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gastronomy sector


vegan and plant-based diets and vegetarian replacements for meats among current popular food trends, and points to the explosion in popularity of fermented foods. The WFTA estimates that visitors spend around a quarter of their travel budget on food and drink, and Wolf says the food and beverage tourism industry can deliver tangible and measurable results: “For destinations, the main benefi ts are awareness, increased visitors and any paid membership off erings. For businesses, it’s more sales, more jobs and brand awareness, and for governments, the benefi ts are employment, taxes and investment.”


The Aussie experience Numerous tourist boards


have seen impressive results from carefully curated food tourism initiatives. For many, a key objective is to close the gap between the perception of their nation’s food and the reality. This was the catalyst for Tourism Australia when it launched its Restaurant Australia campaign in December 2013. Research across 15 of Australia’s key markets found that among travellers who had visited, the country ranked number two for its food and wine experiences – second only to France. However, only 26% of people who had not visited Australia associated the destination with good food and wine. Denise von Wald, Tourism Australia’s


regional general manager, UK and Northern Europe, explains: “It’s from this disconnect that Restaurant Australia was born. We realised that Australia’s stunning food scene was actually our best-kept secret – the perception of Aussie fare among non-visitors was a world away from the reality.” The global campaign is still a key pillar in Tourism Australia’s international marketing. It has included a strong social media focus and elements including media partnerships and pop-up restaurants in key markets. In Australia, the campaign saw Copenhagen’s world-renowned Noma restaurant relocate to Sydney for 10 weeks in 2016, and Australia hosted the World’s 50 Best Restaurant


wtm.com


Awards in April 2017 to


showcase its food and wine culture to international culinary experts. Since the launch of Restaurant Australia, the amount spent on food and wine by tourists has increased by 38% from AUS$4.2 billion in 2013 to AUS$5.8 billion in 2017, and one in fi ve dollars spent by international visitors now goes towards food and wine experiences. The campaign has been credited with driving international awareness and interest in


Markets are also part of the foodie experience


BodyHoliday in St Lucia off ers scientifi c testing as part of a luxury wellness holiday


summer 2018 wtm insights 33


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