The wine and food tourist in search of increasingly authentic experiences
In recent years, food and wine tourism has grown in popularity, evolving into a complex phenomenon that goes beyond the mere tasting of food and wine. Tourists are increasingly seeking authentic and meaningful experiences that can gratify not only cultural but also personal and social needs. Meeting tourists' new needs in the context of food and wine tourism requires a strategic approach that enhances local resources, innovates available experiences and promotes sustainability.
Here then are some detailed considerations to address each aspect.
Enhancing the wealth of regional food and wine
Food and wine tours. Organise routes that allow tourists to explore typical products through visits to markets, farms and local events.
Regional culinary events. Support culinary festivals that showcase local specialities and encourage chefs to create menus that celebrate the region's gastronomic culture.
Training and awareness-raising. Offer local cookery courses or workshops on traditional food production, so that tourists are actively involved in gastronomic culture.
Experience innovation
Visits to farms. Promote tours of production companies (dairies, winemakers, etc.) with guided tastings, enabling visitors to learn about the production chain.
Outdoor activities. Integrate experiences such as trekking or biking with gourmet picnics using zero-kilometre products.
Digital platforms. Create apps or online platforms where tourists can book customised experiences according to their interests (vegan cuisine, traditional cuisine, etc.).
Sustainability
Sustainable routes. Develop tourist routes that connect rural and urban areas in an environmentally friendly way, encouraging the use of public transport or bicycles.
Education for Sustainability. Offer training activities for responsible tourism and conscious consumption practices; e.g. courses on how to reduce food waste when preparing meals.
Local collaborations. Fostering synergies between local producers and tour operators to develop sustainable economic practices and to equitably distribute the benefits of tourism among the various communities.
Effective communication
Finally, targeted communication is essential:
- Use social media and influencers to reach specific segments of tourists.
- Create engaging content that tells authentic stories about local food and wine products and traditions.
By adopting an integrated approach that combines these strategies, one can not only meet the new needs of tourists but also contribute to the economic development of local communities in a sustainable manner.
