1. Henrik Halkier– halkier@cgs.aau.dk Laura James – laura.james@humangeo.su.se Image, experience and production Strategies for developing the value of food tourism in Denmark and England 1.Food and tourism: Paradigms and strategies 2.Food tourism platforms in north-western Europe 3.North Jutland and Suffolk: Conclusions

2. Henrik Halkier– halkier@cgs.aau.dk Laura James – laura.james@humangeo.su.se FOOD AND TOURISTS Two paradigms Food practicesFEEDING TOURISTSFOOD TOURISM EatingSustenanceExperience CookingGenericPlace specific RetailingNationalLocalized ProducingStandardizedSpecialized

3. Henrik Halkier– halkier@cgs.aau.dk Laura James – laura.james@humangeo.su.se 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) Food tourism platforms in north-western Europe

4. Two case studies: North Jutland (DK), Suffolk (UK)  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 platforms in north-western Europe

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

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

7. Henrik Halkier– halkier@cgs.aau.dk Laura James – laura.james@humangeo.su.se 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

8. Henrik Halkier– halkier@cgs.aau.dk Laura James – laura.james@humangeo.su.se 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)