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The future of food tourism in a post-COVID-19 world: Insights from New Zealand

Fountain, Joanna
Journal Article
Fields of Research
ANZSRC::470205 Cultural studies of agriculture, food and wine , ANZSRC::350802 Tourism forecasting , ANZSRC::350804 Tourism marketing , ANZSRC::350806 Tourist behaviour and visitor experience , ANZSRC::3508 Tourism
Purpose – This paper considers two sectors critical to New Zealand’s economy and identity – food and tourism – and addresses the question: what role will – or could – food and drink play in a more resilient tourism future for the country? Design/methodology/approach – This is largely a conceptual paper, informed by the academic literature, media commentary and recent market research. Findings – The paper concludes that there are trends apparent in the food and tourism sectors prior to the COVID-19 pandemic that have intensified during lockdown and which are likely to influence the resetting of tourism on a more resilient and regenerative pathway. Three potential trends in food and drink tourism are identified, labelled “Getting back to basics”, “Valuing local and locals” and “Food for well-being”. Originality/value – By synthesising recent research and academic, industry and media commentaries, this paper provides a timely assessment of a potential future role of food and drink tourism in a reimagined tourism sector for New Zealand, with this assessment offering a starting point for further discussions about a more regenerative, equitable and inclusive tourism future.