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


The culinary experience: A major pillar of Austrian tourism

Austria has long been at the forefront of sustainable tourism. The author explores the philosophy behind the “Holidays in Austria” brand that promotes life-changing experiences for visitors to Austria. The National Tourist Office showcases not only eating establishments, from high-class restaurants to local eateries, but also unusual and varied products, gourmet regions, local specialties, prize-winning wines, etc. Priority is given to being a welcoming country for guests. Other attractive selling points are Austria’s growing number of innovative food producers and Austria’s ecological record which has seen a significant growth in organic farms.


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error