of food recommendations has allowed travelers to go beyond the tourist traps and immerse themselves in the local food culture, creating more authentic and memorable experiences.

Furthermore, social media has given rise to a new breed of food entrepreneurs. As food bloggers gain popularity, they often collaborate with restaurants and food brands, creating unique dining experiences and promoting local culinary offerings. This symbiotic relationship between influencers and the food industry has not only boosted the visibility of lesser-known establishments but has also contributed to the growth of food tourism as a whole.

However, it is important to acknowledge the potential downsides of social media’s influence on food tourism. The pressure to capture the perfect food photo for Instagram can sometimes overshadow the actual dining experience. Some argue that the quest for the perfect shot can detract from the enjoyment of the meal itself, as diners become more focused on documenting their experience rather than savoring the flavors and ambiance.

In conclusion, social media, particularly Instagram, has had a profound impact on the rise of food tourism. Through visually captivating content and the influence of food bloggers, social media has shaped the way we explore and engage with food while traveling. It has created a sense of FOMO, allowing travelers to discover hidden culinary gems and promoting local food entrepreneurship. However, it is essential to strike a balance between capturing the perfect food photo and fully immersing oneself in the culinary experience. As food tourism continues to evolve, social media will undoubtedly play a crucial role in shaping the future of gastronomic exploration.

When visiting a new city or country, many tourists are no longer satisfied with simply visiting the famous landmarks or museums. They want to experience the local culture in a more meaningful way, and what better way to do that than through food? Food is a universal language that brings people together, and it is often deeply rooted in a region’s history and traditions. By exploring the local food culture, travelers can gain a deeper understanding of the place they are visiting and connect with the local community on a more personal level.

One of the key aspects of food tourism is the search for authenticity. Travelers are no longer interested in generic, touristy restaurants that serve watered-down versions of local dishes. They want to taste the real thing, prepared by local chefs using traditional ingredients and techniques. This has led to a rise in food tours and cooking classes, where travelers can learn from local experts and get a hands-on experience of the local cuisine . These experiences not only provide a unique and memorable travel experience but also support the local economy and help preserve traditional culinary practices.

Popular tourist destinations have also started to embrace food tourism as a way to attract visitors. Cities like Barcelona, Tokyo, and New Orleans have become known for their vibrant food scenes, with street food markets, food festivals, and Michelin-starred restaurants drawing in food-loving travelers from around the world. These destinations have recognized the value of their local food culture and have made efforts to promote it as a key part of the tourist experience. This has not only boosted tourism but has also helped to preserve and promote local culinary traditions.

In addition to exploring local food culture in popular tourist destinations, travelers are also seeking out lesser-known regions and off-the-beaten-path destinations for their culinary adventures. They want to discover hidden gems and taste dishes that are not found in guidebooks. This has led to a rise in food-focused travel itineraries that take travelers to remote villages, family-run farms, and local markets, where they can sample authentic regional specialties and learn about the traditional food production methods.

Food tourism has also been influenced by the rise of social media and the increasing popularity of food blogs and Instagram accounts dedicated to documenting culinary experiences. Travelers are now able to research and plan their food-focused trips with ease, thanks to the wealth of information available online. They can read reviews, find recommendations, and even connect with local food enthusiasts who are passionate about sharing their knowledge and love for their local cuisine.

In conclusion, the rise of food tourism has transformed the way people travel, with more and more travelers seeking out authentic culinary experiences in popular tourist destinations. Exploring local food culture has become a way for travelers to connect with the local community, learn about traditional cooking techniques, and taste unique flavors that are specific to a particular region. Whether it’s through food tours, cooking classes, or off-the-beaten-path culinary adventures, food tourism offers a rich and immersive travel experience that goes beyond the typical tourist attractions. So, the next time you plan a trip, consider exploring the local food culture and uncovering the authentic culinary experiences that a destination has to offer.

Food tourism has become increasingly popular in recent years, as more and more travelers are seeking unique culinary experiences during their trips. This rise in food tourism has not only provided a boost to local economies, but it has also given travelers the opportunity to explore different cultures through their food. However, as the demand for food tourism continues to grow, it is important to consider the impact it has on the environment and local communities. This is where sustainable food tourism comes into play.

Sustainable food tourism is all about promoting responsible travel and supporting local food systems. It is about experiencing the local cuisine in a way that is respectful to the environment and the people who produce the food. This means seeking out restaurants and food markets that prioritize sustainable practices, such as using locally sourced ingredients and reducing food waste.

One of the key aspects of sustainable food tourism is supporting local food systems. This means choosing to eat at local restaurants and food stalls, rather than opting for international chains. By doing so, travelers are not only supporting local businesses, but they are also getting a taste of the authentic local cuisine. This not only helps to preserve culinary traditions, but it also ensures that the money spent on food stays within the local community.

In addition to supporting local food systems, sustainable food tourism also focuses on reducing the environmental impact of food consumption. This can be done by choosing restaurants that prioritize sustainable practices, such as using organic ingredients and minimizing food waste. It can also involve seeking out food experiences that are more environmentally friendly, such as farm-to-table dining or participating in cooking classes that teach sustainable cooking techniques.

Another important aspect of sustainable food tourism is being mindful of the cultural and social impact of food consumption. This means being respectful of local customs and traditions when it comes to food, and being open to trying new things. It also means being aware of the social issues that can arise from food tourism, such as gentrification and the exploitation of local food producers. By being mindful of these issues, travelers can ensure that their food experiences are not only enjoyable, but also ethical.

There are many ways in which travelers can engage in sustainable food tourism. One option is to seek out food tours or culinary experiences that are specifically focused on sustainability. These tours often take travelers to local markets and restaurants that prioritize sustainable practices, and provide them with the opportunity to learn about the local food culture. Another option is to do some research before traveling and seek out restaurants and food stalls that are known for their sustainable practices. This can involve reading reviews, asking locals for recommendations, or using online resources that highlight sustainable food options.

In conclusion, sustainable food tourism is an important aspect of the rise of food tourism. It is about promoting responsible travel and supporting local food systems. By choosing to eat at local establishments, supporting sustainable practices, and being mindful of the cultural and social impact of food consumption, travelers can ensure that their food experiences are not only enjoyable, but also ethical. So, the next time you plan a trip, consider incorporating sustainable food tourism into your itinerary and explore the culinary delights of the local cuisine while supporting the communities that produce it.

