strategy

  • Erik Wolf posted an article
    Should Greece Bet on Gastronomy Tourism? see more

    We grew up listening and reading about the beautiful Greek beaches and the brilliant sun of Greece. For many decades, people from all over the world have been visiting Greece to enjoy the unique Greek summer. Photos with sandy beaches and emerald waters travel around the world and are republished on social media platforms every day.

    But is Greece only sun and sea? Apparently not. Greece is culture, history, way of living but also tasty food.

    This has always been recognized by people from other countries! Greeks know very well how to enjoy the tasty food with good company!

    The history of Greek gastronomy is long. Even today, there are Greek recipes which were included in ancient Greeks’ daily diet. Over the years, Greek cuisine has evolved, and has become what we all know and enjoy nowadays.

    Greece has a strong gastronomic culture. It has plenty of recipes, great local products and people who know how to cook and they love to do it daily, in every corner of the country. All this makes us believe that Greece, in the coming years, will be able to claim a high position on the world map of gastronomy tourism.

    We already have the first thing we need, the good local cuisine.

    The second thing that helps Greece, is that in general there is a good reputation of Greek cuisine abroad.

    So, how do we have to move forward?

    Gastronomy tourism does not just mean that those who come to Greece will eat good quality and delicious food. It means that we will offer high-quality gastronomic experiences such as food tours, cooking classes, wine tastings, visits to dairies, estates, etc.

    All of these activities should be recorded and create a tourist product. We need to describe them well and price them fairly. These programs should then be promoted abroad, through travel agents but also directly to the general public.

    It is out of question that the gastronomy experiences offered, should be of a high standard. They should attract the tourists for their quality in order to make them continue spreading the word about Greece, even when they leave our country.

    Food was from ancient times a way for people to approach each other. In Greece, the family table is something sacred. It gathers relatives and friends, where issues that concern them are discussed. The family table in Greece is where the Greeks communicate their joy or sorrow.

    Greek people are hospitable. They honor their visitor and easily offer him a seat on their family table, making him feel a member of the family.

    These are our two strongest elements for the future development of Greek gastronomy tourism. Our good local cuisine and the strong hospitality that the Greeks have. It is a combination that if it is cultivated properly, it is irresistible.

    The development of gastronomy tourism in Greece will bring significant benefits to the agricultural sector too, since local Greek products will be consumed. This will also greatly benefit the local community, so profits are much larger than anyone can imagine initially.

    What we need is to create organized and attractive tourist programs. Speaking for organized proposals, we do not mean suggestions that appeal only large groups of tourists from abroad. We are talking about a detailed inventory of the gastronomy experiences we can offer to our guests.

    This is precisely the process that we will have to follow throughout Greece, so that Greek food tourism can be shaped and become an autonomous tourist product.

    We should all work towards this direction, knowing that in the coming years gastronomy tourism is expected to rise to very high levels.  It would be a shame if Greece would not be on the top since it is a country with long gastronomy tradition and a strong sense of hospitality.

    Maria  Athanasopoulou is an Ambassador of the World Food Travel Association in Greece and Master Culinary Travel Professional. She is also the founder of the tourism marketing company Respond On Demand Ltd.

  • Erik Wolf posted an article
    Just Released: The Routledge Handbook Of Gastronomic Tourism see more

    We are excited to let you know that the newest addition to our industry's compendium of quality research is now available. The Routledge Handbook of Gastronomic Tourism combines the knowledge and expertise of 100+ scholars from 31 countries, and aims to foster a synergistic interaction between academia and industry. Its wealth of case studies and examples make it an essential resource for students, researchers and industry practitioners of hospitality, tourism, gastronomy, management, marketing, consumer behavior, business and cultural studies. It is edited by Dr. Saurabh Kumar Dixit, and the foreword was written by our Association's Executive Director Erik Wolf. Read more about the book here. If you are interested in purchasing, use the code FLR40 at checkout to save 20%. 

  • Jane Connelly posted an article
    Erik Wolf addresses FoodTreX London November 4 with State of the Food & Beverage Tourism Industry see more

    Erik Wolf, founder of the food tourism industry and of the World Food Travel Association, will kick off the FoodTrex London | Food Travel Innovation Summit on Sunday, November 4, with a preview of findings from the Association's newest State of the Food & Beverage Tourism Report (publication date: January 2019).

