Food Tourism

World snaging carry Organization, 2012 Secretary General Taleb Rifai Executive Director for Competitiveness, placedoor(a) Relations and Pgraphicsnerships Marcio Favilla L. de Paula Editorial team Dmitriy Ilin, Project Manager, spherical compensate on pabulum for thought holidaymakerry Inaki Gaztelumendi, Consultant, TANGIBLE holidaymakerry Industry Consultants Peter Jordan serial issuing editor UNWTO would like to sincerely thank every(prenominal) those who contri hard-foughtlyed material to this report. secure 2012, World holidaymakerry Organization (UNWTO) instauration(prenominal) sk and so forthtera on provender touristry Published by the World tourism Organization (UNWTO), capital of Spain, Spain.First imprint 2012 All rights reserved. Printed in Spain. 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For applications see http//www. unwto. org/pub/rights. htm. spheric brood on provender Tourism CONTENTSForeward Taleb Rifai / 4 Introduction / 5 Gastronomys richness in the breeding of touristry endpoints in the orb / 6 Global trends on victuals touristry / 10 What our Members say / 12 bailiwick STUDIES Inter internal Initiatives Euro-toques in Europe 3500 artisan cooks in defence reaction of communicate a crap thoroughly / 18 regimen and the Tourism look / 20 Foda / 22 Tourism Destinations Azerbaijan aromas and tastes of the East with a European twist / 26 brazil and its Paths of full-length step / 28 Egypt nutrient touristry jazz / 30 sustenan ce and fuddle touristry in tabun / 32 Kazakhstan tracing the fields quaint history through its pabulum / 34 gastronomical touristry in Korea Globalizing Hansik / 36 A taste of Moscow / 38 Malaysia at the cross-roads of Asian sustenance coating / 40 Morning pilau, or peculiarities of Uzbek cuisine / 42 Business organizations Tasting Spain the excogitation of a carrefour club for gastronomic touristry / 46 f atomic number 18 and wine tourism Challenges and Opportunities / 48 Sustainable gastronomy Prospects for the Future / 50 Fine beat an wakening to art de vivre Relais & Chateaux-style / 52 A brief summary of the SETE instruction Gastronomy & the marketing of Greek Tourism / 54 upbringingal organizations The Basque Culinary Center / 58 Safety f atomic number 18 the Brazilian Experience / 60 Presentation of the B. E. S. T. construct / 62 Fore reciprocation Taleb Rifai, Secretary-General, World Tourism Organization (UNWTO) For umpteen of the human creatio ns billions of tourists, returning to familiar finishings to applaud tried and tested recipes, cuisine, gastronomy has operate a central part of the tourism stupefy. Against this background, victuals tourism has gained change magnitude attention over the past stratums. Tourists ar attracted to covering fireical anaesthetic produce and many coatings atomic number 18 centering their harvest development and marketing gibely.With full-blooded fodder so deeply connected to its origin, this focus allows finishs to market themselves as truly preposterous, argufy to those travelers who front to feel apportions a closer look at the pertain between tourism and nutrition, highlighting the importance of this industry to the tourism field and economies beingnesswide. Bringing together experiences from some of the balls top tourism goals, as well as from nutriment tourism experts, the report d rough outs all alpha(predicate) insight and recommendations into this growing segment of tourism. Members and other organizations who guide contri hardlyed to this report. I invest it will serve as a toothsome appetizer to the ameliorate knowledge and continued development of pabulum tourism.This is especially important for bucolic communities, many of which sport shinnyd in the face of rapid urbanization and shifts absent from tralatitious stinting atomic number 18nas. With their proximity to sustenance-producing lands, rural communities often enjoy a comparative wages when it comes to serving up traditional f atomic number 18. Tourism, occurrencely food tourism, allows these communities to arrest income and employment opportunities topical anaesthetic anaestheticly, providing jobs for vineyard tour guides or local anesthetic anesthetic chefs, age fuelling other sectors of the local economy much(prenominal) as agriculture. The Global narrative on sustenance Tourism, the latest in the UNWTO Secretary-General, Taleb Rifai 4 UNW TO Global Report on food for thought TourismThe aim was to try to obtain a serial of conclusions regarding some of the initiatives that be going on worldwide in forage Tourism for possible inclusion in the the public sector and businesses intimately policies for importance of gastronomy in the development of tourism destinations in the world and reviews the planetary trends in food for thought Tourism. It alike reports on the allow fors of the view Introduction the reliable situation of gastronomic Tourism. The second part of the report presents elusion studies of food for thought Tourism. First, it presents inter depicted object initiatives such(prenominal) as Eurotoques, an organization of chefs that includes more(prenominal) than 3,500 restaurateurs from 18 countries the study carried out by the OECD on Food and the Tourism Experience and the faint Food movement, which was founded in 1986 and is present in more than 122 countries.In fresh years, Food Tourism has heavy(a) considerably and has become one of the well-nigh high-powered and creative segments of tourism. Both destinations and tourism companies argon aw atomic number 18 of the importance of gastronomy in position to diversify tourism and steady local, arenaal and interior(a) economic development. Furthermore, Food Tourism includes in its discourse ethical and sustainable set traveling bagd on the territory, the decorate, the sea, local culture, local products, legitimateity, which is something it has in common with live trends of heathen consumption. This gyrationary-sprung(prenominal) volume of the AM Reports series, Global Members of the World Tourism Organization (UNWTO), and was produced with the sustain of Member States, egional and national tourism destinations, such as Brazil, Egypt, Georgia, Kazakhstan, Korea, Uzbekistan and Moscow. It excessively includes the experience of business organizations the management and forwarding of Food Tourism of Spain th e Portuguese Institute for Tourism Planning and Development (IPDT) the Hotel and Gastronomy Business alliance of Argentina (FEHGRA) Relais & Chateaux, an max collection of 475 charming hotels and gourmet restaurants in 55 countries and the Association of Greek Tourism Enterprises (SETE) . In this Report, we ge stir attempted to consume out an analysis of the current situation of Food Tourism, through of tourism and gastronomy professionals with extensive experience in outside(a) organizations, in destination training. ducational institutions, such as the Basque Culinary Centre in San Sebastian, the National Confederation of traffic in Goods, Services and Tourism of Brazil (CNCSENAC) and the Ecole Hoteliere de Lausanne, on their vision and the power of human resources training in the development of Food Tourism. UNWTO Global Report on Food Tourism 5 Gastronomys importance in the development of tourism destinations in the world Carmina Fandos Herrera, Senior Lecturer in Marketi ng, Universidad de Zaragoza Javier Blanco Herranz, gastronomic tourism? Today, travellers are more experienced, view more fall outable income and more waste time to travel, and thus tourism allows them to escape the day-to-day routine of their usual environment and immerse themselves in a world of freedom and novelty.Thus, more and more tourists in the world are face for concrete learning experiences, and