World Food Travel Association posted an articleJoin us February 21-22, 2019 for FoodTreX Pamplona, in Navarre, Spain. see more
Join us February 21-22 in Navarre, Spain for FoodTreX Pamplona, the most important gastronomy tourism trade conference that is held in Spain. A fundamental objective of the Second International Conference on Gastronomy Tourism, FoodTrex Pamplona, is to bring you speakers, tools, ideas and best practices to develop products that visitors want, and to learn how to promote products and experiences to visitors in the best possible way. As one of the food tourism industry’s leading events for the trade, you’ll meet leaders, experts, influencers and practitioners from all around the world, who will present ideas to help grow your business and improve the experiences you offer.
Better gastronomy-oriented businesses and experiences can bring more visitors, more income and local taxes, better community development, and more product exports. This is a critical discovery identified by expert panelists in the 2019 State of the Food Travel Industry Report by the World Food Travel Association. Without the proper direction and planning however, a destination's food tourism potential may remain untapped, or fall into an unsustainable pattern that undermines its future. The goal should be to provide meaningful food and drink related experiences that give visitors a true taste of your destination and create raving fans, convinced guests who will continue to promote your product or destination long after they depart. Attend FoodTreX Pamplona to get the proper direction you need to succeed, including answers to questions such as:
- How to identify opportunities and define achievable objectives.
- How to create an effective development strategy.
- How to involve all the actors in the development strategy.
- How to create Gastronomic Tourism experiences.
- How to reach the customer.
- How to adapt to the market.
- What are the latest trends and fashions embraced by food lovers.
Over 25 confirmed speakers for the two-day conference include:
- Erik Wolf, World Food Travel Association, USA.
- Marc Crothall, Food Tourism Board and Scottish Tourism Alliance, Scotland, UK.
- Dra. Luisa Puppo, Ligucibario, Italy.
- Chantal Cooke, Passion for the Planet, UK.
- Clara Bosh, Ruta del Vino Somontano, Spain.
- Sophie Cassis, Green Haven Gardens and Le Bon Goût Frais des Îles de la Madeleine, Québec, Canada.
- Margarita Calleja, Extremadura Turismo, Spain.
- Kathryn Davis, Visit Bristol, UK.
- Antoni Aguiló. Fra Roger Association for Food and Culture, Menorca, Spain.
- Kosuke Nakamori, Manager, Japan National Tourism Organization, Japan.
If you're in the area, or if food tourism in Spain is important to you, you cannot afford to miss this major industry event.
What's your reason to travel? Would you travel for chain coffee or hamburgers? We didn't think so. see more
Earlier this winter, I paid a visit to a European city whose name I won't disclose. The city offers friendly people, and a nice food and drink scene. Another bonus is that it is relatively unknown for these positive traits, so there are not so many tourists to contend with.
Walking around the city, I came upon a Christmas market, as one might during the wintertime. I walked around the market to see all the vendor stalls. Of the dozens of stalls, I counted only about 5 vendors that sold locally-made products, two of which were alcoholic beverages and the other 3 were locally-made crafts. Of the craft producers, nothing was particularly interesting or unique. One vendor was selling handmade stained-glass figures, one of which was a butterfly for the equivalent price of about US$280. I'm all for supporting local producers of any kind, but not at that price. Today, right now, on the popular Etsy website featuring handmade items, I found another beautiful butterfly (OK, not the same one, but actually, prettier) for the equivalent price of about US$35, including postage. Which do you think I'm going to choose? And all of the other vendors were selling items that looked like they easily could have been manufactured cheaply overseas, and maybe even sourced at any of the discounted 1 dollar/1 pound/1 euro stores. No one would be impressed.
Then I began to think, for anyone who had traveled to this city for the Christmas Market, they would have been woefully disappointed. It got me thinking about motivation for travel in general, and other famous Christmas markets in the world, such as Krakow or Munich. People travel to these cities specifically to visit these world-class markets. I then began to think about food lovers and how we choose destinations. At the same Christmas market mentioned above, there were no vendors selling interesting local foods (either packaged as gifts or as takeaway to eat then), but readily available were falafels, hot dogs, bulk candy and other foodstuffs you might expect to find at a food market anywhere else in the world. Perhaps the market was not intended to appeal to tourists. If was designed for locals, one would have to ask, why would anyone fight local traffic and expensive, hard-to-find, holiday parking for the opportunity to buy things you can find in cheap shops anyway? The quote, "There's a sucker born every minute," comes to mind right now, attributed to P. T. Barnum, an American businessman of the mid-19th century and creator of the world-famous circus bearing his name.
