World Food Travel Association

  • Erik Wolf posted an article
    NEW! Podcast Episode 8: Amanda Niode - Making Food Travel Memorable see more

    Just released! Episode 8 of the Association's Eat Well, Travel Better: The Business of Food Travel podcast, featuring Amanda Niode. Amanda Niode is an internationally renowned environmental and climate change educator and communicator. Her work background is varied, handling environmental specialties and climate change for Indonesian government agencies, multinational corporations, consulting companies, academic institutions, civil societies and international organizations. Amanda was appointed as a visiting scholar at the Massachusetts Institute of Technology (MIT) in Cambridge, outside Boston in the United States, and she has also lived in the United States. Amanda also serves as an Ambassador of the World Food Travel Association in Indonesia.

    In this episode you'll learn:

    1. Why it's important to find and then share the stories about the area as well as the products and the people
    2. What goes into an area's "signature dish"
    3. How to motivate yourself to get started on a food tourism project of your own
    4. The destination marketing opportunity today for secondary and tertiary destinations
    5. Think about and develop unexpected food & beverage experiences
    6. The three things that make food travel memorable

    Resources mentioned in this episode:

    Trailing the Taste of Gorontalo (book)
    Omar Niode Foundation
    Will Write for Food (book) 

     

  • Erik Wolf posted an article
    Last Chance to Register: Online Food Travel Summit takes place next week see more

    The Online Food Travel Summit takes place next week! This is our industry's only Online Summit and is brought to you by the World Food Travel Association, the world's leading authority on food and beverage tourism.

    If you've been thinking about joining us, now is the time to register! 

    • 10 speakers
    • 9 sessions
    • 2 days
    • Countless ideas!

    LEARN MORE & REGISTER NOW


    If you can't join us on the days or times mentioned, you can playback the recording as much as you wish for up to 365 days after the event.


    Members can get the discounted member rate by logging in first and then registering for the sessions you wish. Non-member sessions are only US$15 each.


    Get an All Access Pass or combine Summit registration with Association membership for greatest savings.


    If you already registered, you will receive full instructions about how to login for your session(s) by this coming Sunday night at 23:00 (11:00 PM) US Pacific Time.


    This is an online event. You save the considerable time and cost of attending an in-person event.


    If you attend World Travel Market in London, save the date and join us the day before on Sunday, November 4 for our Food Tourism Innovation Summit.

    LEARN MORE & REGISTER NOW

    We hope to see you next week at the Summit!

  • Erik Wolf posted an article
    Chile's program helps to protect indigenous food cultures in its Los Lagos region see more

    This just in from our Ambassador-in-Training in Chile, Dalma Díaz Pinto:

    In March 2017, Dalma asked for the World Food Travel Association's support for a project called "Ambassadors of the Coastal Edge of the Region of the Lakes". This initiative spearheaded by Chile's Bordemar Foundation was designed to help protect the local area's cultural and gastronomic heritage, and also to highlight the important role in promoting local traditions by the women fishermen of Los Lagos, a beautiful regional tourist destination at the northern edge of Patagonia. Now, a year later, the project is complete, and the result is impressive.

    You can watch the four documentaries as follows (in Spanish with English subtitles):

    Cristina Nempu, Caleta San Pedro. Purranque, Province of Osorno

    Rosita Romero, Quenuir. Maullín, Province of Llanquihue

    Gladys Barría. Chepu, Ancud. Province of Chiloé

    Irene Subiabre and Fresia González. Caleta El Manzano. Hualaihué. Province of Palena

    The project was financed by 2% Culture 2017 fund from the Los Lagos (Chile) regional government.

    The World Food Travel Association (WFTA) supports every destination that seeks to preserve and promote its culinary heritage. Research that our Association has conducted over the years continues to prove that authenticity is the number one motivator for visitors to choose one destination over another. Working with the indigenous peoples of a region is one of the most authentic ways to develop and promote a local culinary culture.

    We applaud Dalma and her region for having the foresight to take the initiative and also the commitment to bring this project to fruition. Congratulations!