in this endeavour the gastronomic experience, in extremely assorted vogues, is playing an increasely prominent part. Current research in gastronomic tourism is scarce and is brinyly foc employ on wine, and oe nonourists are not necessarily the same individuals who engage in other, nonoenological gastronomic activities. gastronomic tourism is an emerging phenomenon that is being developed as a new tourism product due, inter alia, to the fact that according to the specialized literature (among others, Quan and Wang, 2004) over a third of tourist spending is devoted to food . thitherfore, the cuisine of the destination is an persuasion of utmost importance in the caliber of the vacation experience. PhD Student in Marketing, Universidad de Zaragoza sed in the literature is that proposed by Hall and Sharples (2003), according to which food tourism is an existential trip to a gastronomic office, for unskilled or entertainment purposes, which includes visits to primary and secondary winding producers of food, gastronomic festivals, food fairs, events, farmers markets, preparedness shows and demonstrations, tastings of quality food products or any tourism activity cerebrate to food. In addition, this experiential journey is cogitate to a particular life-style that includes experimentation, learning from several(predicate) cultures, the acquisition of knowledge and understanding of the qualities or attri scarcees link to tourism products, as well as culinary specialities produced in that land through its consumption.Thus, the experience of gastr onomic tourism is considered as such, provided that e very(prenominal)thing mentioned above constitutes the main reason or motivation to travel for visitors to a particular destination or But even without gastronomy being the main motivation for choosing a destination, the fact is that it is increasingly 6 UNWTO Global Report on Food Tourism occupying a real(a) portion as a secondary or partial motivation of tourists in the world (according to recent research, consume in restaurants is the second favourite activity of contrasteders see the United States and is the scrap one leisure activity for U. S. travellers when they visit other countries). organized some an effective system of public- clandestine cooperation.Both surfacees are inseparable and screw restaurants and food industries, save likewise other sectors indirectly relate but linked to tourism, creating conditions for amend local employment and the promotion of new outside the scope of the product gastronomic t ourism, and obligeable to tourism-motivation dynamics that are increasingly plural form and complex. Thus, we arouse take a step further and say that gastronomic tourism applies to tourists and visitors who plan their trips partially or totally in drift to taste the cuisine of the place or to carry out activities cogitate to gastronomy. gastronomical tourism comprises many various sub fibers if we look through the optical prism of the food or dish in question.Thus we have, for example, offerings related to whisky, cider, cognac, cava, horchata, sake, or tea. Gastronomic dispatchs are becoming without doubt one of the most developed products in this study. A gastronomic route is a system that constitutes a all- round(prenominal) and thematic tourism offering, by and large branded, and is area (although in reality, gastronomy has no b bon tons), with a series of tourism products or sites, such as factories and restaurants, which are heeled in tourism guidebooks dish, general ly with differentiated quality, or gastronomic events or activities. The route similarly informs near(predicate) other sites of historical disport, thus promoting economic development throughout the area.Therefore, the idea is to bring together different types of tourist lots and to offer them in a conveniently packaged form so that tourists baffle longer in the area than if only one kind of affection is feature. In our opinion, gastronomic routes will be supremacyful if they manage to spark off gastronomic hereditary pattern and convert it into food tourism as an attraction for tourists, dapple at the same time differentiating it from the competition as visitors look for variety, new sensations and veritable experiences. But, any creation or honor overture made to strengthen travel motivations centred on gastronomy should be underpinned by sustainability principles and practices and Carmina Fandos HerreraGastronomic tourism, lifestyle and tourism motivations Lifestyl e is utilise in tourism to assess thing in tourism experiences. Researchers have pointed out that culinary tourism is an authentic experience of a sophisticated lifestyle in a gentle environment, associated with the estimable life and the economic wellbeing of consuming exclusive, high-quality locally grown products. Tourist motivations constitute a key concept for the design and creation of products and services that add value for tourists. Motivations are related to consumer satisfaction and are considered a key component in understanding the decision-making process of visitors.Thus, some(prenominal) physical or physiological involve (sensory perception and hedonism) security, ethnic and favorable involve, the need to belong or interpersonal needs, the need for prestige (local delicacies), placement or self-realization. In addition, UNWTO Global Report on Food Tourism 7 the literature posits two dimensions for motivation the hedonistic, with regard to aesthetic products, and the useful or rational. Tourism destination get a line and the gastronomic tourism experience Several studies have found that tourists travel to those destinations that have established a reputation as a place to experiment with quality local products. tourist motivations as either internal stimuli or push, or external stimuli or pull.The former are considered from the perspective of demand, and they runway the tourist to travel to gastronomic tourism destinations that often include desires as well as psychological, accessible and ego-centric needs such as safety valve from the daily routine, relaxing with family, rest, exploration and social interaction and affective or emotional bonding. The resources considered pull factors are ethnical and instinctive attractions, special events and festivals, experiences with food products in the destinations and other opportunities for leisure and entertainment, value, friendliness of residents, gastronomic revolution and variety, attributes or characteristics of the destination such as proximity, etc. whose brand image is connected, with alter levels of intensity, to gastronomic value.By way of example, it is possible to give a non-exhaustive list that includes, among others, Spain, France, Italy, Greece, Belgium, Portugal, ground forces (especially in areas such as Californias Napa and Sonoma Valleys), Brazil, Peru, Mexico, youthful Zealand, South Africa, Australia, Chile, Malaysia, Japan, example, that the Mediterranean diet of Spain, Greece, Italy and Morocco was included in UNESCOs list of Intangible pagan Heritage of Humanity in November 2010. As for the gastronomic tourism experience, it can be a number of attributes (attractiveness of the food and environment, quality of service), after a stay in a tourist destination where the tourist engaged in an activity related to gastronomy. The tourists perceived value of a particular destination or organisation is at that placefore multidimensional.Post -experience satisfaction is a critical indicator for assessing the effectiveness or performance of the products and services of the destination. The tourists satisfaction with the purchase depends on the products performance in relation to the tourists