The good, the bad and the ugly: creative tourism positioning

The gastronomic landscape of a territory can play a key role in shaping its culture, economy, and social development. However, many territories may lack recognition for their culinary traditions and innovations or may be seen as less desirable destinations for food and beverage tourism.

Instead of viewing these perceived weaknesses as hindrances, we can reframe our perspective and see them as opportunities for growth and change. By recognizing that the lack of recognized star chefs or a more conventional gastronomic reputation is not a weakness, but a potential blank slate to create a new narrative and an opportunity to create a unique and authentic experience.

One way to do this is by fostering multigenerational, multidisciplinary collaborations throughout the food system, in which young and old, novice and master, local and foreigner, can come together to create high-value, authentic experiences that showcase the rich and diverse culinary heritage of the territory. By working with local farmers, chefs, artisans, and other food producers, organizations and communities can help to create a strong and resilient local food system that supports the well-being of both people and the planet.

In today's crowded and often jaded messaging and marketing landscape, it can be difficult for organizations and communities to cut through the noise and reach their intended audiences. This is why a trend of returning to authenticity and “ugly” representation is emerging, as young people value honesty, transparency and provenance over perfection, and apps like BeReal are growing in popularity.

Ultimately, the power of translating perceived weaknesses in the gastronomic landscape of a territory into drivers of sustainable social development lies in the ability to create a truthful representation of who we are as a collective, embracing the beautiful and the ugly, and to convey the excitement of a place that has not been overly manicured. By doing so, we can create a strong and resilient local food system that supports the well-being of both people and the planet, and attract more and more curious and authentic-food oriented tourists and investors.