REPORT ON GASTRONOMY TOURISM IN ITALY 2020

EXTRACT OF «TRENDS» – ENGLISH VERSION

Roberta Garibaldi

Supported by: With the In collaboration

patronage of: with:
 2

PREFACE

2020 is the UNWTO's Year of Tourism and Rural Development to which wine and gastronomy contributes
with a central role.
Gastronomy is a fundamental driver that not only enriches the tourism supply, but it stimulates also the
economic, social and cultural development of a territory.
An integrated sector encompassing a wide value chain including different, but deeply interrelated fields.
Gastronomy tourism needs new economic and promotional strategic models. Strategies need data and
reasoned knowledge necessary focused and contextualized. In this sense the «Report on Gastronomy
Tourism in Italy» by Roberta Garibaldi and her team represents an important reference point able to make us
understand main trends leading us in discovering travel motivations in a global context where people
travelling constitute the 25% of the global population.

Alessandra Priante, Direttore Regione Europa, UNWTO

2
 3

INTRODUCTION

Gastronomy has assumed great importance in tourism nowadays and it is considered one of the fundamental
travel elements. This evidence finds confirmation in a number of researches on this topic, starting from the
UNWTO World Tourism Organization that organizes from 2015 annual conferences to deepen the different
aspects of gastronomy tourism.
The broad debate created has stimulated new knowledge diffusion, however large gaps to be filled on supply
and demand dynamics, in constant and fast evolution, persist. This is the reason why it is important to adopt
new tools able to capture changes and indicate possible strategies.
The «Report on Gastronomy Tourism in Italy» tries to meet these needs, a work which returns an updated
picture of the situation in Italy and around the world with the aim to provide institutions and stakeholders with
a tool able to support tourism policy decisions and the development of proposals able to satisfy modern
tourists.
The work developed under the umbrella of the Italian Association of Gastronomy Tourism, a no profit
Association created with the aim to spread know-how and collect funds to sustain permanently this research.

3
 4

As a consequence of the complexity of this work, the 2020 edition is composed by three volumes:
⁃ This work is the first and illustrates the trends. It is the result of a careful analysis and synthesis of what
has emerged from the studies conducted in recent years. This overview is enriched with the contributions
of international and national experts operating in the sector, as well as offering an eye on the international
situation of countries such as Greece, Belarus, Spain, Thailand and South Africa. This work - as well as
the second volume - has obtained the patronage of ENIT - Italian Tourism Agency, Federculture, ISMEA,
Fondazione Qualivita and Touring Club Italiano, and the support of UniCredit and PromoTurismoFVG.
This is an excerpt of the contributions that were provided in English language. The full report is available in
Italian language.
⁃ The second offers an insight into the situation of the current Italian food and wine-tourism offer and its
components, both at European level - with a comparison with our main competitors - and at regional level.
Returns up-to-date statistical data on consistency and positioning, from excellent productions to the
restaurant offer, from farmhouses to museums, passing through production companies and the Wine and
Flavours Roads. Thanks to the collaboration with TripAdvisor, Semrush and Travel Appeal, we also
wanted to deepen the topic of online, from researching experiences on the web to selling, passing through
user reviews. It is the ideal tool for Regions, Chambers of Commerce, destinations, federations and bodies
that need comparison data.
⁃ The third is entirely dedicated to the presentation of the behaviour of international tourists, their attitude to
participate in food and wine experiences while traveling, with specific insights on some individual countries
(France, United Kingdom, United States of America, Canada, Mexico and China) and on generations. This
work is the Italian edition of the "Food Travel Monitor 2020" by the World Food Travel Association. It was
possible thanks to the support of the Quebec tourism agency. It is aimed at companies, entities or
territories that intend to develop promotional and welcoming actions towards the international target.

4
 5

The volumes are available digitally, the first can be downloaded for free, the other two are on sale. Through
the purchase and / or the organization of moments of presentation on the territory it will be possible to support
research activities for the next years.
My personal thanks go to the sponsors, authors and collaborators who made possible the publication of this
research.
I wish you a good read.

Roberta Garibaldi, President of the Italian Association of Gastronomy Tourism

5
 6

SCIENTIFIC COMMITTEE

ROBERTA GARIBALDI
Author, Italian Association of Gastronomy Tourism

CARLOS FERNANDES

Instituto Politécnico de Viana do Castelo, Portogallo

GREG RICHARDS
NHTV Breda University of Applied Sciences e Tilburg University, Olanda

MARCANTONIO RUISI
Università degli Studi di Palermo

MATTHEW J. STONE
University of California, Chico, USA 6
 TRENDS | STRUCTURE

FOCUS AROUND US

⁃ Sustaining gastronomic ⁃ Spain

practices ⁃ Thailand
⁃ Gastronomy: authenticity and ⁃ South Africa
innovation ⁃ Greece
⁃ Innovation in restaurants ⁃ Belarus
⁃ Opportunities for successful
food tourism experiences
⁃ Land and landscapes
⁃ What would you like to eat ?
Local fresh fish! Fish tourism
⁃ We are what we produce: the
new cultural role of DOP IGP
⁃ Farms in Italy
⁃ Tourism and olive oil

7
 REPORT ON GASTRONOMY TOURISM IN ITALY 2020
SUPPLY: STATISTICAL ANALYSIS

Supported by: In collaboration 8

With the
patronage of: with:
 SUPPLY| STRUCTURE

GASTRONOMY FROM
TOURISM SUPPLY INTERMEDIATION
TO BIG DATA

⁃ Online presence of gastronomy

⁃ Certified products tourism supply on regional tourism
⁃ Restaurants portal
⁃ Farms ⁃ Online presence of gastronomy
⁃ Taste museums experiences in collaboration with
⁃ Wineries Semrush
⁃ Breweries ⁃ Online reputation of gastronomy
⁃ Olive oil industry experiences in collaboration with
⁃ Taste and wine roads Travel Appeal
⁃ Tourism revenues ⁃ Presence of «Destination Italy»
⁃ Consistency and dynamics of supply in foreign tour operators
Italy gastronomy tourism supply ⁃ Online sale of gastronomy
experiences in collaboration with
TripAdvisor

9
 REPORT ON GASTRONOMY TOURISM IN ITALY 2020 10

INTERNATIONAL DEMAND

ROBERTA GARIBALDI
Author, Italian Association of Gastronomy
Tourism

MATTHEW J. STONE
Author, University of California, Chico, USA
2016
STEVEN MIGACZ
Author, Roosevelt University, USA

ERIK WOLF
Editor, World Food Travel Association

© 2020 by World Food Travel Association

All Rights Reserved.

www.WorldFoodTravel.org
INTERNATIONAL DEMAND| STRUCTURE

TOURIST GASTRONOMY PSICO-CULINARY

EXPERIENCES
PROFILE PROFILES

CUSTOMER COMMUNICATION GASTRONOMY

TOURISM EFFECTS
JOURNEY

11
 12

EXTRACT - TRENDS 2020

English Version

Roberta Garibaldi

12
 13

SUSTAINING GASTRONOMIC
PRACTICES
Greg Richards, Breda University

Sustainability is a hot topic these days. People are becoming ashamed

of flying, eating less meat and picking plastic up from the beaches they
sunbathe on. We know we are using up the Earth’s resources faster
than we should, and that fossil fuel will run out in the now all too near
future.
Sustaining resources is one thing. But how can we make gastronomy
sustainable? This is an important question for places around the globe,
not just because of the importance of gastronomy in peoples’ quality of
life, but also because it is a vital element in attracting people to visit. In
Portugal, 81% of tourists indicated that they were satisfied with their
gastronomic experiences (Turismo de Portugal, 2012).
When Rosario Scarpato started talking about ‘sustainable gastronomy’
at the turn of the Millennium, he was pretty much a lone voice in the
world of academia (Scarpato, 2002). Now there are many more people
talking and writing about sustainable gastronomy.
13
 14

Many of these advocate the production of local and organic food, which
would arguably protect traditional culinary systems threatened by
globalisation (Berno, 2006). Similarly, Everett and Aitcheson (2008)
argue that promoting sustainable gastronomy whilst encouraging the
survival of local food production and the transmission of culinary
knowledge. In the case of Costa Rica, Azofeifa (2016) noted that
sustainable gastronomy can support the conservation of agro-
biodiversity. Most of these authors approach the sustainability of
gastronomy from the perspective of defending local cuisine and food
production from the ravages of globalisation. Small producers need to
be protected from large commercial food companies. These are the
types of arguments advanced by the Slow Food movement, which
promotes and seeks to protect local foods.
But the Slow Food approach is arguably elitist, seeking to preserve
specific foods for the lucky few. While it may be important to conserve a
wide range of the different elements of our global food ‘DNA’, also with
an eye on the future, it will not solve problems of world hunger or help to
satisfy the growing numbers of tourists. Scarpato (2002) further argues
that the Slow Food approach also helps to destroy the specialised
producers it seeks to protect, putting them under a global spotlight and
creating demand that they can’t hope to meet.
In my view the sustainability of gastronomy needs to consider more than
simply protection or conservation, and it needs to focus more widely
than the food producer.