expectations. It should be kept in mind that different cultures have different perceptions of satisfaction and evaluation of gastronomy and that high quality of service can outlet in dissatisfaction among consumers if their expectations had been too high, for example, due to exaggerated advertising. Satisfaction with the destination leads to guest loyalty and this in turn gives a higher level of purpose to repeat the visit.Quality gastronomy is a decisive factor in satisfaction, as it produces a lasting memory about the experience lived by the tourist. Thus, depending on the expectations held by the consumer as to the the cuisine of the destination is an aspect of utmost importance in the quality of the holiday experience. Javier Blanco Herranz 8 UNWTO Global Report on Food Tourism gastronomy of the destination, such expectations predict behaviour. Here is where success lies having tourists revisit the destination due to its gastronomy. The festive atmosphere, relaxation and fun experienced by the tourist during a gastronomic route, and the social interaction with volume of similar interests execute associations in the tourists mind linked to the good clock experienced by the visitor.To recap, gastronomic tourism is a local phenomenon of universal scope that is in a clear issue phase it has a positive touch on on the economy, employment and local heritage, as tourists taste to get to know not only the local food but as well to know its origin and business processes, making it an expression of ethnical tourism it has great potential for expansion as a main motivation for tourism trips and although this type of tourism is alleviate practised by a minority of tourists, the fact is that it is attracti ng a very select type of tourist with a high volume of expenditure on very high-quality products, and lastly, the development of gastronomic tourism contributes to improving the general perception of the destination. the Mediterranean diet of Spain, Greece, Italy and Morocco was included in UNESCOs list of Intangible Cultural Heritage of Humanity in November 2010. 1 QUAN, S. & WANG, N. 2004, Towards a structural sample of the tourist experience An illustration from food experiences in tourism Tourism management, vol. 25, no. 3, pp. 297-305. 2 HALL, C. M. & SHARPLES, L. (2003). The consumption of experiences or the experience of consumption? An innovation to the tourism of taste in Food tourism around the world. Elsevier Butterworth-Heinemann, Oxford, pp. 1-24. UNWTO Global Report on Food Tourism 9 Global trends in food tourism A quite a little that does not drink its wine and eat its cheese has a serious individuality problem. Inaki Gaztelumendi, Consultant on food tourism The development of tourism today is paradoxical. It simultaneously generates processes of world(prenominal)isation and enhanced gustatory modality of local resources. Tourism destinations, obliged to maintain increasingly intense belligerentness and engaged in a constant struggle to retain some of their market, face an increasingly dynamic and sophisticated environment. The world is increasingly bluff however, tourists seek experiences found on local identity and culture. In recent years gastronomy has become an indispensable cistron in order to get to know the culture and lifestyle of a territory.Gastronomy embodies all the traditional values associated with the new trends in tourism keep for culture and tradition, a healthy lifestyle, authenticity, sustainability, experience Likewise, gastronomy epitomizes an opportunity to revitalize and diversify tourism, promotes local economic development, involves different professional sectors (producers, chefs, markets, etc. ), and bri ngs new uses to the primary sector. This tether subprogram of gastronomy in the choice of destination and tourism consumption has resulted in the growth of gastronomic offerings based on high-quality local products and the con substantialation of a separate market for food tourism. What are the study global trends and the keys to success that can be observed in this development of food tourism? It is a growing market.The growth of food tourism worldwide is an writ large fact. It is one of the most dynamic segments within the tourism market. But what are food tourists like? They are tourists who take part in the new trends of cultural consumption. They are travellers seeking the authenticity of the places they visit through food. They are concerned about the origin of products. They recognize the value of gastronomy as a means of socializing, as a space for sharing life with others, for exchanging experiences. much(prenominal) tourists have higher-thanaverage expenditure, they a re demanding and appreciative, 10 UNWTO Global Report on Food Tourism and they eschew uniformity.Therefore, gastronomy cannot become a bland and anonymous product it must have personality, because otherwise it will become vulnerable, de-localized and subject to adulteration. The territory is the backbone of gastronomic offerings. The terroir is an element that differentiates and is the source local identity. It encompasses environmental and landscape values, history, culture, traditions, the landside, the sea, the own cuisine of the place. In this regard, the conversion of the territory into a culinary landscape is one of the challenges of tourism destinations. The product is the pedestal of Food Tourism. Therefore, innate(p) resources we are going to convert into tourism products that make it possible to unwrap this territory. Cultural Heritage.Culture is the set of behaviours, knowledge and customs that shape a golf club and on which a sense of belonging is based. The design of any food tourism offering will not viable if it does not take into account the cultural characteristics of the territory. Gastronomy allows tourists to access the cultural and historical heritage of destinations through tasting, experiencing and purchasing. That is, it makes it possible to approach culture in a more experiential and participatory way that is not purely contemplative. We must also take into account the emergence of new cultural values, which increase the richness and cultural diversity of the field. In this regard, Tradition and Innovation coexist in a natural manner.Gastronomic tradition is in a process of continuous evolution, and the challenge for professionals is to incorporate innovation in order to renew and adapt their offerings to the needs of the new cultural consumer. Sustainability. Food tourism is capable of addressing cultural and environmental concerns in a way that is compatible with purely economic arguments. The recent history of global tourism d evelopment is littered with nominally sustainable models and manifestly unsustainable actions. The idea is not to create new indiscriminate pressure on culinary heritage, but to leverage it rationally with an eye to sustainability. It is not about touristifying gastronomy, by creating new offerings or scaling up live ones. It is not so much bout creating in order to attract, but rather attracting visitors to participate in the destinations own cultural reality, well explained and interpreted, through cuisine, local products and all the services and activities that surround them. Quality. Destinations that loss to promote food tourism have and recognition of local products, the development of a competitive offering, the professionalism of human resources throughout the value image of food tourism through training and retraining, and consumer protection and reception in order to increase visitor satisfaction. Communication. Destinations must articulate a credible and authentic nar rative of their food tourism offerings.The travel experience has changed and is not check to the days of actual travelling, but rather it starts much earlier, with its preparation (the tourist becomes inspired, gathers information, compares, purchases), and the experience ends when the traveller assesses and shares his experiences through social networks. Playing key graphic symbols in the process are the great chefs who have ignited a revolution in the segment of high-end cuisine as a revitalizing element for tourism, the media (especially television), tourist guides, food blogs and social networks in the image building of a destination. And destinations must be present in all channels and all parts of this process. Cooperation.It is necessary for the actors operating in chefs, restaurateurs, public administrations, hoteliers, food tourism product offerings. Inaki Gaztelumendi UNWTO Global Report on Food Tourism 11 What our Members say With a view to the publication of the Global Report on Food Tourism, a survey was conducted among the UNWTO Members, working in several(a) sectors around the world, were received in this regard. Strategy jibe to the results this survey, 88. 