Part 1: About Food & Drink Tourism

In recent years, food has become a main motivation for travellers when choosing their destinations. Travellers are spending more time and more money on unique food & drink experiences.

Facts:

• Food & drink are an essential and growing part of the visitor experience
• The pursuit of unique and memorable food & drink experiences is on the rise
• Research from the 2020 World Food Travel Association Food Travel Monitor highlights that 96% of travellers can now be classed as food travellers
• According to research by Skift in 2019, food travelers spend between 25% and 35% of their travel budget on food & drink experiences
• Visitors to Northern Ireland are spending £968m annually. Food & drink consumption accounts for around 30% of total visitor spend
• Airbnb®: Food & drink tours are the fastest growing tour experience category in the world

Most desirable food & drink experiences:

• Visiting a local artisan producer or grower
• Exploring whiskey and gin distilleries, micro brewers, and cider producers
• Experiencing distinctive local culture by going on a food tour
• Making new discoveries at food festivals and events
• Encountering local people by following a food trail or network
• Connecting with nature on a foraging experience
• Learning new skills at a cookery school or demonstration
• Peer to peer dining – cooking with locals and eating at local homes
• Grow your own workshops
• Visiting sites of production

Food & drink experiences that stand out and delight visitors:

• Are not just about the food & drink. They are about the story that the food & drink tell about the place. They are gateways to the local history, culture and people
• Are hosted by big-spirited, enthusiastic and knowledgeable guides
• Support and showcase local, family-owned restaurants
• Shine a light on dishes with a local story
• Feature stories and introductions to the producers and growers behind the food
• Are equally as authentic to locals as they are to visitors

Food & drink have an unmatched ability to communicate a unique sense of place. Local gastronomy provides a direct connection to the history of Northern Ireland, the soul of its people and the rhythm of daily life.

Unlock a giant spirit and share it with the world through our distinctive food & drink experiences.

This toolkit should be read in conjunction with: Northern Ireland, Embrace a Giant Spirit Experience Development Toolkit.

Our big-hearted and pioneering Spirit

Our legendary and elementary spirit

The experience criteria are tools for focusing on the quality of the visitor experience. Giant taste experiences should be:

It’s not just about food & drink

It’s about what the food & drink can unlock and awaken in your visitor. It’s about ensuring you include elements that engage all the senses: smells and tastes, but also sights, sounds and textures.

Awaken the Giant Spirit in your visitors by:

• Showing them something they’ve never seen before
• Giving them a chance to be creative
• Letting them try traditional skills
• Giving them a challenge
• Introducing amazing people and places
• Uncovering local secrets
• Giving a sense of history and connection with Northern Ireland
• Dazzling them with hospitality

In order to develop or improve your Visitor Experience, it is important to understand the five components that deliver world-class food & drink experiences and to integrate them into your offering.

These components must be delivered seamlessly and consistently in order to create a memorable experience for the visitor.