World Food Travel Association paper

The Right Time for a Food Tourism Strategy “A sustainable food
tourism strategy should
Experts believe in the benefits of a food tourism strategy. A full food tourism strategic plan is outside of include an inventory of
the scope of this report, but here are suggestions about what can be included in a successful food the area’s key food and
tourism strategic plan: beverage assets.”

• Overview of local food history & heritage World Food Travel
• Profile of landmark restaurants & bars Association
• Audit of restaurants, bars, food & drink attractions, experiences, and events
• Review of local food & drink producers (from farms and orchards to breweries and factories)
• Educational plan for residents and hospitality/tourism employees
• Opportunities for additional events, attractions, or experiences
• Identification of different interests (psychographic or PsychoCulinary® segments) or target markets

Copyright © World Food Travel Association. All rights reserved.

Proper Planning Yields Positive Results

Experts presented many examples of destinations which have benefitted from a gastronomy (food and “We always recommend
drink) tourism plan. Many elements have made these plans successful, and they also mirror many of serving a memory, not
the other findings in this report. Experts identified many ideas for inclusion in strategic planning, for just a meal. Food
example: tourism is about so
much more than just the
• Establish cooperative networks or partnerships between different businesses serving travelers. One food.”
simple way is to help connect local producers with chefs. Other businesses (from farms to
breweries to restaurants to festivals) may also benefit from formal efforts to create a regional World Food Travel
product. Association

• Identify traditional production methods and setting up a plan to preserve or promote them.
• Consider long-term planning (such as a 5-year plan), rather than being tempted to chase short-term

goals.
• Educate locals and visitors about the quality and diversity of locally-produced food and drink.
• Focus on the overall food tourism experience, rather than just the food. This may include

integrating the food product into a region’s other attractions or the hospitality of the region.
• Consult with locals and integrate food tourism strategy with other local or regional development

plans.
• Avoid focus on a single product.

Copyright © World Food Travel Association. All rights reserved.

A Few Expert Suggestions for a Food Tourism Strategy

Food tourism is just one element of a destination’s strategy: “The term ‘authenticity’
Food attractions … “must be balanced with [other] attractions, activities and transformative moments” is being (over)used too
that are offered at a destination. (Daniel Lee Gray) much. What does it truly
mean? Each destination
Identifying and understanding what is local and authentic is essential: must craft its own
Strategy should be based on “sound and correct information and to tell a story with the food and definition. Be careful to
cuisine of the area.” (Gerrie du Rand) be honest and not
overly inclusive for
Be aware that the focus on food tourism does not lead to “slipping or turning away from what's local inclusivity’s sake.”
and authentic.” (Eric Hoffman)
World Food Travel
Utilizing local businesses and creating partnerships is beneficial: Association
“Building strong networks (local and international) can make a difference between success and
failure.” (Eric Gietman)

“Food tourism is also a tool to promote destinations and companies. It’s the new way to tell old stories
about your country, your company or your services.” (Maria Athanasopoulou)

Copyright © World Food Travel Association. All rights reserved.

Additional Suggestions for a Food Tourism Strategy

Food and drink businesses must play a leading role:

“Food tourism should be left and trusted to the tourism and food professionals—businesses and staff,
who should be trained to promote it and create such programs for visitors. [Services offered in the]
sharing economy and services offered just by any non-qualified "local” … is a risky issue, which … can
lead to bad image for a … whole destination and products of an area.” (Efi Kalampoukidou)

“In smaller destinations culinary and beverage tourism strategy is necessary from the top down. In
established destinations with multiple attractions and large inbound market numbers the private sector
often operates alone without government support.” (Suzanne Storms)

“Too many cooks spoil
the broth.”

16th century proverb

Copyright © World Food Travel Association. All rights reserved.

What do you need to do to get ahead in your
career? The right training and current
information.

We offer the world's greatest variety and
highest quality food tourism education and
training. You benefit from practical
application with real world examples.

We started the food travel trade industry 20

years ago. No one is better prepared to help

you get ahead in your career. Copyright © World Food Travel Association. All rights reserved.

University.WorldFoodTravel.org

ABOUT THE
EXPERT PANELISTS

Copyright © World Food Travel Association. All rights reserved.