14
 15
We should think about the wider context of food, and the fact that
gastronomy is based on food cultures that are deeply embedded in the
places that those foods come from (Richards, 2012). This principle is
reflected to some extent in the UNESCO designations of gastronomy as
intangible heritage. For example, UNESCO has designated ‘the French
meal’ as intangible heritage. Not a specific food, or an ingredient, but the
culture of eating. As Scarpato suggests, this means thinking about a
wide range of gastronomic practices: the survival of local food
production, outlets and fresh markets; the viability of home cooking; the
transmission of culinary knowledge and educating children’s’ tastes; the
right to pleasure and diversity; the impact of tourism on gastronomic
authenticity and community wellbeing.
In essence, food cultures are social practices that have been developed
over long periods of time in certain places. Hjalager and Richards (2002)
described how gastronomy was analysed as a social practice by
Bourdieu (1984) in his classic volume Distinction: A social critique of the
judgment of taste. These practices, as Shove et al. (2012) suggest,
comprise three essential elements: materials, meaning and
competences. Gastronomy is a good example of how these three
elements work together. In order to organise a social practice such as a
meal, we need basic materials: the ingredients that we use to prepare a
certain dish. Even if we have food, however, it does not become a meal
until it is given meaning, for example by the people eating it, such as a
family sitting down to eat together, or a specific combination of foods
that signifies a special occasion, such as a Christmas dinner. Even
being presented with a meal is not enough to make a practice: those
eating and serving the meal also need certain competences that 15
contribute to the successful completion of the meal.
 16

These include, for example, skills in using eating utensils,

understanding how certain foods should be prepared, presented, served
and eaten, and a knowledge of table manners, etiquette and
conventions of the group. All the elements of the social practice of
gastronomy are important in sustainability. We need to sustain not just
the basic ingredients that go into each dish, but also the knowledge,
skills and creativity related to turning those ingredients into meals, and
ultimately into experiences. It is no good helping to conserve a unique
type of olive oil if people no longer know how to use it properly, or
appreciate what they are tasting. This means we need a much more
holistic approach to sustainable gastronomy. But it is also important to
understand that sustaining something is not the same as preserving it. If
we consider gastronomy as a cultural practice, we have to accept that
gastronomy, just like culture, will change over time. Our tastes are not
the same as those of previous generations, and our materials and skills
have changed too. In considering one of the important principles of
sustainable development, that of generational equality, we have to
accept that our children will not be eating exactly the same foods in
exactly the same way as our forebears did. What we need to ensure is
that the food cultures that have produced such a rich gastronomic
landscape, are sustainable. Inevitably, in many areas, this will mean
changes in what we now consider to be local gastronomy, and the
relationship between materials, meanings and competences. But
gastronomic cultures have changed a lot in the past, and they will
continue to do so in the future. The key is not protection, freezing
cultures and foods in the past, but creative adaptation and innovation,
taking food cultures into the future. 16
 17

GASTRONOMY: AUTHENTICITY AND

INNOVATION
Carlos Fernandes, Polytechnic Institute of Viana do
Castelo

During the past few decades, society has been changing

dramatically. The way we live has changed so much. This rapid and
often unpredictable change affect the people´s cultural expressions
and practices. Perceptions of quality of life have been shifting and
people increasingly question their surroundings, preferences and
values. Changes in the social structures, perceptions and
consumption requires that contemporary society learn from the past,
rethink the present and adapt itself to the current and emerging tastes
and preferences of consumers.
The new consumers resist the idea that traveling often means
engaging only superficially with the place they are visiting. It becomes
necessary to allow travellers the opportunity to continually explore
their own ideas and prompt desirable experiences over desirable
objects. This shift taking place in consumer habits is putting into
question the traditional definitions of heritage, as increased emphasis
is placed on immaterial heritage whereas in the past it was more the
material heritage. Immaterial heritage in the form of human values in 17
a cross-cultural perspective is alluring to the new travellers and their
exploring inclinations.
 18

Current lifestyle trends have made the tide of standardisation as

something of the past. For the contemporary traveller, traditional, static
destinations have little appeal. Travellers are seeking lasting memories
through physical connection, different types of experiences and
emotional development for overcoming their expectations during a
holiday. A growing number of people travel not to escape but to
connect. People craving for opportunities to meet new people in an
authentic way. Thus, there is a need for destinations to develop a new
range of skills which go beyond the traditional management of tourism
services and which move into the arena of experience development,
creativity and innovation (OECD, 2012). New tourists are extremely
experimental, willing to try new products, foods and attractions, but too
impatient to give a second chance to products or service that fail to
satisfy initially.
Gastronomy play a key role in trendsetting, image building and
establishing quality standards demanded by today´s resilient tourists.
Food and wine producers will need to use their imagination to arouse
the tourist´s curiosity and meet their need for establishing new
connections as well as novel experiences in a pleasant and convivial
ambiance. Engage tourists in a taste of place creating new stories, new
emotions rooted in sensory driven experiences about food and wine.
Tourists reveal a lifestyle psychological need to learn who is behind the
food, where does the food come from, how is it processed and come
with the nostalgic perception of local food as healthy food. The appeal
for more healthy food is no longer a trend; it is the norm.
18
 19

The new tourist wants magic. It is not just about the food, but the
emotional involvement expected, encompassing the history of the food
they eat but also details about its preparation, ingredients, etc. Show
that local products/ingredients are part of the local lifestyle. It is not just
about consuming good food, but about consuming precious culture.
Such consumer behaviour suggests a more sustainable approach
towards food production. Close relationship between a territory and its
products in terms of quality and uniqueness, in the sense of “food is
landscape in a pot”. Connecting visitors with artisanal food producers by
focusing more on the market and less on the supermarket. Unelaborate
cuisine with emphasis on local fresh seasonal ingredients and more
transparency on the preparation of the food. Increasingly restaurants are
opting for “open kitchens” where their customers can learn, discover and
be inspired through gastronomy.
Tourists love local produce; they want to believe that the restaurant is
using fish coming from the local dock/fishermen, the vegetables from the
village shop, etc. Tourists are interested in eating local, eating fresh,
eating organic, for example “from the farm to the table”. The enthusiasm
for local produce and high quality ingredients, the matching of flavours
and a more modern style of cooking and food presentation. I am
convinced that the way forward is for cooks to look for inspiration in a
region´s humble peasant cooking. Dishes embedded in tradition, but not
simply reproduced in exactly the same way as in former times. Not
limited to replicating the past, but about looking forward.

19
 20

Menus taking on two considerations: based on what the cooks find in

the market on that particular day and what they feel will appeal to the
emotions of the customers. Being creative but keeping to the values of
regional cooking. Innovate with traditional food but provide a privileged
place for raw ingredients and terroir products from short supply chains.
Local, artisanal and healthy as the motivation for innovation and added
value.
Regional gastronomy exemplifies cooking distinction that is appealing to
consumers. However, modern tastes and preferences require that this
generation of cooks take on a new attitude for rejuvenating regional
gastronomy. It is true that cooking is a continual process of learning
what the ingredients can achieve. But regional gastronomy should be
modified using good sense. How much innovation? Taste must always
come first. Afterwards, one can think about decoration and other
innovative techniques.