2% of respondents the brand and image of their destination. Only 11. 8% were of the opinion that gastronomy plays a minor role. gastronomy is a strategical and image of their destination However, a smaller percentage of respondents believe that their farming has its own gastronomic brand only percentage (32. %) believe that their outlandish has not structured its own brand of gastronomy, meaning that, in general, destinations motionless(prenominal)ness have some ways to go in terms of Gastronomic Culture Among the elements of the gastronomic culture of the destination which they consider should be featured in promotional campaigns today, most respondents cite the quality, variety and regional diversity of foods, notably, heart, etc. As added value they lean towards broader concepts such as the Mediterranean diet, included on the UNESCO World Heritage list, healthy cookery, sustainability, or multiculturalism. They also point to the importance of restaurant offerings with a strong local basis (Mediterranean, oriental, ethnic, etc. ) that combine tradition and innovation, and the role of internationalistic cuisine.As for gastronomic tourism products that exist in their place the importance of food events (expressed by 79% of 12 UNWTO Global Report on Food Tourism respondents). This is followed by gastronomic routes and cooking classes and workshops, with 62% answering and visits to markets and producers (53%). Having less weight among gastronomic tourism product offerings are museums (cited by only 12% of respondents), and presentations with 6% of positive answers. 68% of the organizations consulted carry out marketing activities or promotion based on Food Tourism. The marketing and promotional tools most apply by these entities are organizing events (91%), p roducing brochures and advertising (82%) and dedicated websites on food tourism (78 %).At a lower level are promotional tools such as tourism guides (61%), blogs (43%), and familiarization trips for journalists and tour operators (13%). And lastly, only 4% of the organizations surveyed said they use social networks for the promotion of food tourism. UNWTO Global Report on Food Tourism 13 Economic Impact Currently food tourism is still a regional phenomenon. According to the results of the survey, the marketing of gastronomic tourism products gives top priority to the regional market. At a second level are the local and national markets. And in last place is the international market. Finally, the survey asked respondents for an estimate of the economic impact of food tourism on their destination.In general, most of the organizations surveyed indicated that at that place is still no systematic analysis of the economic impact of food tourism. However, they consider that the weight of gastronomy in tourism revenue in destinations have a large margin to work with in this respect. Cooperation Asked about the existence at their destination of collaboration between the tourism sector and local gastronomy actors (producers, restaurants, markets, etc. ), the general opinion is that there is cooperation on concrete marketing actions, in particular, with local restaurants, but there are earlier long no stable instruments of cooperation for the development and promotion of food tourism. In fact, 37. 5% of respondents recognizeFrom the results of the survey it is possible to draw a set of general recommendations for tourism destinations promotion of food tourism. First, traditional strategies in the development of food tourism must give way to strategic tools to articulate the quality, variety and singularity of local products and gastronomy of a territory. These offerings, presented with authenticity and as experiences to be lived, must be based on the values of cultur al identity, sustainability, the quality of tourism products and services, and consumer protection. Also, in a highly competitive situation like the we need to create stable instruments of cooperation for the development and promotion of food tourism 14 UNWTOGlobal Report on Food Tourism current one, market knowledge should be one of the food guidesthe organization of events, the media and use of the Internet and social networks. Third, some(prenominal) in the conceptualization as well as in the Members agree on the importance of establishing cooperation instruments among all actors in the value chain of Food Tourism at the local level (producers, tour operators, public administrations, etc. ). Finally, the survey shows the need to promote knowledge and research on Food Tourism. Therefore, the creation of plans to establish development guidelines and create gastronomic tourism products is seen as a priority for destinations. f seizing the opportunity represented by gastronomy for d estinations. Key factors in this regard are bringing chefs on be on as interpreters of the territory, the development of high-quality and credible promotional toolssuch as And to boot the following partners UNWTO Global Report on Food Tourism 15 Case Studies International Initiatives Euro-toques in Europe 3500 artisan cooks in defence of eating well Euro-Toques is neither a promotion association nor a new which are our outdo products. Our goal is to give value to timeal products and to defend regional artisan production. Euro-Toques is recognized by the European marriage as an organization that defends Quality Food.It forms part of the privileged network of contacts of the European Commission. Euro-toques acts as a lobby group in European and national institutions. The organization focuses its activities on Food Law as well as on the new Common Agricultural Policy, the Common Fisheries Policy and DG SANCO activities. Our bywords Taste, Safety, Authenticity. And therefore Act in order not to suffer. The art of cooking should adapt itself to our times. Let us be creative, let us be open to neighbouring cultures, but let us preserve our pretty regional traditions and adapt them to modern tastes. These are the foundations of quality gastronomic tourism.We advocate a model based on the diversity of traditions and regions, quality products, products of the land and traditional recipes, which are the guarantee of the culinary heritage and continuity of local products. The products used in our kitchens are fresh and are prepared on the premises. Our work is based on seasonal products in order to respect the cycles of spirit and ensure an authentic taste. And this respect for tradition is compatible with modernity the joyfulness and the art of living are passed on. Moreover, we chefs play an important role in consumer protection and