With the Hawke’s Bay receiving recent global recognition as one of the world’s great wine regions – a badge of honour that carries both prestige and a generous helping of revenue – the victory extends beyond the Hawke’s Bay, and on a bigger scale represents the proof of the exponential growth of food and drink tourism worldwide and the nod of New Zealand’s part in this promising industry.
“Food and drink tourism digs deep into the community and engages a destination at a social, economic, cultural, and environmental level,” says New Zealand Food and Drink director Sarah Meikle.
“The industry isn’t just about tantalising tastebuds; it’s about offering authentic experiences that tie together the rich tapestry of local flavours, traditions, and history.”
In a post-COVID world, interest in food and drink tourism is flourishing. More travellers are seeking unique culinary experiences, eager to sample new products, learn about their origins, and understand both historical and contemporary production methods. As a result, nations around the globe, including Australia, Canada, Ireland, and Scotland, are increasingly promoting their culinary offerings as a cornerstone of their tourism appeal.
But what makes food and drink tourism such an economic powerhouse? First, it contributes to the unique intangible heritage of a destination, providing a point of differentiation. No two destinations are the same when it comes to food. Second, it attracts high-spending visitors, boosting local economies and benefiting the entire value chain. Lastly, it drives economic development in lesser-known regions, helping small-scale producers diversify their product range and revenue streams.
In New Zealand, the impact of food and drink tourism is evident. The quarterly Kantar ‘Domestic Travel View Report’ shows that “good local food and beverage experiences” consistently rank among the top five motivators for domestic travel. Meanwhile, international data reflects a similar trend. Quality food and drink experiences rank highly for potential visitors when choosing a post-COVID destination.
In 2018, the New Zealand Food & Agri Tourism Industry Insights Report commissioned by MPI and ANZ Bank highlighted the potential of combining the country’s two biggest export earners, food and drink, and tourism. This presented a lucrative opportunity for New Zealand businesses both domestically and in global export markets.
Hawkes Bay, with its recent distinction, stands as a shining example. Generating an estimated $300 million of direct revenue for the local economy each year, the wine industry in the region has a huge impact. As visitors sip on world-class wines, they connect emotionally to the region, creating a lasting loyalty to the place and the products.
“Understanding your local food offering and what makes it unique, new product development, events and festivals, working with local producers and suppliers, focusing on menu provenance, telling the story of a destination through food – these are key to leveraging food and drink tourism,” Sarah says
The Hawke’s Bay has established itself as a global leader- proving that the taste of success can indeed be sweet- or in this case, perhaps, perfectly dry and full-bodied.
And as the world continues to navigate the post-COVID environment, the tourism landscape is expected to evolve further. But one thing remains constant: the ever-growing appetite for authentic, locally-rooted culinary experiences.