20
 21

OPPORTUNITIES FOR SUCCESSFUL

FOOD TOURISM EXPERIENCES
Matthew J. Stone, California State University

Food tourism has been well established as something that motivates

people to travel and something they look forward to doing while
traveling. As food tourism grows in popularity, destinations of all
sizes are taking advantage of food tourism opportunities. The most
successful destinations will analyze the complete offerings in their
area to enhance the visitor experience. They will also help
businesses in their regions to work together.
There are many trends and best practices in each different sector of
food tourism (from cooking classes to tour operators to gourmet
restaurants). For example, providing speciality tours (such as wine
tours), offering exclusive experiences, and matching a business’
offerings to their target market segments are not new within tourism.
However, by looking at many individual trends across sectors, it is
possible to identify trends which apply to the food and drink tourism
industry as a whole. Destinations can use this list of trends to ensure
that restaurants, bars, food producers, and tour operators are offering
these elements. Together, they can help each destination to
compete. At the same time, food and drink businesses, from cooking
schools to breweries, can expand their offerings to include many of 21
these elements.
 22

Each operator can use ideas from other business segments to create a
positive impact.
Food travel as a way to satisfy visitors – the importance of honesty
For some travelers, food is the core element of the visitor experience.
Even for those who do not travel for food, it is clear that food and drink
can enhance the visitor experience. Over 80% of leisure travelers state
that food and drink experiences are important to the overall satisfaction
of a trip (Stone & Migacz, 2016). Visitors develop expectations of the
food in an area. One clear goal of food tourism then is to be sure that
visitors’ expectations are met. Destinations of all sizes are advertising
and marketing their food and drink activities to tourists, but every
destination is not as attractive as Rome or London or Singapore.
Destinations which set unrealistic expectations for tourists can actually
do harm to their destination image. Therefore, it is important that
marketing messages are both appealing and realistic. Destinations (and
each tourism provider) should offer an honest vision of what travelers
can expect. Stock photos of random models enjoying food in some
unknown location is not the way to market a destination or attraction.
Each destination has something unique to offer, but they must be
honest. Every city is not the “best city for food & wine!”. Why is this
honesty so important? Beyond meeting expectations, food can also be
an inspiration for a return visit. Think about a visit to a famous historical
site. Often, this could be a motivator for travelers to visit. However, they
may not return to the historical site on their next visit.

22
 23

Now, think about a traveler who has had a memorable meal at a local
café or restaurant. That visitor may want to return to the same café each
time they visit, and that experience may be enough to keep the
destination in mind when they are choosing a future trip. Again, over
80% of leisure travelers say that food and drink experiences make them
more likely to return to a destination. Building upon their honest
assessment of what they can offer, destinations and successful food
tourism providers are taking advantage of many trends in food tourism:
Pairing food with other interests Today’s culinary travelers are cultural
omnivores. They like food, but they also like the performing arts, music,
and sports. They increasingly want active experiences, and
sophisticated destinations are giving food travelers the opportunities to
combine their interests. For some travelers, it may be satisfying just to
visit several wineries just to enjoy the wine. However, as they visit more
wineries over time, many will begin to develop specific desires for their
experiences. This parallels the general growth in tourism in Europe, as
well as Italy. Many travelers begin by getting a general taste: three
days in Rome, three days in Florence, three days in Venice, and a day
in Verona. Then, on a future trip, they may take a more specialized tour,
focusing on Renaissance art, or the wines of Tuscany. Travelers also
combine many interests across a trip. They like travel, but they also want
to incorporate another element. They may want to take a bicycle tour or
a motorcycle tour of Piedmonte. Or, they may wish to pair their interest
in Italian food with their interest in cooking, by taking a cooking-centered
tour.
23
 24

Tour operators are offering ways for leisure travelers to maximize their
personal enjoyment by connecting their interest in food or drink with
another passion. In one example, it is becoming common to combine
bicycle tours with culinary tourism. In Japan, Cycle Osaka offers 3-hour
riding tours, where participants can enjoy local specialties like flame-
grilled wagyu and fresh sushi. This offers an active experience for
visitors. For true cyclists, Beer & Bike Tours offers week-long trips in
locations such as Germany, Belgium, and Portugal. On the Portugal trip,
riders enjoy the scenery and local meals, but a feature of the trip is
visiting many breweries along the route. Successful food tourism
businesses will find out what is most interesting to their visitors and
begin to tailor specific tours to these individual groups. It may be as
simple as pairing local beers with local foods. Or, they may find a link
between food and another interest like architecture. The Chicago
Architecture Center offers a tour called “Food and architecture of 1893”
where visitors on the walking tour explore Chicago from the point of
view of the 1893 World’s Columbian Exposition (“world’s fair”). They
view buildings of the era and eat foods that were showcased at the
world’s fair. While this experience is not exclusively a food experience,
it shows a way that food can be incorporated into the local culture.
Offering multiple different tours. An introductory (or basic) tour is
offered at most food tourism attractions, but successful providers are
offering a variety of tours. The introductory tour is typically the most
common, the most popular, and the most frequent tour, but attractions
should not just offer a one-size-fits-all experience.
24
 25

Even if visitors leave satisfied, many of them may not return because it
would be the same experience the next time. Because destinations and
attractions want return visitors, it is important to offer a reason to return.
This can be accomplished through festivals and events, but it can also
be accomplished by offering different tours. These tours can build upon
their first experience to enhance or expand their knowledge. Or, it may
just provide a new level of “fun” to the experience. Cooking classes use
this approach. They may offer a “beginners” or “basic” course in making
local foods, but they build on this by offering advanced classes and
classes in different foods. The beginners course may be offered every
day or every weekend day, with specialized courses less frequently.
Other food attractions should follow this model. A family may visit a
candy factory, take the basic tour, and (of course) buy products to take
home from the gift shop. Offering additional experiences (make your
own chocolate or a behind-the-scenes tour) will give them a reason to
return. Another advantage is that these advanced tours (or courses) can
be offered for a higher price because the visitors have a higher level of
interest or involvement. While return visitors want the same level of
hospitality and the same overall feeling, they do not want an identical
experience. The Jelly Belly Factory in Fairfield (California) offers a self-
guided tour, a guided tour, and an exclusive behind-the-scenes tour
called “Jelly Belly University.” The Jelly Belly University tour s offered for
$59 per person and is limited to six participants who get to visit the
factory floor.

25
 26

Building specialized experiences. One trend emerging is in-depth or

specialized tours, focusing only on one specific niche interest. In New
York City, A Slice of Brooklyn Bus Tours offers a tour focused on
Brooklyn Pizza and another focused on chocolate producers in
Brooklyn. Any destination with a signature food, from pad thai to
doughnuts, could benefit from these offerings. These experiences also
appeal to experienced travelers may have already visited a region and
have an interest in the local food or drink. A tourist may have already
visited New York City for the museums and major attractions. On their
return visit, they want to learn more about local life and local culture
through an immersive food experience.
Offering exclusive experiences. Travelers are seeking exclusive
experiences that cannot be booked on their own. They will be able to
share stories about these experiences with their friends, knowing that
their friends cannot take the same trip on their own—not without an
experienced guide. Innovative tour operators have realized that their
value lies beyond just coordinating a collection of experiences that
travelers can book on their own. They are including behind-the-scenes
and exclusive experiences. Anyone can get a reservation at a gourmet
restaurant, but can the chef greet the guest and describe the concepts?
Anyone can take a brewery tour with a tour guide, but who can offer a
meeting with the brewmaster? Many More Travels offers culinary and
wine experiences in California’s Napa Valley. They feature chef-led
tours which include cooking classes and exclusive experiences. Meals
are enjoyed at private estates, and visits are included to wineries which
are not open to the public without invitation. 26
 27

Destinations can also offer exclusive experiences by encouraging

cooperation between multiple businesses. The Sierra Oro Farm Trail’s
Passport Weekend in Butte County, California, is a weekend event held
annually in October. Visitors who purchase tickets receive a passport
and a map to a variety of experiences, including vineyards, wineries,
apple orchards, mandarin farms, olive growers, along with specialty food
stores. It offers an exclusive opportunity to enjoy a variety of agri-
tourism, food, and wine experiences. Many of the family-owned
businesses along the trail (particular the small wineries and farms) are
not usually open to visitors, so it is more than just another food festival.
It benefits the local producers by creating both product sales and
boosting brand identity. It benefits the local area by showcasing the
entire region. Finally, visitors enjoy the unique experiences that are not
available outside of that weekend.
Serving casual groups of travelers. Groups of families and friends
have always traveled together, but this phenomenon is more common
with Millennial and Generation Z travelers. Successful food destinations
are making it easy for casual groups of friends to travel together. This
may include ways for one member to book the group at experiences
(like wine dinners or cooking classes) but for individuals to pay
separately. For restaurants, it means making it easy for tables to split
checks. Outdated policies like “one check per table” will not appeal to
Generation Z travelers who may want to split expenses. Because it is
often difficult for groups to make decisions, offering trip-planning tools,
like self-guided maps and curated lists (through apps or mobile-friendly
websites). 27
 28

