ABSTRACT
In tourism, gastronomy is a growing market segment internationally, and many destinations are developing this as a means of gaining competitive advantage. This chapter outlines how creative collaboration has been manifested in Ireland between 2012 and 2017 by identifying those who had a resounding passion and belief in Irish food, together with the commitment and drive to actively influence and shape the future of food in tourism and Irish cuisine in their region. Creative collaboration is critical if the tourism and food relationship is to benefit economic, social, and environmental aspects of the community. As a tourism product which expresses identity and culture, gastronomy encourages people to travel and experience it, and it is therefore a critical component of tourism. The level of enthusiasm for gastronomic tourism experiences that a capacity to handle demand from visitors is implicit. The implications for any gastronomic tourism destination and the sustainability of what is on offer are clear.
