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
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
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
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:
Lucky 7 reasons why you should attend FoodTreX London | Food Travel Innovation Summit on November 4 see more
By now, you've probably heard that we are hosting the FoodTreX London | Food Travel Innovation Summit on Sunday, November 4.
This is the day before World Travel Market begins, for those of you attending that event.
FoodTreX is our new event brand and the name stands for "Food Travel Excellence".
We know there are a lot of conferences, so we've compiled a list of the top reasons we think you should attend FoodTreX London on November 4:
- New information. The content is about innovation in food tourism, and NOT a repeat of what you've seen or heard elsewhere. Also, the content you'll hear at FoodTreX will not be repeated at World Travel Market.
- New ideas. New information helps you to think of new ideas to help you get or stay ahead. You need new ideas to grow your business.
- Quality networking. Meet leading food travel industry influencers. Introduce yourself, present your business, create new partnerships.
- Intimate setting. Our goal is quality not quantity. Ticket sales are limited. And in an intimate group, it's easier to meet the people you want.
- Convenience. Piggybacked with World Travel Market. No need to spend extra money or time on another trip.
- Food Travel Matters. 93% of visitors engage in some kind of unique or memorable food/drink experience other than eating out. Don't be left out of this profitable market segment.
- Food Travel is Changing. You can't just put a list of restaurants on your website or organize a food event. You need to know who to reach out to, and how to do it in order to be as effective as possible and capture more customers or visitors.
BONUS REASON. Affordable. Other London conferences are in the £695-795 per day range. We don't think quality education and networking should have to cost that much.
FoodTrex registration is only £395 (plus VAT).
Come join us for great information, great networking and a lot of fun! Remember, FoodTreX won't be recorded so you'll need to attend in person if you want access to this fantastic content!
If you're curious and want to learn more or register, click here:
NEW! Eat Well Travel Better Podcast Episode 13: Instagram is not a Panacea see more
Just released! Our latest Eat Well Travel Better: The Business of Food Travel Podcast, featuring Amber and Eric Hoffman.
Amber and Eric Hoffman are a married couple who are also bloggers living in Girona, Spain in the Province of Catalonia. After extensive careers in law and advertising, Amber and Eric said goodbye to corporate life to travel the world in search of the best culinary destinations and experiences. 70+ countries and six years later, they are still going strong providing tips and recommendations on where to eat and what to eat around the world. They authored The Food Traveler’s Guide to Emilia Romagna, the only English language comprehensive food and wine travel guidebook to that region of Italy. Their second book, the Food Traveler’s Guide to the Costa Brava Spain will be out shortly. In this episode, Eric and Amber draw on their extensive experience with food and travel and share, among other valuable insights, why Instagram is not a panacea.
In this episode you'll learn:
- How being an entrepreneur is a job: you have to take it seriously
- Why you need to have savings built up before you launch out on your own
- How "no" is a big motivator
- Why Instagram isn't the panacea everyone thinks it is
- How secondary and tertiary destinations can help solve the overtourism problem
- How to get professional quality photos and videos without spending a lot
Working to Preserve Culinary Culture in Chile's Patagonia see more
Last year, representatives from the World Food Travel Association were invited to Chile's Northern Patagonia to explore the local culinary culture and provide a professional assessment as to the potential to develop culinary tourism in that region of Chile. The site visit includes meetings with local tourism and foodservice representatives, as well as agricultural producers. One of the highlights of the week was a visit to Fogon de Matilde, an indigenous country farm and cultural experience. The indigenous cultures (especially the Mapuche) are strong in this part of Chile. At Matiilde's we sampled authentic local foods (bread cooked in coals from a fire, forest mushrooms, farm-fresh eggs and home-made cheese), made with authentic recipes, authentic utensils and cookware, and using authentic methods of cooking and baking. We then visited two other indigenous families to learn more about the people, their food, and their culture. At the end of the week, we presented our assessment to representatives of Gastronomia Patagonia, who are working with the locals to preserve and promote their local culinary cultures.
Learn more about the work of Gastronomia Patagonia.
You can watch the short video about our week in Patagonia (20 minutes, Spanish language only, CC available).
How to fill empty tables in your restaurant e-book in Polish language only see more
English language translation follows below.
E-BOOK JAK ZAPEŁNIĆ PUSTE STOLIKI TWOJEJ RESTAURACJI HOTELOWYMI GOŚCMI // HOW TO FILL EMPTY TABLES IN YOUR RESTAURANT
Czy marketing to tylko reklama? Absolutnie nie! Podstawą marketingu jest rozumienie potrzeb Twojego gościa i stworzenie dla odpowiedniej dla niego oferty.
