A Taste of Place –Defining a DestinationThrough it’s Food CultureAndrew Dobson & Rebecca LeHeup@Dobbernation @OntarioCulin...
Every tourist has one thing in common….
Whether 24 or 74, an adventurer or a history buff….
Eating is one of the few travel activities that engagesall five of your senses“Because food and drink involve all of the h...
Culinary/Food Tourism DefinitionAny tourism experience in which one learns about, appreciates,and/or consumes food and dri...
The United Nations World Tourism Organization has developed aGlobal Report on Food Tourism – underscoring theimportance an...
• (71% of all American travelers)participated in at least oneculinary activity while on an outof town trip.• Pursuing such...
Culinary/Food Tourism Economic Impact• Eating local food has a 3:1 impact onlocal economy. (Local Food Plus)• Consuming On...
Culinary/Food Tourists“They are travelers seekingthe authenticity of theplaces they visit throughfood.”UNWTO Global Report...
Make it local!• 85% of Culinary Travelers enjoy learningabout the local culture and cuisines.• 66% want to try regional cu...
• Concerned about origin of products.• Means of socializing and exchangingexperiences with others.• Higher-than average ex...
Ontario CulinaryTourism – Workingwith Bloggers &Food/Travel Media•Annual Ontario Culinary TourismLeadership Award & Ontari...
Top 5 Tips for Creating a Culinary TourismStory• Connect with local food editors/bloggers.• Connect with Tourism Boards to...
Top 5 Tips on Working with a DMO• Understanding your audience• Outline the depth of your blogcoverage• Engagement with soc...
A Culinary Adventure to Prince Edward County with Ford
@Dobbernation@OntarioCulinary
TBEX 2013 Toronto A Taste of Place- Defining a Destination Trough it's Food Culture
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TBEX 2013 Toronto A Taste of Place- Defining a Destination Trough it's Food Culture

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TBEX 2013 Toronto A Taste of Place- Defining a Destination Trough it's Food Culture, featuring Andrew Dobson and Rebecca LeHeup.

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TBEX 2013 Toronto A Taste of Place- Defining a Destination Trough it's Food Culture

  1. 1. A Taste of Place –Defining a DestinationThrough it’s Food CultureAndrew Dobson & Rebecca LeHeup@Dobbernation @OntarioCulinary
  2. 2. Every tourist has one thing in common….
  3. 3. Whether 24 or 74, an adventurer or a history buff….
  4. 4. Eating is one of the few travel activities that engagesall five of your senses“Because food and drink involve all of the human senses, we’ll remember a mealmuch longer than we will a museum or stained glass windows.”International Culinary Tourism Association
  5. 5. Culinary/Food Tourism DefinitionAny tourism experience in which one learns about, appreciates,and/or consumes food and drink that reflects the local, regional ornational cuisine, heritage, culture, tradition or culinary techniques.
  6. 6. The United Nations World Tourism Organization has developed aGlobal Report on Food Tourism – underscoring theimportance and opportunities related to culinary tourism.
  7. 7. • (71% of all American travelers)participated in at least oneculinary activity while on an outof town trip.• Pursuing such an activity wasone of the most importanttravel activities they sought.The Travel Activities and Motivation Survey (TAM)conducted by the Ontario Ministry of Tourism“The growth of food tourismworldwide is an obvious fact.It is one of the most dynamicsegments within the tourismmarket.”UNWTO Global Report on Food Tourism
  8. 8. Culinary/Food Tourism Economic Impact• Eating local food has a 3:1 impact onlocal economy. (Local Food Plus)• Consuming Ontario wines has a12:1 impact. (Wine Council of Ontario)• Average Culinary Tourist spendsdouble that of a generic tourist.• 40% more on accommodations.(Ryerson University Study)
  9. 9. Culinary/Food Tourists“They are travelers seekingthe authenticity of theplaces they visit throughfood.”UNWTO Global Report on Food Tourism
  10. 10. Make it local!• 85% of Culinary Travelers enjoy learningabout the local culture and cuisines.• 66% want to try regional cuisines, culinaryspecialties and local wines and spirits.• 70% of Culinary Travelers enjoy bringingback regional foods, recipes, wines fromplaces they have visited to share with familyand friends.ANDREW ADD PHOTO
  11. 11. • Concerned about origin of products.• Means of socializing and exchangingexperiences with others.• Higher-than average expenditure.• Demanding and appreciative.• High level of loyalty.• Revisit destinations due to gastronomy.ANDREW ADD PHOTOCulinary/Food Tourists
  12. 12. Ontario CulinaryTourism – Workingwith Bloggers &Food/Travel Media•Annual Ontario Culinary TourismLeadership Award & OntarioCulinary Tourism ExperienceAward•Ontario Culinary Adventure Guide•Guest Blog•Media FAM’s (DMO’s, OTMPC &CTC)
  13. 13. Top 5 Tips for Creating a Culinary TourismStory• Connect with local food editors/bloggers.• Connect with Tourism Boards to showcase uniqueexperiences in destination.• Research local food habits, cultural customs / religion.• Use past experience as a benchmark for storytelling.• Live tweet from farm to fork! Share your story in real timefeaturing local farmers, producers, chefs, restaurants etc…
  14. 14. Top 5 Tips on Working with a DMO• Understanding your audience• Outline the depth of your blogcoverage• Engagement with social media(pre-FAM, during FAM andpost-FAM)• Partnerships
  15. 15. A Culinary Adventure to Prince Edward County with Ford
  16. 16. @Dobbernation@OntarioCulinary

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