There are also casual groups of food lovers who want to travel together.
Nearly every major city has food, wine, or beer lovers groups on
Meetup.com and similar online platforms. Within a city, food lovers find
each other—through facebook groups, by meeting at cooking classes, or
at food or drink festivals. Their interest for food can lead to an interest to
travel together. At the same time, the food lovers independently visiting
a destination may be members of groups like this, so they can spread
positive experiences to their food-loving friends.
Combining events for producers with events for consumers. The
food production industries (from farms to factories) have often operated
separately from the tourism industry. The California Craft Beer Festival
is a multi-day convention (Wednesday to Friday) held annually in
California for those in the craft beer industry. Educational sessions are
based in several tracks, including: the business of beer, technical
brewing, tasting craft beer, hospitality, and leadership. The audience for
the convention is breweries, beer marketers, aspiring brewers, and
related businesses. It builds brand identity among the state’s craft beer
providers as well as the craft beer industry in the state.
Giving visitors a way to find your products. Travelers buy food and
drink to take home when they visit a destination. Wineries have offered
wine clubs for a long time, but other providers can use the tourist
experience as an opportunity to create recurring purchases. A cheese
producer may have a quarterly cheese club. A farm or ranch may have
seasonal offerings. Even if it is not a large profit center for the business,
there are benefits to the brand of the consistent interaction with the
customer. 28
 29
Thinking about the greater good. Travelers are interested in
sustainability and want to do business with companies who are
environmentally and socially conscious. This is especially common
among younger travelers—in particular Millennials and Generation Z.
Businesses who are not ahead of this trend may be left behind. The first
step is to ensure that sustainability is incorporated into the business’
operations. The next step is to communicate these sustainable action
plans to visitors. It is important that these are impactful and honest
because guests may be especially critical of companies which say they
focus on sustainability when they do not. The Tillamook Cheese
Company produces a “stewardship report” where they share their values
and impacts with the public.
Bon Beer Voyages. Bon Beer Voyages is a tour company specializing
in beer tours. Their competitive advantage is that they have curated
unique experiences, dinners, and visits that are not available to the
general public. Another feature of Bon Beer Voyages is that some of
their experiences combine multiple interests, such as their “beer
vacation cruise,” appealing to the river cruiser and the beer lover.
Because of their networks within breweries and tourism, they also offer
customized tours—from a group of friends to a “wedding beercation.”
Visitors return home from these trips able to share their unique
experiences with jealous friends.
Sierra Nevada Brewing. Sierra Nevada Brewing in Chico (California)
and Mills River (North Carolina) creates many experiences for their
guests. They offer a standard tour at each of their breweries, but also
many specialized tours. Visitors (especially beer lovers) can continue to
return and build upon their experiences. 29
 30

AROUND US

⁃ SPAIN
⁃ THAILAND
⁃ SOUTH AFRICA
⁃ GREECE
⁃ BELARUS

30
 31

S
GASTRONOMY TOURISM IN SPAIN
⁃ José María de Juan Alonso, KOAN Consulting
⁃ Zaida Semprún, World Shopping Tourism Network
 32

El turismo gastronómico en España

José María de Juan Alonso, KOAN Consulting
La gastronomía es una actividad, como cadena de valor, representa el
33% del Producto Interior Bruto de España. Es, además, un reclamo
turístico de enorme peso. Según el Foro Mundial de Turismo
Gastronómico de 2019, más de 260.000 turistas vinieron a España
motivados por la gastronomía la del país, lo que supone un aumento de
16,7% respecto a los turistas gastronómicos del año anterior. Y, de
conformidad con los datos de la Real Academia de la Gastronomía de
España, el turista gastronómico constituye el 20% del total de los
turistas que recibe España.
El gasto que estos turistas realizaron en nuestro país fue de 18 millones
de euros en 2018 (Foro Mundial del Turismo, 2019). Si comparamos
esta facturación con la que Ostelea (2015) daba para 2014 (9 millones),
se puede confirmar la buena salud con la que cuenta esta tipología del
turismo en España.
Los principales países de procedencia de los turistas gastronómicos en
España (Ostelea, 2015) son: EE.UU, Francia, Suiza, Italia, Bélgica,
Países Bajos, Irlanda, países nórdicos, Alemania y Portugal.
Las cinco regiones con mayor número de turistas gastronómicos son La
Rioja, Andalucía, Madrid, Asturias y Cataluña.

32
 33

El perfil de turista gastronómico que visita España

Al recibir más de ochenta millones de turistas al año, de todos los
países emisores del mundo y de todos los perfiles socio-demográficos
y socio-económicos, España presenta también todas las tipologías
posibles de turistas gastronómicos.
El interés por la gastronomía se ha hecho viral en los últimos años en
España en todos los medios de comunicación y en todas las clases
sociales, y ello ha estimulado también el crecimiento exponencial del
interés por el turismo gastronómico.
El turista gastronómico es muy variado y, en general, está interesado
en la cultura alimentaria local, más que en los productos gourmet.
Podemos clasificar al turista gastronómico en tres tipologías basicas:
El intencionado o de alta motivación. Comprende la mitad de estos
turistas y se caracteriza por tener: un nivel socio-económico elevado; un
nivel medio de ingresos; un alto interés en la cultura gastronómica; un
fuerte deseo de viajar, y un alto interés por los asuntos sociales y
medioambientales. Su principal propósito cuando viaja es experimentar
y aprender la cocina local, así como descubrir los orígenes de la misma.
Gasta en torno el 50% de su presupuesto en actividades culinarias.
El oportunista. Supone aproximadamente un cuarto de los turistas
gastronómicos. Disfruta al descubrir la gastronomía local, pero ésta no
es su principal motivación al viajar. Las actividades culinarias que
realizan suelen ser accesibles, sencillas y complementarias, como la
visita a mercados locales. No obstante, a veces participan en
actividades más intensas, si le resultan atractivas. 33
 34

El resto pertenecen al grupo del turista gastronómico accidental. No son

en realidad turistas gastronómicos en el sentido estricto del término,
simplemente descubren la gastronomía en sus viajes.

Retos del turismo gastronómico en España

El turismo gastronómico en España presenta en estos momentos
grandes retos. Uno de ellos es la necesidad de crear y poner en el
mercado productos de turismo gastronómico en los territorios rurales e
interiores. En ellos se va perdiendo cada año parte de la oferta
gastronómica tradicional y productos agroalimentarios, debido a la
despoblación y a la pérdida de diversidad de los cultivos; mientras que
la oferta de locales gastronómicos y de tours gastronómicos en las
grandes ciudades y en las costas más turísticas crece imparablemente.
Otros grandes retos se pueden resumir como sigue:
• la popularización del turismo gastronómico de calidad hacia
segmentos más amplios de la sociedad y las clases medias, ya que
la oferta más diferenciada se centra todavía en niveles muy altos de
precio y en productos gourmet
• la apuesta por la gastronomía saludable y la respuesta al aumento de
las alergias e intolerancias
• la reducción de los precios y la ampliación de los canales de
distribución de la oferta de gastronomía saludable, tanto hacia la
ciudadanía en general como hacia los turistas, quienes cada vez
demandan más este tipo de oferta 34
 35

• la apuesta por los productos locales de Km0 o de proximidad,

sostenibles y diferenciados, acompañados de una trazabilidad clara
• la profesionalización del sector, necesitado de expertos en turismo
gastronómico como: guías e intérpretes del patrimonio
especializados y con idiomas, diseñadores de productos, operadores
de turismo receptivo
• la necesidad de una gastronomía y una cocina cada vez más
sostenibles, que apueste por el clima y por la adaptación al cambio
climático, por medio de la reducción de los costes energéticos y de
las emisiones de GEI-gases de efecto invernadero ligados a la
producción agroalimentaria y gastronómica
• la atención a la diversidad gastronómica de perfiles sociales,
culturales y religiosos cada vez más variados en la demanda turística
• el equilibrio necesario entre la tradición y la innovación
• la consolidación del sector del turismo gastronómico, que en este
momento está muy atomizado y aún no es capaz de dar respuesta a
todas las demandas de las nuevas generaciones de turistas
gastronómicos
• la reducción del desperdicio alimentario en la restauración y la
hostelería.