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Food, tourism, and culture: the keys to success of a global trend

This article has been adapted from the original Spanish post published by María Eugenia Coppola .

Food tourism is about much more than just enjoying a good meal, a pint of beer, or a glass of wine during a trip. It is a way of immersing ourselves into the culture and heritage of a region, making the experience memorable in a completely unique and personal way.

The success of this sector is linked to an increasingly noticeable trend: the search for authentic experiences among the growing number of travellers who are tired of  tourism for tourists .

For all businesses linked to gastronomy, culture, and tourism, this couldn't be a better opportunity for those wanting to move forward, gain greater visibility, and attract more customers.

According to the Global Report on Food Tourism by the  World Tourism Organization , the average tourist spends around a third of their holiday budget on food. This shows the degree to which this sector is involved with a visitor's in-destination experience. However, it's worth emphasising that not all visitors arrive at a destination solely to enjoy gourmet food, nor do all culinary businesses offer this experience.

So, what the real essence of Culinary Tourism?

The Ontario Culinary Tourism Alliance (OCTA) says that culinary tourism "i ncludes any tourism experience in which a person learns about, appreciates, consumes or – dare we say – indulges in food and drink that reflects the local cuisine, heritage, or culture of a place".

This concept is particularly interesting if we contrast it against our modern society that is becoming more and more gloablised, where products and services are quickly replicated in different corners of the world. In this context, food tourism becomes the defining characteristic of a region's identity.

Culinary tourists are not only interested in the food they're enjoying - which must be locally sourced, of course - but also want to know more about its history, its production and its journey to the plate. A clear example of this is the growing success of wine tourism. Through these experiences, visitors not only taste great wine, but also discover its origin, participate in the grape harvest and even buy the product they helped to make. 

But, what is the main motivation for these consumers? According to  Good Food Ireland :

Food Tourism and Culture have become the leading hook in travel, with authenticity the single most important movement driving consumer behaviour today.

In fact, it is this same search for authenticity that has led them to create the global forum  TouRRoir ,   a summit that brings together  experts in gastronomy, culture, and tourism  to exchange their diverse experiences, knowledge, and education in these sectors.

Food Tourism can be really positive for your destination and your business, here's how

Destination Organisations (DMOs and DMCs)

• It increases the visibility and attractiveness of your region through differentiated value proposition (where can you enjoy the best gazpacho and tortilla if not in Spain? And what about the best pizza? And a hearty stew?)
• It helps to protect the identity and culture of the destination. 
• It can boost   inbound traffic and   promotes year-round tourism.
• It attracts more middle-upper visitors who can afford to pay a little more for meaningful experiences.

Food Producers and Food Providers

• The rise of Culinary Tourism is a great opportunity to create new products (e.g. food tasting, workshops, etc.). Why only sell chocolate in the store if you can also invite people to learn how to make bonbons? If you are looking for inspiration, have a look at this fantastic blog about Food Tourism around the world.   
• Offering a gastronomic experience instead of just food increases the value of your product. (Would you pay the same for a cup of tea in a bar compared to another cup of tea while comfortably sitting around a small table in a Japanese garden?) 
• When you transform your business into a experience business, you become unique. You have not only a product to offer, you also have a story to tell.

Tour Providers

• Nevermind if you work in the city, in the beach, or a small town in the mountain; each place has a story and a food tradition to share. So, what are you waiting for? Create a tour and prepare your storytelling skills. If you want a very good example, take a look at  Free Walking Tour Ecuador .

Further reading: 5 ideas to get more glowing reviews for your food tours or cooking classes .

What does a region need to attract food tourism customers? 

• Food tourism must be part of the destination strategy , offering a holistic experience to visitors. 
• Close collaboration and dialogue between every agent in the process: food providers, tour providers, tourism offices, etc. (This is another great reason to attend events like TouRRoir.)
• Have an  online presence . Promotion is crucial if you want to attract more tourists to your experiences. If you want to, we can help you out . 
• Offer and promote high quality local products related to the region's identity. 
• Don't forget about  storytelling  marketing: a story is a great way to connect food with culture. 
• Always look for innovation , without losing your region's essence.  

Get more tips to attract customers and double booking numbers.

Posted by María Eugenia Coppola

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Travelers want sustainable food in 2024. here’s how they’re getting it..

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Travelers want sustainable food in 2024.

Responsible tourism has been a buzzword for years, but sustainable food hasn't always gotten the same attention — until now.

Farm-to-table restaurants, sustainable food tours and promotion of local food systems took a back seat as the tourism industry struggled to recover from the pandemic. But experts say 2024 could be the year that sustainable food becomes a major factor in tourism.

Nearly 8 out of 10 respondents (79%) to a study by Harris Interactive and food service management company Sodexo say they believe that adopting more sustainable behaviors is an "urgent" matter.

Sodexo sees the results as a call to action.

"Our ambition is to set the entire ecosystem in motion to accelerate real change,” says Sophie Bellon, Sodexo's CEO.

Change is already happening. Travelers are asking for sustainable food, even if they are struggling to define exactly what sustainable means. There are plenty of examples of sustainable food practices, and there are ways of finding sustainable food.

And 2024 may be the year for it.

Harvesting cherry tomatoes in a greenhouse. Travelers want more sustainable food this year.

Best Travel Insurance Companies

Best covid travel insurance plans, travelers are demanding sustainable food.

The appetite for sustainable food is higher than ever, particularly among travelers.

Katy Hoogerwerf, a holistic nutritional consultant who is managing director of Good Trips, a Netherlands-based travel agency that specializes in sustainable travel, says she has been busier than ever helping her clients find sustainable food in their travels.

"Sustainable food is in demand," she says.

Viator, the tour platform, reports interest in its sustainable food tours is running high. Topping the list: A sustainable chocolate tour in Zurich, Switzerland, an urban agriculture tour in Montreal, and a sustainable wine tour in Sonoma, Calif.

Talk to travel insiders, and they'll tell you that people are asking for sustainability — whether they're at an ecolodge in Ecuador or on a cruise ship in the Antarctic . But what does sustainability even mean?

Composting after a meal. Travelers want to ensure their meals are sustainable.

What is sustainable food in travel?