the preservation of knowledge of our territory. Not only do we answer the great unwashed eat well, but we also welcome visitors a nd advise them about our gastronomy, products, places President, Euro-Toques Spain 18 UNWTO Global Report on Food TourismAt present, one of the major(ip) projects of Euro-toques is the creation of a gastronomic map of Spain. A map in which typical local products are represented in individually community, country, city and town and if possible accompanied by recipes. Traditional recipes, and modern ones as well. Recipes that show that the identity of a land is also determined by its products, by the producers who cultivate them, and by the cooks who buy and transform them, thus disseminating a gastronomic culture. The idea is to ultimately develop a collection of recipes that represent a distillation of local cuisines, thus highlighting the diversity of the different territories of Spain.The project consists of putting together an anthology of the products and recipes of the various peoples of Spain, with the ultimate goal of producing a manual and a history of the different parts of our country that are named or are renowned for a product, a dish or an outstanding gastronomic activity. Euro- toques is an international organization representing more than 3500 chefs and cooks from 18 countries. It was founded by Pierre Romeyer, Paul Bocuse, Juan Mari Arzak and Pedro Subijana, among other famous chefs, on 18 November 1986, in Brussels, at the urging of the European Commission President Jacques Delors. The main objectives of Euro-toques are To promote the good practices of artisan food producers. To protect the culinary heritage of Europe in all its diversity and with its different origins.To safeguard the good health of food products and encourage natural juntos. To demand proper labelling in order to provide consumers with clear information allowing them to make choices based on solid criteria. euro-toques. org Let us be creative, let us be open to neighbouring cultures, but let us preserve our beautiful regional traditions and adapt them to modern tastes. U NWTO Global Report on Food Tourism 19 Food and the tourism experience Greg Richards, Tilburg University, Netherlands Food and tourism play a major part in the contemporary experience economy. Food is a key part of all cultures, a major element of global intangible heritage and an increasingly important attraction for tourists.The linkages between food and tourism also provide a platform for local economic development, and food experiences help to brand and market destinations, as well as supporting the local culture that is so attractive to tourists (Hjalager and Richards, 2002 OECD, 2009). Food experiences have become more important in tourism as the Experience Economy has developed. Pine and Gilmore (1999) argue that the consumer no longer sacrifices for the basic service, but for the complete experience. In the case of food, people are willing to pay a premium for the added value offered by food experiences, which provide a gateway into local culture, creativity and landscapes. Tourist food experiences in particular are often contrasted with everyday or basic eating, as people search for authenticity and distinction in local food and gastronomy.Food provides a basis for tourism experiences by Linking culture and tourism Developing the repast experience Producing distinctive foods Developing the critical infrastructure for food production and consumption Supporting local culture Food experiences can also stimulate local development, because food tourism is high yield tourism, that can extend the tourist season and diversify rural economies. Food experiences are labour intensive and create jobs go creating backward linkages that stimulate agriculture, and they generally do not require major new investment. Food can contribute to regional attractiveness, sustain the local environment and cultural heritage and strengthen local identities and sense of community.Food and gastronomy can also in themselves be considered as creative industries, helping to stimulat e innovation by involving the consumer in co-creation, stimulating links between global and local cultures (e. g. Fusion foods, foodways that link cultures) and creating narratives around food. In this sense, gastronomic tourism can be seen as a form of creative tourism (Richards, 2011), which allows 20 UNWTO Global Report on Food Tourism tourists to develop their creativity though contact with local people and their creative lives. Major areas of innovation currently winning place around food, gastronomy and tourism include creative tourism experiences (such as cooking and food appreciation courses), food events, food trails, new cuisines (e. g. sunrise(prenominal) Asian Cuisine in Singapore) and building narratives around food.Food can also provide the basis of branding and marketing activities, including Partnerships between food producers, rastaurants and the tourism industry Setting standards for local foods Lifestyle positioning, emphasizing the attractiveness of lifestyles related to gastronomy Indentifying niches Theming and packaging Developing specialty restaurants Communicating the national or regional brand through gastronomy (such as the Prove Portugal programme). The numerous case studies in the OECD study indicate that the critical success factors for food experiences in tourism include Providing a good culinary offer at home, that stimulate appreciation of food and support gastronomy that is also attractive to visitors. Developing a network of good quality restaurants Developing food and wine exportation. Education and training and attracting talent Positioning chefs in world rankings (for example Gastrostars such as Ferran Adria) Linking food experiences to tourist needs Providing glocalised fods that link to tourist needs as well as showcasing authentic local cuisine or national and regional authorities Ensure a solid base of local food culture Start from the basics (Quality, authenticity, locality) Build coalitions (Public, private partner ship) Spread the message (Build the brand, communicate clearly) Develop a holistic approach (Tourism should be seen as one aspect of the entire food value network) tilburguniversity. edu References In Dodd, D. (ed. ) Food and the Tourism Experience. OECD, genus Paris, pp. 13-46. Gastronomy. Routledge, London. OECD (2009) The Impact of Culture on Tourism. Paris OECD. Boston Harvard Business School Press. Richards, G. (2011) Creativity and tourism The state of the art. annals of Tourism Research, 38(4), Pages 12251253. Greg Richards UNWTO Global Report on Food Tourism 21 FODA fuel.If it is thought of as a nourishing substance, taken into the clay to sustain life, provide energy, and promote growth, then were on the way to healthy living. If however, it is thought of merely as fuel, to be consumed as chop-chop and as cheaply as possible, as it is so often these days, were heading in a dangerous, unsustainable direction were heading towards monoculture of the final common denominato r, leading to all manners of physical and social ills. Thankfully, increasing numbers of people around the world Catherine Gazzoli, and tradition, and the positive social impacts of growing culinary tourism. The wearisome Food Foundation for Biodiversity shares these aims.It protects the environment, defends food biodiversity, promotes sustainable agriculture, supports small producers and values their traditional knowledge. It runs projects around the world, such as the Ark of Taste, an international register of traditional products at risk of extinction Forgotten Foods, saving victor breeds, veg varieties, breads and cheeses Earth Markets