Top 3 Takeaways from the 2019 FoodTreX Online Food Travel Summit see more
The World Food Travel Association just held its 2019 FoodTreX Online Food Travel Summit on April 17-18. FoodTreX Online is the world’s largest virtual trade conference for the food and beverage tourism trade, taking place every April, and only online. This year’s edition featured nine international expert speakers across a variety of industries that addressed today’s hot topics that destinations, tour operators and other food, beverage or tourism businesses are facing today.
Here are the top 3 takeaways that you need to know from the 2019 FoodTreX Online Summit:
1. YOU CAN MAKE MONEY SELLING VEGETARIAN AND VEGAN OPTIONS
Did you know that as much at 33% of travelers are either vegetarian or vegan? If you don’t offer a good vegetarian selection, you are neglecting many travelers as well as their traveling companions! Also, plant-based menu options are almost always cheaper than meat. Your food costs might be half, and even if you charge $/€/£ 1 or 2 less for the item, you're still making a lot more per dish! So you are actually making money by offering vegetarian options. And meat eaters eat vegetables too, so it is not uncommon for a meat eater to order a vegetarian dish. Meat is not required! Then consider how sustainable-minded travelers are exactly the kind of visitors a destination wants: they tend to spend more, stay longer, and of course care about their own personal impact as travelers. It’s time to reconsider vegetarian and vegan!
2. WHERE ARE YOU IN THE FOOD TOURISM DESTINATION LIFE CYCLE?
All destinations have a food tourism destination life cycle (see picture above), a concept first pioneered by the World Food Travel Association. It is important to know at what stage of the cycle your destination is currently in so you can plan accordingly. Some destinations are starting to find their own way with food tourism, while others are starting to decline, for a variety of reasons. Perhaps it is time to create or to update your Food Tourism Destination Strategy before it is too late. (By the way: we can help with that!)
3. SHARE THE LOVE. DON’T HOG THE SOCIAL MEDIA SPOTLIGHT.
Shine the light on your local culinary heroes instead of just on your destination or specific foods. Sharing other people’s stories in your area widens your audience and brings engagement. Also don’t forget to involve local experts like writers, commentators or photographers. These professionals can bring new ideas and perspectives to your social media feed. Have you ever thought of hosting an Instagram takeover? That’s right: you hand over the keys to your Instagram castle to someone outside of your organization, perhaps for a weekend. It may seem risky, the rewards can be tremendous.
Want to learn more? You can get access to all the recordings as well as our 11-page Key Takeaways PDF in our online store here.
Want to see who spoke at FoodTreX Online before ordering? Download the program here.
Just Released! Podcast Episode #22 - Eric Aebi - Sharing Abundance With Others see more
Podcast Episode #22 - Eric Aebi - Sharing Abundance With Others
In this episode #22, we speak with Eric Aebi. In his current position as Program Chair of Hospitality & Tourism Management at Chemeketa Community College, and President of Ethos Hospitality & Tourism, Eric’s focus is on workforce development in the US State of Oregon, as well as abroad. He is an advocate for authentic food tourism experiences that connect guests with local farmers, entrepreneurs and places, to the mutual benefit of all. The ancient Greek philosopher Epicurus became Eric’s guiding influence when he first heard his words of wisdom, “It’s not what we have, but what we enjoy, that constitutes our abundance.” Eric seeks to create abundance and share it with others.
In this episode you'll learn:
- Why too many visitors can ruin a destination’s authenticity & what to do about it
- Why we need to promote the value of hospitality careers, to industry, youth and the media
- How globalization has adversely affected the food-loving visitor experience
- Why food memories last so long
- What zero-sum thinking is and why it’s a bad deal for everyone
- How food can break down the walls of fear
LISTEN NOW TO EPISODE 22:
6 Ways to Improve Your Food Tourism Offering from the World Food Travel Association see more
6 WAYS TO IMPROVE YOUR FOOD TOURISM PRODUCTS
Learn how to take your business to the next level by improving the products and services you promote to food-loving travelers. Get our full infographic shown here for the top 6 things you need to know, as our industry experts identified in our 2019 State of the Food Travel Industry Report.
