Food Tourism
When tourism refers to culture, it is often associated with the arts, architecture or archaeology. However, food is at the heart of culture and the heritage and traditions of farming, fishing, fruit-growing and so much more are now also at the heart of tourism. Local sourcing, slow food and equitable food distribution are also key components of tourism, as the industry opens its eyes to all the ingredients needed to make tourism truly sustainable.
There are world-famous food destinations now, from Japan to Vietnam, Mexico to Morocco, with food travel TV such as Anthony Bourdain’s Parts Unknown, also gaining top ratings. However, it’s often the small communities that are the real chefs behind the show. They are the people ensuring that traditional vegetables or seeds are protected, or that sustainable production is kept in check. Here are a few examples of food tourism that we have had the honor of making a short film about:
Lika Destination, Croatia
Croatia’s coast, archipelago and plethora of national parks are world-renowned, but its food is playing catch up, despite the fact that local provenance and traditions are worthy of protection and promotion. The Lika region of Croatia is leading the way in putting local food at the forefront of sustainable tourism by creating a Lika Quality brand. Although the Lika region, which stretches along its north coast and also inland, is the least populated and largely pastoral region of Croatia, it receives large numbers of tourists thanks to the Plitvice Lakes and Velebit National Parks.
The creation of a local LIka Quality mark, training and collaboration between growers and tourism businesses has been a very successful process, and one that was recognized by the Green Destinations Awards in 2021, as it was a finalist in the Islands & Seaside category. Creating a local brand for food is about so much more than informing tourists, however. It is about helping local producers and their families gain a sense of pride in what they grow, but also giving them a structure and strategy to grow their businesses.
Storytelling and food tourism
Food tourism is ripe with stories, all of which provide fodder for great travel content. Some destinations get this and others seem to be blind to the potential of all things foodie in their destination narratives. Food is even recognized by the United Nations as part of a place’s ‘Intangible Culture’, and they have protected some regions’ cuisine as part of this program. Although not yet protected by the UN, we have had the honor of working with some exemplary organizations which have contributed to putting their homes on the worldwide foodie map.
Greater Portland, Maine, USA
Sustainable food production and tourism is at the heart of Greater Portland, with producers and restaurateurs working closely with the DMO to ensure that visitors get a real taste of Portland on their stays. Wolf’s Neck Farm, for example, not only has a farm-to-fork cafe, but it also has camping, trails and kayaking. Harbor Fish Market is not only a supplier to local gems such as Mami, a family-run Japanese restaurant using the freshest of local ingredients, but also a tourist destination in itself. There are many stories to be told about Portland products, such as by Peter Pray, a local lobsterman whose story makes for engaging travel content:
“I was trying to put a calculation on how much time I did spend on the water. Fifty percent, sixty? I don’t know. I’m just happy to be a lobsterman.” Peter Pray, owner and operator of the F/V Lady Catherine, Casco Bay.
Cusco, Peru
Selia, the chef behind the popular Cusco restaurant Seledonia's Mesa set up on her own when a hotel that she was working for, creating high-end cuisine, said she could no longer work there when she became pregnant over ten years ago. Along came two babies - her son and her new restaurant and both are still thriving. When we met her to film her story, we were particularly inspired by her new mission to empower other women in food tourism: “My restaurant is my pride and source of happiness for me. I want to expand and open more of them….give opportunities to others, especially to single mothers.” Selia, along with so many women in tourism, are the core of a country or region’s food culture and must be nurtured and supported accordingly.