Fiona RichmondProject ManagerScotland Food &

Drink

• Food & drink industry success

• What is food tourism

• The facts about food tourism in Scotland

• Where are we now?

• Challenges

• What can you do?

The food tourism opportunity

What is food tourism?

“The pursuit and enjoyment of unique and memorable food experiences, both far and near”

World Travel Association”

The facts

• £2m per day visitor spend on food and drink

• £1 in every £5 spent per day is on food and drink

• Visitors willing to pay 15% more for food that is of local or regional origin

• 80% UK visitors say food and drink influence where to go on holiday

• 75% visitors to Scotland want to try local produce & regional specialities

• 75% satisfied with availability of local produce

• Scottish produce = higher sales of around 20%

Where are we now: Scotland’s Year of Food and Drink 2015

Key objectives are to increase:•Use and promotion of Scottish produce across the tourism and events industry•Level of satisfaction with food and drink amongst visitors to Scotland•Level of satisfaction with food and drink amongst event attendees•Contribution to overall value of sector from tourism and events

• Collaboration

• Good Food Nation ambition

• Taste our Best

• Experiencing Scotland

• Pledge

• Agritourism

• Local & regional intiatives

• Events - food charter/quality catering

• Protected Food Names

Where are we now

Where are we now: Food Trails

Where are we now: Taste for Tourism summit

Oban, Argyll, 4th November 2015www.tastefortourism.scot

Challenges

• Supply chain

• Maintaining consumer demand for quality food and drink

• Showing businesses why provenance matters

• Improving collaboration

• Food & drink careers in tourism – reputation

• Others? How can we help?

Year of Food and Drink

Year of Food and Drink

What can you do

• Work together

• Build links with local & Scottish suppliers

• Put provenance first

• Taste our Best

• Shout about your food tourism offering – be proud

• Connect with Scotland Food & Drink & other partners

• Get involved with Year of Food and Drink

• Take inspiration from elsewhere

What is food tourism?

Thank you

Fiona Richmondfiona@foodanddrink.scot

0131 335 0947@fionarichmond8 @scotfooddrink @Eat_Scottish

www.scotlandfoodanddrink.org/yofd