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Culinary Tourism – Tapping into the new economy

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Information about Culinary Tourism – Tapping into the new economy

Published on November 25, 2008

Author: erobson

Source: slideshare.net

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Presentation delivered by Rebecca LeHeup Bucknell, Executive Director of the Ontario Culinary Tourism Alliance at the November 17th "Economies in Transition" forum hosted by The Ontario Rural Council and the Municipal Cultural Planning Partnership.
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2008 The Ontario Rural Council Culinary Tourism – Tapping into the new economy

Outline Defining culinary tourism Ontario Culinary Tourism Strategy and Alliance history and mission Top 10 success factors for a culinary tourism region Future of OCTA and culinary tourism

Defining culinary tourism

Ontario Culinary Tourism Strategy and Alliance history and mission

Top 10 success factors for a culinary tourism region

Future of OCTA and culinary tourism

Defining Culinary Tourism Any tourism experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional, or national cuisine, heritage, culture, tradition, or culinary techniques

Any tourism

experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional, or national cuisine, heritage, culture, tradition, or culinary techniques

Ontario Culinary Tourism Strategy and Alliance Launched strategy in 2005 lead by the Ministry of Tourism Worked with 5 regions and are expanding to regions invested in developing culinary tourism Developed www.ontarioculinarytourism.com and will be expanding business to business platform Transitioned from Ministry to Industry lead in Jan ‘08 Secured funding from Agricultural Adaptation Council, Ministry of Tourism and Ministry of Training, Colleges and Universities Hosted 2008 Ontario Culinary Tourism Summit Nov 10 th at the Royal Agricultural Winter Fair Focused research on education and training related to culinary tourism

Launched strategy in 2005 lead by the Ministry of Tourism

Worked with 5 regions and are expanding to regions invested in developing culinary tourism

Developed www.ontarioculinarytourism.com and will be expanding business to business platform

Transitioned from Ministry to Industry lead in Jan ‘08

Secured funding from Agricultural Adaptation Council, Ministry of Tourism and Ministry of Training, Colleges and Universities

Hosted 2008 Ontario Culinary Tourism Summit Nov 10 th at the Royal Agricultural Winter Fair

Focused research on education and training related to culinary tourism

OCTA Mission Help build & sustain regional identities, agricultural resources. Present opportunities to develop new quality tourism products and experiences. Become a way in which we tell our story and share it with pride.

OCTA Mission

Help build & sustain regional identities, agricultural resources.

Present opportunities to develop new quality tourism products and experiences.

Become a way in which we tell our story and share it with pride.

Top 10 Criteria to developing a successful culinary tourism region Leadership Market ready or near market ready culinary products and services An integrated strategy Partnership and community based collaboration Financial support and performance measures Destinations with access to key origin markets Sufficient market intelligence Culinary tourism resources that are distinct to the region Destinations with multiple culinary tourism experiences An effective destination marketing organization

Leadership

Market ready or near market ready culinary products and services

An integrated strategy

Partnership and community based collaboration

Financial support and performance measures

Destinations with access to key origin markets

Sufficient market intelligence

Culinary tourism resources that are distinct to the region

Destinations with multiple culinary tourism experiences

An effective destination marketing organization

Culinary Tourism Best Practice Examples PEC’s Taste Trail Established in 2003 24 industry stakeholders that meet set criteria Award winning marketing tool Attracts $1.5 to $2 million in PR attention annually

PEC’s Taste Trail

Established in 2003

24 industry stakeholders that meet set criteria

Award winning marketing tool

Attracts $1.5 to $2 million in PR attention annually

Grown from 45 members in 2007 to 71 members in 2008. They have farmers, restaurants, cafes, bakeries, wineries, local food shops, markets and bed & breakfasts each provide a unique culinary experiences while focusing and/or featuring locally grown and produced foods.  First annual map was launched in June of this year 2008 and distributed 90,000 copies. Launched their new website in June.  It includes their100km Kitchen that is a program that includes recipes defined as "Niagara Dishes“ designed to inspire locals to cook with ingredients from Niagara..  Hosted their first annual Farm to Table Seminar with Michael Stadlander as our keynote speaker.

Grown from 45 members in 2007 to 71 members in 2008.

They have farmers, restaurants, cafes, bakeries, wineries, local food shops, markets and bed & breakfasts each provide a unique culinary experiences while focusing and/or featuring locally grown and produced foods. 

First annual map was launched in June of this year 2008 and distributed 90,000 copies.

Launched their new website in June.  It includes their100km Kitchen that is a program that includes recipes defined as "Niagara Dishes“ designed to inspire locals to cook with ingredients from Niagara.. 

Hosted their first annual Farm to Table Seminar with Michael Stadlander as our keynote speaker.

Savour Ottawa 2008 marks Savour Ottawa first year with full membership 70 and growing (restaurants/hotels/caterers) They have forged relationship with major festivals and events in the region In 2009 they are adding 2 new membership categories – microprocessors and retailer and producers and supporters Each member goes through a unique ‘verification’ process to ensure they reach the criteria

2008 marks Savour Ottawa first year with full membership

70 and growing (restaurants/hotels/caterers)

They have forged relationship with major festivals and events in the region

In 2009 they are adding 2 new membership categories – microprocessors and retailer and producers and supporters

Each member goes through a unique ‘verification’ process to ensure they reach the criteria

OCTA Partnerships Ontario Restaurant Hotel Motel Association Ontario Farm Fresh Ontario Fruit & Vegetable Growers’ Association Wine Council of Ontario Ontario Cattle Feeders’ Association Ontario’s Finest Inns Ontario Hostelry Institute Ryerson University George Brown College Savour Ottawa Greater Toronto Agricultural Action Committee Savour Toronto Niagara Culinary Trail Savour Muskoka Prince Edward County – Taste the County Savour Stratford Norfolk County OCTA Members Savour Ontario.ca Local Food Plus Ontario Tourism Marketing Partnership www.ontarioculinarytourism.com

Ontario Restaurant Hotel Motel Association

Ontario Farm Fresh

Ontario Fruit & Vegetable Growers’ Association

Wine Council of Ontario

Ontario Cattle Feeders’ Association

Ontario’s Finest Inns

Ontario Hostelry Institute

Ryerson University

George Brown College

Savour Ottawa

Greater Toronto Agricultural Action Committee

Savour Toronto

Niagara Culinary Trail

Savour Muskoka

Prince Edward County – Taste the County

Savour Stratford

Norfolk County

Future of the Ontario Culinary Tourism Alliance Undertake Provincial networking sessions and focus groups Assist emerging and existing regions with culinary tourism product development Expand and enhance www.ontarioculinarytourism.com Research and develop an education and training strategy and plan

Undertake Provincial networking sessions and focus groups

Assist emerging and existing regions with culinary tourism product development

Expand and enhance www.ontarioculinarytourism.com

Research and develop an education and training strategy and plan

Rebecca LeHeup-Bucknell Executive Director (613) 471-0102 [email_address]

Rebecca LeHeup-Bucknell

Executive Director

(613) 471-0102

[email_address]

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