  • Erik Wolf posted an article
    Webinar April 24: Peering into the Food Tourism Future by Erik Wolf World Food Travel Association see more

    Peering into the Food Tourism Future

    This webinar is session 1 and part of the Online Food Travel Summit.


    LEARN MORE & REGISTER

    DATE & TIME
    Tuesday, April 24, 2018 at 09:00-09:45 in Portland (17:00-17:45 in London)

    Unlike all other sessions, this session will NOT be recorded for future playback. There is no charge for this session, but registration is required and space is limited. All other sessions are only US$15 each or get an All Access Pass for greatest savings.
     

    SPEAKER
    Erik Wolf, Executive Director
    World Food Travel Association
    Portland, Oregon, USA

     

    READ SPEAKER BIOGRAPHY

     

    DESCRIPTION

    Food tourism industry founder and World Food Travel Association Executive Director Erik Wolf leads this lively session. What can business owners, entrepreneurs, managers, strategists and destinations expect to see in food and beverage tourism over the next 12 months? Some of the Online Food Travel Summit's sessions give a peek into our industry's pressing issues, but there are still plenty of other topics that we need to take into consideration as we develop and promote our food and beverage products and experiences.

     

    READ MORE

     

    WHAT YOU'LL LEARN

    • Discussion of current trends & issues in the food & beverage tourism industry
    • A look at coming considerations for the food & beverage tourism industry

     

    SESSION BEST FOR

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers and governments
    • Small business owners and entrepreneurs
    • Product developers
    • Trainers and educators
    • Bloggers seeking to do more
    • People considering a career change
    • 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 industry 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 a recording of each session you've purchased (excluding session 1). Even if your location or schedule mean that the session times are inconvenient for you, you can still access to the content later (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).
    • Session 1 is offered free. Pricing is very affordable for all other sessions, only US$12 each for members (US$15 for non-members). Choose individual sessions or buy an All Access Pass for greatest savings. Non-members can bundle a new membership and All Access Pass for incredible savings!
    • Destination marketing organizations that are able to help with marketing can earn sponsorship status (no cash required). 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.

  • Erik Wolf posted an article
    Webinar April 25: From Dream to Profitable Business: How to Make Your Food Tourism Idea Work see more

    From Dream to Profitable Business:
    How to Make Your Food Tourism Idea Work

    This webinar is session 7 and part of the Online Food Travel Summit.


    LEARN MORE & REGISTER

    DATE & TIME
    Wednesday, April 25, 2018 at 11:00-11:50 PDT (19:00-19:50 GMT)

     

    SPEAKERS
    Midgi Moore, Owner, Juneau Food Tours
    Juneau, Alaska, USA

     

    READ SPEAKER BIOGRAPHY

     

    DESCRIPTION

    Creating a food-/drink-/hospitality-related business isn't all about the food or drink. It's about being able to execute well on a plan. That includes building relationships, using the right tools, and knowing when to say no. Midgi Moore, CCTP, will discuss how she grew her simple blog into a successful food tour operation. In this session, she will discuss the importance of developing and executing an action plan, including tools and tips on negotiations, developing a business plan, growing smartly, and ensuring sustainability. We'll also look at examples of other smaller businesses that have succeeded in a similar capacity. If you are an aspiring entrepreneur looking to grow your passion into a productive business in food and beverage tourism, then this session is for you...

     

    READ MORE

     

    WHAT YOU'LL LEARN

    • How to take an idea from concept into action
    • How to create an action plan (including the components)
    • The importance of a business plan, including a lean canvas
    • Steps to take to increase your chances of profitability

     

    SESSION BEST FOR

    • Small business owners and entrepreneurs
    • Product developers
    • Trainers and educators
    • Bloggers seeking to do more
    • People considering a career change
    • 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. Even if your location or schedule mean that the session times are inconvenient 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.

