Page 118 - STRATEGY Magazine

SPECIAL INSIGHT: GASTRONOMY
The Real Taste of Mexico
Gastronomy tourism goes beyond buying food souvenirs or hotel dining to offer a real taste of a region’s culture and history. It can boost the local economy, help sustain tra- ditional culinary practices, and highlight what makes a region unique.
The recipe: Start with the fact that one-third of a tourist’s spending
will be on food and drink. Add the recent surge of in- terest in sustainability and authentic travel experienc- es. Stir in countless food blogs and websites, and you have a new culinary cre- ation: gastronomy tourism. More than just a millenni- al fad, gastronomy tourism can be a significant boost to a region’s economy and an important contributor to the preservation of tradi- tional cultures.
GASTRO-WHO?
At its most basic, gas-
tro-tourism involves visit-
ing local stores and restau-
rants, touring breweries, or taking local cooking classes. The next step might be visiting a traditional farm or attending a food-themed event. The most immersive experience may in- volve multiday escorted tours of regions featuring culinary highlights.
According to the 2016 Food Travel Monitor, 95 percent of American travelers are interested in unique food experiences, and gastronomy ranks third among the reasons to visit a des- tination, after culture and nature. Millennials are the keenest gastro-tourists, with 69 percent describing themselves as “cui-
sine-driven travelers,” although baby boomers come second at 63 per- cent. European tourists are also avid culinary tourists, and Mexico is an increasingly popular choice, especially for Western Europeans.
WILL WORK FOR FOOD
At its best, gastronomy tourism is a tool for job creation and local devel- opment and can help to overcome tourism sea- sonality. In Mexico, gas- tro-tourism generates 5.5 million direct and in- direct jobs and accounts for 13 percent of tour- ism GDP, or 2 percent of total GDP. Nearly 400
public and private educational institutions have embraced gas- tronomy, as young people look to the industry for jobs from server to chef. Enrollment in gastronomy programs around the country totals more than 53,000 students.
Beyond educational institutions are national programs and social scientists who see gastro-tourism as a way to stimulate businesses and sustain rural and traditional communities. National development bank NAFIN is considering launching a gastronomy program targeting small to medium-sized busi- nesses, while researchers from the National Autonomous Uni-
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