In travel, sustainable food means choosing food options that are good for the environment and local communities. Here's how to tell if your food is sustainable:

• Ethical sourcing. Establishments that prioritize fair labor practices and animal welfare are considered more sustainable.
• Farm-to-table practices. Food goes straight from the farm to your plate, bypassing intermediaries — and supporting local businesses.
• Locally sourced ingredients. Food grown close to you can mean you're reducing carbon emissions from transportation. Plus, you're supporting local farmers.
• Reducing waste. Cruise ships, hotels and restaurants with policies in place to minimize food waste and recycle materials whenever possible are regarded as more sustainable.
• Seasonal menu items . Eating locally-grown fruits and vegetables that are in season means you're getting the best-tasting food without the environmental impact of transporting produce long distances.

"If we look at the whole chain, it involves the local farmer and local family restaurant, which supports the local economy and tourism," explains Kuba Neuman, a travel coach with Bohemian Adventure . "This kind of food is usually very fresh, as it doesn't have to be transported and stored for a long period."

A flatlay of fresh vegetables, mushrooms and bread from a farmer's market, using cloth bags instead ... [+] of plastic.

What are some examples of sustainable food practices in travel?

Sustainability programs are everywhere in the tourism industry.

Resorts like Aurora Anguilla have begun offering sustainable food through their own hydroponic farm. Aurora, located on 380 acres on the Caribbean island, has six on-property restaurants and lounges. It uses herbs, fruits and vegetables grown on-site. The resort can also create special dinners where you can dine under the stars while eating the resort-grown food.

Cruise lines are also pursuing sustainability. For instance, Holland America Line’s new Global Fresh Fish Program brings fresh fish from pole to plate within 48 hours across its entire fleet. The program emphasizes traceability. In Alaska, the cruise line even received a Responsible Fisheries Management (RFM) certification for its sustainable and traceable wild Alaska seafood. This year, the program also brought on world-renowned chef Masaharu Morimoto to debut his first-ever standalone restaurant at sea, Morimoto by Sea, onboard the Nieuw Amsterdam .

One of the oldest sustainability programs in tourism is the Wines of Alentejo Sustainability Program . Established back in 2014, it was the first such program of its kind in Portugal. "It has grown to include more than 425 wineries, and almost 50 percent of all vineyard land," says J.H. Simoes, a spokesman for the Alentejo region of Portugal. Specifically, the program has helped wineries reduce their average water consumption by 20%. Some wineries were using as much as 14 liters of water to produce 1 liter of wine. Under the program, they've decreased their water consumption to just 6 liters.

Some venues are pushing the limits of sustainability. For example, restaurants like the Bloempot in Lille, France, only serve items grown nearby, which means there's no coffee on the menu.

"Innovative restaurants such as Salt Budapest, which created a biodegradable plate made out of hemp and mycelium, are pushing the vision of what it means to be sustainable in the kitchen," adds Michelle Arellano Martin, founder of the sustainable travel platform Travara .

Sustainable meals in biodegradable bowls.

How can I find sustainable food options while traveling?

But how do you find a sustainable meal when you're traveling? With so many hotels and restaurants claiming to be green, it's not easy. And there is no way to know for certain, unless you accompany the chef to the market. But here are a few ways you might find a more sustainable meal.

Research food options before you leave

Before you leave for your trip, do some research on sustainable restaurants and markets in the area you'll be visiting. Websites like HappyCow and Green Restaurant Association can help you find sustainable options. Even a quick search for “sustainable restaurants near me” will list restaurants that claim to be sustainable, says Debbie Misajon, founder of The Coconut Traveler , a site that specializes in sustainable travel. "You'll find restaurants that are doing their part," she adds.

Eating plant-based meals is one of the most sustainable choices you can make. Look for vegetarian and vegan restaurants, or choose plant-based options when dining out. "The increase in vegan and plant-based options caters not just to vegan travelers but also to those who are environmentally conscious and interested in reducing their carbon footprint through their dietary choices," says Bianca Joswiak, publisher of Vegane-Hotels.de , a platform highlighting hotels with vegan and sustainable food options.

Look for certifications

Establishments displaying labels like Certified Humane , Fair Trade , or USDA Organic can be a sign of sustainable practices. These may indicate that the restaurant or cafe adheres to specific standards, ensuring you're being served a meal that's ethically sourced.

Check the menu before you get a table

When you're planning to dine out, look online for menus that use local and seasonal ingredients. As I mentioned earlier, these options are often more sustainable because they require less transportation and refrigeration.

Assortment of fresh fruits and vegetables.

You'll be hearing more about sustainable food in 2024

Chances are, you'll be hearing more about sustainable food this year. Indeed, the majority of those surveyed in the Sodexo study say they aspire to eat in a more sustainable way in all the out-of-home food places they use every day, including restaurants, schools, universities and company dining facilities.

Also, a majority of respondents say they have already adopted sustainable food habits: 71% say they reduce their waste, 63% eat seasonal produce, and 55% buy local produce whenever they can.

But adopting sustainable practices may be easier said than done. People are resistant to change, particularly when it comes to food. They may refuse to pay a premium for their food or to dine in a restaurant that won't serve coffee.

"Health, taste and pleasure are essential drivers in making sustainability more desirable," notes Anna Notarianni, Sodexo's chief impact officer.

For Sodexo, doubling down on sustainability means boosting plant-based menus to reduce carbon emissions. The company is sourcing more ingredients locally with a special emphasis on regenerative farming. It also has an ambitious plan to cut carbon emissions by 90% by 2040 across its entire value chain.

Sodexo is the official catering partner to Paris 2024’s Athletes’ Village . It plans to double the amount of vegetables and vegetable protein on plates, which it estimates will help halve the carbon footprint of meals. Also, 80% of the meals will be sourced in France, and 25% will come from within 150 miles of the venues. At least 30% of all products will be organic.

With sustainable options increasing, making environmentally responsible choices is becoming easier for consumers. And this may be the year the travel industry finally gets on board.

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Food Tourism Scotland

Creating a global food tourism destination and unlocking a £1 billion growth opportunity..

Scotland Food & Drink and Scottish Tourism Alliance launched Scotland’s very first Food Tourism Action Plan in 2018, marking a significant milestone in the future of our food and drink and tourism

Representing two of the country’s most successful and ambitious industries, the aim was to double the value of the sector by £1bn and become a globally-recognised destination where high-quality, memorable food and drink experiences are delivered by proud and passionate local ambassadors.

With record visitors coming to Scotland, allied with a world-class, and growing, food and drink industry, we have a powerful foundation for unlocking Scotland’s food tourism potential. This is a potential born from the very clear global demand for quality food and drink with provenance, alongside real and memorable experiences that capture the essence of the destination. Visitors, from near and far, want to get under the skin of a place and there is no better way to do that than through its food and drink.