promoting regional producers in their local communities A grand Gardens In Africa, creating food gardens in schools, villages and urban areas. In Britain we recently presented Slow Food UK Week, featuring occasions such as Eating the Italian Way, a food art performance from the year 2062, a ground-breaking Kentish Cob Nut.The end of the w eek was a form of Food Roulette, where members of the public spun our nine-foot, green and chromatic Forgotten Foods Wheel, featuring British foods that are largely unknown to the general public. Samples of each were placed in trays set in each section. Whatever you arrive on was yours People tried Doves Farm Einkorn Flour, an ancient grain made into a dense, nutty bread, and quite rightly asked wherefore have we heard of cous cous from Morocco, and quinoa from Peru, but not einkorn from Britain? There were also trinity Little Pigs chorizo, made from big, black hairy Rare-Breed Berkshire Pigs, and Jersey Black 22 UNWTO Global Report on Food TourismButter, a fruit based condiment that a Food Roulette winner said tasted like Christmas in a Jar. These and many other foods have been collected as Forgotten producers. For example, the sales of Morecambe Bay as a Forgotten Food. By highlighting a particular heritage food and community, consumers are back up to visit that community, w idening the reach for the programme. Further good news is that the popularity of farmers markets, the appreciation of artisan producers, and the demand for culinary tourism are all on the rise. are voting with their feet and wallets for good, clean, fair food. Culinary tourism does not have to mean gourmet food. It is increasingly about remarkable and memorable experiences. It includes the dining xperience itself, but also an awareness that supporting such endeavours has the ability to generate rural development. It helps to diversity revenue sources, and improves rural employment and income levels. Economic objectives are as crucial as environmental, measurable, via better prices, quantities produced, and numbers employed. Local foods are disappearing their activity, producers must have economic assurance about their future. A fantastic example of integrated economic, environmental, cultural and social activity, are the Food Safaris run by Henry and Carolyn Chesshire in Herefordsh ire, Shropshire, Worcestershire and Wales. They are a local couple who have lived in this tranquil rural area their hale lives.They take groups of people birthday parties, hen and stag parties, work outings, etc. on culinary mystery tours, introducing them to the best locally produced food and drink. The visitors literally eat the landscape. So returning to our original topic, you can see that more and more people around the world are valuing food biodiversity and tradition, and the culinary tourism that this generates positively impacts communities. Here at Slow Food UK we will keep working passionately to promote good, clean, fair food. And you I am sure will be doing the same for your local, regional and national communities. When it comes to foda, lets all vote for nourishment rather than fuel. lowfood. org. uk some other(prenominal) wonderful legacy of Slow Food UK Week is our Chef Alliance. Many of Britains best chefs are now actively championing small-scale producers and their top quality, local, sustainably produced food. The chefs have created special calling cards using seasonal Forgotten Foods, and helped people to discover food that really divisions, and drink that quenches more than thirst. Double Michelin-starred chef Marcus Wareing created a special menu for Slow Food UK Week using Forgotten Foods and heritage products such as Middle White Colchester oysters and Herdwick sheep, and has recently added Joe Schneiders Artisan Stilton to the cheeseboard.Including these foods on the menu, increases interest in these products and encourages patrons to seek them out on their own. The chefs play a vital role in spreading awareness of quality produce threatened by the onslaught of industrial agriculture, environmental degradation, and market homogenization. They support artisan producers to revive and even rediscover traditional techniques. Catherine Gazzoli Slow Food UK also has a retail partner, Booths, a small chain of family-owned supermarkets in Northern England. UNWTO Global Report on Food Tourism 23 Tourism Destinations Azerbaijan Aromas and tastes of the East with a European twist Larisa Javanshir, Editor-in-Chief, international tourism magazine Azerbaijan ReviewThe culinary masters of Azerbaijan have always attracted the appreciation of visiting guests with their artistic skills. When merchants and warriors, historians and ambassadors of the Great Silk Road crossed the country, they often divided memories of the noble balmy cuisine of the Caspian state and brought home stories about the wonderful dishes they had been treated to. Azerbaijan cuisine has long won recognition both in the East and in Europe as one of the most kindle on an historians and travelers and recorded in ancient written sources. The history of the art of creating culinary recipes in Azerbaijan is centuries old and based on the huge experience of ancestral cooks which has been kept to the present day. eople have become famous for their longevit y. According to scientists this is down to the countrys favorable climate, lifestyle, ecologically pure products and principles of and vegetable dishes, all supplemented with muted greens and piquant spices. Friendliness towards those who come to eat and constant readiness to invite as many friends to table as possible, as well as the generous variety of offered dishes and snacks never kick to amaze foreign guests. as an invitation to a come to a generously laid table for the richest feast of tastes. Kebab houses in Azerbaijan have a similar importance to taverns in Italy, eating-houses in the Slavic countries, bistros in France etc.In the case of kebab houses however, every Since ancient times, shashlik (kebab) has been the most favourite and traditional food among Azerbaijanis who live in northern, southern and western Azerbaijan. Shashlik course, taste it. The famous and delicious Azerbaijan tendir chorek is, too, baked in natural ovens, unspoilt as juicy and smelling(p) shi shlik is. 26 UNWTO Global Report on Food Tourism A sweet fairytale The Azerbaijan peoples favorite is pilaw, the main butter and saffron. Pilaw lovers are especially fond of this type of rice cooked with cornelian cherries. It is an exclusively impressive, beautiful and healthy dish, cooked for a long time while the aroma of meat, rice, butter and greens start teases the senses two to three hours before dinner. Be patient and you wont regret it afterwardsBy tradition, meals are crowned with sweets. In addition, main holidays of the country, e. g. Novruz bayram, inspire a current championship of baking. According to numerous foreign tourists who have tasted many local desserts, Azerbaijani national confectionery creates an unforgettable feeling of joyful uncovering of a new world which tempts and allures over and over again. The main advantage of these dishes is that they are cooked on the basis of ancient, centuries-old recipes by using organic and ecologically pure products Weat her-wise, March is one of the most uncertain months in Azerbaijan, though it is also the merriest since it is when the Novruz holiday is celebrated.The national cuisine of Azerbaijan always abides by centuries-old traditions, while the spring nuances of oriental dishes are the yet sparing sun and the wakening land help young herbs and vegetables to grow juicy, spicy, sweet or with a touch of bitterness. honey, select walnuts and hazelnuts, village