Food Tourism: Trends & Opportunities

Food Tourism:Trends & OpportunitiesSharleen Wright

(on exchange at University of Latvia)

What is food tourism?HistoryImportanceTypes of food tourismWho is a food tourist?ExamplesPerceptions of Riga foodFuture opportunities

The pursuit and enjoyment of unique and memorable food and drink experiences, both far and nearEric Wolf, World Food Travel Association(World Travel Market, Nov 2015)

History of Food TourismEarliest concept 12th CenturyScholar focus began in the 1980sMedia focus in late 1990sRise of popular food culture in 2000s thanks to celebrity chefs, and the introduction of Food Network and Travel Channel on cable television

The Importance of FoodFOR THE TOURIST100% of people need to eat and drinkFood is a universal languageApproximately 1/3 of a tourist budget is spent on foodA good meal creates a lasting memoryFOR THE DESTINATIONEconomic developmentCreates jobsIncreases spendFosters investment - infrastructureCultural preservation

Who is a Food Tourist?In terms of foodie self- identificationYoung to middle-age skewAverage incomeHigher than average education53% female : 47% male4 types of foodiesGastronomesIndigenousTouristFamiliar

Everyone is a food tourist everyone needs to eat

13 Types of Food Tourism

What is being done in the food tourism field?

Perceptions of Riga FoodPRIOR TO ARRIVAL:

Clients have no perception of Latvian food 95% had no information about food options or related activitiesTop information resources: InternetSocial NetworksTravel StoriesLocalsStreet Advertising/MenusPrefer to eat in small cafes, bars, traditional and modern Latvian restaurants

DURING THE STAY:

77% of respondents indicated food was cheaper in Latvia25-40% of total budget allocated to food70% choose to eat in Old Town Riga75% of tourists visited Riga Central MarketOver 70% indicated a high interest in trying local beer, wine, spirits, bread and berries

AFTER THE STAY:

60% rated the range of food as good or excellent70% rated the range of eateries as good or excellent75% rated the quality of food as good or excellent53% rated the customer service as good or excellent82% rated the food as value for money70% would recommend Riga as a food destination

Footage from BBC Series The Hairy Bikers Northern Exposure, Sept 2015. https://youtu.be/6i62If9b2EA

Opportunity 1: Educate Prior To ArrivalUse local chefs as ambassadorsPower of print media editorialChef TVTravel Programs e.g. BBC The Travel Show, CNN Parts Unknown

Opportunity 2: Social MediaPininterestFacebookTwitterInstagramEngagement with food bloggers

Opportunity 3: Education on ArrivalIntegrate food into regular toursProvide inviting menusUse the menu to tell a story introduction to the chef, the history of the restaurant, the source of the ingredientsFood labelling (in English)

Opportunity 4: New Markets & ApproachesAsianMuslimSolo travellersSustainabilityAsk your customer what they like

Paldies!Thank you!