You can read Scotland’s Food Tourism Action Plan here .

Update - Summer 2021

Due to the pandemic, the original oversight board was reconfigured to a short-term food tourism recovery group in Spring 2020, tasked with aligning the plan with the food and drink and tourism sector recovery plans.

A summary of the progress with the original food tourism plan actions can be found here , together with an update on new actions developed since.

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Food Tourism: What It Means And Why It Matters

Kristen Fleming holds a Master of Science in Nutrition. Over her 8 years of experience in dietetics, she has made significant contributions in clinical, community, and editorial settings. With 2 years as a clinical dietitian in an inpatient setting, 2 years in community health education, and 4 years of editorial experience focusing on nutrition and health-related content, Kristen's expertise is multifaceted.

Food. Many love to eat it, some love to cook it, and others simply love to talk about it. It is no secret that food plays a significant role in our lives. And while we all have our own unique relationship with food, there is one thing that we can all agree on – food is an experience .

Food tourism is the act of traveling for the purpose of experiencing food. This can be anything from going on a wine tour to visiting a local farmer’s market. Food tourism has become a popular way to travel in recent years as it provides people with an opportunity to connect with the local culture through food.

Would you be interested in learning more about food tourism? Keep reading to find out what it is, why it matters, and some tips on how to get the most out of your food tourism experience.

What Is The Meaning Of Food Tourism?

Travelers often seek out destinations that offer them a chance to sample the local cuisine. This type of tourism is known as food tourism. It’s also called culinary tourism or gastronomy tourism.

Food tourism can take many different forms. It can be as simple as trying a new dish while on vacation, or it can involve planning an entire trip around visiting different restaurants and food festivals ( 8 ).

Some people even choose to study culinary tourism, which is a field that combines the elements of anthropology, sociology, and economics to understand how food can be used as a tool for cultural exchange ( 2 ).

No matter how you define it, food tourism is a growing trend all over the world. And it’s not just about trying new foods – it’s about understanding the culture and history behind them.

What Are The Characteristics Of Food Tourism?

Food tourism includes any type of travel that revolves around experiencing food ( 6 ) ( 7 ). This can range from eating street food in Thailand to taking a cooking class in Italy.

Some of the most common activities associated with food tourism are:

Visiting Local Markets

Local markets are a great way to get a feel for the local cuisine. They also offer an opportunity to buy fresh, locally-sourced ingredients.

Trying Street Food

Street food is a staple in many cultures and a great way to sample the local cuisine. It is often less expensive than sit-down restaurants and offers a more authentic experience.

Attending Food Festivals

Food festivals are a great way to try a variety of local dishes in one place. They also offer the opportunity to learn about the culture and history behind the food ( 10 ).

Taking Cooking Classes

Cooking classes are a great way to learn about the local cuisine and how to cook traditional dishes. One may learn new cooking techniques, as well as about the culture and history behind the food.

Touring Wineries And Breweries

A common misconception is that food tourism only includes food and not beverages. However, touring wineries and breweries is a great way to learn about the local culture and taste the local products.

At a winery, one can learn about the wine-making process and taste the different types of wine produced in the region.

At a brewery, one can learn about the brewing process and taste the different types of beer produced in the region.

Some regions may be known for a certain type of spirit, and you can visit distilleries for those as well.

Read More: No Carb No Sugar Diet Meal Plan: Is It Healthy For Weight Loss?

Eating At Michelin-Starred Restaurants

Fine dining is another aspect of food tourism. Michelin-starred restaurants are known for their excellent food and service.

While at it, one can also learn about the chef, the history of the restaurant, and the thought that goes into each dish.

Touring Food Factories

Food factories offer a behind-the-scenes look at how food is produced. This can be anything from a chocolate factory to a pasta factory.

Touring food factories is a great way to learn about the production process and see how the food is made.

What Are The Benefits Of Food Tourism?

Food tourism can have a positive impact on both the traveler and the destination.

Benefits For The Traveler

Food tourism is becoming increasingly popular, and with good reason. 

For travelers, it ( 5 ):

• Offers the opportunity to try new foods and experience new cultures.
• Is a great way to learn about the history and culture behind the food.
• Can be a more authentic and immersive experience than other types of tourism.
• Is a great way to support local businesses and the local economy.
• Can be a great way to meet new people and make new friends.

Benefits For The Destination

Food tourism can also have a positive impact on the destination. 

For destinations, food tourism:

• Can help to promote the local cuisine and culture.
• Is a great way to attract visitors and boost the local economy.
• Can help to create jobs and support local businesses ( 1 ).
• Can help to improve the image of the destination.
• Can help to preserve traditional foods and recipes.

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What Are The Challenges Of Food Tourism?

While food tourism can have many positive benefits, there are also some challenges that need to be considered. These include:

1. Ensuring Food Safety And Hygiene Standards Are Met

Food safety is a major concern when traveling, and food-borne illnesses can ruin a trip ( 11 ). It is important to research the restaurants and markets before eating anything .

Using your common sense and following basic hygiene rules (such as washing your hands) can also help to reduce the risk of getting sick.

2. Ensuring Food Is Ethically And Sustainably Sourced

With the rise of food tourism, there is a danger that destinations will start to mass-produce food for tourists, rather than focus on quality. This can lead to unethical and unsustainable practices , such as using forced labor or over-fishing ( 3 ) ( 4 ).

3. Managing The Impact On The Environment

Food tourism can have a negative impact on the environment if it is not managed properly. For example, if too many people visit a destination, it can lead to pollution and damage to the local ecosystem ( 9 ).

4. Ensuring Fair Working Conditions For Those Involved In The Food Industry

The food industry is often characterized by low pay and long hours. This can be a problem for those working in the industry, as they may not be able to earn a decent wage or have enough time to rest.

5. Addressing The Issues Of Food Waste And Overconsumption

Food tourism often involves trying new and different foods . However, this can lead to food waste if people do not finish their meals or if they order more than they can eat.

It is important to be aware of the issue of food waste and to try to minimize it where possible.

Where Is Food Tourism Most Popular?

Food tourism is particularly popular in countries with strong culinary traditions. Below are several examples of such destinations, along with a description of what they offer food tourists .

Porto (Portugal)

Porto is known for its port wine, which is produced in the surrounding Douro Valley. The city also has a number of traditional restaurants serving Portuguese cuisines such as bacalhau (codfish) dishes and francesinha (a sandwich with meat, cheese, and ham).

