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“Food has an unmatched ability to communicate a unique sense of place. Local cuisine provides a direct connection to the history of a region, the soul of its people and the rhythm of daily life. ”
Greg Oates, Skift Magazine: Mega Trends Defining Travel In 2016
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1 // LITERATURE REVIEW
SPEAKING IN COD TONGUES, LENORE NEWMAN
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Lenore Newman’s Speaking in Cod Tongues is the latest addition to the GFT Library. Newman is Canada Research Chair in Food Security & the Environment at the University of the Fraser Valley. Her book explores the tension between a diverse culinary landscape and the lack of a national cuisine in Canada. To approach this, she intertwines with history and heritage with different “tastes of place” and shares the story of food using an academic viewpoint. Newman’s compelling book explores seasonality, wilderness, people, social discourse, and the future of food in Canada.
Here are three interesting ideas/definitions/facts from her book:
- Myth of Authenticity & Canadian Creole: Citing Lisa Heldke, Newman poses that authenticity should not be used to describe food. Cuisine is not a static entity and therefore, no cuisine can be perfectly authentic. Sometimes authenticity can be conflated with ‘good’ – which is problematic. Newman highlights that emigration, immigration, and the creation of diasporic communities has led to the use of new ingredients, cooking techniques, and recipes that challenge the notion of ‘authenticity’. In fact, she claims that Canada has developed a ‘creole’. Different cultures have coexisted and formed cuisines. This is representative of food we see across the country (e.g. butter chicken pizza or sushi burritos).
- Maple Syrup versus Syrup: While Quebec has regulations regarding the production of maple syrup, Canada–at the federal level—does not. Canada does not have laws protecting the use of the word maple. As a result, maple products have the potential to be adulterated by corn syrup.
- Quebec’s Certification Program: La cuisine regionale au Quebec is a style and a formal association fostered by the Ministries of Tourism and Agriculture. To qualify for membership, a restaurant must have 70 per cent of food on its menu sourced from Quebec, and 50 per cent must come from the specific region.
If you’re interested to learn more, listen to Anna Maria Tremonti’s interview with Lenore Newman on The Current.
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2 // PROJECT UPDATE
DEVELOPING TASTE OF PLACE IN BANFF & LAKE LOUISE
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Banff National Park is not only Canada’s first national park but also a United Nations World Heritage Site. Located within the park is Lake Louise, one of the most photographed places in the world and Canada’s highest community (at 5,055ft elevation). It’s no wonder that almost 4 million people come to Banff and Lake Louise each year to experience the indelible awe. There’s very few things than can compete with the natural landscape of this region but who needs competition when you can have your cake and eat it too.
We’re thrilled to be working with Banff & Lake Louise Tourism to ensure that all new visitors are also coming to the Banff National Park to enjoy its unique expression of Canadian cuisine. As part of the process, we have inventoried and assessed the market readiness of over 200 businesses along Banff and Lake Louise’s food tourism value chain. We have also conducted background, best practice, and in-market research, while working with stakeholders on the ground floor to collaboratively develop Banff and Lake Louise’s food tourism value proposition. Over the course of the next few months we’re looking forward to analyzing survey results and working closely with Banff & Lake Louise Tourism to develop a food tourism strategy that positions the region as a “where to eat” destination.
Learn more about how you can develop food tourism here.
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3 // TOOLS & RESOURCES
UNWTO 2ND GLOBAL REPORT ON GASTRONOMY TOURISM
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Earlier this year the UNWTO released their second global report on gastronomy tourism featuring contributions from 60 Member States, Affiliate Members and partner organizations. The report acts as a point of reference for stakeholders with case studies that explore the Progress of UNWTO Initiatives, Product Development and Experience, Challenges, Communication and Branding, Good Practices Worldwide and Training and Skills in the food tourism industry.
The United Nations has designated 2017 as the "International Year of Sustainable Tourism for Development." As a result, the published content of this year's report focuses on gastronomy tourism as a means to maximize the potential economic growth, social inclusion, cultural and environmental preservation, and mutual understanding of individual tourism destinations.
The Culinary Tourism Alliance contributed to this year's report and features two case studies: 2.3 Barrels, Bottles & Brews, Tourism Windsor Essex Pelee Island (p. 58); and 5.6 Developing Destination Taste of Place (p. 158).
To view the report visit Second Global Report on Gastronomy Tourism or download the PDF.
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4 // ONE QUESTION, A WORLD OF DATA
WHO IS LEADING THE FOOD TOURISM PACK IN YOUR REGION
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Every issue we'll ask one question. Your answers will help build a better understanding of food tourism around the globe for all.
The results are in from last issue! When asked “Who is leading the food tourism pack in your region?” Over one third of the respondents identified RESTAURANTS, followed closely behind by FESTIVALS & EVENTS at 25%.
Next question: IS FOOD TOURISM DEVELOPMENT A PRIORITY IN YOUR REGION? Take the poll.
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5 // IN OTHER NEWS
CANADA'S NEW TOURISM VISION
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We were thrilled when the Honourable Bardish Chagger, Minister of Small Business and Tourism, laid out the new plan to work with all partners to grow international tourism to Canada. Canada's New Tourism Vision is focused on action under three pillars: Marketing, Access and Product.
Pillar 3: Product, action item 15 is growing culinary tourism. The vision noted that “Canada has a rich variety of culinary offerings, and there is tremendous potential to grow this niche in the tourism industry. The government will work with the tourism and food industries to develop a national culinary tourism strategy.” To learn more about the vision, CLICK HERE.
Many destinations in Canada are invested in growing food tourism. The Ontario Ministry of Tourism, Culture & Sport invested in the 2005-2015 Ontario Culinary Tourism Strategy (completed in full by the CTA in 2015), Food Island PEI is working on a new strategy for their province, while the department of Tourism, Heritage and Culture for the province of New Brunswick is currently working with the CTA on a food tourism strategy. The Alberta Culinary Tourism Alliance has been strategically developing food tourism since 2012 launching a series of province wide culinary themed trails. Taste of Nova Scotia has been showcasing that provinces “taste of place” since 1989 including their Seafood Trail and Tourism Montreal released their Montreal Gourmand report this past January.
Stay tuned to watch as the Canadian culinary tourism landscape evolves!
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The Culinary Tourism Alliance is a nonprofit, industry-led and industry-leading association. For the past decade, we have been developing world-class food tourism strategies, implementation plans, and experiential food tourism products, all while growing awareness about the power and potential of food tourism development.
We are on a mission to help build local and regional identities by working with strategic partners to support agriculture, viticulture and aquaculture businesses across the food tourism value chain.
Culinary literally means “of or pertaining to the kitchen,” and Grow Food Tourism is our way of sharing what’s happening in the CTA kitchen. Every quarter we’ll be sharing news, updates, tools and resources, with you, our partners in developing food tourism around the world.
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