Development of a food travel destination
Chapter 2 focuses on the process of developing a region into a recognised food travel destination. It outlines the steps, strategies, and considerations necessary for establishing a successful culinary tourism offer. In summary, the chapter provides a roadmap for regions aiming to develop into food travel destinations. It emphasises understanding market segments, strategically packaging food experiences, and gradually positioning food as a central theme in the region’s tourism identity. The ultimate goal is to transition from offering food as a secondary attraction to making it the main reason tourists choose to visit the destination.
Key points
- Defining Food Tourism:
- Food tourism encompasses travel experiences centered around local cuisine, including food tours, tastings, and cooking workshops. Culinary tourism is often integrated with other travel activities, such as cultural sightseeing or nature experiences.
- Stages of Food Destination Development:
- The chapter explains that regions typically evolve through stages in becoming a food travel destination. Initially, food may only be an additional experience, complementing cultural or active tourism. As the region gains recognition, food experiences can become equally important and, eventually, the primary reason tourists visit, similar to established destinations like Tuscany or Provence.
- Target Audiences:
- The chapter identifies three main types of culinary tourists: local and regional visitors, domestic travellers, and international tourists. Each group has different interests and preferences, ranging from short visits to immersive multi-day food experiences.
- Tourism Packaging:
- The chapter discusses how food experiences can be packaged and sold, either as part of a broader tourism offer or as standalone packages. It highlights the importance of understanding the market, targeting the right audience, and strategically designing the tourism offer.
- Factors to Consider:
- The chapter offers a framework for creating food tourism offers by answering key questions related to the target audience, the duration of the experience, the type of activities included, and how the offer will be marketed and sold.
- Development Phases for a Destination:
- The chapter categorises destinations based on their level of food tourism development: from unknown food destinations to developing ones, and finally to recognised food destinations. The level of development influences the share of culinary experiences in tourism packages and the presence of food-focused travel agencies in the market.
- Grouping Food Tours:
- Food tours can be grouped in various ways, depending on the target audience, the duration of the experience, the activities involved, and the selling method. The chapter emphasises flexibility in designing food tourism offers to suit different market needs.