I began thinking about a campaign from Visa (you know, the credit card processor) that advertised on the television during the holidays in the United Kingdom. The campaign encourages consumers to get out and spend money on the local high streets (i.e., the main shopping streets). Wanting to buy local is a sentiment that makes us feel all warm and fuzzy, but when the retailers on the high street are primarily coffee chains, discount chains and mobile phone stores, the fuzziness turns to annoying white noise.
The solution is not so simple. For example, is a market like the one described above, an initiative from the local municipality, the area tourism office, an event producer, or a real estate developer? Each of these potential stakeholders has a different motivation to produce and manage a local market. Their end results can be vastly different from each other as well. Or are business taxes (rates) so high in the city center, that no local business can afford a store of its own (at least if it wants its prices to be competitive). Take a stroll down the high street of most cities in the UK. You'll see Vodafone, next to Costa, next to Poundland, next to Card Factory, next to a Boots pharmacy, next to an EE mobile phone store, next to a charity shop, you get the idea. It's not all doom and gloom. Occasionally you might find a locally-owned cafe, pub or restaurant, or a quality attraction like the Shakespeare museum and giftshop in Stratford-Upon-Avon. The situation is similar in other cities in Europe, North America and Asia. Replace Costa with Starbucks in North America, Coffee Bean and Tea Leaf in Asia, you get the idea. Is anyone else noticing a trend?
Another factor to consider is the increasing threat of the mass homogenization of food cultures, a trend noted by the expert panelists we surveyed in our 2019 State of the Food Travel Industry report. Given the fact that authenticity is the #1 motivator for food-loving travelers, a local high street (main street) featuring Costa and Starbucks, for example, is not going to motivate any food- or drink-loving traveler to visit, despite how elated the locals might be at the offering. People travel for many different reasons, e.g. to visit friends and relatives; to attend business meetings; to attend a conference or trade show; for sightseeing; for theater and shopping; for adventure and recreation; and of course, for food and drink. What happens if the destination's authentic offerings are decimated or eliminated? Then suddenly, the destination is no longer of interest to influential food- and drink-loving travelers. In such an instance, we would say that the destination is nearing, or at the end of, its food tourism destination life cycle. Literally all of the expert panelists we surveyed in the report all agreed that “providing an authentic experience to visitors” is a critical goal of food tourism, and 97% felt that “protecting local heritage through food and drink” is also an important goal of food tourism.
Destinations seeking to attract food lovers need to look at the quality and uniqueness of what is on offer. If the items for sale in a market are mass produced trinkets and copies of touristy souvenirs, then there is little to no appeal. Similarly, if the only foods that we can find are those sold anywhere else on the planet, then there is no incentive to travel to your destination because of the food or drink. On the other hand, if those same Etsy-style local craftspeople and artisanal style food and drink producers were encouraged, and incentivized, to take a stall at the market, there would be a significant reason for locals and visitors alike to come and visit the market, at any time of year.
Food for thought.
Just Released! Podcast Episode 16: Chantal Cooke - Stop Listening to Other People see more
Just released! Our latest episode #16 of Eat Well Travel Better: The Business of Food Travel Podcast, featuring Chantal Cooke.
In this episode, join us as we speak with Chantal Cooke, publisher of Passion for the Planet, and a noted influencer on the subjects of sustainability, and vegetarian and vegan travel. She hosts the Passion for the Planet website and online radio station. Chantal shares with us her thoughts on how and why food-loving travelers are changing their diets and why she thinks you should stop listening to the advice of others.
