1. International Culinary Tourism Association
The World’s leading authority on culinary travel.
How it all began

2. 9 MONTHS LATER… Have fork will travel – the Global Gourmet
(c) ICTA

3. ICTA: THE FLAGSHIP OF CULINARY TOURISM
Culinary Tourism has reached the “Tipping Point”
2003
Established niche
Founded non-profit trade association: ICTA
Developed high-quality education & research resources
2006
Founded separate non-profit educational arm: ICTI
Book published
Groundbreaking research with Gourmet Magazine and Travel Industry Association of America
Cemented positioning as world’s leading industry authority on culinary tourism
2007
Founded Epicopia Culinary Tourism Publishing & Consulting
Soft launch FoodTrekker.com - flagship culinary travel brand for consumers
Serve as resource for Wall Street Journal, Business Week , the New York Times, the Food Network, Associated Press (AP) and Peter Greenberg (Today Show), among others.
2008
Launch Culinary Tourism Professional Certification Program
FoodTrekker Hard Launch
(c) ICTA

4. International Culinary Tourism Association
The World’s leading authority on culinary travel.
Mission
To help food and beverage manufacturers and providers, as well as travel industry professionals, to package and promote their culinary treasures as marketable and sellable attractions. The ICTA and its related organizations accomplish the mission by facilitating partnerships between complementary organizations, facilitating culinary tourism product development and marketing, developing education, conducting and publishing research and promoting best practices in culinary tourism management.

5. 5 EASY STEPS TO CULINARY TOURISM
Discover
Culinary Tourism in 5 Easy Steps
Our Companies
Mission & Goals
Learn
About Culinary Tourism
BrainFood Online Library
Attend Symposia
Attend Seminars & Webinars
Connect
Membership
Free Newsletters
Volunteer/Work Opportunities
Area Champions & Committees
Develop
Destination Quality Assessment
Culinary Quality Assessment
Mystery Shopper Program
Host Symposia, Seminars & Webinars
Promote
FoodTrekker.com
FoodTrekker electronic guides
FoodTrekker printed guides
Strategic Partnerships
Clients & Projects
Programs & Services
Books
Research
Industry News
Media
Academia
Association Committees
Certified Culinary Tourism Professional Program
Culinary Branding

6. International Culinary Tourism Association
The World’s leading authority on culinary travel.
Successes
2 international conferences
4 regional symposia – 2/year on average
Book
Diversified into 3 business unites
Seminars to 10,000 people world-wide; international name recognition
Regular media resource
New consumer culinary travel website – global brand – market disruptor
Issues
Confusion, Education
Brand new niche
Who owns the niche?

7. Culinary Tourism is big business around the world….
27 million travelers

8. HUGELY UNDERSERVED MARKET
Nearly 3/4 of travelers care about food and drink experiences!
Do you have information resources to meet their expectations?
Deliberate
Food/wine key reason for travel
Opportunistic
Sought out culinary activities but not a key reason
Accidental
Participated in culinary activities only because available
Source: TIA Report, Feb. 2007

9. Destination Marketing Organizations
Implications
Overall
Destination Marketing Organizations
Businesses
Government

10. Culinary Enthusiasts: The Market of the Future
With more income, more intelligence and more interests, Culinary Travel is the travel segment to watch.
60% of U.S. leisure travelers say they are somewhat/very interested in taking a trip to engage in culinary or wine-related activities in the next year.
Today is just the dawning of culinary travel. This market will only get larger, with 59% of U.S. leisure travelers saying that they are interested in taking a trip to engage in culinary or wine-related activities in the next year.
If I’ve done my math right, that accounts for 94 million potential travelers. Looks like next year we won’t be in the “niche” travel breakout session.
So what’s on the horizon for culinary tourism? How do we leverage these findings?

11. Setting the Culinary Tourism Table
Food and drink are attractions
100% of visitors eat out
Culinary art—the only art form that speaks to all 5 human senses (sight, sound, smell, taste, touch)
Cuisine—the only attraction that is available year round, in any weather, at any time of day, even on holidays
Cuisine—"experiential" as it satisfies new traveler demands for hands-on, interactive experiences
Interest is not exclusive to a particular age, sex or ethnic group
Not pretentious or exclusive
Perfectly represents the Medici Effect
Critical mass—the “Tipping Point”

12. Implications for Destination Marketing Organizations
Perfect for secondary/tertiary destinations
Adds value to cultural tourism programs
New memberships from “hidden” businesses

13. Implications for Businesses and Government
Increased competitiveness for independents
Greater opportunity for “fly, try, buy”; product exports
Good food sells meeting space & guest rooms
Foodservice ambassadors become destination marketers; training critical
For Government
Increased sales—increased tax base
No new infrastructure required

14. CAPITALIZE ON THE MOMENTUM!
International Culinary Tourism Association
4110 SE Hawthorne Blvd Ste 440
Portland, Oregon USA
(+1)
Erik Wolf
President & CEO
(c) ICTA