The role of tourism in the South West of England emphasizes local foods, with 32% of staying and 61% of day visitors spending significantly on food and drink, although recent sales have declined. Visitor interest in local food varies by socioeconomic and age groups, with younger visitors showing more active interest, but overall only 4% choose to visit specifically for local food. Most visitors value tourism businesses supporting their local area, rating the availability of local food positively despite dissatisfaction with restaurant quality.

1. Annette Cole The role of tourism in local foods

2. What attracts visitors to the South West of England The quality of the natural environment The unspoilt countryside The overall friendliness and welcome Place for peace and quiet and relaxation Interesting villages, towns or other locations to visit

3. European Commission Towards Quality Rural Tourism – IQM in rural tourist destinations 15 core principles Local food addresses five of these 15 core principles Authenticity, Distinctiveness Sustainability, Partnership and Interdependence

4. 32% of staying visitors spend is on food and drink 61% of day visitors spend is on food and drink This amounts to over £2.5 billion per annum This year food and drink sales were down 1% in the school holidays and 4.87% for the years as a whole so far

5. Visitor attitudes to food and drink Areas in purple and green are priority areas for the South West

6. Approximately a quarter of all visitors felt that the value for money at places to eat and drink was average, with a further 10% rating it as poor or very poor. Four fifths of respondents rated the availability of local food and drink as very good or good. In 2006 Quality of Restaurants and dinning was the lowest satisfaction score and was below its importance score

7. Visitors’ interest in local food and drink varies according to socioeconomic group. Compared with middle and higher socioeconomic groups, fewer DE visitors like to consume local food & drink wherever possible . A higher proportion have a more passive interest in local food & drink i.e. are happy to consume where they come across it.

8. Interest also varies by age. Younger visitors have a more active interest in local food & drink (although it is not a particular reason for visiting the SW); older visitors, a more passive interest Only 4% of visitors choose to visit because of the local food and drink

9. Most visitors (65%) feel that it is very important for tourism businesses to provide an assurance that they support their local area & environment. A further 31% believe it is important . Very few visitors believe such an assurance is unimportant. This is slightly more important to a female than male

10. Visitor Survey 2008 1. Quality of product 2. Cost/Price 3. Convenience/proximity 4. Food and drink is locally sourced 5. Food and drink is organic/fair trade

11. Visitor Perceptions? 48% of visitors to Cornwall stated they had eaten some locally produced food in the last 24 hours A quarter of visitors stated most of the food eaten in the last 24 hours had been locally produced