Transcript TPPP Eastbourne 2015 James Halkier

Understanding food tourism
development in Denmark and England
Comparing contexts, resources and strategies in
two non-metropolitan destinations
1. Conceptualising food tourism platforms
2. Food tourism case studies in north-western Europe
3. North Jutland and Suffolk: Analysis and conclusions
Laura James – [email protected]
Henrik Halkier– [email protected]
Conceptualising food tourism platforms
Conceptualising economic development strategies
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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)
Primary policy target
Food tourism
change strategies
Main level of
intervention
Firm-level
Food
Tourism
Innovating
Developing experience
Destination Localising consumption
Laura James – [email protected]
Henrik Halkier– [email protected]
Promoting image
Food tourism case-studies
in north-western Europe
North Jutland (DK), Suffolk (UK) – and Jämtland (SE) to come …
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 in North Jutland and Suffolk
FINDINGS: RESOURCES
North Jutland (DK)
Suffolk (UK)
• Seasonal coastal destination
Tourism • Mainly self-catering families
resources • Many ‘grill bars’, few high-end
restaurants
• Seasonal coastal destination
• Mainly self-catering couples
• Many gastro-pubs, few high-end
restaurants
Culinary • No signature dishes
resources • Emerging local quality produce
• No signature dishes
• Expanding local quality produce
Private
sector
resources
• Some small-scale producers
• Some small-scale fishing
• Fragmented tourism sector
• EU LEADER rural programme
Public
• Established, well-resourced
sector
DMOs
resources
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Many small-scale producers
Some small-scale fishing
Some larger ‘quality’ producers
Fragmented tourism sector
Commercial distribution to/via
supermarkets etc.
• EU LEADER rural programme
• Limited support for private-sector
led DMOs
Food tourism in North Jutland and Suffolk
FINDINGS: DRIVERS AND STRATEGIES
North Jutland (DK)
Policy
drivers
Initiatives
• Extension of tourism season
• Rural development
• ‘New Nordic’ cuisine
Suffolk (UK)
• Extension of tourism season
• Rural development
• Food scares - provenance
• Destination branding with food • Destination branding with food
• Support for food events
• Support for food events
• (LEADER) food network to
• LEADER diversification projects
link/profile small producers
(and restaurants)
• Signature dishes with local
ingredients/story-telling
• ‘New Nordic’ is urban
• No joint distribution
Challenges • Limited growth of small-scale
quality production
• Fragmented tourism policy
landscape
• Limited financial resources for
promotion
Food tourism in North Jutland and Suffolk
CONCLUSIONS
DK: (Indirectly?)
UK: Diversification
DK/UK: Event support
DK: Signature dishes
DK: (Avoided)
UK: (Private initiatives)
DK/UK: Food brand
Laura James – [email protected]
Henrik Halkier– [email protected]
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
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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)
Laura James – [email protected]
Henrik Halkier– [email protected]