This document discusses embedding sustainable culinary tourism in Jordan's national tourism strategy. It argues that culinary tourism should be a key part of the strategy for several reasons: 1) It aligns with shifts in consumer behavior towards health, local food, and community. 2) Sustainable food and beverage practices may become a requirement for tourism destinations. 3) It benefits both the agriculture and tourism sectors. 4) It is in line with UN Sustainable Development Goals. 5) Tourists spend on average 25% of their budget on food and beverages. The document also identifies some gaps such as the narrow scope of many culinary tourism initiatives and the disconnect between tourism marketers and food and beverage professionals. It argues for
4. 1. STARTER
EDUCATIONAL PERSPECTIVE 5
RATIONALE OF CULINARY TOURISM 6
LITERATURE 14
2. SOUP
GAPS ANALYSIS & SCOPE 16
FOUR CORE VALUES 26
ECO SYSTEM 29
3. MAIN COURSE
THE NARRATIVE 32
ACTIVATIONS 39
4. DESSERT
CALL TO ACTION 44
THE GREAT BOOK, ALWAYS OPEN
AND WHICH WE SHOULD MAKE AN
EFFORT TO READ IS THAT OF NATURE
ANTONI GAUDÍ
TODAY’S MENU
5. Sustainable
Tourism
• Sustainability in Hospitality &
Gastronomy
• Shift in Consumer Behavior
• Ethnology: anthropology of
food and culinary heritage
Eco-System
SCT Eco-System and stake
holder management
Global Alignments
Private Public Partnerships
Preparation for assignment
Responsible
F&B
Health Cuisine
Environment
Innovation
Socio-Economic Impact
SCT
Packaging
Mapping your national/local
Culinary Tourism Supply Chain
Assignment: Packaging an SCT
product
Assignment support with
choice of 3 Study Cases
Culinary
Tourism
• Symbiosis of Agriculture,
Tourism, Wellness, Culture
and Cuisine
• Synergies with traditional
tourism products & markets
• Economic Relevance
• Scope & Gaps of SCT
Agriculture
What hospitality and tourism
professionals need to know
about Food Supply Chains
Sustainable Agriculture
Farm to Fork Management
Test week 1 - 3
Operations
F&B and Kitchen Operations
MarCom (seasonality, CSR and
Culinary Storytelling)
Procurement, Operational
Finance and P&L
Test week 4 - 6
Q&A
+
Examination
Q&A 3 study cases
Examination
Submit Assignment
MINOR – SUSTAINABLE CULINARY TOURISM (SCT)
Week 1 & 2 Week 3 & 4 Week 5 & 6 Week 7 & 8
Responsible
Food &
Beverage
Health
Cuisine
Environment
Innovation
Socio
Economic
Impact
Culinary
Tourism
Stakeholders
Airlines
Ground
Transport
Travel Agents
Tour
Operators
DMCs & OTAs
Ministries
Tourism
Boards
Associations
Farmers
Growers
Beekeepers
Fishermen
Hotel &
Restaurant
Owners and
Operators
Media
Press
Educators
6. 5 COMPELLING ARGUMENTS
HIH identified a minimum of 5 compelling arguments to adopt
Sustainable Culinary Tourism:
1. BEHAVIORAL: industry leaders and policy makers seek sustainable
tourism solutions that are resilient, future proof, and aligned with
the shift in Consumer Behavior towards health, localization,
immersive experiences and community
2. POLICY: HIH foresees Sustainable F&B will become a destination
compliance criterium for bookers, OTAs, tour operators and
governments
3. BI-SECTORAL: two sectors/value chains benefit structurally and
economically agriculture + tourism
4. INSTITUTIONAL: The Farm to Fork methodology is in alignment
with UN’s SDGs and UNWTO on Inclusive Tourism
5. ECONOMIC: the three minimum requirements for tourism are
Travel + Lodging + Food & Beverages. 25% is the global average
spend on F&B for travelers and tourists
RATIONALE OF THE MINOR #1
7. In June 2020 HIH published Healthy and Responsible
Menus - Guidance for Chefs & Hoteliers in response to
the EU Farm to Fork Strategy, the shift in Consumer
Behavior post-Covid19, and the acceleration of
sustainability in tourism, hospitality and gastronomy.
The article provides a timely window for chefs, hoteliers,
educators and tourism experts to rise to the occasion by
rethinking responsible gastronomy and prioritize health
on the menu, starting with responsible Food & Beverage
procurement.
CONSUMER BEHAVIOR
COMPELLING ARGUMENT #1
8. IMPACT ON BOOKING BEHAVIOR OF EU TOURISTS FOR DESTINATIONS SUCH AS JORDAN
#EUGREENDEAL C L I C K H E R E F O R V I D E O #EUFARM2FORK C L I C K H E R E F O R V I D E O
POLICY
COMPELLING ARGUMENT #2
HIH foresees Sustainable F&B will become a destination compliance criterium for bookers, OTAs, tour operators and governments
NO COMPLIANCE = NO BOOKING
9. TWO SECTORS BENEFIT
AGRICULTURE (FROM FARM)
with positive impact on cultural identity, consumer health, food sovereignty, trade, and inclusivity
TOURISM (TO FORK)
COMPELLING ARGUMENT #3
12. SYMBIOSIS
Sustainable Culinary Tourism is highly collaborative and
symbiotic; not only creating powerful industry synergies
between agriculture, tourism, culture and education, but
also adding value to traditional tourism products:
Health & Wellness Tourism
Heritage & Cultural Tourism
Eco & Adventure & Sports Tourism
Religion & Faith & Spiritual Tourism
Meetings, Incentives, Conferences,
Exhibitions (MICE)
NATIONAL STRATEGY
HIH’ government advocacy includes the adoption of
culinary tourism in the national tourism strategy for leisure
and business segments, and domestic, regional and
international target markets.