Lisbon (Portugal)

Lisbon is another Portuguese city with a strong culinary tradition . The city is known for its seafood, as well as for pastries such as the Pasteis de Belem (a type of custard tart).

Palermo (Italy)

Palermo is the capital of Sicily, an island with a rich culinary tradition. The city is known for its street food, which includes dishes such as arancini (fried rice balls) and panelle (fried chickpea fritters).

Vientiane (Laos)

Vientiane is the capital of Laos, and its cuisine reflects the influence of both Thai and Vietnamese cuisine. The city is known for dishes such as laab (a type of meat salad) and khao soi (a noodle soup).

San Sebastian (Spain)

San Sebastian is a Basque city located in northern Spain. The city is known for its pintxos (small plates) and for Basque dishes such as txakoli (a type of white wine) and cod with pil-pil sauce.

Paris (France)

Paris is one of the most popular food tourism destinations in the world. The city is known for its fine dining, as well as for its more casual bistros and cafes. 

Paris is also home to a number of markets, such as the famous Les Halles market, where food tourists can sample a variety of French specialties.

Read More: What Is The Ideal Ketosis Level For Weight Loss? How To Monitor Ketones

New York City (USA)

New York City is another popular food tourism destination. The city offers a wide range of cuisines, from traditional American dishes to the cuisine of its many immigrant communities.

New York is also home to a number of famous restaurants, such as the Russian Tea Room and the Rainbow Room.

Tokyo (Japan)

Tokyo is a city with a rich culinary tradition. The city is known for its sushi and ramen, as well as for its more traditional dishes such as tempura and yakitori. Tokyo is also home to a number of Michelin-starred restaurants, making it a popular destination for food tourists.

Tips For Food Tourism

If you’re interested in trying out different cuisines while traveling, there are a few things you can do to make the most of your food tourism experience.

Do Some Research Before You Go

Read up on the cuisine of the place you’re visiting, and try to find out what dishes are particularly popular. This will help you narrow down your options and make sure you don’t miss out on any must-try dishes.

Don’t Be Afraid To Ask For Recommendations

When you’re in a new city, ask the locals where they like to eat. They’ll be able to point you in the direction of some great places to try.

Be Open To New Experiences

When you’re trying out new cuisine, don’t be afraid to experiment. You might find that you like something that you never would have thought to try before.

Respect Local Customs And Traditions

When you’re traveling, it’s important to remember that not everyone does things the same way as you do. Be respectful of local customs and traditions, and try not to offend anyone.

Enjoy Yourself!

Food tourism should be about enjoying new experiences and trying new things. So relax, and enjoy the ride.

The Bottom Line

Food tourism is a growing trend, and there are many destinations around the world that offer something for everyone. Whether you’re looking for fine dining or street food, it’s sure there’s a place that will suit your taste.

DISCLAIMER:

This article is intended for general informational purposes only and does not address individual circumstances. It is not a substitute for professional advice or help and should not be relied on to make decisions of any kind. Any action you take upon the information presented in this article is strictly at your own risk and responsibility!

• A study on the importance of Food Tourism and its impact on Creating Career 2017 (2017, researchgate.net)
• Culinary Tourism (2014, link.springer.com)
• Darker still: Present-day slavery in hospitality and tourism services (2013, researchgate.net)
• Disentangling tourism impacts on small-scale fishing pressure (2022, sciencedirect.com)
• Food and tourism synergies: perspectives on consumption, production, and destination development (2017, tandfonline.com)
• Foodies and Food Events (2014, tandfonline.com)
• Food tourism value: Investigating the factors that influence tourists to revisit (2019, sagepub.com)
• Global report on food tourism (2012, amazonaws.com)
• Re-evaluating the environmental impacts of tourism: does EKC exist? (2019, link.springer.com)
• Reviving Traditional Food Knowledge Through Food Festivals. The Case of the Pink Asparagus Festival in Mezzago, Italy (2020, frontiersin.org)
• The Importance of Food Safety in Travel Planning and Destination Selection (2008, tandfonline.com)

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Food Tourism: The Impact of Food TV Shows on Local Industries

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The widespread popularity of food television programs and related social media have impacted local industries, and have become a catalyst for the increase in food tourism. Consequently, the demand for professionals with experience in hospitality is on the rise. This increasing demand comes from various sources, including companies in the food and beverage industry as well as local and national governments that are looking to promote food tourism.

What Is Food Tourism?

Food tourism, also referred to as culinary tourism and gastronomy tourism, is engaged in by individuals who seek out culinary experiences to broaden their understanding of a culture or lifestyle while traveling. Food tourists embark on tours that not only expand their palate, but afford them the education to identify the link between food and local customs. They search for authentic culinary experiences that expose them to new tastes, textures and traditions.

From 2012 to 2018, food tourism entered the mainstream with the help of social media platforms and food television programs featuring world-renowned chefs, restaurants and events. Food tourism evolved into an experiential industry that included festivals, wine tastings and other personalized offerings, as well as the advent of food-tourism companies.

According to Robin Back of the University of Central Florida’s Rosen College of Hospitality Management, food tourists “pursue activities where authentic culinary and other food and beverage-related activities are the primary motivator for travel. Such activities may include visits to local producers, restaurants, food festivals, markets, wineries, distilleries, and breweries” to embrace an authentic cultural experience. According to the WFTA, 63% of millennials search for restaurants that are socially responsible. The association also recognizes that a majority of food tourists want an “eclectic and authentic experience.” Moreover, 40% of tourists spend their money on food tourism according to the 2019 president, Roi Correa, of FIBEGA, an internationally recognized gastronomy tourism fair.

Social media is incredibly popular among millennials and Generation Z, and they utilize social media platforms such as Facebook, Instagram and YouTube to document their experiences. In turn, marketing departments of food and beverage companies can leverage social influencers to promote their restaurants, products or food festivals. This exposure provides a mass audience for organizations that translates into profit.

According to the WFTA, the top four food-travel activities are: eating at gourmet restaurants, dining at a famous bar/restaurant, enjoying street food, and enjoying an overall remarkable dining experience. The Journal of Gastronomy Studies reports that food tourists obtain information about gastronomic destinations mostly through television programs that feature chefs and gastronomists.

TV programs are a powerful tool that have the ability to promote destinations and can influence tourists to flock to featured restaurants. As an example, the late Anthony Bourdain’s television show Parts Unknown exposed American audiences to unfamiliar places and unique culinary experiences. His program was able to connect American audiences to a country’s culture through the lens of food tourism. Another example is the Netflix cable show Chef’s Table that exposed a global audience to food as an art form.