35
 36

Gastronomic tourism in Spain, origin or

diversification?
Zaida Semprún, World Shopping Tourism Network
For an increasingly experiential traveler, gastronomy and the discovery
of local products and producers has become one of the main factors in
the choice of destination, and a rewarding and memorable way to dive
into cultural identity.
In Spain, a tourist destination of sun and beach by antonomasia, the
supply created around gastronomy tourism, has become one of the best
tools of repositioning the strategy aimed at deseasonalizing demand,
and increasing the number total of travelers consuming haute cuisine
experiences, including visits to producers, when visiting our country, in
2018 amounted to 15 million according to official statistics.
If there is a product that stands out over others at the national level when
it comes to visits from producers, it is the wine tourism sector thanks to
the more than 4,000 wineries that the territory has, although more than
70% of the tourists who visit them are concentrated in 3 destinations,
Marco de Jerez in Cádiz, Penedés in Catalonia and Rioja made up of La
Rioja, Navarra and the Basque Country.
The first and second wine-tourism destinations cited are in turn two of
the most visited sun and beach destinations, by both, the national and
international travelers, so the offer of wine tourism as such is after the
tourist success of the destination so diversification of the offer. The wine
tourism destination that coincides in territory with the orography covered 36
under the Denomination of Origin Qualified Rioja, encompasses three
regional governments and three differentiated tourist strategies.
 37

If any of them have been aligned from the beginning to Gastronomy as a

differential value, it is definitely Basque Country.
The gastronomy and Michelin-starred chefs who have been covering it
have been the fundamental pillar of the tourism strategy for more than
30 years, which has served as an engine for the development and
creation of other complementary offers linked all of them to the identity
of the Territory, so the origin of the touristic offer.
The Basque Country remains thus a favorite gastronomic destination for
both the national and international gastronomic tourists, and more than
20% of travellers choose it for its gastronomy and wines.
San Sebastian, as a preferred destination, when it comes to savoring
the famous “pintxos” has ceded the witness to Bilbao as the most
requested destination. During the past year more than a million people
from mostly Catalonia and Madrid, as far as domestic tourists are
concerned, and from foreign markets such as France, the United
Kingdom, Germany and the United States have visited the city.
In recent years there has also been a boom in gastronomic tourism of
high purchasing power, international fans of good gastronomy who fly to
Bilbao to taste, in just one day, the proposals of Michelin-starred chefs.
An explicitly gastronomic traveler, with a high purchasing level who
selects the destination according to what he wants to taste.
A very specific typology of gastronomic traveler to follow the track, not
only in Bilbao but in the rest of Spanish cities that bring together
premium gastronomic offer such as Barcelona or Madrid. 37
 38

T
GASTRONOMY TOURISM IN THAILAND
Wantanee Suntikul, The Hong Kong Polytechnic University
38
 39

Gastronomy tourism campaigns were started as early as the 1990s by

the Tourism Authority of Thailand (TAT). In 1994, the Thai government
launched the successful tourism marketing campaign, “Amazing
Thailand”, which also highlighted Thai cuisine. However, these
marketing campaigns did not systematically promote Thai gastronomy,
but merely promoted it as one of many elements of Thailand’s intangible
tourism attractions.
The first official promotion initiative explicitly for Thai gastronomy dates
to around 2003 with Thai Prime Minister Thaksin Shinawatrastartedan’s
ambitious campaign named “Thai Kitchen of the World.” This campaign
promoted Thai food as a leading world cuisine, “on the principle of
creative economy under the ‘Thailand Food Forward’ concept
(Government Public Relations Department, 2009). The Thai
government’s goals for the “Thai Kitchen of the World” initiative are to
make Thai food products a leading export of Thailand, prioritizing safety,
health and sanitation; to stimulate export for raw materials and
ingredients for cooking Thai recipes; to encourage Thai restaurants
abroad to act as tourist information centers as well as marketplaces for
the “One Tambon (district) One Product” campaign, and to increase the
number of Thai restaurants abroad to promote the “real Thai taste” with
an international standard.
Such campaigns are effective catalysts for gastrodiplomacy, the use of
national and regional cuisine to encourage global publics to develop
positive associations with a nation’s image and culture.

39
 40

Under the “Discover Thainess” tourism campaign, which was launched

in 2015, “Amazing Thai Taste” was promoted in 2016, depicting Thai
cuisine as one of seven unique attributes of “Thainess”. In 2017, CNN
named Thailand the world’s best destination for street food and the
Michelin Guide started to publish a Bangkok edition in the same year,
also giving one star to a traditional Thai street food vendor.
In the Second National Tourism Development Plan (2017-2021), the
Thai government focused more on promoting regional food and Thai
cuisine as elements of cultural identity and further encouraged the
preservation of local authenticity as a tourism product. This approach is
seen to be in line with the principles of community-based tourism, which
the Thai government has been promoting throughout the past decade.
Tourists can learn about the uniqueness of the cuisines of various
regions of the country. Gastronomy tourism has become a pivotal
aspect of Thailand as a destination, and localities have promoted their
regional cuisines through community-based tourism, food festivals and
culinary trails. The public organization “Designated Areas for
Sustainable Tourism Administration” (DASTA) has integrated
gastronomy tourism into its development of sustainable tourism in
targeted areas in the country.
As Thai food has become a global cuisine, people are likely to come
into contact with this culinary tradition outside of Thailand as well.
Seeing Thai cuisine as a “storyteller of Thai culture”, the Thai
government has worked to monitor and promote the quality of food and

40
 41

service in Thai food exports, declaring in 2017 that the campaign had
succeeded in establishing and enforcing standards and raising
awareness of Thai food as the popularity of the national cuisine grows
overseas.
The Thai government has acknowledged the importance of supporting
unique and memorable food contexts such as homestays, cooking
classes and experiential activities such as fishing and tea-leaf gathering
as settings that are documented and circulated in words and images
through social media channels. The Tourism Authority of Thailand has
also collaborated in the production of television programs such as
FoodWork and Caravan Samranjai that have promoted Thai cooking
culture. Such initiatives are seen as contributing to the rise of cooking
classes and other food experiences to become among Thailand’s most
popular tourism activities. These experiences, in turn, raise awareness
of the value of sustainable tourism that preserves and appreciates local
foodways.
For example, in top tourist destinations in Thailand such as Chiang Mai,
cooking classes are the most popular tourism activity. Cooking schools
are seen as an important tool, not only to spread appreciation of Thai
food, but also to raise awareness of other aspects of Thai culture and
traditions among international tourists.
Under the National Tourism Development Plan 2017-2021, the Thai
government continues to expand gastronomy tourism as a component of
a sustainable tourism approach in a growing number of destinations in
Thailand, providing support to local communities and tourism-related 41
enterprises (Department of Tourism 2017).
 42

Best practice in Thai Gastrodiplomacy

With campaigns like “Thai Kitchen to the World”, Thailand has practiced
gastrodiplomacy through successful tourism marketing strategies since
the 2000s. It has significantly increased the competitiveness of Thai
cuisine across the globe, extended Thai cultural influence and promoted
agricultural exports. Thailand has built its nation branding through
gastrodiplomacy which extends country’s soft power through cultural
diplomacy. As a result, numerous Thai restaurants have been opened
abroad and have become promoters of Thai national identity of
overseas. Thai food is currently ranked as the 4th most popular ethnic
cuisine and the 6th most favorite food type overall. Thailand’s tourism
authority has utilized its tourism website to better facilitate tourists in
accessing quick recommendations on restaurants with various search
categories such as lifestyle, cuisine, destination, prices, tourism
standards and other keywords.
The “Global Thai Campaign” is a potent demonstration of how different
authorities can work together to create a unique national tourism image
related to food, fashion, health and culture. It is a joint effort of the
Ministry of Foreign Affairs, the Ministry of Commerce and the Ministry of
Labor to market Thai cuisine through cultural promotion initiatives to
distinguish the destination from others. The government also provides
accreditation for overseas Thai Restaurants to monitor authenticity and
quality with respect to listed criteria. By doing so, the Thai government
can control the image-building role of Thai restaurants abroad.

