Choose from a variety of seminars or a keynote speech. See below for different levels and descriptions. Seminars and keynote speeches are provided by the ICTA's sister educational organization, the International Culinary Tourism Institute. Any seminar can be delivered as keynote speech.
The ICTI also offers a
Full Day Workshop for customized training that goes into much greater depth than a seminar. The end-product can even be a road map for Culinary Tourism development in a destination or for a business.
|
Seminars & Workshops
Suitable for destination marketing organizations and their members, restaurant associations, restaurant management groups, food/beverage events, hotel/resort chains and more.
Download a list of our clients and projects here.
ICTA President
Erik Wolf
|
|
"As guest speaker and facilitator for our event, Erik provided the perfect blend of expertise, information, humor and inspiration to our tourism industry audience. He raised the bar of awareness on a new market niche that our members would not have been introduced to otherwise."
|
OVERVIEW
Seminars convey detailed information about Culinary Tourism to a small group in a short period of time. Seminars are appropriate either by themselves or as one segment of a larger conference. We also offer full-day culinary tourism training for all types of businesses.
YOUR BENEFIT
Give the gift of culinary tourism knowledge to your members, employees or constituents. Rather than your having to explain over and over again what culinary tourism is and how it can benefit the business or community, bring everyone together in one room for a detailed seminar or energized keynote speech.
YOUR RETURN
Gauge your success by session ratings, as well as the number of attendees who ask for more information or to get involved. |
MATCH YOUR SEMINAR TO YOUR MEMBERS' OR EMPLOYEES' CURRENT LEVEL OF UNDERSTANDING OF CULINARY TOURISM:EAT WELL, TRAVEL BETTERDuration: 30-45 minutesDescription:
In this entertaining, fast-paced, dynamic and inspirational keynote, Erik talks about why food is the main attraction. Why do we all love to eat so much? Why is business done over meals or a drink? What does it mean to be invited to someone's home for dinner? What happens with a group of colleagues on a business trip together when one chooses a bad restaurant? These are just a few of the stories told. At the end of the keynote, attendees will have a new appreciation for food and drink and why they matter so much in our life and, society. |
CULINARY TOURISM:
THE HIDDEN HARVESTDuration: 45-90 minutesDescription:
Culinary Tourism is hot! Food is an attraction - just like a museum, and food and drink are the most overlooked components of the visitor experience. Every traveler eats and drinks, and consequently, the ubiquity of that behavior is something that travel industry marketers usually overlook, largely because we all take eating for granted. Culinary Tourism is an important new industry that weds two related but distant hospitality cousins — foodservice and tourism. Hospitality businesses have an underexplored opportunity to make a significant impression on visitors with unique and memorable dining experiences. Attend this session to find out what to do to get your slice of the pie!
Learning Objectives:
- Definition of culinary tourism.
- The required ingredients of culinary tourism.
- How culinary tourism differs from agritourism.
- Culinary tourist demographics.
- How food and beverage can be regarded as attractions.
- Examples of businesses and destinations that successfully use food/beverage to increase visitor numbers and/or sales.
- The Pyramid of Lost Opportunity
- Local food products and destination branding.
- Benefits to key stakeholders.
- Why restaurants cannot develop culinary tourism alone.
- Importance of "big" and "small" business partnerships.
|
BAKING THE CAKE:
A RECIPE FOR CULINARY TOURISM PRODUCT DEVELOPMENTDuration: 45-90 minutesDescription:
Does your area have interesting culinary products? How do you create Culinary Tourism products that will attract more visitors. Do not settle for a mere restaurant guide! What unique roadblocks are waiting specifically for hotels or restaurant management companies? What do wineries need to take into consideration when packaging for visitors? Not to worry if you do not live in New York City or Paris. Every destination has its own culinary story to tell, but your success lies in how well you package your culinary story for visitors. Attend this session and learn how to create a unique competitive advantage for your business with proper culinary tourism product development.
Learning objectives are tailored to your particular needs but may include:
- Defining and creating culinary tourism products.
- Wineries and the tasting fee debate.
- Terroir and its meaning for destination marketing.
- How culinary tourism can work for quick service establishments.
- How to package culinary products for sale to visitors.