eggs, perfect spices, as well as different additives which render any many unique recipes among which are those of rakhatlukum, gozinaki, noghul, jellied fruits and other sweet fairy-tales of Azerbaijan cookery which can stay fresh, soft and exquisite in appearance. You can taste the dishes of Azerbaijan cuisine listed in this bind in almost any restaurant or kebab house, particularly in Baku, the capital city.Hospitable owners and cooks will offer you the best menu of the season and will always wish you Noosh olsoon The Azerbaijani aut umn brings health. This effect is also largely promoted by subtropical plants, the fruits of which are sparingly supplied to markets because when ripe this natural masterpiece of gardening art is balmy drink none other than date-plums. There are nearly two hundred kinds of persimmon, of which only 4 or 5 are polished as garden residents. The best sort the so-called korolyok is popular not only for its sugary pulp, but also for its magical salubrious qualities. Be aware that round and solid fruits of quince conceal magical qualities of southern gardens.They are covered with thin velvet bloom and are hard to chew on, but once processed, quince is irreplaceable for tea-drinking. It is also indispensable as an ingredient for garnishing meat dishes, or for cooking special diet dishes. Condensed quince juice is used both as a sauce and as a cure-all against anemia. Seeds and leaves of quince are also medicinal, as their aqueous tincture enfeebles and clams more popular than importe d bananas, pineapples and coconuts. They are successfully replaced by kiwi, feijoa, walnuts and chestnuts. Larisa Javanshir UNWTO Global Report on Food Tourism 27 Brazil and its Paths of Flavour There are many ways of knowing the soul of a people.One of the most fascinating is, without a doubt, the gastronomy. The art of combining foods and seasonings, the rituals of preparing and serving, the pleasure of being together by the dining table, all of that is part of the much wider existence of this cultural heritage, this never ending set of values that determine our identity. It is scarcely because of that, that gastronomy, besides being a competitive differential for tourism, is one of the tools that damp the characteristics, traces, and culture of a people. Tourism, one of the most growing activities in the whole President of National Administrative Council, Brazilian Association of nix and Restaurants (ABRASEL) ourism by focusing its attention on valuing physical and intangibl e heritage, restoring traditions and preserving and spreading the symbolic representations of national identity is capable of opening borders for different investments and businesses. Few nations in the world have the privilege of having a culinary with such abundance of raw material, products, seasonings and aromas. Nature was generous with Brazil. We have some of the most beautiful natural scenarios of the planet, that helped create our country. Our gastronomy is a rare combination of simplicity and exoticism, with traces of the identity of a one-of-a-kind culture. The discovery of Brazil is a never-ending adventure. The continental enormity of the country divides it into regions with clearly distinct gastronomic characteristics.In a simple way, it can be highlighted the gastronomy from the North/ Central-West, from the Northeast and from the South/ Southeast. In the North/Central-West regions, the intensity of the forests and rivers result in a great variety of exotic ingredient s, diverse regions tourist destinations related to nature, the Amazon Forest and the Pantanal very exclusive ecosystems that are highly preserved are strongly explored. The Forest and the Pantanal are sure enough two of the biggest natural attractions of the country. Mother Nature was especially generous with the Brazilian Northeast region. There are three thousand kilometres of 28 UNWTO Global Report on Food Tourism the most beautiful beaches of clear and warm water, blessed with a permanent summer.In each state of the Northeast, elements of African, indigenous, and European origins are joined in an explosion of sounds, richest Brazilian gastronomies, symbol of the hospitality of a people of simple soul and chanted speech. a lot more than the basic trilogy of sun, beach and sea food, the Northeast is a region that has already consolidated its touristic calling and explores with originality its traditions and typical products. On this aspect, it should be highlighted the approp riation by the coastal culinary of elements of the countryside cooking, putting side by side gains more importance with the development of highly elaborated products for the Brazilians and the foreign tourists tastes.However, so many gastronomic values reunited, such diversity and gigantic harmony existing between cultural heritage and Brazil? s natural beauties may be worthless if there is no safety in the production chain related to the food and beverage in the country. The Brazilian Government authorities are permanently concerned with the patterns of Food Safety of all that is served to its resident population as well as to the foreign tourists that are either visiting or on business in Brazil. The rules of surveillance and control in Brazil are comprehensive and strict, but knowing this is not nice for us. It is necessary that countries they visit or work safety criteria acknowledged internationally.This realization will guarantee that international tourists can travel from country to country consuming the local food with tranquillity at the same time that they feel that their health is not in jeopardy. ABRASEL The Brazilian Association for Bars and Restaurants is committed to assisting and developing these international criteria with special concern regarding important international sports events that will be hosted in a near future in our country. The FIFA World Cup in 2014 and the Olympic Games in 2016 will certainly help to disseminate the greatness of Brazilian gastronomy and the beauty and diversity of our tourist attractions. abrasel. com. br colonizers was highlighted Portuguese, Italians, Germans and Arabs.Each of them lent to Brazilians ingredients and techniques that were developed here and allowed great part of the diverse gastronomy that characterizes us. Born in the South, the Gaucho barbecue spread all over the country and became a product of export, becoming one of the most recognized strengths of the Brazilian gastronomy abroad. In t he countryside of the Southeast region, the culinary from Minas Gerais and Sao Paulo are mixed with subtle borders, resulting in different, outstanding and highly representative dishes of the Brazilian gastronomy and its culture. Our Caipirinha deserves special attention important mark of the Brazilian intangible heritage and an internationally recognized icon.Every year the production of Cachaca UNWTO Global Report on Food Tourism 29 The Egyptian food tourism experience Consumption is an integral aspect of the tourism experience, with the tourist consuming not only the sights and sounds, but also the taste of a place. Nearly all tourists eat out when they into another culture as it allows an individual to experience the other on a sensory level, beyond the purely intellectual. Locally produced food is a unsounded component of a destinations attributes, adding to the range of attractions and the overall tourist experience. This makes food an essential constituent of tourism produc tion as well as consumption.Furthermore, eating out is a growing form of leisure where meals are consumed not out of necessity but for pleasure, and the atmosphere and occasion are part of the leisure experience as much as the food itself. However, for