Session 1: GLOBAL INITIATIVES ON FOOD AND GASTRONOMY TOURISM
Perspectives and Reports from China Outbound Tourism Research Institute (COTRI) and United Nations World Tourism Organisation (UNWTO)
The global tourism expenditure is estimated to be USD1.3 trillion annually and tourists
are reckoned to spend 25% to 30% of their travel budget on food in destinations where they stay. There are
huge opportunities to use food resources to develop tourism destination’s appeal. This session will prepare
tourism leaders, hoteliers, restauranteurs, chefs and local authorities in Asia Pacific, important global
insights into food and gastronomy tourism’s foreseeable challenges and opportunities.
Session 2: UNDERSTANDING FOOD TOURISM: THE ESSENCE OF SOCIAL CULTURE OR FOOD CULTURE?
Delivering Authentic Food Experiences: Uplifting People, Place and Produce
From farmers to chefs and hotel managers and tourists, the meaning of food tourism changes
along the gastronomy value chain. Socio-cultural motivations and developmental initiatives invariably differ
by locations, climate, agricultural produce, heritage and traditions. International travellers seek experiences
that are authentic, engaging and memorable. This session’s discussions will explore the trends in authentic
food experiences, rural development initiatives and creative settings that underpin a sustainable food
tourism value chain from “farmer to tourist” and a celebration of food, landscape, identity, and culture.
Session 3: FOOD TOURISM DESTINATIONS: FROM ASPIRATIONS TO INSPIRATIONS
UNESCO Creative Cities of Gastronomy: Oceans of Resources, Waves of Opportunities
“The finest food destinations offer dynamite dining punctuated by a little je ne sais quoi (an appealing quality that cannot be described easily), something that makes them more than just a great culinary experience... they're an amazing adventure, forever etched in our memories”, the Food Network reported.
While traditional historical and cultural sites remain the central appeal of cultural tourists, would intangible food culture be the next cultural inspiration for tourists?
This session sets the scene for insights into what’s new and what’s next for food tourism destinations and communities. Listen and take away real inspiring stories of exemplary leadership, game changing initiatives and bold successes.
Session 4: BEST MARKETING PRACTICES: “SELL THE SIZZLE NOT THE STEAK”
Embracing Sustainability, Innovation and Technology
The session will explore a wide range of latest marketing tools, big data analysis,
latest social media ideas and hottest mobile applications that have transformed unpretentious food outlets
to profitable food tourism businesses as well as quiet townships to sustainable food tourism clusters.
In order to achieve meaningful results for the tourism industry, there is a need to leverage on immersive
branding and experiences, innovative technology and marketing campaigns as well as smart mobile applications
to elevate food tourism and gastronomy in destinations rich in food agriculture and culture.