Culinary Tourism – Tapping into the new economy


Published on

Presentation delivered by Rebecca LeHeup Bucknell, Executive Director of the Ontario Culinary Tourism Alliance at the November 17th "Economies in Transition" forum hosted by The Ontario Rural Council and the Municipal Cultural Planning Partnership.

Published in: Business, Travel
  • Hey are you guys involved in the World Food Summit in Sweden this September? looks like a great event!
    Are you sure you want to  Yes  No
    Your message goes here
  • Very helpful summary of what's going on with culinary tourism in Ontario. Thank you!
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Culinary Tourism – Tapping into the new economy

    1. 1. 2008 The Ontario Rural Council Culinary Tourism – Tapping into the new economy
    2. 2. Outline <ul><li>Defining culinary tourism </li></ul><ul><li>Ontario Culinary Tourism Strategy and Alliance history and mission </li></ul><ul><li>Top 10 success factors for a culinary tourism region </li></ul><ul><li>Future of OCTA and culinary tourism </li></ul>
    3. 3. Defining Culinary Tourism <ul><li>Any tourism </li></ul><ul><li>experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional, or national cuisine, heritage, culture, tradition, or culinary techniques </li></ul>
    4. 4. Ontario Culinary Tourism Strategy and Alliance <ul><li>Launched strategy in 2005 lead by the Ministry of Tourism </li></ul><ul><li>Worked with 5 regions and are expanding to regions invested in developing culinary tourism </li></ul><ul><li>Developed and will be expanding business to business platform </li></ul><ul><li>Transitioned from Ministry to Industry lead in Jan ‘08 </li></ul><ul><li>Secured funding from Agricultural Adaptation Council, Ministry of Tourism and Ministry of Training, Colleges and Universities </li></ul><ul><li>Hosted 2008 Ontario Culinary Tourism Summit Nov 10 th at the Royal Agricultural Winter Fair </li></ul><ul><li>Focused research on education and training related to culinary tourism </li></ul>
    5. 5. <ul><li>OCTA Mission </li></ul><ul><li>Help build & sustain regional identities, agricultural resources. </li></ul><ul><li>Present opportunities to develop new quality tourism products and experiences. </li></ul><ul><li>Become a way in which we tell our story and share it with pride. </li></ul>
    6. 6. Top 10 Criteria to developing a successful culinary tourism region <ul><li>Leadership </li></ul><ul><li>Market ready or near market ready culinary products and services </li></ul><ul><li>An integrated strategy </li></ul><ul><li>Partnership and community based collaboration </li></ul><ul><li>Financial support and performance measures </li></ul><ul><li>Destinations with access to key origin markets </li></ul><ul><li>Sufficient market intelligence </li></ul><ul><li>Culinary tourism resources that are distinct to the region </li></ul><ul><li>Destinations with multiple culinary tourism experiences </li></ul><ul><li>An effective destination marketing organization </li></ul>
    7. 7. Culinary Tourism Best Practice Examples <ul><li>PEC’s Taste Trail </li></ul><ul><li>Established in 2003 </li></ul><ul><li>24 industry stakeholders that meet set criteria </li></ul><ul><li>Award winning marketing tool </li></ul><ul><li>Attracts $1.5 to $2 million in PR attention annually </li></ul>
    8. 8. <ul><li>Grown from 45 members in 2007 to 71 members in 2008. </li></ul><ul><li>They have farmers, restaurants, cafes, bakeries, wineries, local food shops, markets and bed & breakfasts each provide a unique culinary experiences while focusing and/or featuring locally grown and produced foods.  </li></ul><ul><li>First annual map was launched in June of this year 2008 and distributed 90,000 copies. </li></ul><ul><li>Launched their new website in June.  It includes their100km Kitchen that is a program that includes recipes defined as &quot;Niagara Dishes“ designed to inspire locals to cook with ingredients from Niagara..  </li></ul><ul><li>Hosted their first annual Farm to Table Seminar with Michael Stadlander as our keynote speaker. </li></ul>
    9. 9. Savour Ottawa <ul><li>2008 marks Savour Ottawa first year with full membership </li></ul><ul><li>70 and growing (restaurants/hotels/caterers) </li></ul><ul><li>They have forged relationship with major festivals and events in the region </li></ul><ul><li>In 2009 they are adding 2 new membership categories – microprocessors and retailer and producers and supporters </li></ul><ul><li>Each member goes through a unique ‘verification’ process to ensure they reach the criteria </li></ul>
    10. 10. OCTA Partnerships <ul><li>Ontario Restaurant Hotel Motel Association </li></ul><ul><li>Ontario Farm Fresh </li></ul><ul><li>Ontario Fruit & Vegetable Growers’ Association </li></ul><ul><li>Wine Council of Ontario </li></ul><ul><li>Ontario Cattle Feeders’ Association </li></ul><ul><li>Ontario’s Finest Inns </li></ul><ul><li>Ontario Hostelry Institute </li></ul><ul><li>Ryerson University </li></ul><ul><li>George Brown College </li></ul><ul><li>Savour Ottawa </li></ul><ul><li>Greater Toronto Agricultural Action Committee </li></ul><ul><li>Savour Toronto </li></ul><ul><li>Niagara Culinary Trail </li></ul><ul><li>Savour Muskoka </li></ul><ul><li>Prince Edward County – Taste the County </li></ul><ul><li>Savour Stratford </li></ul><ul><li>Norfolk County </li></ul>OCTA Members Savour Local Food Plus Ontario Tourism Marketing Partnership
    11. 11. Future of the Ontario Culinary Tourism Alliance <ul><li>Undertake Provincial networking sessions and focus groups </li></ul><ul><li>Assist emerging and existing regions with culinary tourism product development </li></ul><ul><li>Expand and enhance </li></ul><ul><li>Research and develop an education and training strategy and plan </li></ul>
    12. 12. <ul><li>Rebecca LeHeup-Bucknell </li></ul><ul><li>Executive Director </li></ul><ul><li>(613) 471-0102 </li></ul><ul><li>[email_address] </li></ul>