Food and the Tourism Experience

Tourism is a major part of the contemporary experience economy, in which food
plays an important role. Food is a key part of all cultures, a major element
of global intangible heritage and an increasingly important attraction for
tourists. The linkages between food and tourism also provide a platform for
local economic development, which can be strengthened by the use of food
experiences for branding and marketing destinations.
One of the major challenges in the experience economy is dealing with the
shift towards intangible culture and heritage. The focus of many tourists has
changed from the classic 'must see' physical sights such as museums and
monuments towards a ‘must-experience’ imperative to consume intangible
expressions of culture, such as atmosphere, creativity and lifestyle. This
provides new opportunities for tourism destinations as well as new challenges,
particularly in the areas of experience development, marketing and branding.

This publication provides an understanding of the role of food tourism in
local economic development and its potential for country branding. It also
presents several innovative case studies in the food tourism sector and the
experience industry.