42
 43

These restaurants can also receive government funding and loans for
operation (Lipscomb, 2019). Furthermore, there are government
professional culinary training programs to qualify Thai chefs to work
abroad. The government issues “Thai Chefs Work Visa” for them to work
overseas in countries like New Zealand. The best practice of Thailand’s
gastrodiplomacy campaigns have inspired other nations to use cuisine
as a nation branding strategy. The Thai government continues to
promote the national cuisine with programs ranging from Thai
Ambassador to the promotion of Thai night market and street food as
well as other collaborative efforts with private sector entities like the
Association of Southeast Asian Nations, as well as organizing Embassy
or Consulate General-hosted food and cultural events throughout the
year (Ministry of Foreign Affairs of the Kingdom of Thailand, 2018).
Current efforts focus on the US and Europe as well as non-western
countries.

43
 44

S
GASTRONOMY TOURISM IN SOUTH AFRICA
Mariette du Toit-Helmbold, Destinate.co
44
 45

After 25 years of democracy, South Africa has come of age to become

one of the most thrilling gastronomy countries in the world and a wine
tourism mecca. Vineyards are being planted in new places, forgotten old
vineyards have been brough back to life and a new generation of
winemaker is experimenting and breaking new ground in winemaking
and wine tourism. The proximity to quality fresh produce, award winning
wines and the natural beauty of the Winelands have stimulated the food
and dining industry in Cape Town and the surrounding Winelands with
nine of the top 10 restaurants in the country situated here.
There are, however, many beautiful and unique wine regions in the world
all producing good wine and as competition gets tougher, wine tourism
becomes even more important as a tool to unclock the local
distinctiveness of wine regions.
Visiting a winery and doing a tasting no longer stimulates travelers’
appetites the way it once did. Nowadays they want to meet with the
winemaker, interact with local communities and see where the wine is
grown and made. It is important for all the wine farms and estates in
regions to work together with the local tourism industry, cooks and
operators to create unique experiences that will entice visitors to travel
beyond the well-known regions.
Although food tourists do and will eat in restaurants, simple dining is not
a food tourist’s goal. Learning about a particular food, or even better a
regional food culture is the big attraction. Visitors now want to be
included in the food preparation process. It is all about being part of the
kitchen culture of a destination. 45
 46

Cooking in chefs’ homes where an intimate group of diners, or even a

couple, interact with a regional chef or authentic home cook and watch
as off-menu courses are prepared and served, are the kinds of
restaurant experiences food tourists crave. Cooking classes offered at
various wine farms/estates in South Africa, are starting to touch on this
authentic experience.
Tourists seek new experiences and want to grow and develop along
with the product and experience. South Africa has a unique, high quality
and good value for money culinary offering, which combined with readily
available fresh produce, our wine tourism offering and natural beauty
make us well placed to attract more of the growing number of food
enthusiasts, hungry for interesting and meaningful experiences. The
beauty of food tourism is that it is a key to unlocking the warm heart of
regions, their culture, history, their food and most importantly, its people.
It is always the people who are the heart and soul, the flesh and blood
of the places we go to. People make brands memorable and when you
are lined up on a shelf with many other brands, you want to be the one
that is memorable.
If you think wine tourism is about wine tasting from one cellar to the
next, think again. It is about the places, the people, the food, the
cultures, the environment and the unique experiences of the wine
region. In South Africa we have at least twenty defined wine routes.
Most visitors explore the well-known wine routes like Stellenbosch,
Constantia and Franschhoek and miss out on gems and smaller towns
that lie beyond the mountain and main tourism routes.
46
 47

In recent years, a greater focus on wine and gastronomy tourism has

brought more visitors to these regions. Pioneering people in the wine
industry have realised that their estates and farms’ true potential for
growth lies in gastronomy tourism, giving rise to new developments and
a greater investment in experiences beyond the wine that entice visitors
to stay longer and spend more locally.
Ultimately, tourism has to bring tangible benefit to communities and
regions with more visitors spending their money in the regions that need
it the most. In a country like South Africa where economic development
is so desperately needed, we have seen food and wine tourism
transform regions and empower small businesses within the value chain
of wine and food tourism.
Visitors are loving the new more immersive travel experiences and are
hungry for more meaningful and memorable experiences.

Stellenbosch Dine with a Local Programme

One such an experience is the Stellenbosch Dine with a Local
Programme developed by the local tourism community in Stellenbosch.
A network of selected community members are part of the programme
and invite visitors into their private homes, opening the doors to
hospitality characteristic only of such an intimate setting.
In a truly authentic experience, local cooks give visitors the opportunity
to learn from Mamas or pick-up on a secret ingredient, all in the heart of
Stellenbosch communities and townships. 47
 48

From menus featuring traditional favourites to a fusion of our rainbow

cuisine – slow-cooked homemade meals, prepared with love, are a
guarantee.
Host families not only cook up a storm, they share their stories often
with informal musical and artistic entertainment, giving guests a glimpse
into what life is like in a local community. More and more visitors want to
slow down when they travel, to really connect with the people and the
places they visit and to know that their visit has a direct and positive
impact on communities and places who need it the most.
It is a truly soul enriching way to travel and these experiences are often
the highlight of travellers’ stay in the region, surpassing the top tourist
attractions and fancy restaurants.

A tiny seaside restaurant wins the World Best title

South Africa in recent years has made its mark on the international
gastronomy stage with unconventional and proudly local cooks and
chefs winning global accolades.
One example worth noting is a small, very simple restaurant in
Paternoster, a traditional fishing village on the West Coast of South
Africa, about an hour and a half from Cape Town.
Wolfgat is the brain-child of catering college drop-out, Kobus van der
Merwe, who set up the tiny seaside restaurant in a traditional
fisherman’s cottage in his home town.
48
 49

His goal is to celebrate the simplicity, local flavours and hospitality so

unique to the West Coast. His style of cooking is informed by his love
and knowledge of nature, its wild plants and the coastal bounty of
seaweed and fresh fish combined with local tradition and customs. His
food is seasonal, inspired by the weather and the ever changing sea
conditions, with a naturalist approach and minimum intervention,
allowing the wild and foraged ingredients to be the hero.
Wolfgat is as much about the community of Paternoster as it is about the
exceptional food served. He is passionate about the local community
and this passion shines through his team, all locals and many from
fishing families who have never worked in a restaurant let alone had a
job. He believes that by keeping it small (it accommodates no more than
20 diners at a time), they can keep it sustainable and true to his vision.
It is this ethos and commitment to sustainability and localism that won
Wolfgat the coveted title of Best Restaurant in the World in 2019 by The
World Restaurant Awards.

49
 50

G
GASTRONOMY TOURISM IN GREECE
Heidi Lazani, Region of South Aegean Governor’s Office Director
50
 51

All stakeholders in Greece are highly interested in the development of

gastronomic tourism in every single aspect (eg use of local products,
development of special experiences). This debate has begun in a
broader fertile environment, as Greek tourism is maturing. Its enrichment
through inter-sectoral linkages is a priority. The need and the benefits of
linking tourism to gastronomy have been perceived. Indeed, in the recent
years has been research documenting that Greek gastronomy is a
competitive advantage. Many parallel initiatives have been taken by
central government officials, institutions and business groups (following
a table with some of the most important actions and initiatives).
Overall, there is a significant and thriving gastronomic scene in the
country's leading destinations, but there are issues to be resolved [e.g.
range and composition of experiences against their competitors,
enhancement of infrastructure quality in order to fully highlight the
potential of the destination (eg Varvakios Central market vs Madrid
market)]. Furthermore, the promotion of the Greek gastronomy has to be
supported to increase its popularity within the traveling public. Finally,
there is a lack of partnerships that hampers innovative actions and the
scale up of good practices.
• Ministry of Economy and Development: Implementation of
development policy; Promotion of gastronomy by the supervised
organization “Enterprise Greece”.