For aspiring food tourism, culinary tourism & gastronomy tourism destinations. see more
10 Step Guide To Food Tourism Destination Development
- Food Tourism Made Easy
The much anticipated 10-Step Guide To Food Tourism Destination Development is now ready. Please note that by "food tourism", we also mean culinary tourism, beverage tourism, gastronomy tourism and turismo gastronómico. This Guide serves everyone involved in our industry, including destinations, governments, travel agencies, tour operators, tourist guides, and all other small business owners who are vital to the development or survival of a Food Lover's Destination.
In the Guide, we’ve outlined herein the basic steps you need to follow to either develop your emerging food-lover destination, or to refine the steps that you are already taking as an existing food-lovers’ destination. As you have come to expect from the world's leading authority on food and beverage tourism, the Guide is written in plain everyday language, without confusing tables of data, boring graphs or hard-to-understand terminology. The Guide is easy to understand and implement for destinations of every size, located anywhere in the world.
Download your copy HERE.
World Gourmet Society Chef Video Competition Applications Now Open see more
The WGS Best Video Contest 2019 has started
The World Gourmet Society, a strategic partner of our Association, has launched this year's edition of the chef video challenge. Their "Best Video Contest" is a great way for professional chefs and home cooks to showcase their culinary skills to a truly global gourmet and food lover audience.
Last year 58 videos from 17 countries generated in total more than 400.000 social media views.
For more information browse the 2019 video contest page where you also will find some tips and rules about the contest. The global winner of the 2019 contest will be announced during a gala dinner in London.
The 2019 award categories are:
- Show your personality as a chef (hero category)
- Most Creative Plate
- Best Use of Ingredients
- Best Cooking Techniques shown
- Honouring Local Traditions
- Most Professionally Produced video
- Most Entertaining video
- Best Social Media response
The Secret Weapon for Aspiring Culinary Destinations see more
While primary culinary destinations may find this article of interest, the article is written largely for the benefit of secondary and tertiary culinary destinations.
“We’re a food lover’s dream destination!” “We’ve got 180 different cuisines!” “We publish a comprehensive restaurant guide of the entire area.” “We’ve got a Starbucks.”
We’ve heard cries like these time and time again from destinations of all types and sizes. Just because your area has restaurants with multiple types of cuisines and a couple of breweries, does not mean that your destination is, or could be, a food-lover’s dream. And a restaurant guide and a Starbucks themselves aren’t travel motivators. As for whether your destination is a truly dream for food lovers, well, that is for the food lovers to decide!
When crafting a destination that will appeal to food lovers, there are two important ingredients to evaluate. The first is research, while the second is the culinary destination life cycle. In this article, we’ll look at research. Next time, we’ll look at the culinary destination life cycle.
Cash is the lifeblood of a business. Without cash, any kind of business will wither and die. Pretty simple math. Consequently, the business owner or manager is necessarily obsessed with sales. More revenue! More visitors! The company’s staff, and especially anyone in a sales role, gets tired of hearing the same pleas over and over. Similarly, travelers hate being bullied into buying more or being charged more.
How do we entice more visitors to try our destinations for high quality food and drink? Marketing decisions drive sales, but what drives the marketing decisions? Research.
In destination marketing, research can help us to discover a lot of different things such as the age range, income level and preferences of travelers who might be interested in our destination. But there is a problem with this kind of purely demographic information. Let’s say your research tells you that the type of traveler who would enjoy your destination is 30-40 years old, with one or no kids, earning €50,000-70,000 per year and who likes outdoor recreation as well as good food. What’s wrong with this picture? You’ve just described a huge percentage of travelers. And if you look at their preferences for good food and outdoor recreation, a very high percentage of the world’s tourist destinations could be a great fit. How does the data you’ve just gathered help to lure the ideal travel to your area? You need more precise data to help you to define your target markets. You don’t just need more research; you need a different type of research.
The laser scalpel in food tourism/culinary tourism/gastronomy tourism research is PsychoCulinary profiling. It’s a tool that our Association introduced in 2010, and which was honed to perfection since then. In a nutshell, PsychoCulinary profiling analyzes the buying behavior of food-loving travelers. It can explain why your friends love the new Italian restaurant down the street, while your family doesn’t care for it. It’s the same principle with destinations, namely, why some people rave about a place and other people return home without the same excitement.