HEALTH & WELLNESS
ECO & ADVENTURE
HERITAGE MEETINGS
RATIONALE OF THE MINOR #2
13. Required skillset for Future Leaders
To successfully conceptualize, design, plan and execute a
Sustainable Culinary Tourism Strategy it requires the
hospitality and/or tourism student to apply:
Economics
Supply Chain Analysis
Food & Beverage Procurement
Cost Control and Menu Engineering
Operational Finance (micro/meso/macro level)
Management
Stakeholder Management
Influencing & Interpersonal Skills
Change & Project Management
Partnerships Building and
Eco System Coordination
Marketing & Communication
Mapping & Research
Conceptualization & Pitching
Content & Multi-Media Management
Event & Live-Communications Management
RATIONALE OF THE MINOR #3
30. MAIN PARTNERS
Culinary
Tourism
by HIH
TOs, TAs,
DMCs, OTAs
Airlines,
Airports,
Transporters
Ministries of
Agriculture,
Tourism,
Culture
Educators,
Associations,
Societies,
NGOs
Farmers,
Growers,
Beekeepers,
Fishermen
Chefs, Hotels,
Restaurants,
Rural Cooks,
HBBs
Media and
Trade Shows
ENDORSEMENTS
MEDIA
P U B L I C P R I V A T E P A R T N E R S H I P S
OUR ECO SYSTEM
33. Jordan is located in the Heart of the
Fertile Crescent, the birthplace of
agriculture, and positioned at the
crossroads of Asia, Africa and Europe.
Known as the most hospitable country in
the Arab world, Jordan is truly an
undiscovered culinary gem with an
eclectic food culture and a rich diversity
of seasonal harvests in:
• Winter
• Spring
• Summer
• Fall
CULTURE O N YO UR P L ATE
34. The most tasteful contrast you will find
on our menus is the reflection of
seasonality with freshly harvested Figs,
Dates, Pomegranate, Grapes, Okra,
Citrus, Eggplant, Mushrooms, Artichoke,
Pulses, Honey, Melons, and Mallow.
Wild Plants, Berries, Sumac, Thyme, and
other Mountain Herbs are still used today
in Traditional Arabic Islamic Medicine
(TAIM).
Local recipes prepared From Farm to Fork
are elevated to contemporary cuisine by
a new generation of talented Chefs,
Farmers, and Producers to preserve and
modernize Jordan’s culinary heritage.
SE ASO NAL HARVESTS
35. Jordan’s food culture can be described as
half-Bedouin half-urban, rooted in the
cuisine of the Levant, a region known in
Arabic as the Bilad Al-Sham that covers
Cyprus, Lebanon, Palestine, Syria, Jordan,
and parts of southern Turkey.
The layers of Jordan’s culinary identity,
however, run much deeper.
The culinary DNA is influenced by several
major ancient cultures that ruled the
Levant over the past 5.000 years, from the
ancient dynasties of the Canaanites,
Nabateans, Persians, and Mesopotamians,
to the Roman, Umayyad, and Ottoman
empires.
TASTE THE MID D LE E AST
36. Jordan is the land of the shepherds and
where the world’s oldest bread, dating
back 14.000 years, was discovered at an
old Natufian site in the basaltic Black
Desert.
The oldest farm villages of the Near East
(7.200 BC) were found in the outskirts of
Amman.
Archeologists found wine-presses near
Petra built by the Nabateans. Some
sources even suggest that the wine
served to Jesus during the Last Supper
was from Gadara in the north.
L AND O F THE SHEP HERD S
37. Jordan is also home to one
of the world’s oldest types
of olive trees called
“Mehras” and 4.500-year-
old olive oil mills.
Jordan tells the story of the
original superfood, laying
the earliest foundations of
today’s Mediterranean Diet.
44. My main recommendation is to embed Sustainable
Culinary Tourism in the National Tourism Strategy of
Jordan in alignment with the global shift in
consumer behavior, CSR targets, SDGs, and
UNWTO’s guidelines for Gastronomy Tourism, and
by bridging the gaps identified by HIH .
This requires additional research, methodizing
intelligence, and an integrated and cross-sectoral
approach with a central role for Food and Culinary
Arts at the intersection of Destination Management,
Agriculture, Culture, and Responsible Tourism.
We invite the academic
community to participate.
CALL TO ACTION #1
45. COFFEE TABLE BOOK
24 local products
24 farmers
24 chefs
48 signature dishes
12 governorates
4 seasons
248 pages
Arabic/English
F R O M F A R M T O F O R K I N J O R D A N
VALUES
Health Cuisine
Environment
Innovation
Socio Economic
Impact
CALL TO ACTION #2
We invite guest writers &
food historians to participate.