The resumption of tourist activity through “slow travel” activities in some countries is taking shape. The gastronomic tourism sector illustrates this recovery in tourist demand, combining the search for authentic experiences with strong local, cultural and environmental roots. If the digital transformation of tourism players is accelerating, what is the situation for gastronomic tourism and Tuscany Food Tours 2023? How can digitally create value for this high-potential sector? What are the most promising digital innovations for producing and distributing gastronomic experiences? Let’s look at this segment’s particularities, trends, and digital innovations.
Gastronomic Tourism: An Overview
Gastronomic tourism by The International Kitchen® for example is a leisure activity centered around discovering a culinary region. By definition, gastronomic tourism is local and linked to a territory’s history, culture, geography, and climate. It is frequently equated with cultural tourism and wine tourism, and rightly so. A transversal tourism activity by definition, gastronomic tourism is included in leisure tourism offers but also business and event tourism. Business travelers will tell you that their best memories of trade shows and client meetings involve quality dining experiences.
The growing interest of visitors in authentic, local tourism products with low environmental impacts and high positive local impacts are key factors for the development of culinary tourism offers. The French territory has a key asset in this sector: our terroir. Even if many countries have a varied gastronomic culture, the diversity of climates, landscapes, and the richness of our history make France THE historical reference destination for culinary tourism.
As with all tourism industry sectors, the transformation of consumption patterns requires a coherent and efficient digital presence. This is particularly true for the distribution of tourist services. Players in the gastronomic sector (restaurants, hotels, bed and breakfasts, producers) must implement an effective, differentiated, and consistent omnichannel distribution strategy with their brand identity and commercial offer. For this, multiple digital channels are available to them:
- Clean website
- Customer databases (for newsletters, subscription cards, loyalty cards)
- Social networks
- Search engine
- Online booking sites
- Organic and paid-to-reference (SEO, SEM)
- Partnerships with influencers
- Partnerships with TOs, CRTs
Distribution By Channel Managers
The digital distribution channels mentioned above make it possible to deploy an effective and coherent distribution strategy. However, the added value of digitalization is not limited only to the distribution of the commercial offer of gastronomic tourism actors. Can digital technology be a source of innovation in production, creating a gastronomic offer?