There is another piece of the puzzle, however, and that is customization. Knowing how travelers think and make decisions is important and helpful. But what do you think would happen if you matched the wrong type of visitors to the wrong type of destination? For example, if your area is known for Michelin star restaurants, what would visitor exit surveys say if you marketed your area to food-loving novices? The comments would not be positive. Or if your area is known for food trucks, would Michelin-star seekers enjoy your destination? Unlikely. It’s like finding the right key to unlock the door. You’re trying to find the exactly right type of food lover who will love your destination, not just any destination. That’s how you get raving fans who return home and praise your area’s food and drink to friends like them.
To get this type of data, analysis is required, not just of the food-loving travelers, but also of the destination itself. You need quality research to make quality marketing decisions that will drive actual increased bookings. You may have heard the term market research before? That’s the market that is part of marketing.
As the world’s leading authority on food and beverage tourism, the World Food Travel Association has always led with firsts for our industry. We conducted the world’s first research study of American food-loving travelers in 2007, as well as the world’s first global study of food-loving travelers in 2010, which included our breakthrough PsychoCulinary profiling analysis. We followed with subsequent studies of American food-loving travelers in 2013 and another global study in 2016. Our research and data help destinations, governments and businesses to make sound decisions to woo successfully food- and beverage-loving travelers.
If you need data to help drive your strategy and marketing decisions, consider investing in our 2016 Food Travel Monitor report. Published in July 2016, less than 3 years ago, the data and conclusions from this report are still highly relevant. You can order a copy of the 342-page report for only US$395. The markets surveyed include Australia, China, France, Germany, Ireland, India, Italy, Mexico, Spain, the United Kingdom, and the United States.
The 2016 report will be discontinued in November 2019 to make way for the 2020 report, the price of which has been set at US$995. Markets analyzed in the 2020 report will be Canada, China, France, India, Mexico, the United Kingdom, and the United States. You can save US$600 by investing in the 2016 report today.
Both reports include the PsychoCulinary profiles of outbound food-loving travelers from those countries.
Order your copy of the 2016 Food Travel Monitor today before it's no longer available. Remember, the 2020 Report will be priced at US$995.
You can also subscribe to our newsletter here.
This article is the first in a series of articles designed for marketers and strategists for culinary and aspiring culinary destinations. Next time we’ll be taking a look at the culinary destination life cycle.
Just Released! Podcast Episode #21 - John Mulcahy - Don't Ask for Permission, Ask for Forgiveness see more
Podcast Episode #21 - John Mulcahy - Don't Ask for Permission, Ask for Forgiveness
In this episode #21, we speak with John Mulcahy, a hospitality and food tourism tourism professional from Ireland. John has packed a lot into forty years - studying, observing, and participating in the tourism and hospitality industry as a student, employee, employer, owner, lecturer and public servant, largely in Ireland, but also in the USA, the UK, & the Middle East.
In this episode you'll learn:
- How to be part of the solution not part of the problem
- Why you should take the road less traveled and don't be afraid where it leads. You'll surprise yourself.
- Not to be scared to make mistakes; it's the only way to learn
- To follow your heart and the money will follow after.
- That it's OK to chase the money for a short while, but have a Plan B.
- Why you should not ask for permission, rather for forgiveness
- How the benefits of food tourism ripple out to all areas of the economy.
- Why providers should not focus on creating just a product. Instead, they should create an experience. (This is similar to our Association's long-standing quote, "Serve a memory, not a meal).
LISTEN NOW TO EPISODE 21:
Food-Loving Traveler Data for Your Next Strategic Plan see more
HIGH QUALITY RESEARCH FOR YOUR STRATEGY
Having founded the food tourism industry almost 20 years ago, we've seen a thing or two. We know that many businesses and destinations work on their annual budgets for the coming year during the June-August timeframe. Then, budgets go for approvals in September. Approvals tend to be received by the end of November, and you have your budget for your next fiscal year, right? Even if your business is on a different fiscal year, any time is a good time to invest in quality data.
342 PAGES & 11 MAJOR MARKETS
Our 2016 Food Travel Monitor is the world's largest food tourism study ever conducted. We surveyed outbound travelers from 11 major markets including Australia, China, France, Germany, Ireland, India, Italy, Mexico, Spain, United Kingdom, United States. A total of 342 pages of fantastic data and information. Don't just take our word for it...
The report was published in July 2016 and is less than 3 years old. The data are still very relevant.
