Culinary Tourism – Tapping into the new economy

2008 The 2008 The Ontario Rural Ontario Rural

CouncilCouncil

Culinary Culinary Tourism – Tourism –

Tapping into Tapping into the new the new economyeconomy

OutlineOutline

• 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 Defining Culinary Culinary TourismTourism

Any tourismexperience 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 Ontario Culinary Tourism Strategy and AllianceStrategy 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 10th at the Royal Agricultural Winter Fair

• Focused research on education and training related to culinary tourism

OCTA MissionOCTA 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 Top 10 Criteria to developing a developing a

successful culinary successful culinary tourism regiontourism region1. Leadership

2. Market ready or near market ready culinary products and services

3. An integrated strategy4. Partnership and community

based collaboration5. Financial support and

performance measures6. Destinations with access to

key origin markets7. Sufficient market intelligence8. Culinary tourism resources

that are distinct to the region9. Destinations with multiple

culinary tourism experiences10.An effective destination

marketing organization

Culinary Tourism Best Practice Culinary Tourism Best Practice ExamplesExamples

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.

Savour OttawaSavour Ottawa•2008 marks Savour Ottawa first year with full membership70 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 OCTA PartnershipsPartnerships

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 OCTA MembersMembers

Savour Ontario.ca

Local Food Plus

Ontario Tourism Marketing Partnership

www.ontarioculinarytourism.com

Future of the Ontario Culinary Future of the Ontario Culinary Tourism AllianceTourism 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

Rebecca LeHeup-BucknellExecutive Director

(613) 471-0102rebecca@ontarioculinarytourism.com