In this episode you'll learn:
- How the food tourism industry is behind the times, and why you are missing an important opportunity
- Why more people than ever are looking for meat-free dishes
- How traditions move on (and rightly so)
- How vegetarian food can also please meat-eaters
- Why restaurant and hotel chefs are actually being prevented by their owners from innovating with vegetarian and vegan cuisine
- Why we should stop listening to others and start listening more to ourselves
Association Partner GLP Films and Georgian National Tourism Administration Launch New Video CampaignAssociation Partner GLP Films and Georgian National Tourism Administration Launch New Video Campaign see more
Distribution campaign reaches 3.5 million by leveraging custom digital content featuring adventure, culture and culinary experiences in Georgia
GLP Films, an award-winning content marketing agency specializing in travel trade storytelling, and the Georgia National Tourism Administration, have partnered on a video campaign featuring adventure, culture and culinary experiences in Georgia. The campaign will share a collection of short films and social videos with trade and consumer markets, including travel agents, tour operators, and leading travel media. The campaign launched on November 1, with incredible support from the travel industry in Georgia and global media partners, and 3.5 million video views to date.
Georgia, a small yet poignant country at the crossroads of Europe and Asia, is nestled between the mountainous Caucasus region and the Black Sea. With stunning natural landscapes across various micro-climates, ancient fortress towns steeped in rich tradition, and a hip, modern capital hub, Georgia’s ethnically diverse population of over 10 million are marking the map as an absolute must-go location for the ultimate thrilling adventure, cultural experience, and gourmand’s dream—everywhere a departure and destination for discovery.
“Our goal for this video campaign is to share the inspiring stories and emotions of the travel experience in Georgia,” explains Mr. George Chogovadze, Head of Georgian National Tourism Administration. “Georgia is proud of our unique cultural heritage and hospitality, and excited to share this new content with the world.”
“GLP’s unique lens of storytelling is a great fit to help uncover the compelling stories woven into Georgia’s rich history and culture,” explains Laura Knudson, Marketing Director for GLP Films. “The heart of Georgia is its people, and based on early success of the campaign, it seems that consumer and trade audiences agree that you can’t help but fall in love with Georgia.”
Adventure comes in many forms in Georgia - from the incredibly friendly people, fascinating culture, the rugged Caucasus Mountains that reach over 5,000 meters, and the rich wine and culinary experiences.
- Adventure - The Georgian Caucasus Mountains have been luring the adventurous to their untamed rivers, scaleable canyon walls, and monastery-topped summits for generations. Today, it's these same pristine landscapes that are putting Georgia on the map as the world's next must-visit adventure destination. Adventures in Georgia include hiking, trekking, mountaineering, biking, rafting, birding, and a long list of national parks and protected areas.
- Culture - Located at the intersection of Eastern Europe and Western Asia, Georgia is rich in human history dating back approximately 1.8 million years. Three cultural monuments are listed as UNESCO World Heritage Sites, including the Svaneti region - home to quaint villages and medieval stone watchtowers that look out over the incredible Caucasus Mountains. Georgians are known as one of the friendliest nations, with their saying that a “guest is a gift from God.” Don’t be surprised if you are invited into a local’s home for a traditional Supra, better known as a feast.
- Culinary - Nothing tells you more about the spirit and culture of a country than its cuisine. Winemaking has been practiced in Georgia for over 8,000 years. Dambal khacho, a rare sort of Georgian cheese has been added to UNESCO’s Intangible Heritage. Georgian national dishes are amongst the best in the world for their diversity and taste. Each historical province of the country has its own distinct culinary tradition that was refining for centuries.
Visit here for more information about travel experiences in Georgia and to leverage the full suite of free video content to support Georgia’s marketing efforts .
About GLP Films
Founded in 2008, GLP Films is an award-winning content marketing agency dedicated to authentic storytelling and content marketing for the travel and sustainability industry. To date, GLP Films has produced and distributed 200+ videos from 35+ countries in Latin America, Africa, Asia, and North America. GLP Films is committed to working with the best travel brands to elevate the industry through strategic marketing, authentic storytelling, and leadership in sustainability. We believe authentic storytelling has the power to transform industries, change conversations, and help brands communicate their core vision and positive impact. GLP Films partners with global organizations to produce custom content that supports their content marketing, branding, and distribution needs, while also protecting local cultures, livelihoods, and the natural environment. Learn more here. GLP Films is a strategic partner with the World Food Travel Association, and won the 2018 FoodTrekking Award in the "Best Local Storytelling in a Food or Beverage Experience" category.
