UNWTO Gastronomy network Action plan 2016 / 2017

Gastronomy tourism has emerged as an indispensable resource, adding value and providing a solution to an increasingly pressing need for destinations to stand out and offer unique products. Five fundamental reasons behind these ever-growing phenomena are: 1. A destination´s need to differentiate itself and develop a unique selling proposition naturally leads to a search for authenticity, and there is nothing better than intangible heritage to achieve authenticity, a domain in which Gastronomy predominates. 2. Destinations turn to Gastronomy to attract the kinds of tourists interested in immersing themselves in places and cultures that they visit. This traveler profile has the potential for increased spending, a more balanced distribution in the territory and to have a greater impact on the entire tourism value chain. 3. Gastronomy tourism has the potential to direct tourism flow to less visited locations, which could mean a radical improvement in terms of new opportunities and economic development for these regions. 4. Gastronomy enables the design of an effective communication strategy, using a narrative that easily appeals to the emotions of potential visitor and provides a deeper and more meaningful experience that can leave a more lasting impression. 5. This memorable and authentic experience generates visitor loyalty. These visitors, can, in turn become effective ambassadors, working to share their positive experience with other travelers.

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