THERE WILL NEVER BE A LOWER PRICE
That's right. Our next report, the 2020 Food Travel Monitor will be priced substantially higher. If you're cost sensitive, or just want to save some money, now is the time to invest in quality research for your needs. The 2016 Monitor is only US$395.
ALBERT EINSTEIN HAD IT RIGHT
"The only source of knowledge is experience," to quote Albert Einstein. Don't settle for second best. We founded the food tourism industry and no one knows it better than us. We're not an upstart research firm or destination consultancy masquerading as a food tourism industry expert. We invented food tourism, literally. (Well, we invented the modern food tourism industry, not the act itself of traveling for food or beverage).
WANT A QUICK PREVIEW?
Check out this inforgraphic we created from the US outbound food-loving traveler data.
CO-AUTHORED BY THE FOOD TOURISM INDUSTRY FOUNDER
That's right, our Association Executive Director Erik Wolf co-authored the report. The Monitor is our brainchild and we carefully crafted all the questions asked in the 11 markets. We know the right questions to ask in order to drill deep and uncover the data you need.
PREFER TO PAY BY WIRE TRANSFER?
Instead of credit card - we've got you covered. Just get in touch here and we'll send you a formal invoice with bank wire instructions.
World Food Travel Association launches Nepal's First Food Tourism Conference see more
Today, the World Food Travel Association, along with partners in Nepal, announced the launch of the country's first food tourism conference under the name FoodTreX Kathmandu. The FoodTreX brand was created by the World Food Travel Association (WFTA), as the umbrella brand name for the Association’s food and beverage travel trade events. The conference organizer and certified World Food Travel Association Ambassador, Suraj Pradhan reflects on the state of food tourism in Nepal, “Despite having an extensive food and drink culture, Nepal has not been able to tap the immense potential in gastronomic tourism. With facts and figures to back them up, we strongly believe that food is the way to a tourist’s heart.”
FoodTreX Kathmandu Regional Food Travel Summit will take place on 24, 25, and 26 of May at the Park Village Hotel by KGH Group at Budhanilkantha Kathmandu, 21218 Kathmandu, Nepal. Delegates will enjoy a three-day event full of food-loving activities, face-to-face networking opportunities and inspiration from some of the industry’s leaders. Organizers include Two Tables, the U-Turn Group and Social Tours.
Friday May 24 – delegates participate in a curated food tour with Kathmandu Food Trail
Saturday May 25 – “Meet the Chefs” at the HUB, Thamel, where delegates and local chefs will rub elbows with some of the country’s influential chefs and enjoy a cocktail-style event with an amazing dishes from local producers and made with local ingredients
Sunday May 26 – FoodTreX Kathmandu is an all-day conference full of speakers sharing their success stories, presentations and panel discussions from local and international food tourism industry leaders
The purpose of the FoodTreX Kathmandu is to explore the rapid transformations that have affected the interrelated areas of gastronomy, tourism and society, shaping new forms of destination branding in Nepal. It is an opportunity to network face-to-face with industry trailblazers and counterparts and help further develop food tourism in Nepal.
Erik Wolf, the WFTA’s founder and Executive Director, expressed his delight, “FoodTreX Kathmandu represents our first formal step into Asia. We’re pleased to be working with our local ambassador Suraj Pradhan and his team to deliver an outstanding first food tourism event for Nepal.”
The confirmed list of speakers includes:
Erik Wolf Executive Director, World Food Travel Association
Dr. Saurabh Kumar Dixit Eastern Hill University (India)
Karna Shakya Founder, KGH Group of Hotel and Resorts
Deepak Raj Joshi CEO, Nepal Tourism Board
Raj Gyawali Founder & Director, Social Tours
Prashanta Khanal Food Blogger & Restaurateur
Dr. Aruna Uprety Public Health Specialist
Bijay Amatya CEO, Kora Tours
Samita Kapali Co-Founder, Marketing Director, Green Growth
Sangam Sherpa Founder, Kapan Organic Farm House
Dr. Huma Bokkhim (PhD) Senior Food Research Officer, Department of Food Technology and Quality Control, Nepal
Sunil Shakya Chairman, PATA – Nepal Chapter, KGH Group of Hotel and Resorts
FOODTREX TARGET AUDIENCE
The FoodTreX conference series is designed for food, beverage, travel and hospitality professionals, including:
- Destination marketers and governments
- Small business owners and entrepreneurs
- Marketing managers and strategists
- Branding, PR and advertising professionals
- Product developers
- Trainers and educators
- People considering a career change
- Students forging their career path
- Any other professionals with an interest in food and beverage tourism
ABOUT THE WORLD FOOD TRAVEL ASSOCIATION (WFTA)
The World Food Travel Association (WFTA) was founded in 2003 as a non-profit and non-governmental organization (NGO) and today is recognized as the world's leading authority on food and beverage tourism. Each year the Association serves nearly 100,000+ professionals in over 100 countries. The WFTA’s knowledge, tools and training help trade professionals and organizations to leverage their area's food and beverage products and experiences to help create a strong sense of place, which increases visitor arrivals; destination brand equity; and export demand for their area's food and beverage products. Learn more at www.worldfoodtravel.org.