About Georgia National Tourism Administration
Georgian National Tourism Administration is a government authority under the Ministry of Economy and Sustainable Development. GNTA is responsible for development, promotion and maintenance of Georgia’s unique tourism experiences. The mission of Georgian National Tourism Administration is to ensure sustainable tourism development through positioning Georgia as a unique travel destination on the international tourist map, improving visitor experience and maximizing their expenditures to significantly contribute to the national economy by effective cooperation with strategic partners. Learn more about Georgia’s travel experiences.
The First FoodTreX London Food Travel Innovation Summit was a huge success according to delegates see more
The FoodTreX London | Food Travel Innovation Summit that took place on Sunday, November 4 was a huge success according to the 107 delegates from 31 countries who attended, with 9 out of 10 delegates saying they would attend the next FoodTreX London event. The ten speakers shared their knowledge and insight about innovating topics that impact the food tourism industry, such as 5G communications and wayfinding, virtual reality and marketing, the customer journey and foodservice expectations, entrepreneurism, special diets, developments in social media marketing, sustainability and food packaging waste reduction, technology innovations in wine tourism, and current trends and issues in food tourism.
Coming up next year in 2019, the World Food Travel Association will produce regional food travel summits Pamplona, Spain, and Thessaloniki, Greece, as well as an online food travel summit. The Association will also repeat the Food Travel Innovation Summit in London on Sunday, November 3, 2019, the day before the world-renowned World Travel Market begins.
New Eat Well Travel Better Podcast featuring Javier Albarracin on Halal Tourism see more
Just released! Our latest episode #15 of Eat Well Travel Better: The Business of Food Travel Podcast, featuring Javier Albarracin.
In this episode, Halal food and travel expert Javier Albarracin, with Barcelona Halal Services, talks about Halal travel and how it's not a trend, but it's the preference of 1.6 billion consumers around the world. He shares why Halal isn't just about religious preferences and why it is an important concept to understand by foodservice professionals. He also recounts his views on how food and drink can be used to build bridges between disparate cultures.
In this episode you'll learn:
- How people take their own behaviors and preferences with them when they travel.
- Why special diets are here to stay. The preference for Halal is growing quickly, even among non-Muslims.
- Halal isn't just about religious preferences, it's also a way to guarantee the origin of foods and protect food safety
- Why it's so hard to reproduce a taste of place after you've traveled home from the place
- How gastronomy and music are two universal languages
- How gastronomy can build bridges
MEETING THE EXPECTATIONS OF FOOD-LOVING TRAVELERS at FoodTreX London see more
Every moment in the customer journey has gained significant importance in the satisfaction of our travelers. Food-loving travelers in particular are raising their standards and their expectations. How can a business or destination handle these new demands? At FoodTrex London | Food Travel Innovation Summit on Sunday, November 4th, an industry expert will share his expertise on understanding the Food Lover's Customer Journey.
It seems that everyone is looking for unique and memorable food and drink experiences while traveling. Eager to get their share, businesses of all kinds are popping up to get in on the action. Even chain restaurants and hotels talk about ingredients that are locally-sourced and inspired. The truth is, travellers already come with so much knowledge about a destination and its food, they have extremely high expectations. How can we balance high traveller expectations with, everyday cost-cutting business measures, competition in destination branding and the impact of influencers? The key to your success is understanding the Food Lovers' Customer Journey. Tom will take us on a journey into the future with what you need to think about as you plan ahead.
If learning how to reach the right travelers with the right message at the right time is of interest to your business or destination, then this session is a must.
Session tags: food travel, customer journey, customer experience, destination branding, customer expectations
Latest episode! Eat Well Travel Better: The Business of Food Travel Podcast featuring Alison Burgh see more
Just released! Our latest episode #14 of Eat Well Travel Better: The Business of Food Travel Podcast, featuring Alison Burgh.