Top Chef on Bravo is a reality competition show that pits chefs against each other. Its season 15 premiere attracted over 2 million viewers. The show has such an influence on food tourism that the media has created the term: “Top Chef Effect.” Various cooking shows on the Food Network by world-renowned chefs such as Bobby Flay, Rachael Ray and Sandra Lee continue to contribute to food tourism.

The Impact of Food Tourism on Local Communities

The impact of food tourism can be beneficial to the growth of a local economy. However, there are downsides to food tourism that can challenge a community and destroy its cultural heritage in the search for profits.

According to Back, “A growing number of destinations are promoting their cuisine as a core tourism product. This is particularly relevant to destinations with well-known cuisines as well as wine-producing regions, where fine wine and fine food frequently go hand-in-hand.” Yet, it is important that food tourism is sustainable and retains a destination’s cultural identity. Those pursuing a career in hospitality must develop the skills and knowledge to balance the benefits of food tourism while limiting its potential negative drawbacks.

• Benefits of food tourism: According to the WFTA, food tourists spend about 25% of their travel budget on food and beverages. This can mean an increase in profits for a local community as well as the local government’s budget due to the taxes imposed on the goods purchased by tourists. This rise in revenue can afford local governments the ability to invest in marketing to tourists, which in turn can boost profits for local shops, restaurants, hotels and transportation services. An increase in culinary tourism can also instill in locals cultural pride and help ensure unemployment rates remain low, especially in rural areas with low economic activity.
• Drawbacks of food tourism: Though food tourism can have many desirable effects on a local community, in some cases the negatives may outweigh the positives. For communities that are suffering from a lack of natural resources — food, water, electricity — tourism can negatively affect the lives of those in the community. Fresh water may be re-routed to crops to sustain tourists’ demand for food, while the locals’ ability to have fresh water and food can be diminished.

Some communities can face loss of cultural identity, because the local economy has transitioned to supporting the needs of tourists. Restaurants may begin to refrain from serving local cuisine and change menus to suit the culinary needs of tourists. In some cases, the influx of tourists can drive up the prices of goods and services, which forces many locals out of their communities, thus destroying a community’s unique character.

Hospitality and Food Tourism Management

To mitigate and help avoid the negative effects of food tourism, it is crucial that local governments and businesses hire knowledgeable professionals in hospitality and management positions. Food tourists want to participate in culinary experiences that embody and celebrate the heritage of local communities. Those pursuing managerial positions in hospitality and tourism have the opportunity to educate food tourists and help them enjoy a culinary-centric vacation, while also minimizing the negative impact on local communities.

The COVID-19 pandemic has forced the food-tourism industry to discover new ways of offering innovative food-tourism experiences. Now more than ever, hospitality professionals need to ensure a safe environment for tourists to experience culinary adventures. Moreover, professionals with knowledge of technology and social media can provide food tourists with the convenience of virtually exploring wineries, distilleries and culinary destinations. As food tourism continues to change, hospitality and tourism management professionals have the unique opportunity to be a critical part of an evolving industry.

Prepare for a Career in Hospitality and Tourism

Those looking for a career in food tourism would do well to pursue a college degree. The bachelor’s online restaurant management and hospitality degree programs at the University of Central Florida are designed to help students pursue careers in restaurant and foodservice management and hospitality management. UCF offers a variety of online degree options — bachelor’s, master’s and graduate certificates — as well as multiple food-centered electives.

At the graduate level, a certificate in Event Management offers students the knowledge and skill set to effectively organize private and public events. A certificate in Destination Marketing and Management prepares students to understand the economic and socio-cultural impact that tourism has on a local community. This certificate also equips students with the skills to efficiently execute marketing campaigns.

UCF’s MS in Hospitality and Tourism Management program prepares students to pursue leadership positions throughout the industry. It also teaches the skills to analyze and implement strategic marketing and financial planning to help an organization reach its financial goals.

To highlight, UCF offers a Bachelor of Science in Restaurant and Foodservice Management that prepares students with the unique opportunity to work with professors who are skilled experts in the industry. The program teaches students the managerial and business skills essential for leadership roles in the restaurant and food-service industry. The program also offers a unique opportunity for students to get hands on experience by participating in paid internships. UCF Rosen College has entered into an exclusive partnership with LongHorn Steakhouse of Darden Restaurants to offer Restaurant and Foodservice Management students a three-semester progressive internship that encompasses kitchen-operations training, dining room operations training and manager training.

Learn more about how UCF’s online hospitality degree programs can help students pursue careers in hospitality and tourism — and become the future leaders of their industry.

Online Hospitality Degrees at UCF

• Destination Marketing and Management
• Event Leadership, MS
• Event Management
• Event Management, BS
• Financial Management for the Hospitality and Tourism Industry
• Hospitality and Tourism Management, MS
• Hospitality and Tourism Technologies
• Hospitality Management, BS
• Leadership and Strategy in Hospitality and Tourism
• Lifestyle Community Management, BS
• Lodging and Restaurant Management, BS
• Travel Technology and Analytics, MS

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Future Summit 2024 Spotlights Sustainable Tourism Strategies

The inaugural Future Summit, hosted by Destination Future at Kurumba Maldives on 20 August 2024, brought together esteemed pioneers of Maldives tourism and top industry leaders. The summit featured insightful discussions and powerful addresses focusing on the industry’s sustainability and future growth.

The summit commenced with an opening address by the Minister of Tourism Ibrahim Faisal, who expressed heartfelt appreciation for the Destination Future team and the event’s organisers, emphasising the need for a more sustainable and innovative tourism industry.

Dr Simad Saeed, Managing Director of CDE Consulting, delivered a keynote speech titled “Brand Maldives, Today and Tomorrow – A Sustainability Perspective,” stressing the critical importance of sustainability in the Maldives and proposing the integration of awareness programs within schools to nurture future industry leaders.

Panel discussions were a focal point of the summit, with industry luminaries engaging in thought-provoking conversations. Notable sessions included “Balancing Tourism Growth and Sustainability in the Maldives,” “Reimagining Destination Marketing,” and “Diversifying Beyond Sun, Sand and Sea,” highlighting the importance of sustainable practices, innovative marketing strategies, and diversification of the Maldives’ appeal to attract diverse traveller segments.

