eating at lebanese guesthouses - vienna · 27.04.2017 1 eating at lebanese guesthouses: food...
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EATING AT LEBANESE GUESTHOUSES: Food Heritage Promotion & Tourism in Rural Lebanon
ZEINAB JEAMBEYMSC. Human Nutrition & Dietetics, Mcgill University
Master Oficial in Food Heritage and Tourism, University of Barcelona
PROGRAMME MANAGER
LEBANON MOUNTAIN TRAIL ASSOCIATION
HIGHLITHS
• FOOD: FROM HERITAGE TO EXPERIENCE THROUGH TOURISM– FOOD HERITAGE
– FOOD TOURISM
– FOOD & ADVENTURE TOURISM
– EATING WITH THE LOCALS
• LEBANON
• LEBANESE CUISINE
• FOOD HERITAGE PROMOTION IN LEBANON
• “DARB EL KARAM” – FOOD HERITAGE TRAIL
• THE LEBANON MOUNTAIN TRAIL : PROMOTION OF FOOD HERITAGE
• WHAT NEXT FOR FOOD SERVICE CONSULTANTS
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FOOD: FROM HERITAGE TO EXPERIENCE THROUGH TOURSIM
Food Heritage
• Inmaterial cultural heritage
• Includes traditions or living
expressions inherited from our
ancestors and passed on to our
descendants
• an important factor in maintaining
cultural diversity
• Characterized as:
• Traditional, contemporary and
living at the same time
• Inclusive, representative and
community-based
UNESCO, 2003
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“(…) an experiential trip to a
gastronomic region (…) which
includes visits to (…) producers of
food, gastronomic festivals, (…)
farmers’ markets, cooking shows
and demonstrations, (…) includes
experimentation, learning from
different cultures, the acquisition
of knowledge and understanding
of the qualities or attributes related
to tourism products, as well as
culinary specialties produced in
that region through its
consumption. ”
Food Tourism
Hall and Sharples, 2003
“Tourists are attracted to local produce (…). With food so deeply connected to its origin, it allows destinations to market themselves as truly unique. (…) This is especially important for rural communities (…) who often enjoy a comparative advantage when it comes to serving up traditional fare. Food tourism, allows these communities to generate income and employment opportunities locally, providing jobs for vineyard tour guides or local chefs, while fueling other sectors of the local economy such as agriculture.”
Food Tourism
UNWTO Secretary-General, Taleb Rifai, 2012
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Food Tourism
• Yearly trips to Europe
600,000 – gastronomy = Mainattraction
20M – gastronomy = Secondaryattraction
• 1/3 of Tourist Budget spent onfood
Food &Adventure Tourism
• Survey on “Food Experiences and Adventure Travel,” targeted 281 tour operators, activity providers, and travel agents in 54 countries in July 2015.
• Focus group comprised of nine food tourism pioneers held via a teleconference
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Food &Adventure Tourism
• 71% of adventure trips includeculinary experiences (moderate to high focus on food)
• 1 in 4 adventure itineraries centered around food as a lens for better understanding the destination and connecting with the people, landscape, and culture.
• A food tourist’s average daily expenditure = $472
• 31% of tourists ask for and 25% of tour ops develop culinary experiences
• Home based dining and cooking vs Restaurant based culinary experiences
Eat with the Locals• withlocals.com – “Connecting
travelers with locals through food and experience
• vizeat.com – “Get off the beaten path, and taste the city with locals”
• eataway.com – “A worldwide community of local cooks offering great home-cooked meals. Pull up a chair and join us!
• bonappetour.com – “Our mission is to make home-dining an integral ingredient of every remarkable travel experience”
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LEBANON
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10452 Km2
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Lebanon and Tourism
• < 1975: 20% GDP
• Classical tourism: sun and sea
• Skiing
• 1975 – 1990: Civil war
• 1996 : Beginning Nature Tourism
• 2002 – 2005: Nature Tourism as growing sector in local tourism
• 2005 - 2006: Another war
• 2008 – 2010: Political stability
• 2011-2012: War in Syria
• 2015: 22% GDP
DIYAFA Program
• Implemented in 2006 by ANERA
• Invitation to experience the authentic
oriental hospitality in lebanese homes
• Capacity building on business dvp &
management for owners of ~ 34
accommodations outisde the capital
• Online network to market & promote
guesthouses in Lebanon
• Cooperation with Ministry of
Tourism for legislation and
classification
http://diyafa.org/
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2015 – Launching of Rural TourismStrategy
Vision:
Rural areas are sustainable and succesfulltouristic destinations
Aim:
Thematic promotion of rural destinationsbased on their cultural, religious, natural and gastronomic heritage
Rural Tourism Strategy
2016#1 Food Destination
Beirut named
#1 Food Destination
http://www.travelandleisure.com/food-drink/worlds-best-cities-for-food
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LEBANESE CUISINE
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FOOD HERITAGE PROMOTION IN LEBANON
Following the Civil War :
International funds caused a boom in establishment of agri-food coops
1990sBoom of AgriFoodCoops
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2001The Healthy Basket
“To improve Lebanese farmers’ livelihood in rural areas, preserving the environment and protectinghuman health by adopting organic agriculture as a key strategy”
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Role of Wild Edible Plants in FoodSecurity and Food diversity in rural communities
2004 Study on wild edible plants
2004Souk el Tayeb: First Farmers’ market
Establishment of the first farmers’ market in Down Town Beirut.
