1. Promoting synergies between tourism and food in Denmark and England Henrik Halkier (halkier@cgs.aau.dk) Laura James (laura.james@humangeo.su.se)

2. Promoting synergies between tourism and food in Denmark and England Henrik Halkier (halkier@cgs.aau.dk) Laura James (laura.james@humangeo.su.se) 1.Introduction: food and tourism synergies 2.Practice perspectives 3.Institutions and policies 4.Reflections

3. Objectives To compare the actors and institutions involved in the food and tourism sectors in North Jutland, Suffolk and Jämtland, exploring: – the adaptation and recombination of existing food and tourism practices (production, processing, catering, experience creation, promoting…) – the institutions and policies shaping interactions between the food and tourism sectors (DMOs, local government, regional development agencies, LAGs…)

4. “travel informed by the desire to experience a particular type of food or the produce of a specific region” (Hall & Sharples, 2003: 10) Purpose Style Sourcing Production FEEDING TOURISTS Sustenance Generic National Standardized FOOD TOURISM Experience Place specific Localized Specialized Food and Tourism

5. Tourists and food

6. Tempting development prospects… Food increases attraction/brand of destination (Richards 2002, Presenza & Del Chiappa 2013) Extending the season (Hall et al. 2003) Boost local food production, rural diversification (Hjalager 2002, Everett & Slocum 2013) Cultural sustainability, heritage and regional identity (Long 2004, Sims 2009, Telfer & Hashimoto 2013) Environmental sustainability (Hall & Gössling 2013)

7. Two Perspectives Practices – Producing food – Retailing – Catering and hospitality, – Creating experiences – (Promoting tourism) How are existing practices adapted, connected, transformed? Are new practices being created? Institutions & Policies – Rural development (EU  LAGs) – Destination development (DMOs) – Economic development (RDAs, Local Authorities/municipalities) How do these: – shape existing practices & the links between them – Support (or hinder) the development adaptation, recombination, transformation, etc…

8. North Jutland (DK), Suffolk (UK) Coastal destinations with rural hinterlands – North Jutland – self-catering holiday homes, Germans, Danes, Norwegians, Swedes – Suffolk – Summer/weekends, cottages and 2nd homes, London and South East 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 Case Study Destinations

9. 2. Practice Reckwitz (2002: 249): Practice as '...a routinized type of behaviour which consists of several elements, interconnected to one another: forms of bodily activities, forms of mental activities, ‘things’ and their use, a background knowledge in the form of understanding, know-how, states of emotion and motivational knowledge'. Nicolini’s (2012) sensitizing questions/dimensions of practice – Key and marginal actors, sayings and doings, practical concerns, temporal organization A more fine-grained, process-oriented approach – Not starting with firms, institutions, networks, policies… – What do people do ‘on the ground’

10. Food/tourism practices in North Jutland Key practices – Producing – Retailing – Catering – Promoting Two initiatives aiming to promote cross- sectoral synergies – New signature dishes – Establish local food market

11. Case: Jammerbugt Signature dish Adapting existing practices fixed items on menus story telling linking in new ways use of local suppliers? new practice make recipe public joint branding DMO developing networks

12. Case: Hals local food market adapting existing practice adding food to existing summer Saturday markets producers travelling further to participate linking in new ways local business development and tourism promotion connected through development of summer food market new practice DMO developing local product by initiating event

13. Key Findings Support for marginalised ‘quality’ food production practices, but small scale Focus on adapting visible practices (menus, markets) & new temporality (outside main season) rather than localising food chain Some practices ‘too difficult’ to change/link together: buying practices of supermarkets and restaurants – Differences and dependencies between practices – What is at stake when practices must be changed or new ones adopted? – Brokers and boundary objects

14. Food tourism change strategies Primary policy target FoodTourism Main level of intervention Firm-levelInnovatingDeveloping experience DestinationLocalising consumptionPromoting image 3. Institutions and Policy Conceptualising economic/tourism development strategies – Contextual drivers (destination branding, boost local food production, food scares) – Available resources (tourism/food, public/private) – Change strategies (aims, targets)

15. Strategising food tourism

17. Key Findings Policies focus on Changes visible to visitors: branding, events, menus, (diversification) New temporality (outside main season) NOT localising food chain Policy 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)

18. 4. Reflections and perspectives Defining and delimiting practices – Zooming in and out? Relationship between practices and strategies – Impacts: continuity and change? Comparing and contrasting – Different cross-sectoral coordination strategies (markets, networks, branding?)