A significant highlight of the summit was a presentation by Maldives Airports Company Limited (MACL) on the future of aviation and infrastructure, sparking discussions on the role of aviation and infrastructure in driving the Maldives’ tourism industry forward.

In his closing remarks, Destination Future President Hamza Saeed urged the industry to transition from ongoing experimentation to focusing on well-established, effective strategies. He emphasised the need for consistency and adherence to proven practices to ensure long-term success and stability in the tourism sector.

Several key sponsors supported the summit, including Loti, Solarelle, Kurumba Maldives, and Ooredoo Maldives. Additional sponsors included Seguro Insurance, Pacific Technology, Astrabon, Arriva, Mihaaru, Travel Trade Maldives, Intour Maldives, Event Maldives, and Print Lab.

The next Future Summit is set for 25 June 2025. It promises to build on this year’s successes and continue advancing the conversation.

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Hospitality and Tourism Law Legal Services

In the hospitality and tourism industry, effective legal services are vital to traversing the complex web of laws and regulations that govern operations. Contract dispute resolution services help mitigate potential losses and maintain business relationships. Employment law guidance and compliance guarantee fair treatment of employees and minimize risks of disputes. Regulatory risk management strategies help identify and mitigate potential risks. Intellectual property protection safeguards valuable brand assets. Dispute resolution and litigation services provide strategic guidance and representation. Business immigration and visa services facilitate the attraction and retention of top international talent. By understanding these legal complexities, hospitality and tourism operators can comply, minimize risks, and focus on growth – and there's more to explore on how to achieve this.

Table of Contents

Contract Dispute Resolution Services

In the hospitality and tourism industry, contract disputes are a frequent occurrence, and as a result, effective contract dispute resolution services are key to mitigate potential losses and maintain business relationships. A skilled legal team can help navigate the complexities of contract disputes, ensuring that clients' interests are protected and their rights are upheld.

Contract negotiation is a critical aspect of contract dispute resolution services. A thorough understanding of the contract terms and conditions is necessary to identify potential areas of dispute and develop effective negotiation strategies. Breach analysis is another important component of contract dispute resolution services. This involves a detailed examination of the contract to determine whether a breach has occurred and the extent of the damages incurred.

Employment Law Guidance

Effective contract dispute resolution services in the hospitality and tourism industry often involve a nuanced understanding of employment law, as disputes frequently arise from employer-employee relationships. Our experienced lawyers provide expert guidance on employment law matters, ensuring that our clients are equipped to navigate complex disputes and avoid costly litigation.

Our employment law guidance services cover a range of issues, from employee misconduct to wage disputes and unfair dismissal claims. We work closely with our clients to understand their specific needs and develop tailored solutions to resolve disputes efficiently and effectively. By leveraging our expertise in employment law, we help hospitality and tourism businesses minimize the risk of disputes and maintain positive employer-employee relationships.

Health and Safety Compliance

In the hospitality and tourism industry, ensuring health and safety compliance is vital to preventing injuries, illnesses, and fatalities among employees and guests. To achieve this, establishments must implement effective risk assessment strategies to identify potential hazards and develop measures to mitigate them. In addition, conducting regular compliance audit procedures and being prepared for regulatory enforcement actions are key components of a thorough health and safety management system.

Risk Assessment Strategies

Conducting thorough risk assessments is essential to identifying potential hazards and implementing measures to mitigate them, thereby ensuring a safe and healthy environment for guests and employees alike. In the hospitality and tourism industry, risk assessments play a critical role in crisis planning and reputation management. By identifying potential risks, establishments can develop effective strategies to prevent or minimize the impact of crises, thereby protecting their reputation and ensuring business continuity.

A comprehensive risk assessment strategy should consider various aspects, including property maintenance, employee training, and emergency response planning. It should also take into account potential risks associated with food safety, fire hazards, and other operational aspects. By identifying and mitigating these risks, establishments can reduce the likelihood of accidents and ensure a safe and enjoyable experience for their guests. Furthermore, a proactive approach to risk assessment can help establishments build trust with their customers, enhance their reputation, and maintain a competitive edge in the industry.

Compliance Audit Procedures

A systematic compliance audit procedure is vital for meeting health and safety standards, as it enables hospitality and tourism establishments to identify and rectify deficiencies, thereby avoiding potential risks and liabilities. This process involves a thorough review of an establishment's policies, procedures, and practices to verify they conform to relevant health and safety regulations. The audit procedure should include a meticulous examination of audit trails, which provide a clear record of all actions taken to comply with regulations. This includes documentation of training programs, incident reports, and maintenance records. Compliance metrics, such as injury rates and accident frequencies, should also be tracked and analyzed to identify areas for improvement. By conducting regular compliance audits, hospitality and tourism establishments can confirm they are meeting their legal obligations and providing a safe environment for employees and customers. This proactive approach can help prevent accidents, reduce liability, and maintain a positive reputation.

Regulatory Enforcement Actions

Hospitality and tourism establishments that fail to comply with health and safety regulations may face regulatory enforcement actions, including fines, penalties, and even criminal prosecution, which can severely impact their reputation and bottom line. These actions are typically initiated by agency oversight bodies responsible for enforcing health and safety standards in the industry. In the event of non-compliance, these agencies may conduct inspections, issue warnings, and impose fines calculated based on the severity of the violation and the establishment's history of non-compliance.

The fines calculation process typically takes into account factors such as the gravity of the offense, the level of negligence, and the potential harm caused to employees, customers, or the environment. In addition to financial penalties, regulatory enforcement actions can also result in criminal prosecution, license revocation, or even closure of the establishment. It is crucial for hospitality and tourism businesses to prioritize health and safety compliance to avoid these costly and damaging consequences. By doing so, they can protect their reputation, minimize legal risks, and provide a safe and healthy environment for their customers and employees.

In order to maintain a positive reputation and avoid legal issues, it is vital for hospitality and tourism businesses to comply with health and safety regulations. By doing so, they can safeguard their reputation, reduce legal risks, and create a safe and healthy environment for their customers and employees.

Regulatory Risk Management Strategies

Effective regulatory risk management in the hospitality and tourism industry requires a proactive approach to identifying and mitigating potential risks. To achieve this, businesses can employ risk assessment tools to pinpoint areas of vulnerability, implement a thorough audit process to guarantee adherence to regulations, and conduct regular checks to verify licensing requirements. By adopting these strategies, hospitality and tourism operators can minimize the risk of non-compliance and associated penalties, ultimately protecting their reputation and bottom line.