Promotes direct link between farmers/ food producers and consumers
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Women from rural areascooking regional dishes to beiruties
Later …“Tawlet”Souk El Tayeb
Community based central kitchen, operated by rural women and rural copos to promote local traditionalcuisines based on the consumptionof locally grown products and wild edible plants
2006The Healthy Kitchens
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2007 Publications
2009 Publications
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2011 Publications
2013 Food Heritage Foundation
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2013 Farmers’ Market
2014 Community Kitchens
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2014 – 2015 Food Tourism
“DARB EL KARAM”A food Heritage Trail
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A Food ToursimNetwork
• To create a touristic destinationfocused on gastronomy
• To diversify the economic benefitof small producers, farmers, local guides and B&B through thematictourism
• To raise awareness among tourists and hosts alike about the seasonality and locality of foods and crops as well as the wealth and diversity of the Lebanese cuisine in rural areas
• Located in the Shouf Cedar Biosphere Reserve
• Connects 8 villages
• Falls in Mountain and Valley
• Christian and Druzecommunities
• Abundance of agriculturalareas
Peculiarities
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• Table d'Hôte
• Highlight: figs and olives harvest & Figmolasses
Elissar Temrez –Shouf Mountains
• Table d'Hôte
• Highlight: Saj bread and Manakish making
May Kanaan –Shouf Mountains
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• B&B
• Table d'Hôte
• Highlight: Potato Kebbe
Noha Abi Rashed -Bekaa Valley
Lina Haddad –Bekaa Valley
• Table d'Hôte
• Highlight: Tomato paste making and pumpkin Jammaking
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Taste the Star Products!
A star product is raw orprocessed ingredient ortraditional dish charactiristicof the area and/ or has limited or decreasingproduction
Pic: Sirdele cheese
Dried figs on SpanishBroom
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Mulberries
Local CulinarySpecialties
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Arabic Icecreamfrom Fresh Goat Milk
Roll up your sleeves!
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• Intro to food tourism
• Food hygiene
• Intro to tourism and hospitalitymanagement
• Test trips & feedback
• & more training … Chamber of Commerce/ Diyafa
Training of Hosts
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THE LEBANON MOUNTAIN TRAIL
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• Long distance hiking trail
• North to South of Mount Lebanon
• 470 km
• 570 – 2011 m ASL
• 75 villages
• 27 sections
THE LMT
• Blazed
• 1 world heritage site
• 2 Nature reserves
• 1 Biosphere Reserve
• Several natural sites protected areas
• Side Trails
• Accommodations
• Local guides
The LMT
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• Lebanon Mountain Trail Association
• Established in 2007
• To maintain, protection & promotion the LMT as a unique tourism destination
• To contribute to economic development in rural areas through tourism on the trail
• To raising awareness about trail and mountain’s natural and cultural heritage through education program for youth
THE LMTA
• Improvement of hospitality standards on the trail: Guesthouse Renovation
Coaching sessions on Hospitality
Seasonal Menu Development
• Capacity building in guiding and group management Local Guides Training
• Side trail development
• Promotion of LMT as national touristic destination and heritage on the LMT Partnership with tour operators
Networking with local municipalities, Ministries of Tourism, Culture, Environment and Agriculture
ThruWalk and Fall Trek
LMTA Activities
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• 2012 – Water Conservation
• 2013 - For Birds
• 2014 - Trail Protection
• 2015 - Cultural and Archaeological Heritage
LMTA Annual Thematic Hikes
• 2016 – Food Heritage Promotion
LMTA Annual Thematic Hikes
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LMTA 2016 FUNDRAISING DINNER
https://www.youtube.com/watch?v=I3jHpR4yV74
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https://www.youtube.com/watch?v=I3jHpR4yV74
EXPERIENCING FOOD & HOSPITALITY IN LMT GUESTHOUSES
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WHAT NEXT FOR FOOD SERVICE CONSULTANTS
• Tailored Training & Coaching:
• Menu Development
• Food Quantities
• Costing & Pricing
• Package Development
• Table Setting
Food Service consultantsto the villages!
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Training Respecting Local Practices
• Food hygiene
• Food production
Food Service consultantsto the villages!
Thank You
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• UNESCO (2012). From: http://www.unesco.org/culture/ich/index.php?lg=es&pg=00022
• UNWTO. (2012). Global Report on Food Tourism- AM Resports: Volume 4. Madrid: UNWTO
• Hall, M. C., & Sharples, L. (2003). The consumption of experiences or the experienceof consumption? An introduction to the tourim of taste. In M. C. Hall, L. Sharples, R. Mitchell, N. Macionis, & B. Cambourne, Food Tourism Around the World. Elsevier.
• ATTA (2015). Taste the adventure: exploring the intersections btween foodexperiences and adventure travel
• Food Heritage Foundation : http://food-heritage.org/
• Lebanon Mountain Trail: http://www.lebanontrail.org/
References
Brochure
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Brochure
• Resident of village
• Cook traditionalcuisine
• Cultivate locally/ local variety
• Have a star product
• Produce followingtraditional methods
Meet The Hosts!