Step 9: Reliable Resources: 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 — Step 9 of our 10-Step Guide — from our full report which you can download here.

You’ve prepared great products, you’ve got a solid marketing plan and strategy. Lights, camera, action! Visitors are coming, but they’re not enamored by your destination’s culinary experiences. What could be wrong?

A few things could be wrong, actually. One of the most likely culprits is small business owners and entrepreneurs who are not prepared to receive international visitors. Making a tasty beer or wonderful pastry might be easy for your artisanal producers, but they may not have sufficient business skills to succeed. How and where should they market their offerings to visitors to your area? What prices should they charge? Do they accept credit cards? What kind of service do visitors expect?

As a destination marketer, you need to make sure that your area partners and stakeholders are adequately prepared for success. This means tools and training resources to get the basic business skills they need to succeed. Many destinations offer seasonal or annual training opportunities. Consider doing the same for partners in your area.

Another hidden culprit could be lack of business financial health. Wanting to produce a food/beverage event (for example) and having the cash to do it are two different things. In addition to providing skills training, your area partners might need cash. There are different ways to help them financially.

Grants might be available, from your destination marketing organization or a similar entity. If not, what low-interest small business loans might be available? Microloans are also an option.

Crowdsourcing is not for everyone and it can be deceptively difficult to find success in those marketplaces so we don’t normally recommend them. There might also be governmental or development funding opportunities, depending on your area.

Think about your members or area stakeholders as an integral part of the recipe for success.

You can’t bake a cake without flour, eggs, butter and flavoring. What is your recipe for success?Make sure you have all the ingredients that you and your partners need to succeed!

If you don’t have all the ingredients you need to help your local partners to succeed, we can help. We founded the food travel trade industry almost 20 years ago and are the world’s most experienced organization when it comes to food and beverage tourism development. We’ve helped with everything from training and inspirational speeches, to product development, experience assessments and destination strategies, all in the food and beverage tourism area.

What are your thoughts about food tourism planning, strategies and action plans? Write your comments below OR reach out to me via Twitter or email.