In this episode, tourism development consultant Alison Burgh talks with us about the importance of cultivating a sense of community, why creating a unique and memorable experience is a critical part of getting food tourism right, and why you can't worry about doing what is expected of you. She cites examples in Jamaica and Belize to illustrate her points.
In this episode you'll learn:
- Why developing a sense of community is critical in food tourism
- Why creating a unique and memorable experience is a critical part of getting food tourism right
- Why you can't worry about doing what is expected of you - just follow your heart
SPECIAL DIETS & FOOD TRAVELERS | FoodTreX London see more
Special diets are a trend that cannot and should not be ignored. As expectations from consumers are growing, we are entering an important period in food service history. How should we adapt and how can we adapt to better serve the needs of individuals? At FoodTrex London | Food Travel Innovation Summit on Sunday, November 4, come hear from an industry expert who already has this all figured out.
You've heard about all the latest dietary trends: gluten-free, vegan, dairy-free, grain-free, kosher and halal, and so on. You might think this conversation belongs at a consumer food marketing conference, but remember, food lovers bring our behaviours and preferences with us when we travel. That means we don't "turn off" eating gluten-free or vegan while we are on holiday. There is potential for major misunderstandings on the part of the foodservice professionals as well as the travellers. Luisa Puppo, entrepreneur and small business counselor based in Liguria, Italy, has carved out a niche for herself as an expert in the issue of special dietary concerns and food travel. She'll share her discoveries with you.
If you have noticed an increase in traveler demands for special dietary preparations, then this session is a must.
Session tags: food travel, special diets, gluten free, vegan, vegetarian, halal, kosher, expectations, foodservice
QUALITY NOT QUANTITY WINS THE ONLINE MARKETING GAME at FoodTreX London see more
How many followers do you have? How many likes did that last post get? Are people subscribing? Do these questions sound familiar? At FoodTrex London | Food Travel Innovation Summit on Sunday, November 4th, a social media expert and blogger will share her secrets about the best approach to social media and food travel.
Most businesses, of all kinds, have an online marketing strategy that includes leveraging social media to disseminate content. Some of the most successful business work with influencers, bloggers and content creators to help tell their food stories. When working with influencers, though, it’s important to look beyond the numbers and number of Instagram followers. Instead, marketers should focus on quality content that meshes with your brand and messaging. In an era when we can pinpoint specific target markets in email marketing or online advertising, should we not be doing the same with outreach to influential content creators? As trade professionals continue to use social media and influencer outreach, isn’t it about time that we perfected our approach with the most valuable content creators for our needs? Amber will show you what you need to do.
If working smarter not harder in your online marketing strategy is of interest, then this session is a must.
Session tags: food travel, social media, Instagram, quality, influencer, blogger, content, online advertising, email marketing
Just announced! Andy Waugh will speaking at FoodTreX London see more
JUST ANNOUNCED! Andy Waugh, successful chef and restaurant owner will share his journey to success and how the customer journey has influenced his decisions on his way there. Join us at FoodTrex London | Food Travel Innovation Summit on Sunday, November 4th to see what today's food-loving customers really want.
Andy is from a family of wild meat butchers in the far north of Scotland. His upbringing was focused around helping the family business, fishing trips and holidays exclusively around Scotland. He moved to London in 2009 and started his Mac & Wild journey the following year. In 2010, he opened a market stall on Broadway Market selling raw wild meat from his family’s business. He soon realised that he needed to do more, so he offered street food (winning a 2012 award) and hosting popup restaurants. In the early days, he wasn’t aware that his customers wanted to know so much about the meat’s provenance. In 2015, he opened the first Mac & Wild in Fitzrovia and things got exciting. He learned quickly that not only do customers care about that, their entire customer journey is based around the stories he tells and the experience they have, while dining. Andy uses tools like menu messaging and focusing on “extreme provenance” to enhance his customer’s experience. Today, he manages a total of three Mac & Wild eateries in London. His business has won awards such as Timeout Magazine’s Top 3 Steaks in London, number 1 burgerin the UK by the National Burger Awards, and “Best Restaurant in the World" by British food writer and television presenter Giles Coren.
