Henrik Halkier– halkier@cgs.aau.dkLaura James – laura.james@humangeo.su.se

Image, experience and productionStrategies for developing the value offood tourism in Denmark and England

1. Food and tourism: Paradigms and strategies2. Food tourism platforms in north-western Europe3. North Jutland and Suffolk: Conclusions

Henrik Halkier– halkier@cgs.aau.dkLaura James – laura.james@humangeo.su.se

FOOD AND TOURISTSTwo paradigms

Food practices FEEDING TOURISTS FOOD TOURISM

Eating Sustenance Experience

Cooking Generic Place specific

Retailing National Localized

Producing Standardized Specialized

Henrik Halkier– halkier@cgs.aau.dkLaura James – laura.james@humangeo.su.se

Food tourismchange strategies

Primary policy target

Food Tourism

Main level of intervention

Firm-level Innovating Developing experience

Destination

Localising consumption

Promoting image

Conceptualising economic development strategies Contextual drivers (destination branding, boost local food production, food scares) Available resources (tourism/food, public/private) Change strategies (aims, targets)

(Halkier 2006, Dredge & Jenkins 2007)

Food tourism platformsin north-western Europe

Two case studies: North Jutland (DK), Suffolk (UK)Coastal destinations with rural hinterlandsFood tourism ambitions, no ‘magnificent culinary heritage’

Suffolk – wheat/barley, poultry, pork, vegetables North Jutland – grain, milk, pork, seafood

Interviews with producers, retailers, restaurants, policymakers

Food tourism platformsin north-western Europe

Food tourism in North Jutland and SuffolkFINDINGS: RESOURCES

Food tourism in North Jutland and SuffolkFINDINGS: DRIVERS AND STRATEGIES

Henrik Halkier– halkier@cgs.aau.dkLaura James – laura.james@humangeo.su.se

Food tourism in North Jutland and SuffolkCONCLUSIONS

DK/UK: Event supportDK: Signature dishes

DK/UK: Food brandDK: (Avoided)UK: (Private initiatives)

DK: (Indirectly?)UK: Diversification

Henrik Halkier– halkier@cgs.aau.dkLaura James – laura.james@humangeo.su.se

Food tourism in North Jutland and SuffolkCONCLUSIONS

Strategies focus on Changes visible to visitors: branding, events, menus, (diversification)New temporality (outside main season)NOT localising food chain

Strategic differences reflectPerceived/experienced intensity of demandDegree of availability of local food (producers, retailers)Alternatives to diversification for small farmers (wage labour)(National) preferences for particular policy instruments (networks vs grants)

Long-term strategic weaknessesLimited funding for promotion/DMOs (UK)Limited addressing of production/distribution density (DK)Weak combination of branding AND development in sector-based governance (DK/UK)