W moim najnowszym DARMOWYM e-booku „JAK ZAPEŁNIĆ PUSTE STOLIKI TWOJEJ RESTAURACJI HOTELOWYMI GOŚCMI” zapraszam do przeanalizowania swojej sytuacji biznesowej w 4 prostych krokach, po to by później dobrać najlepsze rozwiązania.
Dodatkowo 20 gotowych pomysłów. Mają one Was zainspirować do tego by tworzyć również własne ciekawe rozwiązania. Wszystko po to, by stoliki w Waszych barach i restauracjach były pełne.
Zapraszam do pobierania właścicieli i managerów restauracji i barów nie tylko w hotelach. https://ebook-restauracje.tastepoland.pl
Is marketing just advertising? Absolutely not! The foundation of marketing is to understand your guest's needs and create a suitable offer to fulfil them.
In my latest FREE e-book "HOW TO FILL EMPTY TABLES IN YOUR RESTAURANT" I invite you to analyze your business situation in 4 simple steps, to choose later the best solutions.
In addition, 20 ready ideas. They are to inspire you to create your own interesting solutions. Everything to ensure that the tables in your bars and restaurants are full.
I invite to download all owners and managers of restaurants and bars. https://ebook-restauracje.tastepoland.pl. Available in Polish only.
Wojtek Osinksi is a member of the Chairman of the Board of Directors of the World Food Travel Association.
World Food Travel Association posted an articleTravellers With Special Diets: Every Cloud Has a Silver Lining see more
Allergies are dramatically on the rise, something that has been increasing exponentially since early childhood. The trigger factors are many. Furthermore, to complicate things, many people do not know the difference between allergies and simple intolerances. They continue without the guidance of specialist medical advice. However, the enormous progress of diagnostics has led the way towards diversified and increasingly effective approaches and therapies. This is the positive output of a variety of information and awareness-raising activities aimed at both the public opinion and patients.
As for the food industry, several foods which granted the survival of the first inhabitants of – let us say - the Mediterranean area, are now ostracized as potential causes of allergies and intolerances. Incredible though it may sound, the long-standing friends of mankind seem to have turned suddenly into enemies. Wheat flour comes first to mind.
There are too many chemicals in our foods today: additives, stabilizers, preservatives, colorings, and flavorings, just to name a few. And food has the potential to raise profound issues – economic, technological, ethical and so on. First and foremost, however, extra attention should be paid to reading labels, and to avoiding products with a too long list of ingredients. As a result, one step after another, the market would begin to detox itself.
Since the issuing of the EU 1169/2011 regulation (which deals with allergens etc.), the situation has continued to evolve. Synergies between consumers and the foodservice sector (restaurateurs, caterers, etc.) are becoming more and more intense. Actually you could say that the glass is half full: the issue of allergies and intolerances is ready to move from the “threats” to the “opportunities” quadrant of the SWOT analysis diagram. Focused information strategies could represent an effective marketing tool for restaurateurs and foodservice professionals, ready to meet the demand for wellbeing expressed by guests and thereby enhancing customer loyalty further.
From the perspective of tourism product development, the World Food Travel Association lists in its “State of the Food Tourism Industry 2018 Annual Report" the increase of traveller dietary preferences as one of top 7 food tourism issues for this year. The concept of dietary preferences (linked to medical, religious, ethical, etc. needs) widens the perspective and reveals new opportunities, especially for proactive entrepreneurs. Furthermore, restaurateurs, even those serving primarily locals, can be driven into action by traveller demand. So tourism acts as a type of awareness “trigger”.
Once more, training can boost innovation. To this end, we are developing a “Food & Wine English” course taught to Genoese restaurateurs. In this framework, we talk about how to talk about cross-cultural and dietary preferences, not only to raise awareness of the issue, but also to make the restaurateurs improve their own skills Special focus is also dedicated to researching dishes that will suit the special needs of customers. The Mediterranean and Ligurian cuisines are a treasure trove of possibilities and multilingual food storytelling. This type of training is now available for our industry, not just restaurateurs but other entrepreneurs as well, such as tour operators.
As food and wine tourism professionals, we must continue to research and exchange good practices with other professionals. If this resonates with anyone in our community, I would be pleased and thankful to hear from you.
If a detailed discussion of this topic would be of interest to you, please join me at the FoodTreX London | Food Travel Innovation Summit on November 4, the day before World Travel Market. I will be discussing “Special Diets and Food Travellers” in depth at the Summit.
Luisa Puppo, Liguria by Luisa
Member, World Food Travel Association