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Sustainable food tourism
7 Tips for DMOs to foster sustainable food tourism
FOOD TOURISM IS EMERGING
Food tourism is currently on the rise. According to Future Market Insights Inc. (2022), the annual growth rate of the food tourism market is estimated at 16.6% during the period of 2022 to 2032. This reflects a high demand for food tourism in the upcoming years. However, a higher demand means an increase in the negative impacts of food tourism too. Destination management and marketing organisations (DMOs) and other destination stakeholders in the food tourism industry are expected to understand the importance of sustainability. This is necessary to maximise the benefits of food tourism and to mitigate its negative impact. Still, there is some confusion about what food tourism really is and how other stakeholders can get involved. Hence, this article focuses on different tips DMOs can apply to foster sustainable food tourism (Brynja Laxdal et al., 2022).
1. DMOs should be one step ahead
Food tourism continuously progresses and changes. Therefore, it is essential that DMOs analyse the food tourism trends frequently and update their offerings when necessary. Furthermore, DMOs should rethink the role of tourists in food tourism together with the stakeholders. Food tourists should not only passively consume the food. Food tourism suppliers should rather enable them to adopt a more co-creative and responsible role in the act of consuming food. For example, while food tourists receive a guided tour on the Faroe Islands, they participate in foraging collecting nettles. Afterwards, the nettles are used to bake pizza which will be consumed by the food tourists. The purpose is to provide the food tourists with a responsible role in the act of consuming food (Brynja Laxdal et al., 2022).
2. DMOs should honour the environment
The quality and quantity of food production and related activities influence the destination’s environment. If DMOs encourage green and blue economy-related practices (e.g. food waste management, reducing plastic consumption, recycling, etc.), a contribution to a sustainable destination’s environment will be made. To do so, DMOs in coordination with the local government, should set sustainable criteria s for culinary businesses, tour businesses, accommodations and all other businesses in the food tourism industry. For example, the Quang Nam Tourism Association conjointly with the Government of Vietnam deployed a wide range of criteria. These criteria are set for the certification of sustainable tourism labels, green tourism and energy saving for businesses in the tourism industry. The purpose is to contribute to improving management efficiency and environmental protection (Vietnam National Administration of Tourism, 2022).
3. DMOs should prioritise local resources and residents
DMOs should support local farmers, businesses, cooperatives and community groups to strengthen the destination’s food tourism supply and to decrease imported goods. In order to achieve this result, DMOs should promote food-related activities such as food festivals and farmers’ markets with a local focus. This strengthens relationships between suppliers and consumers, both locals and food tourists. For example, Scotland launched a ‘Food Tourism Action Plan’ where one of their main focuses is to develop a sustainable local food supply chain. This means increasing the local production and sourcing across food tourism businesses which will lead to a decline of food imports (Scotland Food & Drink & Scottish Tourism Alliance, 2021).
4. DMOs should celebrate destination culture
A sustainable food tourism development involves sociocultural considerations. Thus, DMOs should celebrate and promote the destination’s culinary identity and heritage. This will help to build and to strengthen the destination’s image. Since socio-cultural values influence how people use natural resources and how willing they are to behave sustainably (Park et al., 2007; Ringov & Zollo, 2007), food tourism experiences can be tied to the history, heritage or culture of the food products. An example is to combine a dish or beverage with a story, such as the story of the Basque cider houses. In this case, the Basque cider has been connected to the region, its economy, landscape, history and culture. Cider may no longer be necessary to save sailors from scurvy but the aim is to preserve something essential: the self-reliance and adventurous spirit of the Basque people as well as the simple, local ingredients that set their food apart in Spain and beyond (Jolley, 2021).
5. DMOs should engage their stakeholders to foster sustainable food tourism
“A rising tide lifts all boats”. A single food tourism experience is unlikely to attract food tourists to stay more than one day. In order to create a greater economic impact and more socio-cultural advantages, DMOs should work with other stakeholders, diverse local groups and even other destinations to develop culinary offerings. DMOs should consider hosting an annual conference, where opportunities are created for the food tourism industry. At the conference, there are opportunities to connect, to recognise successes, to share best practice examples, to explore new partnerships and to address the challenges where sustainability is the bottom line. For example, ‘Scotland Food & Drink’ holds a conference each year in Scotland to elaborate on the challenges and opportunities in the food and drink industry since the aim is to build Scotland’s global reputation as a ‘Land of Food and Drink’ (Scotland Food & Drink & Scottish Tourism Alliance, 2021).