  • Erik Wolf posted an article
    Stuart Gregor from Four Pillars Gin speaking at Destination Food in Sydney May 21 see more

    Meet Stuart Gregor from Four Pillars Gin, a small gin distillery in Healesville, Yarra Valley, Australia proudly est. 2013. Stuart is one of the key speakers at Destination Food, the upcoming food tourism conference to be held in Sydney, Australia on 21 May 2018. Destination Food is one of the regional events taking place this year that the World Food Travel Association is pleased to support through our certified local Ambassador program

    Gregor started his career as a journalist with News Corp but later moved to Adelaide, South Australia to pursue a Diploma in Wine Marketing. He went on to work in wine PR in Melbourne, author a number of wine guides, and do further study, attaining a Masters of Marketing in Melbourne and graduating from the Australian Institute of Company Directors. He started a PR agency called Liquid Ideas in 2000 with a plan to combine his knowledge of the communications industry with that of the wine business. 18 years later, he employs 30 people and represents brands across the whole spectrum of the hospitality and tourism industry. Beyond running a successful agency, he has also tinkered with winemaking, part-owns a luxury travel business and, in 2013, decided to start a gin distillery with two business partners. Five years down the track, his label - Four Pillars Gin - is represented in 20 markets worldwide, with that number growing daily. Four Pillar’s Distillery in Healesville in Victoria’s Yarra Valley is ranked number one for attractions on TripAdvisor and attracts 90,000 visitors per year.

    So how did he do it? What’s the secret to creating a brand that is popular with the trade as well as the public?

    Gregor says that the first thing you need to do is research. He and his partners, Cameron Mackenzie and Matt Jones, went on a tour of the Pacific Northwest in the USA. They looked at distilleries from Washington, down to LA, taking in Portland, San Francisco and Napa on their travels. They then invested the A$1.03 million they raised from ‘ginvestors’ and a Pozible campaign into buying the best stills in the world from Germany, hiring the best people, and eventually buying an old timber yard in the Yarra Valley to convert into a bar and distillery. Gregor says you also need to invest in good design and packaging, social media and digital campaigns, merchandise, and point-of-sale collateral. “Figure out what your aspirations are and be realistic,” he said. “In any endeavour, you can set your aspirations to be the best in the street, the suburb, the state, the country or the world. We wanted to take on brands like Hendricks so we knew we were going to have to invest a lot of time, effort, resources and money,” said Gregor. 

    In the liquor trade, Gregor says you need great relationships and a good distributor, but more than anything, you need a world class product. “You have to be able to show your product to a bartender that you’ve never met and they have to want it, even though you don’t know each other and may not even speak the same language. The product has to earn its place on the back bar,” he said. When Gregor is not busy with his business or spending time with his family, he likes to travel.

    Gregor says his recent trip to New York was a highlight. “The sheer volume of great bars beggars belief. I love going out in New York. I went to Brooklyn for the first time and ate the best pizza of my life at Roberta’s, a rock and roll pizza joint,” he said. But his all-time favourite place to visit is Alba in Italy. “It’s the home of Barolo and Barbaresco. You go there during truffle season. The pasta is otherworldly and the hospitality is Italian. It’s food and wine heaven. You come back saying, ’I’m buying a house’,” he laughs.

    To hear Stuart speak at Destination Food, grab your tickets now.

  • Erik Wolf posted an article
    Creating a Food Tourism Experience that Visitors Will Buy at the Online Food Travel Summit. see more

    Creating a Food Tourism Experience that Visitors Will Buy

    This webinar is session 6 and part of the Online Food Travel Summit.


    LEARN MORE & REGISTER



    DATE & TIME
    Wednesday, April 25, 2018 at 10:00-10:50 PDT (18:00-18:50 GMT)

     

    SPEAKERS
    Luisa Puppo, Manager, Ligucibario and
    Manager, LiguriabyLuisa blog
    Genoa, Liguria, Italy

     

     

     

    READ SPEAKER BIOGRAPHY

     

    DESCRIPTION

    The economic potential of experiential tourism for the further development of gourmet travel is significant. It's about being able to provide interactive food experiences which puts guests at the centre of a well-designed plot. That includes highlighting the USP (unique selling proposition) of the offer. Luisa Puppo will discuss how she planned successful experiential tourism itineraries and initiatives based on gastronomy. In this session, she will focus on the cultural and linguistic dimensions of the relationship with food tourists as drivers for competitiveness  She'll also look at best practices and case studies in experiential food tourism and provide checklists and operational tools to enhance the customer journey. This session is for destinations, accommodation facilities, restaurants, food manufacturers looking to build on their food cultural biodiversity and grow their food tourism appeal.  [continued]