     

    SESSION DESCRIPTION

    The food tourism industry's founder and Executive Director of the World Food Travel Association will kick things off and set the tone for the Summit. Then he'll bring you up to speed with initial findings from research taking place right now, in anticipation of the Association's 2019 State of the Food & Beverage Travel Industry Report, which will be published in January 2019.  FoodTreX London delegates will benefit by getting a preview and early access to the information, a full two months before its public release.    

     

    Learn how the food and beverage tourism industry is changing right before your eyes, and what you can do to prepare for the changes happening both right now and next year.

    Speaker: Erik Wolf, Executive Director and Founder, World Food Travel Association

    Session tags: food tourism, industry, trends, data, research, demographics, psychographics, strategy

    LEARN MORE & REGISTER FOR FOODTREX NOW

  • Erik Wolf posted an article
    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?

    LEARN MORE ABOUT THE PODCAST     LISTEN TO THE LATEST EPISODE

    Think you might want to appear on a future show?

    LEARN ABOUT APPEARING ON OUR PODCAST

  • Erik Wolf posted an article
    Webinar April 24: Influencers & Your Digital Strategy: What You Need to Know see more

    Influencers & Your Digital Strategy: What You Need to Know

    This is the session 4 webinar, which takes place place during the Online Food Travel Summit.


    LEARN MORE & REGISTER



    DATE & TIME
    Tuesday, April 24, 2018 at 12:00-12:50 PM PST (20:00-20:50 GMT)

     

    SPEAKER
    Veruska Anconitano, award-winning freelance food/travel writer, Dublin, Ireland

     

    READ SPEAKER BIOGRAPHY

     

    DESCRIPTION

    Perhaps more than any previous marketing approaches, digital marketing has held the greatest promise and is delivering the greatest results, for food and drink destinations and entrepreneurs. The right digital strategy can help to put destinations and individual businesses in front of a large audience. Yet many of us are unsure how to begin with a digital strategy - who, where and when to invest our time and money? Which are the best bloggers, instagrammers and youtubers to help you by communicating your values, your brand and the area you represent? In this talk, we'll discuss the importance of food in tourism and how to become a recognized brand by using the power of digital tools and online influencers. We will share how to move from being an area known for food and beverages to being an area chosen for its food and beverages. Experiential tourism is a fact, with food and drink being core components. Food and drink can easily shape a region, helping to make it desirable. This session will be presented using real examples of destinations, food and wine regions, and brands that have already used influencers to raise awareness. 

     

    READ MORE

     

    WHAT YOU'LL LEARN

    • The key components of a sustainable digital strategy
    • How destinations can move from being known for food/beverage to being chosen for food/beverage
    • How to raise awareness of products, experiences and destinations by leveraging influencers
    • How to reach the most appropriate influencers to help convey your message

     

    SESSION BEST FOR

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers
    • Students forging their career path

     

    LEARN MORE & REGISTER


    IMPORTANT EVENT FACTS

    • This Summit includes 9 total sessions that cover best practices, how to's, and case studies, specifically for food and beverage tourism professionals.
    • All sessions are delivered in English.
    • You register and attend online like a webinar. No need to travel anywhere. Registrations close April 23. Space is limited for each session.
    • All registered delegates get 1-year access to recordings of the sessions you've purchased. So even if your location means that the session times are not convenient for you, you'll still get access to the content (although you'll miss the Q&A by not attending live)
    • This Summit is the world's only 100% online food and beverage tourism conference for trade professionals. It's our second major online conference (our first one took place in 2015).
    • Pricing is very affordable, only US$12 per session for members (US$15 for non-members). Choose to pay per session or buy an All Access Pass for greatest savings. Non-members can bundle a new membership and All Access Pass for incredible savings!
    • Sponsorships are available for only US$500 per session (limit one sponsor/session) and include session access for your co-workers, inclusion of your company name, logo and URL during the session, on the event page of the website and in our social media promotions. Let us know ASAP at help@worldfoodtravel.org to start getting maximum exposure.
    • Destination marketing organizations that are able to help with marketing can earn sponsorship status (no cash). Get in touch to learn more.

     

    Also be sure to save the date for our Food Tourism Innovation Summit in London on Sunday, November 4, the day before World Travel Market begins.