Risk Assessment Tools

What specific risk assessment tools are available to hospitality and tourism organizations to identify and mitigate potential regulatory risks? Hospitality and tourism organizations can employ various risk assessment tools to proactively identify and mitigate potential regulatory risks. One such tool is crisis planning, which involves developing contingency plans to respond to unexpected events, such as natural disasters or supply chain disruptions. This enables organizations to quickly respond to crises, minimize damage, and maintain business continuity. Another tool is supply chain risk evaluation, which involves evaluating the potential risks associated with suppliers, contractors, and partners. This includes evaluating their compliance with regulatory requirements, contractual obligations, and industry standards. By conducting regular supply chain risk evaluations, organizations can identify potential risks and take proactive measures to mitigate them. Additionally, organizations can use risk matrices, SWOT analyses, and other risk assessment frameworks to identify and prioritize potential regulatory risks. By leveraging these risk assessment tools, hospitality and tourism organizations can proactively manage regulatory risks and comply with relevant laws and regulations.

Compliance Audit Process

To maintain ongoing regulatory compliance, a thorough audit process is essential for hospitality and tourism organizations, as it allows them to systematically identify and address potential regulatory risks and liabilities. This process involves a detailed review of an organization's policies, procedures, and practices to confirm they conform to relevant laws and regulations. A well-structured audit process helps organizations to identify areas of non-compliance, mitigate risks, and implement corrective actions.

The benefits of a compliance audit process are numerous:

• Enhanced Compliance : Identify and address potential regulatory risks and liabilities, confirming ongoing conformity with relevant laws and regulations.
• Improved Audit Trails : Establish a clear and transparent audit trail, providing evidence of compliance and reducing the risk of non-compliance.
• Data-Driven Decision Making : Leverage compliance metrics to inform business decisions, drive improvement, and optimize operational efficiency.

Licensing Requirements Check

A critical component of regulatory risk management strategies in the hospitality and tourism industry is the licensing requirements check, which verifies that all necessary permits and licenses are obtained and maintained to operate legally. This process involves a thorough review of all licenses and permits required to operate a hospitality or tourism business, confirming that they are up-to-date and compliant with relevant regulations.

A licensing requirements check helps to identify potential risks associated with Permit Expiration, which can result in fines, penalties, or even business closure. By conducting regular checks, businesses can confirm that all licenses are renewed on time, avoiding any disruptions to operations. Additionally, this process helps to manage License Fees, guaranteeing that businesses are aware of and budget for these expenses.

A thorough licensing requirements check should be conducted regularly to confirm ongoing compliance with regulatory requirements. This process should be integrated into a business's overall risk management strategy to minimize the risk of non-compliance and guarantee continued legal operation. By doing so, hospitality and tourism businesses can focus on providing excellent customer experiences, knowing that they are operating within the bounds of the law.

Intellectual Property Protection

Several hospitality and tourism companies have fallen victim to intellectual property infringement, highlighting the need for robust protection measures to safeguard their valuable brand assets. A company's brand identity is a vital aspect of its business, and trademark infringement can lead to significant financial losses and damage to reputation.

• Loss of brand recognition : When a company's trademark is infringed upon, it can lead to customer confusion and a loss of brand recognition, ultimately affecting sales and revenue.
• Damage to reputation : Intellectual property infringement can tarnish a company's reputation, making it difficult to regain customer trust and loyalty.
• Financial losses : Infringement can result in significant financial losses, including legal fees, damages, and lost business opportunities.

Dispute Resolution and Litigation

Effective dispute resolution and litigation strategies are essential for hospitality and tourism companies to protect their intellectual property rights and mitigate potential financial losses. In the hospitality and tourism industry, disputes can arise from various sources, including contractual breaches, trademark infringement, and employment-related issues. To navigate these complex disputes, companies require a thorough understanding of the legal landscape and effective strategies to resolve them efficiently.

Our experienced lawyers provide tailored dispute resolution and litigation services to hospitality and tourism companies. We recognize the importance of avoiding lengthy and costly courtroom drama, and thus, we explore alternative dispute resolution methods, such as mediation and arbitration, to resolve disputes quickly and amicably. However, when litigation is unavoidable, our skilled litigators are well-equipped to represent clients in court, ensuring that their interests are protected and their rights are upheld. By providing strategic guidance and representation, we help our clients minimize the risk of disputes and optimize their business potential.

Business Immigration and Visa Services

Mastering complex immigration regulations is essential for hospitality and tourism companies seeking to attract and retain top international talent. The ability to navigate the intricacies of visa options and global mobility is pivotal for businesses looking to stay competitive in the industry. Our team of experts provides tailored business immigration and visa services to help clients overcome the challenges of international talent acquisition.

We understand the importance of efficient and effective immigration solutions, which is why we offer a range of services, including:

• Strategic visa planning : We help clients develop a detailed visa strategy that aligns with their business goals and objectives.
• Work visa applications : Our team handles all aspects of work visa applications, from preparing and submitting applications to ensuring compliance with relevant regulations.
• Global mobility support : We provide expert guidance on global mobility policies, ensuring that clients can seamlessly relocate talent across borders.

Frequently Asked Questions

What are the legal requirements for hotel pool safety?.

Hotel pool safety requires adherence to strict legal standards, including regular Pool Inspections to confirm compliance with local health and safety codes, and provision of Lifeguard Training to prevent accidents and minimize liability.

Can I Terminate a Contract With a Difficult Vendor?

Terminating a contract with a difficult vendor requires careful review of the agreement's terms and conditions. Consider grounds for termination, potential contract disputes, and vendor liability before taking action to minimize legal repercussions.

How Do I Handle a Food Poisoning Claim Against My Restaurant?

When handling a food poisoning claim, prioritize crisis management by promptly addressing customer concerns, ensuring transparency, and cooperating with authorities. Effective public relations strategies can mitigate reputational damage and maintain customer trust.

What Are the Laws Around Serving Alcohol to Minors?

Serving alcohol to minors is a serious offense, punishable by law. Establishments must verify age through rigorous ID checks, as fake IDs can be sophisticated; training staff to detect fraudulent identification is vital to avoiding liability.

Are There Specific Laws for Accessibility in Tourism Facilities?

Yes, there are specific laws mandating accessibility in tourism facilities, emphasizing Accessible Design to provide equal opportunities for people with disabilities, as enshrined in Disability Rights laws, promoting inclusive and barrier-free travel experiences.