     

    READ MORE

     

    WHAT YOU'LL LEARN

    • The three steps of the customer journey (and where experience fits overall)
    • How different cultural and linguistic lenses can affect visitor perception
    • What destinations, small business owners and entrepreneurs can do to increase their appeal to food lovers

     

    SESSION BEST FOR

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers
    • Small business owners and entrepreneurs
    • Product developers
    • 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.

  • Erik Wolf posted an article
    Webinar April 25: Let's Get Digital — Maximizing Your Message in the Millennial Age see more

    Let's Get Digital — Maximizing Your Message in the Millennial Age

    This is the session 5 webinar, which takes place place during the Online Food Travel Summit.


    LEARN MORE & REGISTER



    DATE & TIME
    Wednesday, April 25, 2018 at 09:00-9:50 PST (17:00-17:50 GMT)

     

    SPEAKERS
    Kuvy Ax, Owner, ROOT PR, Boulder, Colorado, USA; and


    Alexandra Palmerton, Owner,  The 5th Sense, Denver, Colorado, USA

     

     

    READ SPEAKER BIOGRAPHY

     

    DESCRIPTION

    With millennials officially comprising the largest (and still growing) sector of food and beverage tourism, now it's more important than ever to speak their language. So if we know WHO we need to be talking to, all that we need to do now is to discover the HOW, WHEN, WHAT and WHERE, right? It sounds complicated, but it doesn't have to be. In this session, we'll dive into how to refine your messaging and target it to this emerging, growing group of potential customers. We'll cover media relations, social media, how to refine your online presence and much, much more. Let's get digital. [continued]

     

    READ MORE

     

    WHAT YOU'LL LEARN

    • How your very own customers (or visitors) have changed in the past few years
    • How marketing messages have needed to change for a changing market
    • How to refine your online messaging to appeal to a millennial generation
    • What tools are best for communicating with a millennial generation (hint: Facebook is on its way out!)

     

    SESSION BEST FOR

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers and governments
    • Small business owners and entrepreneurs
    • Product developers

     

    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.

  • Erik Wolf posted an article
    World Food Travel Association's Eat Well Travel Better podcast with destination marketer Bill Baker see more

    Bill Baker's career in travel and tourism started with a domestic airline in Sydney, Australia over 40 years ago. After this first taste of a career in tourism, Bill moved to Australia's Hunter Valley, where his career in destination marketing really began. In those days, Hunter Valley had just ten wineries, one restaurant and no lodging. Today it’s one of the most famous wine tourism destinations in the world, with over 200 wineries, and dozens of hotels, resorts and restaurants.  Later Bill joined the Australian Tourist Commission and moved to New York where his team launched the very successful “Slip a Shrimp on the Barbie” campaign. Then later he moved to Los Angeles; Frankfurt, Germany; and London. During his journey around the world, he continued to develop and refine new approaches to branding and marketing destinations. Bill established Total Destination Marketing in 1994 in Australia, and began adapting what he had learned to benefit the marketing of cities and regions. He moved to the U.St. State of Oregon in 2000, where his focus has continued on the marketing and branding of small cities. His book, Destination Branding for Small Cities, has been a best seller in its category for over a decade. Last year, Bill worked in five countries and was the keynote speaker at the Inaugural  International Place Branding Association conference in London. Bill's destination marketing expertise is known around the world. In this episode, we speak with him to hear his take about place branding and food and beverage tourism.  Learn more about Bill here.

