sector gastronomy
Australia and boosting media coverage – with the Restaurant Awards alone generating more than 4,500 media articles, with an audience reach of more than 5.5 billion. Von Wald adds: “Restaurant Australia has helped the world wake up to the unmatched wining and dining experiences Australia has to offer. The response from industry, media and consumers, both during the campaign and since, has been phenomenal.”
A taste of Ireland In Ireland, food and beverages
account for 35% of overall visitor spend, equal to €2 billion a year. The National Tourism Development Authority, Failte Ireland, has a dedicated food and drink development strategy operational until 2023. Food tourism officer Sinead Hennessy explains: “Food and beverage consumption is an intrinsic part of the tourist experience. The aim is to increase the availability and quality of the food and beverage offering so that all visitors to Ireland, regardless of motivation and budget, can happen upon great food and drink experiences with an authentic local story.” Creating a story around the country’s cuisine has been key for Failte Ireland. Businesses are able to access a free comprehensive online toolkit, including
Foodies by number 81%
believe that food and beverage
experiences help create a lasting impression of a destination
of travellers learn about food and drink when they visit a destination
93% 83%
believe food and drink is more important when they travel than it was five years ago
59% 60% 71% 34 wtm insights summer 2018
bring back food or beverage products to enjoy at home, and...
take photos of food when they travel
participated in a unique food or beverage activity while travelling in the last two years
Ireland offers modern cuisine
Restaurant Australia highlights the country’s food scene
suggested
copy to develop a personal food narrative that ties into
Ireland’s broader food experience, plus case studies, images and videos.
There are also Food Champions and Food Ambassadors programmes, which celebrate grass roots and high-profile food heroes respectively, while the Taste of Place scheme helps high-density visitor attractions and heritage sites increase food and drink quality, making it an intrinsic part of the experience.
Hennessy says these initiatives and
numerous others have helped create a national food and drink movement across Ireland. “There is a growing sense of pride in our food offering and this translates across the experiences on the ground,” she explains. “Today visitors will discover a renewed appreciation for the natural ingredients available from our local landscape and a modern Irish cuisine that stretches far beyond the old stereotypes of potatoes and corned beef.”
Signature food and drink Certain food and drinks are often the
...69% give them as gifts Source: The WFTA’s Food Travel Monitor 2016
cornerstone of an area’s identity, and nowhere is this truer than in Kentucky, famous for producing 95% of the world’s bourbon. The Kentucky Department of Tourism’s commissioner Kristen Branscum explains: “Bourbon is more than a drink or a tourism attraction, bourbon is a way of life in Kentucky.” Visitors can learn about America’s only native spirit by touring one of many Kentucky distilleries boasting visitor experiences ranging from food pairing classes to cooking with bourbon and private barrel selections. These are promoted as part of the tourist board’s regular marketing and advertising mix. However, Branscum stresses it’s not just Kentucky’s signature spirit that impresses guests’ taste buds, as its rich culinary culture in each region is often “an unexpected, hidden gem”. To promote this offering, the Department of Tourism has declared 2018 to be “The Year of Kentucky Food” and it is promoting everything from traditional American southern fare to street food and fine dining. Branscum says that showcasing the stories and centuries-old traditions behind the dishes is key to helping the state’s culinary offering stand out from its neighbours. In May, visitors were encouraged
wtm.com
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