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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

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Promoting food and lifestyle: The French experience

Sopexa has over 50 years experience in promoting the French agrifood industry and supporting branding of French food. France has developed important linkages with territory and regional products however, with increasing international competition, strategies for promoting agrifood products need to highlight the quality of products. Sopexa demonstrates a full range of strategic elements that can be adapted to each tourism and culinary product offer. Their experience indicates that industrial producers need better preparation-segmentation-innovation strategies, accompanied by clear and strong messages.

English

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