Our Expert Participants (countries A through K)

Elton Caushi Albanian Trip Albania
Suraj Pradhan
Eric Gietman Two Tables Australia
Zina Sorensen
Dalma Díaz Pinto Cadushy Distillery Bonaire
Suzanne Storms
Louise Kongsholm Bulgaria Wine Tours Bulgaria
Kristiina Havas
Monika Fuchs Gastronomia Patagonia Chile
Maria Athanasopoulou
Efi Kalampoukidou International Culinary Institute, Vocational Training Council China
Ifigeneia Leri
Natacha Gomez Pej Gruppen Denmark
P. P. Mohanty
Saurabh Kumar Dixit HAAGA-HELIA University of Applied Sciences Finland
John Mulcahy
Anthony O’Toole TravelWorldOnlineTraveller Germany
Udi Goldschmidt
Livio Colapinto & Kathrin Fehervary Respond on Demand Greece
Mimmo Di Gesualdo
Luisa Puppo European Federation of Tourist Guide Associations Greece
Luis Elizondo
Tomoko Inoue University of Patras Greece
Shinichi Nakamura
Daniel Lee Gray Chef & Caterer Haiti
Tomas Rimydis & Vilma Tamošauskaitė-
Rimydienė Siksha O Anusandhan University India

North Eastern University India

Food Tourism Expert Ireland

Journalist Ireland

Meteor Tours Israel

Zest of Italy Tours Italy

GustAbruzzo Italy

LiguciCbaorpioyright © World Food Travel Association. All rights reItsaelyrved.

Melia Hotels International Jamaica

Tourism Consultant Japan

All Nippon Airways Japan

Intrepid Travel Korea

Ertlio Namas Restaurant Lithuania

Our Expert Participants (countries L through Z)

Raj Gyawali socialtours Nepal
Wojtek Osinski
Alina Tomer Taste Poland Poland
Lionel Chee
Gerrie du Rand Professional Guide Romania
Eskerne Falcón
Eric Hoffman Peranakan Restaurant Singapore
Gloria Rodriguez
Jens Heed University of Pretoria South Africa
Max​ Thammaraks
Omer Kartin Discover San Sebastian Spain
Selin Rozanes
Dimitrios Buhalis Food & Drink Destinations Spain
Chantal Cooke
Marc Crothall Eat Spain Up Spain
Jamie Bachrach
Dr. Elinor Garely Visit Sweden Sweden

Sarah & Bryce Hach INTCO Travel Thailand
Loulu Lima
Midgi Moore, CCTP Alakart Travel Turkey
Fernando Salazar
Sandra Sinicrope Turkish Flavours Turkey
Michele Topor
Malgorzata Rose Bournemouth University UK (England)
Ayngelina Brogan
Erik Wolf Passion for the Planet UK (Wales)

Scottish Tourism Alliance UK (Scotland)

Wandering Puffin USA

Wines.travel USA

Maine Food For Thought USA

Book Here, Give Here USA

JuneauCFopoyordigThotu©rsWorld Food Travel Association. All rights UreSsAerved.

Interstate Hotels & Resorts USA

The JoyFULL Kitchen Group USA

Boston Food Tours USA

Poland Culinary Vacations USA & Poland

Bacon is Magic Nomad

World Food Travel Association Nomad

Panelist Industries

“Panelists represented a
wide variety of industry
sectors, from tour
operators, foodservice
and lodging, to media,
academia, destination
marketing organizations
and more.”

World Food Travel
Association

Copyright © World Food Travel Association. All rights reserved.

ABOUT THE RESEARCH
& RESEARCH TEAM

Copyright © World Food Travel Association. All rights reserved.

Our Research Team

Our analysts are some of the world’s foremost experts on food and beverage tourism, not generalist
researchers who making assumptions based on the interpretation of the data.

MATTHEW STONE, PHD "The only source of
knowledge is experience."
Associate professor at California State University, Chico. His food tourism research has been published in academic journals
including: Journal of Travel Research, Current Issues in Tourism, and Tourism Management Perspectives. For the WFTA, he was Albert Einstein
lead author of the 2016 Food Travel Monitor, the 2020 Food Travel Monitor, and the 2019 State of the Food Travel Industry Report.
As a consumer travel expert, he has been quoted by Los Angeles Times, Sacramento Bee, and USA Today. In 2019, he was
awarded a Fulbright Scholar award to teach in Helsinki, Finland.

ROBERTA GARIBALDI, PHD

Professor at the University of Bergamo, Italy, with long-established expertise in wine and food tourism. She is also member of
several scientific committee and editorial boards, including the World Gastronomy Institute and the Italian Society of Tourism
Science (SISTUR). She participates in many conferences as a keynote speaker and has a long experience in coordinating and
managing territorial projects both at local, regional and international levels. She has authored several scientific publications,
including monographs, curatorship and contributions in books, scientific journals and conferences’ proceedings. She is the author
of the “Report on gastronomy tourism in Italy”.

ERIK WOLF, MA, CCTP, MCTP

Founder of the food travel trade industry, and Executive Director of the World Food Travel Association. He is the publisher of Have
Fork Will Travel, author of Culinary Tourism: The Hidden Harvest, and is also a highly sought speaker around the world on
gastronomy tourism. He has been featured in The New York Times, Newsweek, and Forbes, and on CNN, Sky TV, the BBC, the
Australian Broadcasting Corporation, PeterGreenberg.com, and other leading media outlets. He has contributed to a number of
academic and research publications in the field of food tourism.