51
 52

• Ministry of agricultural development and food: Implementation of

agricultural policy; Operational specifications of multifunctional farms;
Certification of agricultural products and multifunctional farms by the
supervised “Hellenic Agricultural Organization – Demetra”.
• Ministry of Tourism: Implementation of tourism policy; Issuance of a
national quality label for the Greek Cuisine & and one for the
wineries; Operational specifications of agro-tourism businesses;
Quality standards designed to protect public health by the EFET
(Hellenic Food Authority); Promotion of gastronomy by the National
Greek Tourism Organization (EOT).
• Hellenic Chamber of Hotels: Coordination of the "Greek Breakfast"
initiative in collaboration with local hoteliers’ associations, local
gastronomy networks, producers, local authorities, and agri-food
control & promotion operators .
• Greek Tourism Confederation (SETE): Relevant studies in 2009 and
2018-2019 (the 2nd one by INSETE) 2018-2019; SETE Workshops
(eg): Tourism, gastronomy and local identity: a Greek look into a
global trend / Wine meets tourism; Promotion of greek gastromy by
Marketing Greece (eg Blogtrotters in 2018 was dedicated to Greek
gastronomy); Implementation of the project "Gastronomic
Destinations" by INSETE and Marketing Greece in collaboration with
Greek Gastronomy Guide 2018; Implementation of actions according
to the strategic plan of INSETE: Training programs for tourism
professionals since 2015; Organizing and delivering about 60
seminars in 12 cities in 2019, with approximately 30 lecturers and
1,500 participants, as well as 29 different themes - 17 of which are
directly related to culinary tourism services (59%). 52
 53

• In the period 2017-2018 the whole program was highly rated by the
participants (eg): lecturer’s overall score 9.7, Overall program rating
9.3, Degree of expectations met 9,2 (*score range 0-10); Design and
implement of about 8 “On Tour Tourism Schools” (a non -profit
initiative that aims at reinforcing the tourism identity of destinations
through themed lectures) in 8 different destinations in collaboration
with the Kalamata Tourism School and local organizers. Facts &
Figures: 8 destinations, with 1400+ participants, specialized
workshops (eg wine, extra virgin olive oil, mixology); Strategic
collaboration with the Greek Wine Federation. In every gastronomy
workshop the section Food and Wine Pairing has been integrated,
with the aim of: Promoting Greek wines and introducing professionals
to the wide variety of choices, possibilities and peculiarities;
Interconnecting professionals with producers and building a network
of contacts that will contribute to the expansion of networking.
• Regions: South Aegean: European Gastronomy Region 2019 (goals) :
Upgrading of the South Aegean region to a gastronomic tourist
destination; Increasing standardized and certified local products; Use
of local products throughout the tourism chain; Better cooperation and
coordination of the whole food chain; Regional Operational Programs;
Smart Specialization Strategies; Agri-Food Partnerships (eg the
“Cretan Cuisine” label has specifications for various product
categories, restaurants and grocery stores, and its proper use is
controlled by extraordinary inspections).

53
 54

• National Committee of Wine Tourism: Formulating the national

quality label for wineries which was sent to all the local tourism
authorities; Monitoring the process of issuing the national quality
labels; Events (eg Open Doors, European Wine Tourism Day).
• SEAGE- Hellenic Agrotourism Federation: National Conference on
Rural - Agricultural Tourism.
• Chambers: Chamber of Cyclades & Chamber of Dodecanese:
Certification System - Aegean Cuisine Quality Label; Corfu Chamber:
Certification System - Corfu Cuisine Quality Label; Heraklion
Chamber of Commerce: Pancretan Forum for B2B Meetings between
Producers and Tourism Businesses.
• Private sector initiatives: We do Local: Hotel and Producer
Certification System, which promotes the distribution of local dishes /
products and promotes local culture and production; Captain Vasilis
and Carmen Constantakopoulos Foundation: Support and Promotion
of actions that aim to train Messinia stakeholders on Sustainable
Rural Development; Tinos Food Paths: Interactive events and
activities every May involving local producers and businesses; Open
Farm: A community of farms and processing units that provide
training and guiding services; Gastronomy-Kos: An annual
celebration of gastronomy and local products in Kos where
collaboration between local producers and tourists is encouraged.
• Banks: Dine Athens Restaurant Week by Alpha Bank: As part of the
3rd “Dine Athens Restaurant Week” from February 1st to February
13th, 2018, more than 20,000 Athenians responded to the call and
enjoyed high-end gastronomic creations at 100 selected restaurants
at special rates. 54
 55

The “Tinos Food Paths” initiative

We can refer to Tinos and the “Tinos Food Paths” initiative as a best
practice due to the following reasons:
• Within just 5 years Tinos is not only perceived by tourists as a religious
but also as a gastronomic destination.
• It is an initiative of a strong local character which was launched to
strengthen the local gastronomic identity and at the same time the local
economy
• The key success factor is shared benefit-driven partnerships
Tinos Food Paths is an organized movement of the Food and
Beverages Companies Association of Tinos to deploy local food “wealth”
and promote it a better way. As a punch, the island's young - mainly -
catering businessmen are joining with others of the wider gastronomy
sector (producers, winemakers, confectioners, brewers) in order to make
Tinos a remarkable gastronomic destination.
The philosophy of this attempt is not only to promote the local
gastronomy, but above all, to boost the cooperation between local
citizens and entrepreneurs. It also aims to local residents and
professionals to embed local gastronomy, enhancing confidence in local
gastronomic treasures.
The main activities of Tinos Food Paths are the events that take place
on the island in the second week of May. These events are very
innovative and authentic and involve all the islanders.
55
 56

Indicatively at Tinos Food Paths 2019 the following events took place:
• “Cooking” at the Old Fish Market in Tinos Town by renowned chefs
from all over Greece.
• Speeches on nutrition and gastronomy by prominent representatives of
taste and nutrition.
• "Magic Circles" in the village of Kalloni, Tinos, with interactive
activities, artistic installations, hiking trails, malls, gastronomic delights
and many stories.
• The 3rd Aegean Cocktail & Spirits Workshop by Difford's Guide
featuring top bartenders and professionals from Greece and abroad to
create cocktails made from Greek spirits.
Significant steps were taken during the years by the initiative of Tinos
Food Paths: traditional crops revived, synergies blossomed, the island
flourished, locals took care of it and protected it, while many foreigners
charmed by the place, invested in it. "We need synergies between all
sectors involved in the tourism industry with primary sector producers in
order to offer the island visitors a complete culinary experience, "they
say. Tinos matures smoothly as a culinary destination and seems to
know how to manage it with courtesy, refinement and grace for the sake
of preserving the authenticity of the place.

56
 57

B
GASTRONOMY TOURISM IN BELARUS
Valeria Klitsounova, Belarusian Association «Country Escape»
57
 58

Belarus has never been gastronomic destination with clear image. It has
been associated mainly with potato dish (potato pancakes “draniki”).
Even local people don’t have clear idea about Belarusian cuisine.
Belarus used to be a country with rich gastronomic heritage which
combined local rustic and aristocratic cuisine with elements of Polish,
Lithuanian, Jewish, Ukrainian and Russian cuisine. Unfortunately during
last century because of revolutions, wars, socialism period our
gastronomic heritage was lost.
Together with students of Belarusian State University we conducted a
survey among young people (150 students). One of the questions was –
“Which Belarusian dish do you know?” 90% of them have managed to
recall only “draniki”. The same has happened with the audience of adult
population. It is not surprising because most of restaurants in Belarusian
cities are Italian, Japanese, Chinese, etc. We are loosing the national
identity and people perceive Belarus as “Dranikland”. But situation is
changing very fast now.
According to National Statistical Committee there are 13371 catering
facilities in Belarus including 3643 in rural area (2018). They are divided
in the following proportion: 9,3% - bars, 33,7% - canteens, 3,8% -
restaurants, 33,4% - cafes, 19,8% fast food places. 166 facilities are
specialized in Belarusian cuisine, including 28 luxury restaurants and 26
restaurants.

58
 59

There are several obstacles that slow down gastronomic tourism

development:
Lack of specialization of cafes and restaurants
In the beginning of 2000-s there was the tendency in Belarusian
restaurant business to combine in one restaurant cuisine of different
countries. It was made to attract more visitors or because of the desire
to give preference to quantity rather than quality. Thus, in a restaurant
menu it was possible to find Italian, Belarusian, Japanese dishesand
etc.They were rather expensive, not attractive and quality was not good.
In 2016-2017, the situation in the restaurant business has begun to
change. Specialized restaurants have appeared in Minsk and became
popular among the population because they have a higher quality of
service and cuisine.
Lack of knowledge about national cuisine among Belarusian population.
There is a problem of stereotypical perception of national cuisine by the
population. It is important to rise awareness of population about
Belarusian cuisine. To achieve that it is necessary to use the culinary
potential of rural regions because each region has its own interesting
dishes with a unique history.
Cafes and restaurants with Belarusian cuisine are not so popular.
Now public culinary workshops, regional cuisine festivals, unusual
gastronomic projects, markets, thematic weeks started to contribute to
the popularization of national cuisine.
59
 60

Low marketing level in gastronomic tourism.