ABOUT THE FOODTREX FAMILY OF EVENTS
FoodTreX stands for "Food Travel Experience" and is a brand that was introduced by the World Food Travel Association in 2018 to increase the level of quality and innovation in trade events in our industry. The FoodTreX Regional Summits bring discussion of food and beverage tourism issues and trends to stakeholders in local areas. So far, FoodTreX events have been held in the UK, Spain, Greece, Australia and online. FoodTreX Kathmandu is the first FoodTreX event in Asia.
FOR IMMEDIATE RELEASE - KATHMANDU, Nepal, May 15, 2018
Media Contact: Suraj Pradhan (+977) 9845075950 hello(at)twotables(dot)com(dot)au
World Food Travel Association posted an articleWorld Food Travel Association Announces Board Openings see more
The World Food Travel Association has four new openings on our Board of Directors. Director terms last two years and begin on either July 1 or January 1.
Highlights of Board duties include:
- Participate in monthly and annual Board meetings and ad hoc meetings
- Formulation and oversight of policies and procedures
- Strategic planning
- Financial management, including adoption and oversight of the annual budget, fundraising, grants and donor outreach
- Oversight of program planning, promotion and evaluation
- Provide the Executive Director with organizational leadership and advice
No financial contribution is required or expected as a Board member. Board positions are voluntary and unpaid. Additionally, travel expenses to any required or elective meetings or Association events must be borne by the Board Member or his/her organization. If elected, you will be required to sign a mutual non-disclosure agreement, complete Ambassador Certification training (45 minutes) and complete an annual workplan (template provided).
Just a few of the benefits of Board service include:
- Complimentary Gold level membership for the duration of your service (including all Gold level member benefits such as public listing in online community directory)
- Complimentary access to many Association educational products
- Visible profile on Association website with hyperlinks
- Visible role as moderator in Association's social media properties
- Eligibility to play a key role in Association events, including summits, webinars and press conferences.
The application process is simply a letter you submit that introduces 1) yourself, 2) your role in the industry, and 3) how you can contribute to the growth of the Association.
Applications are encouraged from every continent and industry, as well as from those who are diverse by age, gender, religion, physical ability, sexual orientation, etc.
Applications close June 15, 2019.
If interested, click "Get More Information" and we'll send you the full description of board duties. If you're ready to apply now, you can do so here.
Just Released! Podcast Episode #20 - Wojtek Osinski - There's No Hiding Behind the Internet see more
In this episode #20, we speak with Wojtek Osinski, a refugee from a multinational food manufacturing corporation, where he worked for 20 long years. It’s no surprise that after that much time, one acquires a lot of knowledge, information and experience. The time had come when Wojtek knew this was no longer the place for him. So he went back to his passions, which were food and travel, and focused full-time on his Taste Poland food travel blog, which he had been managing for 6 years. In addition to this noteworthy beacon of where to eat and drink in Poland, Wojtek advises food, beverage and tourism small to medium enterprises how to weave through the myriad complexities of business operations, from sales, to marketing, to strategy and service. Today the cause Wojtek is most passionate about is the globalization of culinary cultures, which is why he continues to do what he does.
In this episode you'll learn:
- Why food culture makes us unique
- How greed is a “four letter word” and is destroying food cultures.
- Why you have to deliver a consistently excellent experience; there is no hiding behind the internet.
