Sure, we’ve all been out to dinner at a trendy new restaurant with our even trendier friend. The entrees arrive at the table, and before you’re allowed to take a bite of the tantalizing dish you’ve been hearing all about, your friend stops you to take a photo and promptly posts it on their social media. Annoying? Maybe. But what if we told you that your pal has the right idea…and is even tapping into the ever-growing industry of food and beverage tourism?
At Verdin, helping destinations promote tourism and tell their community’s story is our bread and butter (no pun intended…or maybe it was). We’ve been helping our clients fill their websites, blogs and social media feeds with foodie content for the past few years. And we’re not just talking about fine dining establishments or drool-worthy barbecue joints. Food tourism includes libations, too – from the bold, full-bodied Zinfandels to the crisp, bubbly craft beers.
Sustenance makes the world go round, and it’s a powerful driver for tourism, too. Not only does it engage locals, improve community relations and drive visitation, but it also leads to a 25% economic benefit for destinations, according to the World Food Travel Association. Travelers have spent over $25 billion on food services during the past year in California.
Audiences are expanding as well, with the growing demand for food tourism opportunities from Gen Z and Millennials forecasted to have the highest positive impact on the industry. The 2020 Food Travel Monitor reported that 95% of leisure travelers have engaged in a food tourism experience since 2018.
A huge perk of food tourism is the wide range of accessible and inclusive activities that drives demand. Think outside the box; it’s not just five-course meals and top shelf cocktails that compel foodie travelers to plan a trip. From robust food tours with stops all around a city to cooking classes with a local chef to a behind-the-scenes tour of a craft brewery, there are so many creative ways to draw in eating enthusiasts.
Food travelers range from social media personalities to bloggers to video content creators, and they all share a common goal: to visit cities near and far and share the stories of their authentic culinary experiences. These tech-savvy and often adventurous travelers want more than just meals; they want a holistic overview of the food and beverage scene in a destination. Key stakeholders in the industry include local farmers, culinary event planners, restaurant and bar owners and renowned chefs. All of these components weave into the fabric of hospitality and tourism, the pillars on which travelers rely for a positive overall visit.
The impact of promoting the drinks and dining in your destination can have award-winning effects, and our clients have been bringing home the bacon. Recently, Ember located in Arroyo Grande and peasants FEAST in Solvang made the 2022 MICHELIN Guide California. What’s more, peasants FEAST debuted as one of 15 new Bib Gourmand restaurants in the Golden State, a high praise for spots that offer a full menu of a starter, main course and dessert. These badges of honor significantly increase the credibility of a destination and its foodie scene, and we’re proud to market these places and find new ways to drive food travelers from all over.
Nothing excites us quite like the thrill of planning, creating and executing a successful marketing campaign that delights the client and community and draws in visitors. When you add food and drink to the mix, the possibilities are endless. People not only need to eat…they want to. And they’ll travel to make their foodie dreams come true! If your destination has restaurants, breweries, wine bars, dessert shops or even taco trucks, then you’ve already got epic content at your fingertips. Let us help you find creative ways to market your BID’s cuisine scene.
Recognition Deserves Recognition
What’s more buzz-worthy than an award-winning restaurant? Or a feature in a popular food and wine blog? When your destination receives praise and recognition, it’s time to shout it from the digital rooftops. When the restaurants in our clients’ destinations made the MICHELIN list, we took to social media to share the news for Visit the Santa Ynez Valley and Visit Arroyo Grande. An e-newsletter is another great place to spread the word, like we did in this blurb about Ember in Arroyo Grande. Your follower base relishes exciting and timely content, and this is certainly a way to produce shareable tidbits and engage with local restaurants.
Hit the Trails
One way to guide food travelers is with a good old fashioned trail. Mapping out certain cuisine in your destination provides a visual direction and points people exactly where to stop for the best fare in town. See the Visit Atascadero Brews and Burgers Trail for example. With an abundance of burger joints and a booming craft beer scene, what better way to capitalize on the down-to-earth vibes of this Central Coast location than by sending people on their way to taste their way around town? Surrounded by wine country, this unpretentious approach to food and beverage stands out in a way that is both inviting and comforting.
For a spicier approach, check out the Visit Concord Taco Trail. With over 40 locally-owned taquerias, Concord has its fair share of delicious Mexican food and has earned the right to crown one lucky eater the Taco Trail Champion. From September to October each year, the destination launches the Taco Trail Challenge, and hungry participants sign up and download a unique app to track all the tacos they tackle. For each taco eaten, they are eligible for cool swag and other prizes (notice that golden taco trophy). The campaign is such a hit, even celebrities like Comedy Central stars Blake Anderson and Kyle Newacheck have taken on the challenge.
The key to both of these trails? Promotion and visibility. Creating a dedicated landing page to push out on social media, e-newsletters and blogs will generate more eyes on your content. A well-designed map points visitors in the right direction and adds to the checklist mentality. Try all the tacos, burgers and beers? Challenge accepted. And no campaign is complete without a hashtag related to your foodie topic. Think of something straightforward, like #BrewsAndBurgersTrail and #ConcordTacoTrail.
Gotta Giveaway
If free stuff is the key to people’s hearts, then free food is the key to their stomachs. Partnering with local restaurants, breweries, wineries and other food industry businesses for giveaways is a win win. They’ll receive free publicity and new hungry customers, and your destination will gain kudos with the local business community. We’ve collaborated with local businesses for the Visit San Luis Obispo Instagram page @shareslo, where we’ve featured giveaways like this one where people can follow, like and comment for a chance to win gift cards and gift baskets.
Stuck on where to start? Compile a list of local food and beverage establishments in your destination and reach out via DM, email or phone to gauge interest. See if the restaurant is willing to collaborate and contribute a prize ($50-$100 worth of gift cards or merchandise) in exchange for a social media post including tags and mentions that will reach all your loyal followers and potential visitors. Once you gather photos and write an engaging and eye-catching caption that explains the giveaway rules and regulations, you’re ready to post! Remember to follow up with the winner within the allotted time frame and coordinate prize pickup with the business.
Food and beverage are the cornerstones of creating desirable destinations and connecting with your BID’s diverse audiences. With the major economic impact of food tourism and rising growth in demand for foodie experiences from travelers, now’s the time to jump on the trend. A thoughtfully executed campaign promoting your destination’s cuisine can bolster your visibility and increase overnight stays. Bon appetit!
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