STEVEN MIGACZ, PHD

Assistant professor of hospitality and tourism management at RooCseovepltyUrnigivehrstit©y inWChoicralgdo.FHoeoedarnTerdaavPehDl AfrosmsoTecxiaastAio&Mn. All rights reserved.

University and co-authored the 2016 Food Travel Monitor, the 2020 Food Travel Monitor, and the 2019 State of the Food Travel
Industry for the World Food Travel Association. Previously, he was a restaurant owner and manager, as well as a senior executive
researcher with the world’s second largest market research company.

NATE STEIN, JD

Attorney and researcher. He has worked and studied in China, Argentina, and the United States. He earned degrees in
economics (University of Florida) and law (New York University).

Methodology

Respondents to this survey were food tourism experts from across the globe. Respondents were

selected by food tourism experts Erik Wolf (World Food Travel Association), Roberta Garibaldi

(University of Bergamo), and Matthew Stone (California State University). Selection was intentional to

ensure variety in types of business, role in tourism or food tourism, and geography. We recruited

experts in tourism, hospitality, food, and beverage, as well as experts specifically in food tourism “Threats to agricultural
(which includes beverage tourism). Care was taken to ensure a wide variety of experiences, insights, stability, from clean water
and opinions. to weather anomalies, not

Data was collected in a survey administered in late 2019. It was completed from 55 expert to mention the low profits,
respondents in 33 countries. Incomplete, no opinion, or do not know responses were omitted from mean there is less and
analysis. All experts were identified by the researchers. However, respondents were given the option less incentive for farmers
to remain anonymous or to be identified in the final report and whether they would like to be identified to go into, or stay in,
with any answers or comments they provided. When analyzing the data, respondent information was business.

not considered. Respondent names were added to the quotes after the report was complete. If it’s easier to import

Some data was compared to the 2019 State of the Food Travel Industry Report, published by the produce from warmer
World Food Travel Association.
climes, then is it still
‘local’?”

You will find both American and British spelling and grammar in this report, as direct quotes are used.

While some expert respondents hold titles (such as Dr. or PhD), no titles are used when quoting the

responses. World Food Travel

The final report was completed in January 2020 by Global PCoosptymriagrhkt, ©LLWCoarnlddFpouobdlisThraevdebl yAsthseocWiaotiroldn. All rights reservAesds. ociation

Food Travel Association.

Our Leadership

Meet our Board of Directors below. Visit our website to learn more about them, members of our
Advisors & Experts Network, and our Certified Area Ambassadors.

BRIAN LORGE JOSE MARIA DE JUAN ALONSO We’re always looking
for motivated
Foodservice and craft beverage industry José María’s long career in international professionals to join us
management services, marketing and tourism consulting has always involved the as members, area
consulting expert with 39 years of industry development of niche tourism products, ambassadors and even
experience drawing from single and multi- including cultural and natural heritage members of our Board
unit operations management at all levels. products, sustainable tourism and culinary of Advisors.
tourism.
Use ambassadorship as
USA SPAIN a stepping stone for
your career, to join the
HONG KONG SUZANNE STORMS GREECE MARIA ATHANASOPOULOU Board of Advisors and
eventually later, the
TREASURER BOARD CHAIR Board of Directors.

American by birth and now living in Hong Gastronomy is the main focus of Top
Kong, her expertise is in culinary educational Tourism nonprofit company, where Maria is a
programs, curricula development, content, co-owner. She has addressed speeches to
teaching, and research. She has worked in several events concerning the important role
the USA, China, UAE and South Korea. of gastronomy to tourism development.

LIONEL CHEE Copyright © WEoRrIldK FWoOoLdFTravel Association. All rights reserved.

VICE CHAIR EXECUTIVE DIRECTOR

SINGAPORE Swiss hotel school graduate with 20 years Founder of the World Food Travel
running a heritage restaurant in Singapore. Association and of the food travel trade
Also licensed tour guide in Singapore. Sits industry. Professional speaker, author and
on the board of the Society of Tourist recognized thought leader.
Guides.
UK

Join us for
World Food Travel Day 2020

100% online

Celebrate with us from your
own country. Share your
favorite food travel memories.

Use hashtag Copyright © World Food Travel Association. All rights reserved.
#WorldFoodTravelDay

April 18 – Every Year!

2020 Food Tourism Industry Key Events Calendar

Here are the most
important food and
beverage tourism industry
events and activities for
our trade in 2020. You can
print this calendar to hang
on your wall, and share
with colleagues.

Other events throughout
the year are added as we
learn about them. Check
our online event calendar
for new additions.

Copyright © World Food Travel Association. All rights reserved.

HOW CAN WE HELP YOU?

We serve the world’s largest network of food and beverage tourism industry professionals.

Copyright ©wWworldwF.oWod Torarvledl AFssoocioatidonT. Arllarigvhetslr.eoserrvged.
www.WhatIsFoodTourism.org
[email protected]
(+44) 7827 582 554 voice/sms