    In this episode you'll learn:

    1. How to coalesce a smaller community around its food and beverage assets
    2. What you need to watch to ensure that you always stay relevant
    3. How and why you need to share the story of a place in order to sell it
    4. How brand promise affects food traveler expectations - for better or worse
    5. How to create a win-win-win among local residents, destination marketers/governments and visitors
    6. Why politicians need to perform a cost-benefit analysis before interfering with destination marketing budgets
    7. Why human interaction is essential to a successful food or beverage visitor experience 

     

    Resources mentioned in this episode:
    Destination Branding for Small Cities (book on Amazon) 
    New toolkit for Successful Destination & Community Branding (series of article downloads)

     

  • 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.

  • Erik Wolf posted an article
    World Food Travel Assn presents Managing Food Traveler Expectations in "Overtouristed" Destinations see more

    Managing Food Traveler Expectations in "Overtouristed" Destinations

    This is the session 3 webinar, which takes place place during the Online Food Travel Summit.


    LEARN MORE & REGISTER



    DATE & TIME
    Tuesday, April 24, 2018 at 11-11:50 PST (19:00-19:50 GMT)

     

    SPEAKER
    Danny Adler, Owner, Adler & Marlow Tour Operator, Barcelona, Spain

     

    READ SPEAKER BIOGRAPHY

     

    DESCRIPTION

    The issue of "Overtourism" officially came to light in 2013 with the publication of "Overbooked: The Exploding Business of Travel and Tourism" by Elizabeth Becker. Managing a luxury travel company in Barcelona, Danny has been in a unique position to witness first-hand the deluge of visitors to one of the world's most "overtouristed" destinations that Becker discusses in her book. For the past few years, Danny has been struggling to offer his clients authentic food and wine experiences, in a destination where the mere demand and traffic of tourists is a threat to the very same authenticity. He finds himself constantly needing to replace once coveted neighborhood wine bars and restaurant gems in itineraries because they have regrettably become overrun with individual tourists (FITs) and tour groups.

    The problem that food and drink lovers face is severe for several reasons. First, we all desire high quality in an authentic environment. Unfortunately, both quality and environment are influenced and significantly altered, once there is a massive shift in clientele from locals to tourists. We then see the overall loss of foodie gems. ... [continued]

    READ MORE

     

    WHAT YOU'LL LEARN

    • Why destinations become "overtouristed"
    • How to adjust tour itineraries when areas are too popular
    • What tourism offices can do to better manage "overtouristed" areas
    • How less popular destinations can maneuver this situation to their advantage

    SESSION BEST FOR

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers and governments
    • Small business owners and entrepreneurs
    • Product developers
    • Trainers and educators

     

    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.

  • Erik Wolf posted an article
    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".  

  • Erik Wolf posted an article
    World's leading authority on food/beverage tourism presents 100% online food travel trade conference see more

    The World Food Travel Association is pleased to announce the speakers and sessions for its second Online Food Travel Summit, taking place April 24-25, 2018.

    Sessions and speakers are focused 100% on the food and beverage industry and include:

    Promoting Food Tourism in a Time of Economic Austerity: The Case of Greece
    Maria Athanasopoulou, Co-Owner, Top Tourism and Xeni Gerna, Vocational Tourism Training Institute, Hellenic Ministry of Tourism, Thessaloniki, Greece

    Managing Food Traveler Expectations in "Overtouristed" Destinations
    Danny Adler, Owner, Adler & Marlow, Barcelona, Spain

    Influencers & Your Digital Strategy: What You Need to Know
    Veruska Anconitano, award-winning freelance food/travel writer, Dublin, Ireland

    Let's Get Digital — Maximizing Your Message in the Millennial Age
    Kuvy Ax, Owner, ROOT PR, Boulder, Colorado, USA and Alexandra Palmerton, Owner,  The 5th Sense, Denver, Colorado, USA

    Creating a Food Tourism Experience that Visitors Will Buy
    Luisa Puppo, Manager, Ligucibario and Manager, LiguriabyLuisa blog, Genoa, Liguria, Italy

    From Dream to Profitable Business: How to Make Your Food Tourism Idea Work
    Midgi Moore, Owner, Juneau Food Tours, Juneau, Alaska, USA

    It's the People Who Hold It Together: Ireland's Food Champion Program
    Sinead Hennessy, Food Tourism Officer, Fáilte Ireland, Limerick, Ireland