Speaker: Andy Waugh, Owner, Mac & Wild, London, England
Session tags: food travel, customer journey, customer experience, destination branding, customer expectations, story telling, local products
After 1 Year, Eat Well Travel Better Podcast Garnering 100+ Listeners/Month see more
Our Eat Well, Travel Better: The Business of Food Travel podcast launched in August 2017. Just in the 12 months since launch, we've been fortunate to count over 1200 listeners (100+/month) from all over the world. Our listeners typically come from the food, beverage, travel, hospitality, and media industries.
We'd like to thank all of our interviewees for taking the time to share their fascinating stories. And we'd like to thank our listeners as well. We appreciate your interest and support. The Association would also like to extend a special thank you to the podcast's co-host Aashi Vel, without whom it would not be the great show it is today.
A big thank you to our industry for all your support!
New to our podcast?
Think you might want to appear on a future show?
World Food Travel Association Announces New Industry Definition of Food Tourism see more
What do we really mean when we say "food travel" or "food tourism"? It is this simple:
"Food tourism is the act of traveling for a taste of place in order to get a sense of place."
As our industry is rapidly evolving, professionals, academics and others continue to put forward their own definitions of food tourism, culinary tourism and gastronomy tourism (these phrases are synonyms).
We've noticed over the years that the definition of "food tourism" has been getting more and more complicated. For some organizations, traveling a certain distance or overnighting in a lodging property is often required for the activity to be regarded as "tourism." But that ignores any locals who travel across a city for a new food or beverage product or experience. Some people don't believe beverages should be included in "food tourism." Some people find the use of "food" too banal, and prefer culinary tourism or gastronomy tourism. For others, they think of gourmet or agricultural offerings, when they hear the word "food." These are overly complicated attempts to explain the simplest concept, "Food tourism is the act of traveling for a taste of place in order to get a sense of place." You can always dissect the definition further, but there is simply no easier way to explain the act of traveling to experience unique food and beverage products and experiences.
Simple is always best.
FOOD TOURISM & 5G: IT'S RIGHT AROUND THE CORNER Learn more at FoodTreX London on November 4 see more
Food Tourism and 5G are poised to be perfect partners. But how many of us are ready for what 5G holds in store? In fact, what is 5G even and what does it mean for your business or destination? At FoodTrex London | Food Travel Innovation Summit on Sunday, November 4, come hear from an industry expert who is already getting ready to implement 5G solutions in their area.
Destinations need to be competitive, and when it comes to food and drink, there's no exception. Still, how can a newer destination compete with a highly-regarded food culture that is hundreds, if not thousands, of years old? Technology is one way to stay ahead and 5G is one of those technologies you need to know about to get the advantage. In this session, Kathryn Davis, Head of Tourism at Visit Bristol, will share the plans for the West of England's ambitious 5G tourism development plans, which is being heralded as a pilot project for other 5G tourism projects in the UK. Kathryn will explain how the region got to where it is, what the strategy is for food tourism in the region, and the role that 5G can play in getting the West of England some well-deserved attention from food and beverage lovers.
If attracting more customers or visitors with rapidly-approaching 5G technology is of interest, this session is a must.
Session tags: food travel, 5G, 4G, mobile, smartphone, destination marketing, regional partnerships
120 Seconds to Change the World: Pierre Thiam from GLP Films on Vimeo. see more
GLP Films Launches 10-Part Video Series with Food Travel Story
GLP Films celebrates their 10th Anniversary with the launch of an inspiring new video series spanning a decade of work. “120 Seconds to Change the World” is an ambitious collection of ten new videos aimed to celebrate and inspire through the untold stories of the change-makers behind GLP's most impactful films. Video number two in the series features world renowned chef, Pierre Thiam.
Chef Pierre Thiam is a citizen of two worlds—born in Senegal, it wasn't until the kitchens of Brooklyn, NY that he found his stride. This story reveals how a Senegalese chef shattered cultural stigmas around men in the kitchen while also managing to introduce an often overlooked African cuisine and culture to the world stage through the universal language of food.
New videos in the 10-part series will be released each month from August 2018 through May 2019. Visit GLP Films now or follow #120secondstochangetheworld for the latest videos.
Watch “120 Seconds to Change the World with Pierre Thiam” below: