ABSTRACT
This chapter aims to explore the contribution of gastronomy, and more generally gourmet tourism, in the context of territorial branding. We focus on the Auvergne region in central France, which alongside other regional authorities has opted for territorial branding. The Auvergne Nouveau Monde brand, first conceived and operationalised at the end of 2011, places strong emphasis on promoting the quality of products, places, and experiences for tourists and new arrivals to enjoy. We analyse whether the region’s culinary and gastronomic resources have sufficient potential, and whether gourmet tourism truly exists here.
