The World Tourism Organization UNWTO has offered its support to the Ministry of Tourism of Indonesia as it develops gastronomy tourism in Ubud, Bali, Indonesia.
The project will help Ubud design and develop innovative gastronomy tourism experiences that link the public and private sectors. The joint initiative will also help to better connect the various parts of the value chain and highlight the destination’s tourism attractions and products. In Indonesia, gastronomy tourism draws on a unique combination of history, culture and food. It maintains the rituals and ceremonies involved in traditional cooking processes while at the same time celebrating contemporary gastronomy. The Gianyar region, where Ubud is located, is one of the main destinations within Bali, welcoming more than three million visitors a year or 17 per cent of total visitors to Bali. Ubud was selected for the initiative since it has all the necessary elements to develop a successful gastronomy tourism destination. Gastronomy has become a central part of the tourism experience. Tourists are attracted to local produce and many destinations are centring their product development and marketing accordingly. With food so deeply connected to its origin, this focus allows destinations to market themselves as truly unique, appealing to those travellers who look to feel part of their destination through its flavours. UNWTO secretary general, Taleb Rifai, says, “This is especially important for rural communities, many of which have struggled in the face of rapid urbanisation and shifts away from traditional economic sectors. With their proximity to food-producing lands, rural communities often enjoy a comparative advantage when it comes to serving up traditional fare. Tourism, particularly food tourism, allows these communities to generate income and employment opportunities locally, providing jobs for vineyard tour guides or local chefs, while fuelling other sectors of the local economy such as agriculture.”