An innovative tourism forum has set an Agenda for Gastronomy Tourism in Africa, including plans for an International culinary arts academy. After hitting full international tourism recovery, Africa is looking to leverage its diverse culinary heritage to enhance its global tourism appeal.
An international culinary arts academy is being developed to nurture African culinary talent. Sector players are lining up regional forums for destinations and international experts to explore the transformative potential of Gastronomy Tourism on the continent.
In the last week of July, UN World Tourism Organisation (UNWTO) Secretary-General Zurab Pololikashvili described Africa as one of the world’s most exciting gastronomy regions.
“We leave Victoria Falls with a roadmap that will enable us to build an Agenda for Gastronomy Tourism in Africa, to ensure that we do work to make gastronomy tourism benefit people and planet,” said Pololikashvili in Zimbabwe, which hosted the inaugural UNWTO Regional Forum on Gastronomy Tourism for Africa.
The inaugural forum delved into strategies for integrating gastronomy into national tourism policies, showcasing Africa’s rich culinary heritage to the world and emphasising the importance of collaboration among chefs, policymakers, and other stakeholders.
Discussions focused on adequate funding and the significance of combining tradition, innovation, and quality to create unique food tourism experiences.
The forum also emphasized changing mindsets to value local gastronomy and instil pride in Africa’s diverse culinary traditions.
“This includes working with the African diaspora to promote African cuisine globally, as well as enhancing education and vocational training,” said UN Tourism in a statement.
The forum concluded with signing a Memorandum of Understanding to establish the Zimbabwe International Tourism Academy for the Culinary Arts.
“The new Academy in Collaboration with UN Tourism signals our shared commitment to empowering tourism workers within the culinary arts field, putting Zimbabwe firmly on the global gastronomy map,” said Zimbabwe’s Tourism and Hospitality Industry Minister Barbara Rwodzi.
The State of the Industry: Food & Beverage Tourism in 2024 report affirms the growing trend of tourists seeking hyperlocal experiences in Africa and worldwide, with two significant developments unfolding.
The annual Industry Report by the World Food Travel Association acknowledges that more than ever, food-loving travellers are focused on a hyper-local experience.
“At the very minimum, it means that travellers are interested in purchasing local food and beverage products. More than that, however, we see travellers looking for ways to make a more meaningful impact on the local communities they visit,” according to the report.
“Some travellers may stay longer and take a deep cultural dive in a new community… A subset of the hyper-local focus we are seeing is an interest in discovering Indigenous cuisines and ingredients,” The Association explained in the report.
Another report by research firm Future Markets Insight projects the global food tourism market to grow from below US$1 billion in 2023 to US$4.1 billion by 2033.
The Food Tourism Sector Market Outlook also affirms a rising demand from travellers seeking unique culinary experiences, giving the food tourism sector a strong market outlook.
“Consumers increasingly appreciate authentic local cuisine and are eager to visit new places to satisfy their gastronomic interests,” according to the Outlook.
Future markets’ outlook says this trend has increased the number of food-focused travel firms, culinary tours, cooking workshops, and food festivals.
“As more destinations see the economic potential of their local culinary offerings and engage in infrastructure and marketing initiatives to attract food-loving tourists, the food tourism sector industry may continue to grow,” said Future Markets.
In the first quarter of 2024, international tourist arrivals to Africa exceeded pre-pandemic levels for the first time.
According to the UN Tourism Barometer, visitors to Africa exceeded pre-pandemic levels by 5% compared to the first quarter of 2019.
Countries such as Tanzania (62%), Mauritius (46%), and Morocco (44%) showed some of the highest levels of recovery on the continent.
Credit: Conrad Onyango, Bird Story Agency