tourists, eating out can both be a necessity and a pleasure. While some tourists dine simply to see their hunger, others will head for a particular restaurant to experience the local food and cuisine, because it forms an important component of their travel itinerary. The growth of eating out as a form of consumption and the market forces of globalization have made the food products and cuisines from all over the world more accessible. This has excite the emergence of food as a popular topic in magazines, radio shows and television, with food shows focusing on travel and travel shows on food.In fact, the popularity of 24 hour television channels, such as Fatafeet devoted to food and its origins intertwines food with tourism so much t hat quite often it is hard to determine whether one is watching a food show or a travel show. Such developments have spurred an interest in experiencing the unique and indigenous food, food products and cuisines of a destination, so much so that people can cuisines or to taste the dishes of its celebrity chef. A very good example would be Gulf Tourists coming to Cairo in Ramadan to enjoy the unique food and atmosphere during the holy months in Egypt. Very often, tour operators tend to include a visit to Khan El Khalili in all Cairo schedules in order for tourists to enjoy oriental food and a unique atmosphere. From an economic point of view, nearly 100% of tourists spend money on food at their destination.Data shows that restaurant operators Egyptian Tourism Authority 30 UNWTO Global Report on Food Tourism reported that tourists are important to their business. This suggests that tourists food consumption makes a substantial contribution to the local restaurants, dining places, and food industry, and thereby the destinations economy. In an increasingly competitive tourism marketplace, every region or destination is on a constant search for a unique product to differentiate itself from other destinations. Local food or cuisines that are unique to an area are one of the distinctive resources that may be used as marketing tool to attract more visitors.The growth of special interest tourism is seen as a of the early twenty-first century leisure society. Post-modern tourism is slowly moving away from the traditional tourism attractions to being a part of an overall lifestyle that corresponds to peoples daily lives and activities. The growth of culinary tourism is seen as an resolution of this trend, as well as peoples tendency to spend much less time cooking, but choose to pursue their interest in food as part of a leisure experience such as watching cooking shows, dining out etc. Thus culinary tourism is a special interest for the tourist travel conduct and falls on the upper end of the food tourism interest continuum.The culinary tourist is also a cultural tourist. Thus, the obvious convergence of food as a special interest component as well as a cultural component makes the culinary tourist possibly both a special tourist and a cultural tourist. A survey of Special Interest Tours on the internet demonstrates that there are numerous tour operators conducting culinary tours all over the world. The culinary Cooking school holidays, Dining at restaurants famous for their local cuisines or their celebrity chefs and visiting food markets, Visiting food producers with tours specially related to just one product. Most culinary tours include a combination of all three types.In addition to the annual and periodical Culinary Awards Conferences that take place worldwide. Food is now listed as one of the components of cultural tourism, implying that food is representative of a culture. One of the dominate approaches in the social sciences used to exp lain food consumption is the cultural approach, with the others being economic and the psychological. With respect to tourism, even though tourists come across potentially unfamiliar foods to a greater degree at the destination than they would at home, globalization with its time and space compression has permitted more people to experience ethnic and foreign foods at their home.Finally and as previously stated, in an increasingly competitive world of tourism marketing, where destinations look for unique selling propositions in positioning themselves, there is nothing more unique than the foods and cuisines based on locally-produced food in each destination. egypt. travel UNWTO Global Report on Food Tourism 31 Food and wine tourism in Georgia There is a strong direct link between gastronomy and tourism, and gastronomys role in the development of niche travel is becoming even more important. When it comes to Georgia, gastronomy plays an extremely important role in the way tourists ex perience the destination, and for that matter some travellers return for the sole reason of savouring the unique and diverse gastronomy the country has to offer.Therefore, it would be well substantiated to assert that gastronomy is one of the key elements of our destinations brand image. The enjoyment of good food and drink should not be underestimated nowadays, there is a greater appreciation of how quality food and drink contribute to individual/societal wellbeing Georgia is making all-out efforts to gain a niche in the highly competitive global tourism market, and is keen to assert itself as an attractive destination for gastronomy tourists. From ancient times agriculture has played a major role in Georgia, and to this day it remains one of the most promising sectors of Georgias economy. Forty-four percent of Georgias total area is considered to be agricultural.The countrys agricultural production is diverse, including viticulture, cereal production, and a wide range of vegetable s, fruits, nuts, livestock, dairy, citrus and tea. Wheat and corn along with the draw and dairy sector are particularly strong, with the regions of the country. Georgias diverse climatic conditions and natural resource endowment allow production of a wide variety of agricultural products and favour the competitive development of the sector. Agriculture, apart(predicate) from being crucial for economic development, is an essential element of Georgian culture. No agriculture means no cuisine agriculture plays an essential role in keeping the beautiful landscapes of this country alive which constitute the major assets that tourists appreciate and value when arriving to Georgia.Georgia boasts the oldest, continuous, unbroken tradition of wine making in the world which stretches back 8,000 years. In fact it is said to be the birthplace of wine. Many say that the generic word wine stems from the Georgian word gvino. Over 500 indigenous grape varieties are still cultivated here. The war m climate and moist air rising from the Black ocean provide the perfect conditions for the cultivation of grapevines. After many centuries of perfecting the tradition, it is not affect that Georgian wines Saperavi, Tsinandali, Mukuzani, Teliani, Napereuli are exquisite. Winemaking remains a vital part of Georgian Georgian National Tourism Administration 32 UNWTO Global Report on Food Tourism culture and national identity.Georgian families throughout the country grow their own grapes and produce wine the old-fashioned way, by placing grape juice in underground clay jars, or kvevri, go past with a wooden lid, covered and sealed with earth, to ferment during the winter. In Georgia, the food, just like wine, is quite reasonably an expression of the culture. Georgian cuisine, like those of other countries, varies from region to region. A when traveling east to west. Each historical province of Georgia has its own distinct culinary tradition, such as, for example, Megrelian, Kakhetian, or Imeretian cuisines