ABSTRACT
With growing interest in farm-to-table cuisine and local food as place branding identifiers in many destinations, this chapter examines how the culinary tourism industry has the opportunity to be a leader in promoting the use of local food not only to tourists but also to local clientele, contributing towards sustainable development. The chapter is based on research from two destinations that in many ways are very different. However there are a number of common lessons to be learned in the development and promotion of local food for the culinary tourism industry. In Japan research was conducted in Oita prefecture on the island of Kyushu where initiatives to promote local food in tourism include One Village One Product, road stations (farmers’ markets), Green Tourism, ekiben/soraben/hayaben (packed lunches for travellers), and food and drink festivals. In Niagara, Canada known for Niagara Falls, efforts are under way to rebrand the region around local food. Initiatives such as the Niagara Culinary Trail, Niagara Wine Route, Niagara Agritourism circuit, the Greenbelt and various festivals and events featuring local food all highlight the link between local food and tourism. These research sites were selected because both locations are utilising culinary tourism and agritourism as economic rejuvenation tools and both are close to major cities. The findings from these two sites illustrate how tourism can be an effective mechanism for branding and promoting local food and thereby promoting sustainable development. After exploring the relationship between local food and sustainable development, the chapter will examine the common themes which emerged from both destinations. The chapter will conclude with a discussion of some of the common challenges that face both destinations.
