Craft distillers are part of the overall agri-culinary-foodie-beverage tourism and tourism industry, where collaboration is key. #PureMichigan examples are provided.

1. Tapping into the
Agri-Culinary
Tourism Industry DiannaStampfler,CTA
President - PromoteMichigan
ExecutiveDirector– MichiganCraftDistillersAssociation

2. Dianna Stampfler, CTA
President – Promote Michigan (2004-Present) (Formerly: West MichiganTourist Association, 1997-2004)
Executive Director – MichiganCraft Distillers Association
Executive Director – Kent CountyHospitality Association
Publicist - MichiganBrewers Guild; GrandRapids International Wine, Beer& Food Festival
Board Member – Ferris StateUniversity HospitalityAdvisory Board; Grand Rapids DowntownMarket
Founding Member – Michigan Culinary TourismAlliance
Co-Chair– Charlevoix & Petoskey Culinary TourismAlliance; TraverseCityCulinary TourismAlliance
(Member – Grand Rapids CulinaryTourismAlliance)
Freelance Writer – MichiganBLUE Magazine, GrandRapids Magazine, West Michigan Carefree Travel,
Pure Michigan Travel Ideas, Michigan.org Blog;
FreelanceBroadcaster – WJR, WAKV, WGVU, WBCH, WKLT

3. Tourism:
The act of traveling more than 50 miles fromhome for the purpose of business,
recreation, culture, history, agriculture or other formof entertainment.
• In 2014, there were 1.133 billion international tourist arrivals worldwide.
• Globally, travel andtourism generated $7.6 trillion (U.S.) andaccounts for
277 million jobs (1 in 11 jobs)
• In 2014, the UnitedStates rated #2 of the top 10 international tourism
destinations with 74.8 million international tourism arrivals.
SOURCE:World Travel & Tourism Council (WTTC)

4. SOURCE:Business Insider (October, 2014)

5. Agri-Tourism:
Where agriculture andtourism intersect.
Any agriculturally-basedoperation or activity that brings visitors to a farm, ranch
or other destination that operates closely with agricultural entities (wineries,
breweries, cideries, distilleries); often a subset of rural tourism.
Agri-tourism, one of the fastest growing segments of the travel industry, also
includes more “urban” locations (distilleries, wineries, breweries) where local
agricultural commodities are utilizedto create a consumable product).

6. Culinary (Food or “Foodie”) Tourism:
The pursuit of unique andmemorable eating / drinking experiences; a subset of
cultural tourism (cuisine is a manifestation of culture). Culinary tourism is part of
every other aspect of tourism(we always eat when we travel, and many also drink).
More frequently it is also the PRIMARY reason for travel.
Culinary tourism is among the fastest growing sectors of the overall travel industry
in the world! According to the American Culinary Traveler: "The percentage of US
leisure travelers who travel to learn about unique dining experiences grewfrom
40%to 51%between 2006 and2013.”

7. Agri-Culinary Tourism:
The Ontario Culinary Tourism Alliance publisheda report in 2015 titled"The Rise
of FoodTourism" in which they state: "...culinary tourists share millions of F&B
themedphotos daily across social platforms like Twitter, Facebook, Instagramand
Flickr. This increases travel consumers awareness of different cuisines andcultures
andit fuels their desire to experience them.”
Agri-culinary travel-based TV shows, magazines and blogs have generated a
segment of travelers seeking a style of travel focused on cuisine.

8. Beverage Tourism:
A subset of agri-culinary tourism, focusedon the thriving craft alcohol beverage
industry: distilleries wineries, breweries, cideries, meaderies, etc.
Building relationships in the agri-culinary tourism world helps generate sales of
products to retail accounts as well as drive traffic to tasting rooms.
From tours, to festivals andevents, to spirit dinners andtastings, there are plenty
of ways for distilleries to tap into collaborative marketing partnerships.

9. Tourism Promoters & Partners:
• WorldFoodTravel Association
• State Travel Bureau (Travel Michigan – Pure Michigan – Michigan.org)
• State Departments (Michigan Department of Agriculture & Rural
Development; Michigan Department of Natural Resources)
• State Organizations (Michigan Culinary TourismAlliance, Michigan Agri-
TourismAssociation, Michigan FarmMarket Association, Michigan
Restaurant Association, Michigan Grocers Association, Michigan Retailers
Association, Michigan Festivals & Events Association)
• State Trade Organizations (Michigan Craft Distillers Association)

10. Tourism Promoters & Partners:
• Regional Tourism Associations (West Michigan Tourist Association,
Upper Peninsula Tourism& Recreation Association)
• Regional Visitor Bureaus (Experience Grand Rapids, Traverse City Tourism)
• Local Chambers of Commerce, Downtown Development Authorities
• Local Groups (GrandRapids Cocktail Guild, Local First)
• Colleges & Universities (Ferris State University, Schoolcraft College, Great
Lakes Culinary Institute, SecchiaInstitute for Culinary Education)
• Non-Profit Organizations (Hospice of Michigan)
• Media (Detroit Metro-Times)

32. Festivals & Events:
GrandRapids Wine, Beer & FoodFestival

33. Festivals & Events:
Art of the Cocktail (Art Prize) – GrandRapids

34. Festivals & Events:
Full Contact Cocktail Competition - New HollandBrewing Competition

35. Festivals & Events:
American Spirit: The Rise & Fall of Prohibition (GrandRapids Public Museum)

36. Festivals & Events:
GrandRapids Cocktail Week

37. Festivals & Events:
Cocktail Classes & Packages – JW Marriott, GrandRapids

38. Festivals & Events:
Cocktail Classes @ Downtown Market GrandRapids

39. Festivals & Events:
GrandRapids Cocktail GuildIron Bartender

40. Festivals & Events:
The Red Party – Valentine Distilling Company @ Amway GrandPlaza Hotel

41. Festivals & Events:
Sunrise Open Charity Golf Event (Benefitting Kent County Hospitality Scholarships)

42. Educational Opportunities
Ferris State University – Hospitality Department

43. Festivals & Events:
Barley, BBQ& Beats (Benefitting Hospice of Michigan)

67. Tapping into the
Agri-Culinary
Tourism Industry
Dianna@PromoteMichigan.com | 269-330-4228
www.PromoteMichigan.com | www.MiCraftSpirits.com | www.Michigan.org