Ireland:

A Perspective on Food Tourism

Il Turismo Culturale Europeo, Citt darte e cibo ad arte
Bergamo University
December 11, 2015

John D. Mulcahy
Food Tourism, Hospitality Education, & Standards
Filte Ireland, the National Tourism Development Authority.
Importance of Tourism to Ireland
An indigenous industry, 3.5% of GNP. (Agriculture ,2.5%)

137,000 (7.2% of total ) Employed (Food & Accommodation Services)

Every tourism generates 24.5 cent in tax revenue

Every 1mn of tourist expenditure = 34 tourism jobs.

Every 55 international tourists = one tourism job.

1,000 extra tourists = 18 jobs in the tourism industry.

Tourism Numbers 2014
4 markets = 70% of business
Source market 2014 (000s) Provisional Key Markets
Britain 3,018 3,018
Mainland Europe 2,496
France 422 422
Germany 539 539
North America 1,148
USA 1,010 1,010
Rest of World 462
Total Overseas 7,124 4,989
Northern Ireland (2013) 1,574 70%
Total out-of-state 8,698

(Source: Filte Ireland Tourism Facts)

Tourism in Ireland A more targeted approach
Research of 10,000 GB Most promising:
residents who had taken Social Energisers
holidays in GB and the young, fun-loving urban adventurers
island of Ireland at least Culturally Curious
once in the past 3 years. over 45s who want to broaden their
minds
For GB, Ireland Great Escapers
competes primarily younger couples who want to get
against domestic GB away from it all
destinations
The US, French and German markets echoed findings.
Source: Filte Ireland, GB Path to Growth 2012
How do overseas tourists spend their money
in Ireland & what is it worth?

Breakdown of spend in Ireland 2007 (%) 2014 (%)

Provisional

Bed & Board 29 31

Other Food & Drink 34 34

Sightseeing / Entertainment 5 7

Internal Transport 10 13

Shopping 17 14

Miscellaneous 5 2

(Source: Filte Ireland Tourism Facts)

Tourists to Ireland
what's their interest in food?
UNWTO: 8.1%
say gourmet
GENERAL TOURIST
Accidental culinary tourists

FOOD ENTHUSIASTS 10%

Food motivates travel 10%

FOOD POSITIVE TOURIST

Food motivates satisfaction 80%
Source: Filte Ireland Food Tourism Activity Plan 2014 - 2016
 10% 80%
10% Food Positive
Food Enthusiasts Tourists
General Tourists Food motivates Includes food
Low engagement travel. experience in
with the food of Seeks authenticity larger tourism
the country. of place through plans.
Food is fuel. food. Enjoys regional
Experience of Concerned about specialities.
specific foods or origin of products. Interested in
cuisine is Gastronomy a origin of
arbitrary. means of product.
socializing. Food motivates
satisfaction.
 What is Food Tourism anyway?

Gastronomic Tourism Food Tourism

A means by which visitors can begin to Travel for the specific purpose of
learn about and appreciate a different enjoying food experiences
culture (Santich, 2008:1) (Getz, et al., 2015:6)
Food Tourism is defined as tourism in which the opportunity
for unique and memorable food related experiences
contributes significantly to the reason for travel (UNWTO 2012)
Culinary Tourism
Food Tourism the intentional, exploratory participation in the
As a necessity foodway of an Other..considered as belonging
when travelling to a culinary system not ones own
(Wolf, 2002)
(Long, 1998:181)
The food in tourism landscape in Ireland

Secondary
Food Producers

Primary Food Food

Producers Distributors

Food Attractions
& Events Food
Experiences
Primary Food Secondary Food
Producers Food Producers Distributors

Farming Artisans Wholesalers

Larger
Fishing producer
Exporters

Retailers

Farmers
Markets
 Food Attractions
Food Experiences
& Events

Hotels, Restaurants,
Food Fairs & Festivals
Pubs
Cafes, Coffee Shops Cookery Schools &
Retail Outlets with Classes
food Micro-breweries
B&Bs & Other & Distilleries
Accommodation
Attractions with food
Providers
components or
Transport Operators connections