- How food can sell meeting and convention space.
- Meeting the special needs to tourist diners.
- How to capture the drive-by market.
- How hotels can overcome the stigma of hotel dining.
- How to develop culinary tourism where few resources exist.
- Forging horizontal and vertical product and marketing partnerships.
|
|
FEAST OR FAMINE:
BEST PRACTICES IN CULINARY TOURISM MARKETING
Duration: 45-90 minutesDescription:
You have interesting culinary products but what is the best way to market them? How do you increase your share of local, regional or national visitors? Can food and drink be sold through e-mail and on the Web? What role does a media relations campaign play in marketing Culinary Tourism? Attend this session and learn how to create a unique competitive advantage for your business with proper culinary tourism product development.
Learning objectives are tailored to your particular needs but may include:
- How to market food and travel together.
- Assessing competition and creating a competitive advantage in your marketing strategy.
- Creating a unique selling proposition (USP).
- Data collection and privacy.
- Using research to define realistic target markets.
- Creating a successful multi-tiered marketing campaign.
- Brochure design.
- Media relations (print, radio, television, cable).
- E-mail marketing.
- Successful website design.
- Funding Culinary Tourism marketing campaigns.
- Cooperative marketing and how to get a greater return on your investment.
|
Full Day Workshop#Culinary Tourism training can be organized as a full-day workshop oriented to the specific needs of a destination or business. Training goes into much more depth than just a seminar and the end-product can even be a road map for Culinary Tourism development in a destination or for a business. Training is customized.
BENEFITSHelp your constituents understand how they fit into the culinary tourism picture, how agriculture (and agritourism) are not culinary tourism, how to develop sustainable culinary tourism products and culinary tourism marketing campaigns, learn more about the culinary tourism trend, how to build upon attendees’ individual strengths and leverage partnerships and importantly, that culinary tourism is not simply a restaurant guide or food event. Hands-on afternoon activities help ensure learnings are retained.
Please
contact us if you would like to discuss workshop details for your destination or business. While workshops are typically prepared for destinations, workshops can also be organized for a restaurant management group, a culinary school board of directors, or really most business types. Workshops are produced by the ICTA's sister educational organisation, the International Culinary Tourism Institute.
A typical Workshop might look like this:
| |
|
|
| 9:00 am |
|
Culinary Tourism: The Hidden Harvest
Introductory seminar and overview. Time for detailed questions and answers afterwards. Alternately, the Baking the Cake session (below) can be substituted for The Hidden Harvest. In this case, then our third seminar on culinary tourism marketng will be substituted in the 10:45 timeslot. |
| |
|
|
| 10:30 am |
|
Break |
| |
|
|
| 10:45 am |
|
Time for guest speaker or special subject, to be determined according to destination/business needs. You may choose to hold a longer question/answer period that may run until 11 am (without a break), and use part of this time for transportation to a unique luncheon venue. You may also choose to include a second seminar in this space instead. As a second seminar, we suggest Baking the Cake: Culinary Tourism Product Development. |
| |
|
|
| 12:00 noon |
|
Lunch
A guest speaker, local celebrity, local government leader, or local media personality may be invited to motivate the group. |
| |
|
|
| 1:30 pm |
|
Building a Sustainable Culinary Tourism Strategy
Two-hour session that includes team break-outs, facilitation, and guidance towards a sustainable Culinary Tourism goal. Facilitator circulates among different groups during this process to provide feedback and input. |
| |
|
|
| 2:30 pm |
|
Group share and discussion. |
| |
|
|
| 3:30 |
|
Break |
| |
|
|
| 3:45 |
|
Next Steps
Review of learnings in brainstorming session. Discussion of next steps. Assignment of roles and responsibilities. Facilitator directs this session so as to provide focus and serve as the objective third party. |
| |
|
|
| 5:00 pm |
|
Adjourn. |
© International Culinary Tourism Institute. Read our Copyright Policy to learn how to borrow this information.
Print Page | Contact Us | Report Abuse | Sign In | Register
ICTA Board of Director member since 2004, Harold built his 40 years as travel consultant and busines
Jane Gregg is the owner and president of Epicurean Ways, a leading operator of culinary tours in Spa