Global strategies in gastronomy and wine tourism. Guidelines, challenges and the future
- Wednesday, October 9, 2019
- 16:30 - 17:30
- Eatxperience Arena - Pav. C4
- Alessandra Priante Associate professor of tourism strategy at LUISS Business School
Global tourism is growing at an incredible rate, with 1.4 billion international arrivals and spending of USD 1.7 trillion. The growth target of 4% has been reached in only a year, and not the three years forecast.
The figures come from the UNWTO, the United Nations agency based in Madrid that deals with global tourism; they also show us how food and wine is becoming an increasingly important reason for travel.
Gastronomy tourism is defined as a “type of tourism activity which is characterised by the visitor’s experience linked with food and local products, traditions and culinary innovations” and is therefore “reasoned knowledge” of what we eat and how we eat it.
It is therefore a “complex” form of tourism, beyond table setting, as it includes all the main sectors of a destination (Producers – agriculture, fishing, etc. – Transformers, Distributors, Trade, Science and Knowledge and obviously Tourism and Hospitality), and therefore requires new strategic, economic and promotional models. If therefore in building the offer, it is important to work on disseminating and teaching how to eat (drink), tasting the gastronomic culture that identifies and characterises a region, it is also true that a strategic approach that begins with quantifying the phenomenon is essential, based on data that also provides information on the profiling of so-called “gastronomic” tourists, i.e. demand.
The essential, cross-sector ingredients that nourish this approach must be: innovation, competitive intelligence, technology, education and knowledge management.
It is important to adopt a global outlook, because it supports this approach and enables a series of practical tools to be defined that can steer a course for national tourism authorities (Ministries, Regions, etc.) and DMOs: from an analysis of the “wider” sector to guidelines for the various aspects of planning and managing gastronomic tourism destinations.
- Food&Wine Tourism