1. Laura James – laura.james@humangeo.su.se Henrik Halkier– halkier@cgs.aau.dk Understanding food tourism development in Denmark and England Comparing contexts, resources and strategies in two non-metropolitan destinations 1.Conceptualising food tourism platforms 2.Food tourism case studies in north-western Europe 3.North Jutland and Suffolk: Analysis and conclusions

2. Laura James – laura.james@humangeo.su.se Henrik Halkier– halkier@cgs.aau.dk Food tourism change strategies Primary policy target FoodTourism Main level of intervention Firm-levelInnovatingDeveloping experience DestinationLocalising consumptionPromoting image Conceptualising economic development strategies  Contextual drivers (destination branding, boost local food production, food scares)  Available resources (tourism/food, public/private)  Change strategies (aims, targets) (Halkier 2006, Dredge & Jenkins 2007) Conceptualising food tourism platforms

3. North Jutland (DK), Suffolk (UK) – and Jämtland (SE) to come …  Coastal destinations with rural hinterlands  Food tourism ambitions, no ‘magnificent culinary heritage’  Suffolk – wheat/barley, poultry, pork, vegetables  North Jutland – grain, milk, pork, seafood  Interviews with producers, retailers, restaurants, policymakers Food tourism case-studies in north-western Europe

4. Food tourism in North Jutland and Suffolk FINDINGS: RESOURCES

5. Food tourism in North Jutland and Suffolk FINDINGS: DRIVERS AND STRATEGIES

6. Laura James – laura.james@humangeo.su.se Henrik Halkier– halkier@cgs.aau.dk Food tourism in North Jutland and Suffolk CONCLUSIONS DK/UK: Event support DK: Signature dishes DK/UK: Food brandDK: (Avoided) UK: (Private initiatives) DK: (Indirectly?) UK: Diversification

7. Laura James – laura.james@humangeo.su.se Henrik Halkier– halkier@cgs.aau.dk Food tourism in North Jutland and Suffolk CONCLUSIONS Strategies focus on  Changes visible to visitors: branding, events, menus, (diversification)  New temporality (outside main season)  NOT localising food chain Strategic differences reflect  Perceived/experienced intensity of demand  Degree of availability of local food (producers, retailers)  Alternatives to diversification for small farmers (wage labour)  (National) preferences for particular policy instruments (networks vs grants) Long-term strategic weaknesses  Limited funding for promotion/DMOs (UK)  Limited addressing of production/distribution density (DK)  Weak combination of branding AND development in sector-based governance (DK/UK)