Culinary tourism boosting local economies
The Culinary Tourism Alliance encourages consumers to support local businesses. Examples are Feast On The Farm events and the Feast On certification program that certifies foodservice venues that support local food producers. Culinary Tourism Alliance
More than ever, people want to know where their food comes from. This increased awareness of how food is grown and prepared can also help to spark interest in the culinary offerings available in different communities, believes Billy Alexander, director of programs, Culinary Tourism Alliance, a not-for-profit organization aiming to bridge the gap between the food and drink and travel industries.
“Our goal is to ensure that food tourism is a meaningful and sustainable contributor to local economies and destinations,” he says. “This work takes us from community to community to learn and celebrate local food ways, heritage and culture through unique culinary stories.”
Not only is culinary tourism an essential part of all tourism economies, “it is quite important for the modern-day traveller,” explains Mr. Alexander, who is also a renowned Indigenous chef and social advocate.
Making food the destination
Billy Alexander is a renowned Indigenous chef and director of programs at the Culinary Tourism Alliance. Culinary Tourism Alliance
Instead of thinking of restaurants as places to stop before or after visiting an attraction, food venues are increasingly becoming a destination, says Mr. Alexander. “People are now planning their trips around food. And regardless of whether they are in a major tourism centre or a rural area, they can discover places that offer unique culinary experiences.”
When travel was curtailed during the pandemic, many restaurateurs saw a significant drop in customers, he notes. “The absence of tourists was felt in restaurants, wineries, breweries and distilleries as well as by the food growers and service providers supporting this industry. That’s why we want to make tourism an active part of their recovery.”
Highlighting the partnerships that are crucial to the success of restaurants as well as the food producers that enable them to provide unique culinary experiences can instill a sense of pride in what our hometowns offer, he says. “By changing our lens of what tourism is, we can be culinary tourists where we live.”
We can learn new things – about where our food comes from or how it is produced – while we eat and drink, says Mr. Alexander, who sees “food experiences as a magical conduit for sharing our different heritage, cultures and stories.”
Indigenous food
The wide variety of culinary experiences is a testament to Canada’s cultural diversity. Indigenous food, for example, reflects a culture, where stories and traditions are shared through food, he says. “Indigenous food is deeply rooted in the history of our communities and in the teachings that are passed from generation to generation. And each experience is going to be unique, because each nation has its own stories.”
An example is Mr. Bannock Indigenous Cuisine, Vancouver’s first Indigenous food truck led by Paul Natrall, a member of the Squamish First Nation. “Paul is one of the kindest people I’ve ever met, and he is incredible on social media. From the food truck, he pivoted to expand his business with an e-commerce site and is franchising his products so they are now available across Canada,” says Mr. Alexander.
He adds that in Winnipeg, Christa Bruneau-Guenther, a member of the Peguis First Nation, has created the Feast Café Bistro, “serving modern dishes rooted in First Nations foods.”
Supporting local economies
The idea of supporting local businesses to generate economic benefits for communities appeals to a growing number of Canadians, notes Mr. Alexander, who refers to a study that shows that if every household in Ontario would spend $10 per week on local food, this would add $2.4-billion to the local economy and create upwards of 10,000 new jobs.
Many consumers want to be certain their dollars truly support local businesses, and Mr. Alexander oversees a program that audits and certifies restaurants, wineries, breweries, distilleries and cideries based on their support of local food producers. “It’s the only certification program that audits foodservice venues as well as procurers and distributors in regard to where the food is grown, produced and sold within Ontario.”
The program, called Feast On, is currently available in Ontario, where it inspires trust in claims like “locally grown or locally produced,” he says. “It’s an important aspect of promoting culinary tourism.”
Food is something we all need. By choosing wisely, we can all make a difference in our communities – and enjoy memorable experiences at the same time, suggests Mr. Alexander.
Billy Alexander will join industry experts at RC Show 2022.
Learn more about his work at www.culinarytourismalliance.com.
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