- Why people crave authenticity and human connection – that’s why companies exist to match travelers to hosts to share meals in homes.
- That business owners overlook the customer journey, but it’s one of the most critical things for you to understand to meet customer expectations.
LISTEN NOW TO EPISODE 20:
Just Released! Ground-Breaking New State of the Food Travel Industry Report see more
Today the World Food Travel Association (WFTA) released its latest publication for the food and beverage tourism industry, an entirely revamped State of the Food Travel Industry Report, featuring original, ground-breaking research.
The 62-page report compiles the opinions, suggestions and comments from 71 food and beverage tourism industry experts from 20 countries. The report looks at the performance of food and beverage tourism providers, and suggests ways they can improve, such as by developing or improving food and drink activities. It also looks at key food tourism issues overall, along with ways our industry can better match traveler expectations. Considerable attention is given to preserving culinary authenticity, and why it is important to educate visitors, offering them a memory and not just a meal.
Some of the key takeaways from the report include:
- Travelers and consumers alike are more obsessed than ever with everything having to do with food and drink. Interest continues to increase thanks largely to the role of social media.
- Providing a genuinely authentic product or experience is essential. Visitors are increasingly knowledgeable about, and demanding of, authenticity in food/drink products and experiences.
- The need for cultural preservation is urgent, and not limited to cuisine, as other manifestations of culture, such as music, clothing/fashion, architecture and more are threatened by globalization.
- Failure to support small food/beverage businesses will result in hastening towards globalization of the so-called “local” experience, thereby completely negating one of the main reasons to travel for food and drink, as destinations are already beginning to resemble each other more and more.
- At the same time, residents would benefit from knowing more about the history of iconic culinary products and traditions in their area, and why preserving culinary culture is a tool for economic development. Therefore local residents should be considered an important target market.
- The food/drink experiences provided by businesses and destinations often don’t match visitor expectations. Businesses need to understand that they are selling not just a food/beverage product but also an experience. If visitor (customer) expectations are not met, negative word-of-mouth ensues. Know your customer journey and plan accordingly to help prevent that.
- The benefits of developing food tourism go well beyond actual tourism. Food tourism is not just about attracting more visitors who generate a positive economic impact with their spending. It can also help protect local heritage by putting the spotlight on local food and drink, conveying a sense of pride to local residents, and even fostering post-trip demand for product exports.
Get a Free Copy of the Report
Register for a free copy of the report. The report is another way that the World Food Travel Association (WFTA) leads with firsts for the world’s food and beverage tourism industry.
About the World Food Travel Association
The World Food Travel Association (WFTA) was founded in 2003 as a non-profit and non-governmental organization (NGO) and is considered the world's leading authority on food and beverage tourism. The Association’s mission is to empower local communities and businesses with the food and beverage tourism knowledge and tools needed to reach new consumers and gain a competitive edge. Each year the Association serves the needs of nearly 100,000+ professionals in over 100 countries.
Remarks of the First International Congress of Gastronomic Tourism Navarra 22-23 February 2018 see more
Just a couple of weeks ago, the World Food Travel Association (WFTA) supported a national gastronomy tourism conference in Spain. Attending the conference were Jose Maria de Juan Alonso (pictured below) and Wojtek Osinski, both members of the WFTA's Board of Advisors. Also representing the WFTA in Navarre was Gloria Rodriguez, one of the WFTA's Ambassadors. Following below in both English and Spanish are remarks and conclusions prepared by Jose Maria de Juan Alonso.
Remarks of the First International Congress of Gastronomic Tourism Navarra, 22-23 February 2018
The Congress has been a clear example of the growing trend of gastronomic tourism, both nationally and internationally. The collaboration of the World Food Travel Association and other international institutions has resulted in a cosmopolitan, diverse and enriching congress that shows and consolidates a bright future of gastronomic tourism for Navarra, and for Spain.
Faced with the model of low-cost tourism that is widespread, food is once again an attraction for millennials and new generations, who in turn ask for increasingly authentic and personalized experiences (food is sexy again!).
We have to enhance the Spanish culture of hospitality as a differential value, recovering patterns of professionalism and quality of employment that are also part of our gastronomic identity.
Taking advantage of the European Year of Cultural Heritage 2018, we must show the value of gastronomy as a cultural resource, including wine and other beverages identified as gastronomic heritage.