Food Trucks Food Trails & Tours

Pop-ups, Supper Clubs Producer Visits

Food Tourism in Ireland not just for tourists
Non-Governmental Industry Bodies &
Education Providers

Primary Food Secondary Food Food Attractions

Food Distributors Food Experiences
Producers Producers & Events
Hotels,
Farming Artisans Wholesalers Restaurants & Food Fairs & Festivals
Pubs
Cafes & Coffee Cookery Schools
Fishing Larger Producers Exporters
Change Shops & Classes

Retail Outlets Micro-breweries

Retailers
with food & Distilleries
Actors B&Bs & Other Attractions with
Farmers Markets Accommodation food components
Providers or connections

Transport
Food Trails & Tours
Operators

Food Trucks Producer Visits

Pop-ups, Supper
Clubs

Media (TV, Radio, Print), Influencers (Social Media,

Change Critics, Guides, Celebrity Chefs), Indigenous people
Agents
Bord Bia Filte Ireland
Iveragh Peninsula & the Ring of Kerry
Food Tourism Vision 2014-2016

Ireland will be recognised by visitors for

memorable food experiences which evoke a
unique sense of place, culture and hospitality.
Delivering on the Experience

PRODUCT
Offering an STORIES
authentic, high Defining and
quality core communicating
products rooted in MEMORABLE compelling stories
the locality that create a sense
FOOD
of uniqueness
EXPERIENCE

SERVICE
Providing world
class service
standards but
with genuine Irish
hospitality
Online resources to develop
food in tourism
Food knowledge National Resource
library Telling Irelands network
Insights, trends, food story
21 Food
tools A how to guide Champions

www.failteireland.ie/Supports
Food Tourism Development
Irelands Content Guidelines
Framework 2011- Pool
2013 Food Trails
Images, videos
Activity Plan 2014- Food Festivals
2016
Food in Tourism not
just for tourists. Be part
of it, or experience it
Food in tourism
is valuable and
affects multiple
sectors
Food is not the primary
reason to visit Ireland.
For many tourists food
is not a high priority in
determining where to
visit, but food is an
important element of
the visit.
The authenticity and
sustainability of food
in Irish tourism
depends on sectors
that may not
perceive tourism as
important or central
to them
References:
Forthcoming:
MULCAHY, J. D. Does regionality matter? The experience in Ireland.
In: HALL, C. M. & GSSLING, S. (eds.) Food and Regional Development. Routledge.

MULCAHY, J. D. 2015. Future Consumption: Gastronomy and Public Policy.

In: YEOMAN, I., MCMAHON-BEATTIE, U., FIELDS, K., ALBRECHT, J. & MEETHAN, K. (eds.) The
Future of Food Tourism: Foodies, Experiences, Exclusivity, Visions and Political Capital. UK:
Channel View Publications.

MULCAHY, J. D. 2014. Transforming Ireland through gastronomic nationalism promoted and

practiced by government, business, and civil society.
In: MAC CON IOMAIRE, M. & MAHER, E. (eds.) Tickling the Palate: Gastronomy in Irish
Literature and Culture. Switzerland: Peter Lang.

MOSSBERG, L., MULCAHY, J., SHAH, N. M. & SVENSSON, I. 2014. Best Practices in destination
Food Tourism Branding.
In: BUSSELL, J., CAMPBELL, C., MCAREE, K. & LANGE-FARIA, W. (eds.) Have Fork Will Travel: A
Practical Handbook for Food & Drink Tourism Professionals. Portland, Oregon, USA: World
Food Travel Association.

www.academia.edu
 Thank you.
www.failteireland.ie/In-Your-Sector/Food-Tourism-in-Ireland

John.mulcahy@failteireland.ie