{"id":3255,"date":"2021-02-18T07:48:31","date_gmt":"2021-02-18T06:48:31","guid":{"rendered":"http:\/\/twissen.com\/?p=3255\/"},"modified":"2022-01-21T11:31:38","modified_gmt":"2022-01-21T10:31:38","slug":"communicate-benefit-from-food-wine-tourism","status":"publish","type":"post","link":"https:\/\/twissen.com\/en\/trends-en\/destinations\/communicate-benefit-from-food-wine-tourism\/","title":{"rendered":"Food and wine tourism: if you don\u2019t communicate it, you don\u2019t benefit from it"},"content":{"rendered":"

In January 2020, still unaware of the imminent spread of the Coronavirus, the World Food Travel Association<\/a> published its latest “State of the Food Travel Industry Report<\/a>” in which 96% of the experts interviewed were optimistic about the growth of the Food and Wine Tourism sector for the next two years. In spite of the difficult consequences for the tourism industry and in particular\u00a0for the global mobility triggered by Covid-19, the role of food and wine as a key factor in the tourist’s travel motivation<\/a>\u00a0is increasingly recognised<\/strong>.<\/p>\n

Since\u00a0<\/span>food and wine are key elements not only for the tourism demand but also for the tourism supply<\/span><\/a>, a recent\u00a0<\/span>study<\/span><\/a>\u00a0by the\u00a0<\/span>European Travel Commission<\/span><\/a>\u00a0takes into account the\u00a0<\/span>destination websites of 35 of its Member Countries in order to investigate how\u00a0destinations’ food and wine attractions are communicated to potential tourists<\/span><\/b>.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

The study shows that local food and wine products are somehow always present in the analysed websites<\/span>, but\u00a0<\/span>they are not\u00a0considered and communicated as a type of tourism but rather as relevant element<\/span><\/b>s<\/span><\/b>\u00a0of the local culture\u00a0<\/span><\/b>that complement other types of tourism<\/span>. The Italian example, the study points out, is significant:\u00a0<\/span>the ENIT tourism portal<\/span><\/a>\u00a0places the theme of food and wine in the broader menu section called “Extras” which, due to the intrinsic\u00a0meaning of the word, does not arouse the specific interest of potential food and wine tourists, who are instead interested in discovering experiences linked to the\u00a0<\/span>food<\/b><\/em>\u00a0<\/span><\/b>theme<\/span><\/b>, one of the primary motivations for those visiting Italy<\/span><\/b>.\u00a0<\/span>\u00a0<\/span><\/p>\n

We at\u00a0<\/span>Twissen<\/span><\/b>\u00a0have observed that it is necessary to\u00a0<\/span>re-design the online communication strategy of DMOs<\/span><\/b>,\u00a0placing greater emphasis\u00a0on informative and suggestive content related to food and wine tourism<\/strong>, which is especially significant in the decision-making phase of the customer journey. If on the one hand food and wine experiences are more difficult to communicate as they imply multisensory and intangible activities, on the other hand multimedia materials such as emotional videos, together with a\u00a0<\/span>systematisation<\/span>\u00a0and variety of information available\u00a0on the website, become essential for\u00a0<\/span>an\u00a0<\/span>effective communication.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Food and wine are widely recognised as key elements in the tourist’s travel decision. To benefit from this, DMOs must include food and wine tourism in their digital communication strategy. <\/p>\n","protected":false},"author":7,"featured_media":7155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[97],"tags":[],"yoast_head":"\nFood and wine tourism: if you don\u2019t communicate it, you don\u2019t benefit from it | Twissen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/twissen.com\/en\/trends-en\/destinations\/communicate-benefit-from-food-wine-tourism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Food and wine tourism: if you don\u2019t communicate it, you don\u2019t benefit from it | Twissen\" \/>\n<meta property=\"og:description\" content=\"Food and wine are widely recognised as key elements in the tourist's travel decision. 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