Culinary tourism 101
Agenda Introduction to Culinary Tourism Food Tourism Offerings Economic Impact Characteristics of Food Tourists Case Study: Savour Stratford How Can OCTA Help?
A growing taste for culinary travel "When you travel through the world exploring food, you get this interesting window about the culture and the environment because food is the bridge between the land and the culture."
Every Tourist has 1 thing in common
They eat at least once a day, and more likely three times per day.
5 Eating is one of the few travel activities that engages all senses Because food and drink involve all of the human senses, we ll remember a meal much longer than we will a museum or stained glass windows. International Culinary Tourism Association
The United Nations World Tourism Organization has developed a Global Report on Food Tourism underscoring the importance and opportunities related to culinary tourism.
Introduction to Culinary Tourism Culinary/Food Tourism Definition Any tourism experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional or national cuisine, heritage, culture, tradition or culinary techniques.
Introduction to Culinary Tourism Defining Local Local = from Ontario Ingredients from the province/state/region Artisanal production done within the province/ state/region, incorporating local ingredients (eg. craft beers, bread, chocolate)
Accommodations Attractions Culinary Schools Food Tourism Offerings Types of Offerings Farms, Orchards, Pastures, Apiaries, Artisans Farmers Markets Festivals & Events Restaurants Retailers Wineries, Breweries, Cideries, Distilleries
Food Tourism Offerings Agritourism Farm visits: enjoyment, education, activities Food tourism at the source Method of generating revenue and diversifying farm offerings Tourists looking to re-connect with natural environment and their food systems
Food Tourism Offerings On-Farm Marketing $210 million in annual gross receipts for farmers in Ontario From 2005-2009, 50%-60% income from on-farm market 43% of farmers indicated there were planning additions or expansions of their farm market.
Food Tourism Offerings Driver of Local Economy Every dollar of farm income leads to an additional $2.40 in the local agricultural economy Each job in the sector results in an additional 4 jobs in the broader economy 60-70% of visitors to farmers markets visit other neighbouring businesses There are over 8 million visitors to farmers markets annually in Ontario OFFMA Survey 2005 and 2009
Economic Impact Show Me The Money! $ $ $ $ $
Economic Impact In Ontario There were over 101 million visits to Ontario in 2011. If all visits included 3 meals that is 330 million opportunities to create memorable experiences and a unique taste of place that will be shared! 330,000,000
Economic Impact A Powerful Motivator for U.S. Travelers 125.7 million Americans (71% of all American travelers) participated in at least one culinary activity while on an out of town trip. Pursuing such an activity was one of the most important travel activities they sought The #1 leisure activity for US travelers when they visit other countries is eating in restaurants. The Travel Activities and Motivation Survey (TAM) conducted by the Ontario Ministry of Tourism
Las Vegas Restaurants are Fastest Growing Revenue Generator Editor, Bon Appetit Magazine
Economic Impact Statistics Eating local food has a 3:1 impact on local economy (Local Food Plus) Consuming Ontario wines has a 12:1 impact (Wine Council of Ontario) Average Culinary Tourist spends double that of a generic tourist. 40% more on accommodations (Ryerson University Study)
Economic Impact Statistics Food and beverage as a category ranks first and foremost in visitor spending - even more than lodging Wine tourism expected to grow by 20% in Canadian market and 28% in US market by 2025 (Niagara Tourism Research) 40% revenue growth in Ontario VQA wine industry (Study of the Ontario Economic Impact of Ontario VQA Wines)
I think this is a very important part of the food movement it is really a communitarian movement. What s driving people to food in many, many places is the kind of experience you can have at a farmers market. It s really a new public square." - Michael Pollan, author of The Omnivore s Dilemma
Characteristics of Food Tourists Commonalities Concerned about origin of products Means of socializing and exchanging experiences with others Higher-than average expenditure Demanding and appreciative High level of loyalty Revisit destinations due to gastronomy UNWTO Global Report on Food Tourism
Food Tourists are MORE AFFLUENT Source: Tams Study 2006
Food Tourists are MORE ACTIVE ACTIVITY PARTICIPANTS IN ANY CULINARY ACTIVITY % PARTICIPANTS IN NO CULINARY ACTIVITY % VISITING HISTORIC SITES SWIMMING IN LAKES ATTENDING LIVE THEATRE VISITING GARDENS 51.2 19.4 47.9 25.7 32.3 11.7 25.4 7.7 GOLFING 23.7 11.7 GOING TO A MUSIC FESTIVAL 13.7 3.9 GOING TO A SPA 18.1 3.8 Source: Tams Study 2006
Characteristics of Food Tourists Make it Local 85% of Food Tourists enjoy learning about the local culture and cuisines. 66% want to try regional cuisines, culinary specialties and local wines and spirits. 70% of Food Tourists enjoy bringing back regional foods, recipes, wines from places they have visited to share with family and friends. The profile of culinary travelers, 2006 edition, Travel Industry of America
Product Development Cycle Research & Resources Marketing Inventory List Community Engagement Product Development SWOTT Analysis
Savour Stratford The Recipe Business to business tools (eg. Chefs Resource Guide/Toolkit) Savour Stratford Perth County (SSPC) restaurant, accommodation and retail certification Annual Culinary Tourism Summit Product development (eg. Bacon & Ale Trail)
Savour Stratford The Ingredients
Savour Stratford The Success
Food is the new culture capital of a destination, as if culture has moved out of the museum to become a living experience of consumption. Dr. Yeoman, University of Victoria New Zealand
How Can OCTA Help? 1-on-1 consultation services Strategic planning Webinars Research & resources Business Development Expanding Industry Knowledge Networking Advertising Ontario Culinary Tourism Summit Online community Ad space Event calendar Social media Newsletter/blog
Rebecca LeHeup, Executive Director Twitter: @OntarioCulinary Email: rebecca@ontarioculinary.com Danielle Brodhagen, Director of Product Development Email: danielleb@ontarioculinary.com Julia Gilmore, Product Development Project Coordinator Email: julia@ontarioculinary.com Agatha Podgorski, Communications & Membership Manager Email: agatha@ontarioculinary.com Twitter: @OCTA_licious Phone: (416) 644-3601 Website: www.ontarioculinary.com
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