Gastronomy and Wine Tourism
As global tourism is on the rise and competition between destinations increases, unique local and regional intangible cultural heritage become increasingly the discerning factor for the attraction of tourists.
For many destinations, food-making as well as wine-making represent an integral part of their history and identity and have become the key element in the nation’s brand image. Gastronomy and wine tourism represents an opportunity to revitalize and diversify tourism, promote local economic development, involve many different professional sectors and bring new uses to the primary sector. Hence, gastronomy and wine tourism contribute to promoting and branding destinations, maintaining and preserving local traditions and diversities, and harnessing and rewarding authenticity.
The Committee on Tourism and Competitiveness (CTC) of UNWTO defines Gastronomy Tourism as a type of tourism activity which is characterized by the visitor’s experience linked with food and related products and activities while travelling. Along with authentic, traditional, and/or innovative culinary experiences, Gastronomy Tourism may also involve other related activities such as visiting the local producers, participating in food festivals and attending cooking classes.
Whilst Eno-tourism (Wine Tourism), as a sub-type of Gastronomy Tourism, refers to tourism whose purpose is visiting vineyards, wineries, tasting, consuming and/or purchasing wine, often at or near the source.
Product Development Projects
- (Ongoing) UNWTO Gastronomy Tourism Product Development Project (Indonesia)
- The Joyful Journey: Discovering a wine region through its wineries (Spain and Argentina)
The Joyful Journey introduces an innovative methodology to identify the existing relationship of the wineries and their surroundings, including their influences on local and regional history, socio-economics and culture. This relationship created the framework for a product to experience Spain through its wineries and the environment in which they have developed. This methodological tool can be adapted and replicated in different regions to help destinations to be promoted through their oenological framework which will also help emphasize other aspects such as culture, history and tradition.
The project was carried out in Spain in collaboration with Affiliate Member Leading Brands in Spain Forum and with the participation of five major Spanish wineries from different wine regions: Galicia, La Rioja, Penedés, Priorato, Ribera del Duero, Somontano, Toledo and Toro.
Guidelines for the Development of Gastronomy Tourism
The Guidelines for the Development of Gastronomy Tourism have been developed by UNWTO and the Basque Culinary Center (BCC), a UNWTO affiliate member, as part of its long-term collaboration. The guidelines aim to serve as a practical toolkit to support the development of gastronomy tourism in destinations by providing recommendations on key aspects such as planning and management by national tourism administrations (NTAs), national tourism organizations (NTOs) and destination management organizations (DMOs).
Gastronomy Tourism – The Case of Japan
The report on Gastronomy Tourism – The Case of Japan, prepared with the support of the Japan Travel and Tourism Association (JTTA) and Gurunavi, looks at the awareness of gastronomy tourism as a concept in Japan. Based on a survey with the main players in the country, results show that while gastronomy tourism is little-known, activities around this sector exist across the nation.
The report features 18 different case studies of gastronomy tourism activities in Japan, ranging from local Sake breweries to hotel trains. These examples show how gastronomy tourism has been turned into a development tool, inclusion and regional integration in Japan.
A Tour of African Gastronomy
So much of a nations’ culture is defined by food. UNWTO is proud to invite you to join our Tour of African Gastronomy. The rich and endlessly diverse flavours of the continent tell stories and rituals steeped in history. Explore the legacy of centuries of amazing culinary traditions hand in hand with some of the most prominent figures of African gastronomy. Over thirty Chefs will take you on a trip around the wonderful flavours and delicacies whose preparation alone is akin to a performance.
Affiliate Members Global Report, Volume 4 – Global Report on Food Tourism
The Global Report on Food Tourism, Volume No.4 of the UNWTO Affiliate Members’ series of in-depth reports explores the links between tourism and food. For many of the world’s billions of tourists, returning to familiar destinations to enjoy tried and tested recipes or travelling further afield in search of new and special cuisine, gastronomy has become a central part of the tourism experience. Against this background, food tourism has gained increasing attention over the past years. Tourists are attracted to local produce and many destinations are centring their product development and marketing accordingly. With food so deeply connected to its origin, this focus allows destinations to market themselves as truly unique and appealing to those travellers who look to feel part of their destination through its flavours. The report analyses the current situation of Food Tourism, through a survey of the UNWTO Affiliate Members as well as the reflections of professionals with extensive experience in international organizations, destination management, tourism companies and the training schools.