1. LOCAL FOOD AND HOLIDAY HOME TOURISM The role of markets and networks
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –

2. LOCAL FOOD AND HOLIDAY HOME TOURISM The role of markets and networks
1. The challenge: Local food to international tourists
2. Four strategic alternatives
3. Results: Markets and networks matter
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –

3. THE CHALLENGE Local food to international tourists
From tempting prospects of synergy …
tourists will eat anyway
food experience add to attraction of destination
local food an exotic quality
boost local food production directly/indirectly
Reduce consumption of food imported by tourists
… to international food experience production chain
regional food experiences must be produced
regional food made accessible to visitors
attractions of regional food communicated to visitors
regional food experiences demanded by visitors (Anette)
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –

4. Food tourism STRATEGIC ALTERNATIVES
Communication = +
Organi-sation
Localise suppliers
Market local products
Build cross-sectoral networks
Food tourism destination brand F T
RDA
DMO
INTER/NATIONAL CONTEXT
Exchange
to be
increased
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –

5. RESEARCH DESIGN Food and tourism in North Jutland, Denmark
Focus on
local and/or quality food
desirable well-off visitors
extension of season
Key actor interviews
food producers
food retailers
local policy makers
tourism / DMOs
food / RDA networks (local trade council)
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –

6. RESULTS Markets and networks matter
Production and perceived demand: local food experiences, tourists and locals, what qualities?
Private drivers: financial crisis, limited private resources, strength in numbers, a unified product
Private conditions: product complementarity, limited direct competition, brand compatibility
Private results: producer-driven collaboration, cross-referrals, supplier relations, bottom-up networks
Public aims: bridging actors, bundling products, knowledge sharing, access
Public initiatives: Network, distribution channels, branding
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –

7. RESULTS Markets and networks matter
Communication = +
Organi-sation
Localise suppliers
Market local products
Build cross-sectoral networks
Food tourism destination brand
Many strategies unfolding, synergies
Links to wider strategies for extending season?
Holliday homes: Self-catering and beyond?
Degree of fit with development of food demand by (international) tourists?
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU –