The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Food tourism strategies to drive destination spending

Food tourism strategies to drive destination spending | The Insight Files | Scoop.it

Destination marketers face a new imperative to refine and align their culinary experience branding and marketing strategies to connect with today's digital savvy traveller. Even non-traditional tourist destinations must commit to smarter branding and marketing strategy, in order to capture sustained tourism in-flows. This Skift report outlines how stakeholders must work together to hone their content strategies and build local networks to bring out the best of what destinations can offer. The purpose of this report is to help destinations and their tourism partners develop better branding and marketing strategies around food, using Tourism Australia as a case study.

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The rise of food tourism

The rise of food tourism | The Insight Files | Scoop.it

Driven by today's intense social media activity around unique culinary experiences, destinations are developing local food-themed travel products and promotions to evolve their brand story. In this free report on the rise of food tourism, Skift examines how destinations have developed food tourism to help define their brands, in addition to detailing the best practices and strategies for cultivating food tourism. While cuisine has always been an important part of most travel experiences, the concept of travelling to a destination specifically for its food and wine product is a relatively recent mainstream consumer trend. The 2013 'American Culinary Traveller Report' by Mandala Research showed that the percentage of U.S. leisure travellers who travel to learn about and enjoy unique dining experiences grew from 40% to 51% between 2006 and 2013. In response, DMOs - including Tourism Australia - are creating major promotional campaigns and events revolving their food and beverage experiences, designed with multiple storylines targeting different market segments.

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TripAdvisor to fix its lack of attention to restaurants and attractions

TripAdvisor to fix its lack of attention to restaurants and attractions | The Insight Files | Scoop.it
TripAdvisor CEO Stephen Kaufer said We think it will be really hard for anyone else, even Google" to say they are a better-suited to plan an entire trip.
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Easter spending: sweets, seafood and the great Australian road trip

Easter spending: sweets, seafood and the great Australian road trip | The Insight Files | Scoop.it
This Easter, couples and families will take advantage of the bumper holiday period to enjoy travel, fine food and drink, and premium confectionery, say business information analysts at IBISWorld.
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Riverina agritourism marketing campaign begins

Riverina agritourism marketing campaign begins | The Insight Files | Scoop.it
There is hope the Riverina's diverse agricultural industries will be its strength in a new marketing campaign encouraging people to visit the region.
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The state of food tourism with tour operators

The state of food tourism with tour operators | The Insight Files | Scoop.it

The line between food tourism and adventure travel continues growing thinner as nearly a third of adventure tour operators say travellers have asked them to make food a larger part of their trips. The Adventure Travel Trade Association recently surveyed 281 inbound and outbound tour operators and travel agents from 54 countries (80% were tour operators) who severed an average of 3,300 travellers per year. The survey found that 50% of travellers would enjoy incorporating a food experience outside of traditional meals into a physically active style of adventure travel. 51% of these tour operators said their tours incorporating food experiences are more popular than itineraries without food. It's becoming more difficult for tour operators to ignore the impact food has on tourism and traveller intent to take a trip to their dream destination. Find out more.

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Restaurant Australia's head chefs announced: Neil Perry AM, Peter Gilmore and Ben Shewry share the kitchen for the first time - News & Media - Tourism Australia

Restaurant Australia's head chefs announced: Neil Perry AM, Peter Gilmore and Ben Shewry share the kitchen for the first time - News & Media - Tourism Australia | The Insight Files | Scoop.it
Up to 80 of the world's top food and wine influencers will dine from a 'best of Australia' menu prepared by multi-awarded chefs Neil Perry AM, Peter Gilmore and Ben Shewry - part of Tourism Australia's much-anticipated 'Invite the World to Dinner' to be held in Tasmania in November.
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Tourism Australia launches Restaurant Australia campaign to bridge food and wine perception gap

Tourism Australia launches Restaurant Australia campaign to bridge food and wine perception gap | The Insight Files | Scoop.it
International tourists do not view Australia as a culinary hot spot, something Tourism Australia will set about changing as part of a campaign it launches on Wednesday.
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Does Your Destination Marketing Strategy Cater to Culinary Tourists?

Does Your Destination Marketing Strategy Cater to Culinary Tourists? | The Insight Files | Scoop.it

"It should. Nearly every tourist eats out while traveling, and dining is consistently ranked in the top three favorite activities of travelers. Due to growing global affluence, changing demographics, emphasis on local produce, increased multiculturalism, and media focus on food, culinary tourism has become one of the fastest growing segments in the travel industry and is likely to continue this exponential growth through the next decade."

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Jason Bent's curator insight, March 18, 2014 5:38 AM

Tour d'horizon sur le potentiel du tourisme culinaire et des exemples de bonnes pratiques en la matière