6. DMOs should focus on the needs and wants of the visitors
DMOs should design products by taking the needs and wants of the visitors into account. According to Food Travel Monitor (2020), “69% of global leisure tourists seek information on food and drink options before and during their stay”. This statement illustrates that today’s leisure tourists want to know the origin of their food and drink; in other words where it came from, who produced it and how. It is integral to the overall visitor experience. DMOs in cooperation with the food tourism businesses should develop a business-to-business (B2B) local food and drink product code where value is added to the food and drink offerings by talking about the origin. This specific action is in progress in Scotland which is a part of their sustainable food destination development (Scotland Food & Drink & Scottish Tourism Alliance, 2021).
7. DMOs should promote a year-round destination to increase sustainable food tourism
DMOs should develop activities that meet the needs and wants of food tourists throughout the entire year and not only related to a specific season. This will help to diversify their product portfolio and to attract (new) food tourists all year round. For example, a ski destination can focus on several activities in the summer season, such as cooking lessons and dining. In Zermatt, Switzerland a wide variety of culinary experiences is offered all year round under the brand “Taste of Zermatt”. Several culinary events are held to maintain Zermatt’s superior gastronomy during the summer season (Zermatt Tourism, n.d.).
Conclusion
In brief, this article focused on how sustainable food tourism can be fostered. The outcome shows different tips that can be applied to support a sustainable food destination development. As global tourism is on the rise and competition between destinations increases, it is important to stay competitive. Sustainability will contribute to maximising the benefits and limiting the negative impacts of food tourism. There are a several tips on how to create a sustainable food destination.
First, the changes which occur in the food tourism industry should be monitored as they continuously progress. Therefore, products and services need to be regularly updated. Also, the environment should be honoured, while updating products and services, since the sustainable development of the destination is crucial. In addition, the engagement of all stakeholders involved in the food tourism industry is essential, where the promotion of the destination’s culinary identity and heritage should be the main aim. The engagement of stakeholders provides the opportunity to connect, share and explore in the food tourism industry.
Additionally, the focus should lie on the needs and wants of visitors, and promote as a year round destination by offering culinary activities throughout the year. Finally, prioritise the local community and local businesses through supporting destination’s food tourism supply chain. This will strengthen the destination’s offering and decrease imported goods which again will boost the local economy.
When starting the journey towards a sustainable food tourism destination, it is important to research as thoroughly as possible to ensure that the efforts are maximised. At Food Tourism Management, we pride ourselves on taking this work off your hands and calling on our team of experts to guarantee a sustainable food tourism destination.
Contact us today to get started!
21.06.2024
Sources
Brynja Laxdal, Þóra Valsdóttir & Kristín Sigurjónsdóttir. (2022). Nordic Food in Future Tourism. Matis. Retrieved from https://nordicfoodintourism.is/wp-content/uploads/2022/04/NordicFoodInFutureTourism_Final-Report.pdf
Chwialkowska, A., Bhatti, W. A., & Glowik, M. (2020). The influence of cultural values on pro-environmental behavior. Journal of Cleaner Production, 268, [122305]. Retrieved from https://doi.org/10.1016/j.jclepro.2020.122305
Future Market Insights, Inc. (2022). Culinary Tourism Market Outlook (2022-2032). Retrieved from https://www.futuremarketinsights.com/reports/culinary-traveller-sector-overview
Jolley, A. (2021). Basque Country’s cider houses keep an ancient history alive. National Geographic. Retrieved from https://www.nationalgeographic.com/travel/article/basque-cider-houses-keep-cultural-and-culinary-history-alive
My Helsinki (n.d.). Think sustainably criteria. Retrieved from https://www.myhelsinki.fi/en/think sustainably/think-sustainably-criteria
Scotland Food & Drink & Scottish Tourism Alliance. (2021). Food tourism Scotland. Retrieved from https://scottishtourismalliance.co.uk/wp-content/uploads/2019/04/FoodTourismStrategy.pdf
Vietnam National Administration of Tourism. (2022, March 26). Quang Nam announces the set of green tourism criteria and the green tourism week 2022. Retrieved from https://vietnamtourism.gov.vn/en/post/17051
World Food Travel Association (2020). 10-step guide to food tourism destination development. Retrieved from https://worldfoodtravel.org/news-10-step-guide-to-food-tourism-destination-development/
World Food Travel Association (2020). State of the food travel industry report. Retrieved from https://worldfoodtravel.org/annual-food-travel-industry-report/
Zermatt Tourism. (n.d.). Taste of Zermatt. Zermatt. Retrieved from https://www.zermatt.ch/en/Events/Top-Events/Taste-of-Zermatt