    Peering Into the Food Tourism Future
    Erik Wolf, Executive Director, World Food Travel Association, Portland, Oregon, USA

    The Summit covers best practices, how to's, case studies for food and beverage tourism professionals, including:

    • Marketing managers and strategists
    • Branding, PR and advertising professionals
    • Destination marketers and governments
    • Small business owners and entrepreneurs
    • Product developers
    • Trainers and educators
    • Bloggers seeking to do more
    • People considering a career change
    • Students forging their career path
    • Anyone with an interest in food and beverage tourism

    All sessions will be delivered in English. The Summit is 100% online and saves you the time and cost of traveling to an in-person conference. And the best part? We save you money too! Sessions are only US$12 each for members (US$15 for non-members). Discounted all Access passes are also available.

    Visit the Summit website to learn more and to register. Registrations close April 23.

  • Erik Wolf posted an article
    World Food Travel Association's Eat Well Travel Better podcast featuring Sweden's Fia Gulliksson see more

    Fia Gulliksson is a respected entrepreneur from Sweden who is focused on creative gastronomy. She is a self taught chef and also the brain behind many ideas, businesses and projects. Fia uses food and culture as the tools to lead Food In Action, her company that launched a number of successful initiatives and sustainable brands that have catalysed development for the Swedish region of Jämtland, and put that area firmly on the map. Fia’s companies are focused on providing enduring social and cultural capital to rural areas. What's more, they’re debt-free, and… they’re profitable. Fia travels the world to inspire others towards crEATive action, development and social transformation of their own local communities. Learn more about Fia here.

    In this episode you'll learn:

    1. What it means to be a passionate potato
    2. How to establish and then prioritize your core values
    3. How to become an Innovation Master by acting like a "C.I.A." agent
    4. How to bring your vision to life when everyone else says "no"
    5. Why you need to trust your inner voice

     

  • Erik Wolf posted an article
    World Food Travel Association partner announces new toolkit for destination/community branding. see more

    Announcing a New Free Toolkit for Successful Destination and Community Branding

    It's a hard pill to swallow, but the truth is, the world is littered with failed branding efforts on behalf of nations, cities and regions. Developing a sustainable place brand offers tremendous rewards if done correctly. However, these well-meaning efforts often stumble into confusion and encounter pitfalls which could easily have been avoided if leaders had understood the unexpected nuances of place branding. They don’t recognize that it’s somewhat different to branding privately held enterprises and products, until it’s too late. Or they mistakenly believe that their brand is a logo, tagline or theme for a communications campaign.

    Many city branding projects get off to a great start with a lot of publicity and energy, only to soon run out of steam. There are many issues that can contribute to a failed brand. After decades of hands on experience in branding places, long-time World Food Travel Association partner Bill Baker (from Destination Branding) has released the first in a series of free PDF e-books titled ‘Branding Small Cities’.  

    The series tackles many of the issues facing tourism leaders and government officials when launching and managing a branding initiative. Each e-book is a hands-on toolkit that tackles a different topic related to the challenges of branding places. The series covers:

    1. Introduction to small city and place branding
    2. Why bother with branding cities?
    3. Why does city branding need a strategic and long-term focus?
    4. What’s needed for your city’s brand journey?
    5. How to manage your community branding process?
    6. How to reveal your city’s most potent brand?
    7. What are the secrets to a successful logo design?
    8. What are the keys to winning taglines?
    9. How do you deploy a destination brand?
    10. Branded wayfinding for cities and destinations

    While the series is titled ‘Branding Small Cities’ the ideas and advice can be just as readily applied to regions, counties, scenic byways, Main Streets, heritage districts, suburbs, and neighborhoods – and even states, provinces, regions and nations.

    Register here to receive the series.  If the hyperlink isn't working for you, please visit www.destinationbranding.com.

    Bill Baker is Chief Strategist for Total Destination Marketing based in Portland, Oregon, USA. Bill is recognized internationally as an author, speaker and his pioneer work in creating brand strategies for places of all sizes, from nations to small cities. He has more than 30 years destination branding and marketing experience in more than thirty countries.