We need to pay attention to the environmental concerns of an increasing amount of demand, which includes: the reduction of food waste, animal welfare, the trend towards organic production and products of proximity. This was the point made by "Zero Positive Protocol" for restaurants, presented by the Università della Cucina Mediterránea,, or the Erasmus + T4F project (Training in sustainable food for development, within the framework of the European social economy), presented by ESHOB (Barcelona) .
It is important to understand that there is much more we can do beyond creating gastronomic activities. We must create experiences, increasing the emotional factors and the memorable consequences depending on specific tourist profiles.
The biodiversity of the raw material, together with a strong claim to cultural identity and culinary difference, explains the success and positioning of destinations such as Peru and Japan, and it becomes an inspiration for the rest of the gastronomic destinations.
The project "The landscapes of the Sierra de Madrid sit at the table", puts on the spotlight the value of the identity of the territory, the quality of the product, the passion of the producer and the wisdom of the cook. These are the four fundamental pillars to create and position gastronomic tourism in a destination, just as the project has been presented to the market at FITUR 2018, with its circuits already ready to be commercialized, based on the Sierra de Guadarrama and the Sierra Norte from Madrid.
The passion for culinary innovation should not make us forget the tradition, since the return to tradition turns out to be paradoxically the greatest of the vanguards.
The technological advances to attract gastronomic tourists are very intense; but it is necessary to invest more in developing personalized, segmented and original content, prepared for digital formats.
We have to remember that what turns a gastronomic destination into an intelligent one is not just the accumulation of technology; but the balanced combination of: technological innovation, personal experiences of high impact, and management of sustainability.
The large online booking platforms are also increasingly aware that the key to their future success lies in the high quality content and storytelling, which are essential in the choice of culinary destination.
It is necessary to find the tools that allow adequate communication and promotion of the kitchen and cooks; which are adapted to the particular knowledge, seasons, schedules and work spaces of these professionals.
The data presented on the demand for gastronomic tourism in Spain, shows that as the tourist’s knowledge specializes and diversifies, their degree of satisfaction tends to be higher; demanding products that are increasingly personalized and intense in emotions. This leads us to an enormous and immediate challenge in innovation, specialization and diversification in gastronomic tourism products.
We need more unified market intelligence to be able to advance in gastronomic tourism product design. This in turn will allow us to make informed marketing decisions and adapt the products to each of the segments; from the seniors or "silvers" to the new generations of young, hedonistic and responsible gourmets.
We have to avoid the crowds and commodification of the tourist-gastronomic experience. We must thematise and interpret gastronomic heritage, to avoid the risk of damaging the tourist experience and loss of identity.
We can take advantage of the demand from the large emitting markets that have a deep culinary culture, while on the other hand we create culinary culture and awareness in new markets and new segments that will feed our gastronomic tourism in the future.
We must also thank the tremendous passion that we have seen in this congress from the agri-food producers, who bring us the voice of the land that is where everything is born.
José María de Juan Alonso
Director of KOAN Consulting, collaborating entity of the Congress, in conjunction with the World Food Travel Association (WFTA), which he represents in Spain as a member of its Board of Advisors. At the conference, he provided professional advice, in addition to moderating the round table on "The perspective of the tourist."
Conclusiones del I Congreso Internacional de Turismo Gastronómico Navarra, 22-23 de febrero 2018
El Congreso ha sido una clara muestra del creciente empuje del turismo gastronómico, tanto en los ámbitos nacional como internacional. La colaboración de la World Food Travel Association y de otras instituciones internacionales se ha traducido en un congreso cosmopolita, diverso y enriquecedor, que muestra y consolida un brillante futuro del turismo gastronómico para Navarra y para España.
Frente al modelo de turismo low cost que se generaliza, la comida vuelve a ser un atractivo para los millennials y las nuevas generaciones, que piden a cambio experiencias cada vez más auténticas y personalizadas (food is sexy again!).
Tenemos que potenciar la cultura española de la hostelería como un valor diferencial, recuperando patrones de profesionalidad y de calidad del empleo que forman parte también de nuestra identidad gastronómica.
Aprovechando el Año Europeo del Patrimonio Cultural 2018, tenemos que reivindicar el valor de la gastronomía como recurso cultural, incluyendo el vino y las demás bebidas de forma indisoluble con este patrimonio gastronómico.
