Food Tourism

There is no denying the fact that 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. According to Tecumseh, “When you rise in the morning, give thanks for the light, for your life, for your strength. Give thanks for your food and for the joy of living. If you see no reason to give thanks, the fault lies in yourself”. A single twig breaks, but the bundle of twigs is strong. There are only three things women need in life: food, water, and compliments and according to Chris Rock, “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 emphasizing that not all visitors arrive at a destination solely to enjoy gourmet food, nor do all culinary businesses offer this experience. It is quite tough to make a list of the top tourist destinations offering culinary appeal. Places with exotic food and a range of premium wines compete with each other in order to earn the top position in tourists’ ranking. However, an attempt has been made to list out top ten destinations for culinary tourism and here we go: The silent backstreets of Transvestite in Rome is a quite getaway to explore the world of authentic Italian culinary treats.  It is one of the most sought after places in Rome for food aficionados. Mouthwatering pasta, oxtail rigatoni and tiramisu are absolute legends plus you have an assortment of grilled veggies drizzled with pesto and olive oil. This place is renowned for its bakeries, and you cannot help drooling due to the lovely aroma evolved from the bakery’s oven while walking down the streets of Transvestite. It is truly a food enthusiast’s paradise.

New Orleans in Louisiana: New Orleans in Louisiana is a very popular destination for gastronomic buffs .Food occupies a very important status in the local culture and is ingrained in the philosophy of life. The city is a big crowd puller for its mouthwatering preparations of catfish and jambalaya, an awesome mix of shrimp, chicken, rice and sausage. The cuisine has its roots in the Caribbean islands and is truly unpardonable. Djemaa  El Fna , Marrakesh in Morocco: This place has an exotic night to offer to the tourist looking for culinary varieties where the open air market comes thick with aromas strong enough to stimulate your appetite. Just after dusk, the gas lit souks have on offer terrific barbecues prepared from lamb, poultry and camel meat. Sea food is a big hit with the culinary tourists as well. Nightlife in Djema El Fna is vibrant with gorgeous night clubs hosting electrifying performances forming an additional attraction.  Make sure that pickpockets don’t upset your culinary venture in the Marrakesh square. The Ontario Culinary Tourism Alliance (OCTA) says that culinary tourism "includes 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 globalized, 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 foru 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 our destination and your business as 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.

 Never mind 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.

 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. 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.  

In view of the above it is evident that saving our planet, lifting people out of poverty, advancing economic growth are one and the same competition. We must associate the dots between climate change, water scarcity, energy shortages, global health, food security and women's empowerment. Solutions to one problem must be solutions for food, in the end, in our own tradition, is something holy. It's not about nutrients and calories. It's about sharing. It's about honesty. It's about identity. Most of us have fond memories of food from our childhood. Whether it was our mom's homemade lasagna or a memorable chocolate birthday cake, food has a way of transporting us back to the past.