Food Tourism

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World Tourism Organization, 2012 Secretary General: Taleb Rifai Executive Director for Competitiveness, External Relations and Partnerships: Márcio Favilla L. de Paula

Editorial team:

Dmitriy Ilín, Project Manager, Global Report on Food Tourism Iñaki Gaztelumendi, Consultant, TANGIBLE - Tourism Industry Consultants Peter Jordan

Series editor:

UNWTO would like to sincerely thank all those who contributed material to this report. Copyright © 2012, World Tourism Organization (UNWTO) Global Report on Food Tourism Published by the World Tourism Organization (UNWTO), Madrid, Spain. First printing: 2012 All rights reserved. Printed in Spain. The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries. Photos by UNWTO and Dreamstime World Tourism Organization (UNWTO) Calle Capitán Haya, 42 28020 Madrid Spain Citation: World Tourism Organization (2012), Global Report on Food Tourism, UNWTO, Madrid Tel.: (+34) 915 678 100 Fax: (+34) 915 713 733 Website: www.unwto.org E-mail: omt@unwto.org

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Global Report on Food Tourism

CONTENTS
Foreward Taleb Rifai / 4 Introduction / 5 Gastronomy’s importance in the development of tourism destinations in the world / 6 Global trends on food tourism / 10 What our Members say / 12 CASE STUDIES International Initiatives Euro-toques in Europe: 3500 artisan cooks in defence of “eating well” / 18 Food and the Tourism Experience / 20 Foda / 22 Tourism Destinations Azerbaijan: aromas and tastes of the East with a European twist / 26 Brazil and its Paths of Flavour / 28 Egypt: food tourism experience / 30 Food and wine tourism in Georgia / 32 Kazakhstan: tracing the country’s ancient history through its food / 34 Gastronomic tourism in Korea - Globalizing Hansik / 36 A taste of Moscow / 38 Malaysia: at the cross-roads of Asian food culture / 40 Morning pilau, or peculiarities of Uzbek cuisine / 42 Business organizations Tasting Spain: the creation of a product club for gastronomic tourism / 46 Food and wine tourism: Challenges and Opportunities / 48 Sustainable gastronomy: Prospects for the Future / 50 Fine dining: an “awakening to art de vivre” Relais & Châteaux-style / 52 A brief summary of the SETE study “Gastronomy & the Marketing of Greek Tourism” / 54 Educational organizations The Basque Culinary Center / 58 Safety Food – the Brazilian Experience / 60 Presentation of the B.E.S.T. concept / 62

Foreword
Taleb Rifai, Secretary-General, World Tourism Organization (UNWTO)

For many of the world’s billions of tourists, returning to familiar destinations to enjoy tried and tested recipes, 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 centering their product development and marketing...
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