Step 5: Tangible Authenticity: How Destinations Can Woo Food-Loving Travelers

Welcome to my new 10 step series about what destination marketing organizations need to do to develop a strategy to woo food- and beverage-loving travelers. This is an excerpt from our full report which you can download here.

We know from the research our Association has performed over the years, that “Authenticity” is consistently the #1 PsychoCulinary profile preference exhibited by food-loving travelers. In other words, travelers love authentic. But what is authentic exactly?

To some, it may mean eating historic or indigenous foods, which might include a wide variety of offal, insects or sea creatures; extreme levels of spice; or pungent aromas and flavors. Any of these could be considered off-putting by other food lovers. To others, authentic might mean a more modern take on what their grandparents ate, or even somewhere in-between.

Only you can answer what “authenticity” means to your area. But once you answer that question, it is important to publish your definition of authenticity for your entire community to understand. Once you publish your definition, you can help your area’s stakeholders to recognize that your area has an authentic culinary culture worth promoting.

Even if your area does not have a long-standing culinary tradition, your authenticity might be found in chef creativity or the overall brand value of your destination. Or maybe your area’s beverage scene (more than the food) is really why people would want to visit. That’s fine too.