Food and the Tourism Experience

The OECD-Korea Workshop

image of Food and the Tourism Experience

Tourism is a major part of the contemporary experience economy, in which food plays an important role. Food is a key part of all cultures, a major element of global intangible heritage and an increasingly important attraction for tourists. The linkages between food and tourism also provide a platform for local economic development, which can be strengthened by the use of food experiences for branding and marketing destinations.

One of the major challenges in the experience economy is dealing with the shift towards intangible culture and heritage.  The focus of many tourists has changed from the classic 'must see' physical sights such as museums and monuments towards a ‘must-experience’ imperative to consume intangible expressions of culture, such as atmosphere, creativity and lifestyle.  This provides new opportunities for tourism destinations as well as new challenges, particularly in the areas of experience development, marketing and branding.

This publication provides an understanding of the role of food tourism in local economic development and its potential for country branding. It also presents several innovative case studies in the food tourism sector and the experience industry.

English Korean


Developing policy strategies for Korean cuisine to become a tourist attraction

Korean cuisine is being promoted globally under the banner “Korean cuisine, loved by foreigners” and has the goal of becoming one of the top 5 international foods. This chapter examines strategies currently underway to promote Korean cuisine, such as: creating international meccas for Korean cooking; expanding Korean cuisine establishments; supporting research and development; promoting hygiene and safety; simplifying and explaining menus and, developing internationally recognised brands. Food and local culture can paint a unique picture which are referred to in this chapter as “foodscapes”. The author makes the case for more research to develop additional strategies to encompass all stakeholders that make up the foodscape.


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