Food tourism – what constitutes food tourism?
Wiki describes it thus : Culinary tourism or food tourism is experiencing the food of the country, region or area, and is now considered a vital component of the tourism experience.[2] Dining out is common among tourists and “food is believed to rank alongside climate, accommodation, and scenery” in importance to tourists.[2] Wikipeadia
The World Food Travel Association describes ‘food tourism’ as : “The pursuit and enjoyment of unique and memorable food and drink experiences, both far and near.” It also describes a ‘food traveller’ as someone who goes to a different neighbourhood to experience food of a different ethnicity. I guess that means we are food travellers when we go shopping in the Asian market?
Does Ireland have a food tourism side to it?
These are questions we were asked to consider when we took part in workshops with Failte Ireland and Blue Sail. Together with around forty producers, accommodation providers and others involved in the food industry, we had brain-storming sessions about what is ‘food tourism’.
It was an exciting and interesting exercise, as we discussed Ireland’s food provenance, what is local, what we ourselves expect when travelling, and what we look for in food when travelling?
If you take it on a very personal level…. what makes a holiday for you? Is it the weather? Is it the accommodation? Is it the food?
Failte Ireland have been conducting research and have come up with 6 different ‘tourist’ categories – 3 international and 3 domestic tourist segments.
International market segments:
- Culturally Curious – over 45 – food is very important to them – specialities, provenance, special places, good service, knowledgeable staff.
- Social Energisers – young couples/adults – 20s/early 30s – casual eating but good food, fashionable, buzzy places, something different from home.
- Great Escapers – young couples around 30 – authentic restaurants and pubs with good local food; flexible options – picnics and takeaway.
Domestic segments:
- Connected Families – 25 – 44 age group – no specific mentions of food.
- Footloose Socialisers – groups of friends, independent and confident – again no specific food requirements.
- Indulgent Romantics – all ages but typically 25 – 34 or 55 – 64 – interested and knowledgeable about food and wine.
One of the exercises we were asked to carry out was to recommend in our locality a ‘romantic’ destination…. well folks, it is amazing, but the results were as diverse as people are. A weekend in a hotel with a spa and beauty treatments would just not cut it for me as a ‘romantic’ break, but that’s what some folks want. A ‘romantic’ break to me would be somewhere away from the ‘real’ world, where you can chill, sit about and read a book without being disturbed, go for long walks, and, of course, enjoy really good food (preferably seafood!) and maybe, a glass or two of wine.
We were also asked to consider where we would recommend people should go to people watch? Any thoughts? I chose a supermarket queue. I always go off into daydream mode in the supermarket queue – wondering ‘why’ are people buying this, that, and the other. I’m always shocked at how much processed food goes into shopping trolleys – but that’s another story.
And I guess the biggest question of all….. how would we describe Ireland’s food? Again the answers were as mixed as the group…… how would you describe Irish food to a complete stranger?
Here’s the result of our brain-storming…. a great video produced by Failte Ireland.
And a funny aside to this story… we laughed so much when we saw the video… there right smack bang in the middle of it, is our friend, Daili 🙂
Daili
Since we started doing AirBnB we have found that without exception regardless of the nationality of those who have stayed here, the conversation invariable turns to ‘food’ and its ‘provenance’. From our little vignette into the world of travel it would seem that people are getting more and more worried about where their food is coming from, and how their food is being treated be it in the pre-planting stage of seeds, or how food(meat) is grown.
It would seem like-minded people are drawn to each other. People come to this green island of ours, as they perceive it as ‘green’ in every sense of the world. They are blown away by the ‘green-ness’ of the countryside, the cattle and sheep grazing in the fields, the freshness of the fish, and the variety of ‘home’ produced food. We are lucky to live in this country of ours with its natural larder.
We need to hold on tight to that image.
Fascinating post! Nice one.
Thanks Matt… it was an interesting series of workshops.
Love the video, although the voiceover wouldn’t have been my choice. He’s a bit overexposed at the moment. I love irish food and have worked in some great restaurants. Our seafood, dairy and meat products are second to none. Comparatively, though, it can be quite pricey. You don’t notice as much when you’re there but I think visitors notice. Not all visitors have that much money to spend. I know when I’m travelling I’m looking for cheap but local and authentic. Hope the initiative works well for you all!
June, there’s been a very mixed reaction to the voiceover ‘voice’…. it is now being described as ‘marmite’ and that it will grow on us!!!!
What kills me with regard to the prices charged, is that often times it is truly awful ingredients used and top prices charged. I believe people wouldn’t mind paying a bit more, if they knew the ingredients were top class.
M
Hmm – odd that they should pick marmite when the research shows it’s the international audience that’s most interested in our food. I would have thought you’d need to knock their socks off on the first viewing in case they only see it once. But sure what do I know!
I agree re prices – I don’t mind paying for high quality products. We paid for wonderful organic jamón, cheese and wine when we were touring. Basics like bottles of water or sandwiches using poor quality ingredients really get me worked up, though!
Really enjoyed this post Margaret and good to hear that producers are being listened to and invited to participate in such events. I was blown away by Ireland’s greenness when I first visited twenty five odd years ago. Also agree that internationally (potential) visitors still see it that way, oddly, much to the disbelief of many who live here still!
I so agree with you with regard to the ‘greenness’… it still blows people away.
Although we were asked this past weekend when is it NOT windy in Ireland…. we hadn’t even noticed there was a breeze!
M
Reblogged this on Smorgasbord – Variety is the spice of life and commented:
My husband is from Ireland and I am on my mother’s side and originally my father’s. For five years we returned and worked there and both of us love so many aspects of life there. There are some misconceptions about the culinary side of Ireland – Guinness and Potatoes…however with its long coastline it has superb seafood and fresh fish as well as some of the finest beef and dairy. This is a diary of life in rural Redwood and this post on food tourism illustrates the diversity of the hospitality industry and its importance to Ireland’s economy. I recommend that you visit – take a week – hire a car and whilst a weekend in Dublin is great tour the coastline at least – June can be a lovely month… but even in the soft rain as we call it!! You will find a great welcome wherever you go and plenty of great food.
Thank you for following (and re-blogging). Yes, there are so many misconceptions about our food (and our weather!). We have such a wonderful ‘natural larder’ here for our meat and vegetables… and as you say, the fish, oh the fish.
And I agree… you need at least a week, to stop and savour the food and the scenery here… but don’t just do Dublin and the coast… come see us here in the Midlands… we are quite nice and will be very welcoming 🙂
Absolutely, we lived just outside Drogheda and had the best of both worlds with Meath coastline and down to Skerries etc. have a lovely weekend.
Good post Margaret, have to admit the idea of a spa break would be hell on earth for me, okay for an hour or two perhaps but spending hours in one of those places! In the winter, I just want a roaring fire, comfy sofa, good books, nice meal and a nice drink to sip afterwards – that’s not much is it?
Interesting to see how the different groups are broken down.
Lorna, I don’t think I’d even last an hour or two in a spa…. give me a good book, a blazing fire and a glass of wine anytime though.
Margaret