Be local, buy local: The impact of pandemic experiences on domestic food and drink tourism

Abstract

This paper explores the proposition that there is a growing potential for food tourism experiences, particularly for the domestic market, in post-pandemic Aotearoa New Zealand. It is the argument here that a changing perception of ‘local food’ as a tourist experience has been influenced by a number of factors, including the experiences of pandemic lockdowns and restrictions, a growing awareness of sustainability and ethical concerns around food production practices, and arguably a growing maturity and confidence in what makes New Zealand’s food culture unique. Utilising secondary sources and primary data from a number of recent surveys, the paper outlines three food tourism trends, with examples, that illustrate a potential growth in the role of food and drink tourism in Aotearoa New Zealand.