Necesitamos prestar atención a las preocupaciones ambientales de una cantidad cada vez mayor de la demanda, lo que incluye entre otros factores: la reducción del desperdicio alimentario, el bienestar animal, la tendencia a la producción ecológica y los productos de proximidad; así nos lo han orientado el “Protocolo Zero Positivo” para restaurantes presentado por la Università della Cucina Mediterránea, o el proyecto Erasmus+ T4F (Formación en alimentación sostenible para el desarrollo, en el marco de la economía social europea) presentado por ESHOB (Barcelona).
Es importante recorrer el camino desde la mera actividad hacia la experiencia gastronómica, aumentando los factores emocionales y las consecuencias memorables en función de perfiles de turista específicos.
La biodiversidad de la materia prima, unida a una fuerte reivindicación de la identidad cultural y la diferencia culinaria, explica el éxito y posicionamiento de destinos como Perú y Japón, y sirve de inspiración para el resto de los destinos gastronómicos.
El proyecto “Los paisajes de la Sierra de Madrid se sientan a la mesa”, nos ha reivindicado el valor de la identidad del territorio, la calidad del producto, la pasión del productor y la sabiduría del cocinero. Éstos son los cuatro pilares fundamentales para crear y posicionar el turismo gastronómico en un destino, tal como se ha presentado el proyecto al mercado en FITUR 2018, con sus circuitos ya listos para ser comercializados, basados en la Sierra de Guadarrama y en la Sierra Norte de Madrid.
La pasión por la innovación culinaria no debe hacernos olvidar la tradición, ya que la vuelta a la tradición resulta ser paradójicamente la mayor de las vanguardias.
Los avances tecnológicos para captar turistas gastronómicos son muy intensos; pero es necesario invertir más en desarrollar contenidos personalizados, segmentados y originales, preparados para los formatos digitales.
Tenemos que recordar que lo que convierte a un destino gastronómico en inteligente no es solamente la acumulación de tecnología; sino la combinación equilibrada de: innovación tecnológica, experiencias personales de alto impacto y gestión de la sostenibilidad.
Las grandes plataformas de reservas on line son también cada vez más conscientes de que la clave de su éxito futuro está en los contenidos y storytelling de alta calidad, que son esenciales en la elección del destino gastronómico.
Es necesario encontrar las herramientas que permitan la comunicación y promoción adecuadas de la cocina y los cocineros; las cuales se adapten a los particulares saberes, temporadas, horarios y espacios de trabajo de estos profesionales.
A la luz de los datos presentados sobre la demanda de turismo gastronómico en España, es claro que este turista se especializa y diversifica, y que su grado de satisfacción tiende a ser elevado; exigiendo al mismo tiempo un producto cada vez más personalizado e intenso en emociones. Ello nos lleva a un enorme e inmediato reto en innovación, especialización y diversificación en producto turístico gastronómico.
Necesitamos más inteligencia de mercado unificada para poder avanzar en producto turístico gastronómico, la cual permita tomar decisiones de marketing muy bien informadas y adaptar los productos a cada uno de los segmentos; desde los seniors o “silvers” a las nuevas generaciones de jóvenes gourmets hedonistas y responsables.
Tenemos que evitar masificaciones y banalizaciones de la experiencia turístico-gastronómica, centrándonos en la demanda y no solo en el producto o el territorio; tematizando e interpretando el patrimonio gastronómico, para evitar el riesgo de dañar la experiencia turística y de perder identidad.
Podemos aprovechar la demanda de los grandes mercados emisores que cuentan con alta cultura gastronómica, mientras por otro lado creamos cultura y conciencia gastronómicas en nuevos mercados y nuevos segmentos que alimentarán nuestro turismo gastronómico en el futuro.
Tenemos que dar también las gracias a la tremenda pasión que hemos visto en este congreso en los productores agroalimentarios presentes, que nos traen en vivo la voz de la tierra que es donde nace todo.
José María de Juan Alonso
Director de KOAN Consulting, entidad colaboradora del Congreso, en conjunto con la WFTA-World Food Travel Association, a la que representa en España como miembro de su Consejo de Asesores. Ha llevado a cabo la asesoría científica y la relatoría del Congreso, además de moderar la mesa redonda sobre "La perspectiva del turista".