For centuries Belarusians life was associated with the Lithuanians,
Russians, Poles, Ukrainians, Jews. Each period of the Belarusian
history influenced people lifestyle, their habits, products andBelarusian
cuisine. Its interpretation in modern cuisine could be interesting for
many tourists.
Also a significant part of Belarusian history relates to the USSR period.
Restaurants in USSR style with well-composed menus attract both
Belarusians and foreign tourists who are always looking for new
emotions. Soviet architecture in the country and atmosphere also
contribute to this. Thus, one of the possibilities for interpreting
Belarusian cuisine may be its connection with the Soviet past.
There is a tendency now to form a brand of “modern Belarusian
cuisine”. Belarusian cuisine in the 21st century is characterized by a
search for something unique that could distinguish Belarusian cuisine
from neighbors. It focuses on the value of using local products.
Minsk plays a significant role in the development of gastronomic
tourism in Belarus. Many interesting festivals and farmer markets with
local food have appeared last year. People now are trying to follow
modern trends. And trends to buy local product work very well in Minsk.
In rural areas gastronomic tourism is becoming the unique product.
And there are some aspects that contribute to this process. Firstly
heritage preservation in a village is much stronger than in big cities.
Old recipes, traditions and tastes are passing down from old generation 60
to youth. Also special culinary clubs were created, where women can
gather together, organize local events with tasting, etc.
 61

Secondly, the popularity of agroecotourism is growing very fast, and

each farmstead is trying to attract tourists by something special,
including Belarusian dishes. Some farmsteads even have gastronomic
specialization.
Thirdly, every year new regional festivals connected with local products
or dishes are organized. Good examples could be Motol Delicacies
Festival, Cherry Festival, Savior of the Apple Fest Day, Crain and
Crainberries Festival.
We expect soon Renaissance of Belarusian cuisine in rural area based
on local food and traditions which let people to feel culinary taste of
place – “Culina loci”.
“Gastronomy map “Gastinia” case
“Country Escape” is national nongovernmental organization which has
been developing rural tourism since 2002, including gastronomic. We
have now in Belarus 2263 homestays and farms provided hospitality
service and different kind of entertainment and educational programs
based on Belarusian heritage. Gastronomy has always been an
important component in these kind of activities and point of special
interest for visitors. “Country Escape” has a big database of traditional
recipes which have been collected during these years and a list of
contacts outstanding “local chefs” – homestays owners. They possess a
unique gastronomy knowledge and skills; they are willing to share their
experience with visitors.

61
 62

At the same time, we have a lot of people in the city (sort of foodies)
including youth who is interested in eating out but don’t know too much
about Belarusian cuisine.
The project “Gastronomy map “Gastinia” that combined local recipes and
information about places and its hosts would help to connect
visitors/tourists and food experiences providers.
The goals of the project are:
• to rise awareness about Belarusian gastronomy heritage;
• to revive Belarusian gastronomy heritage and provide
safeguarding of unique knowledge in this field;
• to involve youth in heritage-based innovation;
• to contribute to national Belarusian people identity development.
For brainstorming we have used a mind mapping – a technique used to
map creative thinking around a central idea.
We tried to provide our audience visitors/tourists with unique,
entertaining, educational activities that make it possible for them to have
a personal connection with gastronomy heritage of Belarus, its people
and local culture.
Gastronomy heritage comprises food, recipes, stories, legends, rites,
customs, festivals, culinary books, people who know and cook traditional
food (bearers of local traditions), etc.
A strong knowledge of resources is essential to present an effective and 62
credible interpretive program/product that is meaningful to visitors. That’s
why we used a lot of experts in this sphere.
 63

The map has been published already. It contains 200 recipes, contacts
of 100 homestays and some stories about the most interesting recipes.
It inspires visitors to travel and create their own stories and
unforgettable experiences.
We have developed different kind of promotion tools for this map.
Together with students we have organized flash mob in social networks
VK (VKontakte) and Instagram under the hashtag #gastinia when young
people first have to cook Belarusian dish, then put short video and pass
the button their followers and friends. There were few hundreds videos
and a lot of interest from the side of young generation.
Another productive idea come from students as well – to take part on
prestigious competition Hack4Tourism sponsored by UNDP in Minsk.
Our young team became a winner and we have got some money for
creation of electronic version of our map – web site gastinia.by with a
lot of interactive activities. This site is already working but will be
upgraded within one international project “Preservation and promotion of
culinary heritage and traditional craft skills”. There are a lot of stories,
recipes, interviews, videos, articles, links, etc. on this web site.
We have got a very good media coverage – TV cooking shows,
interviews, articles in magazines, in newspapers, on internet resources.
Our young volunteers are taking active part in this process and became
celebrities.

63
 64

Also a group of young IT specialists have contacted us with idea to

create apps for Gastinia map available on iOS and Android on a
voluntary basis. It supposed to be ready in summer 2020.
We consider this project as rather successful. We hope that in one
decade we will see kind of gastronomic renaissance in Belarus and turn
our country in destination with rich local traditional food and gastronomic
events. The project supposed to enrich and diverse European culinary
heritage.

64
 65

WORK GROUP AND

PARTNERS

65
 66

66
 67

67
 68

ITALIAN ASSOCIATION
OF GASTRONOMY
TOURISM

The non-profit Italian Association of Gastronomy Tourism was created with the aim of spreading
knowledge about food and wine tourism and raising awareness among food and wine operators to open up to
the sector, carry out research for innovation in the field of food and wine tourism; expand knowledge of
agricultural, culinary and tourist culture in general.
One of the Association's initiatives is the annual drafting of the Report of Gastronomy Tourism in Italy: the
most complete and authoritative research on the sector which gives a detailed picture of this tourism segment
and outlines the main trends in terms of supply and demand .
The Association aims to raise funds to make the goal sustainable over time.

68
 69

ROBERTA GARIBALDI
Professor of Tourism Management
“Food Tourism Research & Trends” - World Food Travel Association
Board of World Gastronomy Institute
Presidence board of the Italian Society Tourism Science (SISTUR)
Key-note speaker for UNWTO – World Tourism Organization on
Gastronomy tourism topics
President Italian Association of Gastronomy Tourism

69
 RESEARCH COLLABORATORS

ANDREA POZZI ELENA VIANI ALESSIA TONSI

ALESSIA CIMMINO ELEONORA CORNO

70
 71

SUMMARY
PREFACE P. 2
Introduction 3
Scientific committee 6

TRENDS 2020 P. 12

Sustaining gastronomic practices 13

Gastronomy: authenticity and innovation 17
Opportunities for successful food tourism experiences 21

71
 72

AROUND US P. 30

Gastronomy tourism in Spain 31

Gastronomy tourism in Thailand 38

Gastronomy tourism in South Africa 44

Gastronomy tourism in Greece 50

Gastronomy tourism in Belarus 57

GROUP OF WORK AND PARTNERS P. 65

SUMMARY P. 71

72
 73

AUTHOR: Roberta Garibaldi

ACKNOWLEDGEMENT FOR CONTRIBUTORS: We acknowledge the people with whom it was possible to
discuss about gastronomy tourism topics during these years, occasions of exchange and constant
enrichment. A special thanks to Andrea Pozzi tireless during his redaction work and to all the component of
my team, Elena Viani, Alessia Tonsi, Alessia Cimmino and Eleonora Corno. A special thanks to the member
of the scientific committee Carlos Fernandes, Greg Richards, Marcantonio Ruisi and Matthew J. Stone. To
Erik Wolf for the fruitful exchange. Thanks to Antonio Balenzano, Clara Benevolo, Fabio Del Bravo, Heidi
Lazani, Jose Maria de Juan Alonso, Mariëtte du Toit-Helmbold, Rossano Pazzagli, Mauro Rosati, Wantanee
Suntikul and Valeria Klitsounova for their contribution to the volume.
DISCLAIMER ON CONTENT: All the contents have been realized thanks to the cross-checking of different
sources. Anyways, as these sources are subjected to changes, contents can report incomplete information or
not in accordance with post redaction modifications. Information are reported as they are without any
guarantee. We invite readers to communicate eventual notices to info@robertagaribaldi.it.
Copyright © 2020 by Roberta Garibaldi. All rights are reserved. No part of this publication can be
photocopied, reproduced, archived, stored or transmitted in any form or medium - electronic, mechanical,
reprographic, digital - except in the terms provided for by the law that protects copyright.

73
 74

74