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FOOD AS A MAJOR ASSET IN DESTINATION MARKETING

FOOD AS A MAJOR ASSET IN DESTINATION MARKETING. MARGARET TAITTINGER, MICHELIN Guide International Development Manager BASTIEN SOOTS, Global Account Manager, MICHELIN Experiences. MICHELIN EXPERIENCES. FOOD & BEVERAGES. HOTELS. VIAMICHELIN & MAPS. TRAVEL. MOBILITY.

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FOOD AS A MAJOR ASSET IN DESTINATION MARKETING

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  1. FOOD AS A MAJOR ASSET IN DESTINATION MARKETING MARGARET TAITTINGER, MICHELIN Guide International Development Manager • BASTIEN SOOTS, Global Account Manager, MICHELIN Experiences

  2. MICHELIN EXPERIENCES FOOD & BEVERAGES HOTELS VIAMICHELIN & MAPS TRAVEL MOBILITY

  3. THE STORY OF THE MICHELIN GUIDE 1900 Creation of the iconic guide 1926 1st MICHELIN star High quality cooking, worth a stop 1931 2nd MICHELIN Star Excellent cooking, worth a detour 3rd MICHELIN Star Exceptional cuisine, worth a specialjourney 1996 Bib Gourmand A new distinction offering a good quality/price ratio • 2005-2007 • 1st international expansion • New York, San Francisco and Chicago Tokyo, Japan, Hong-Kong / Macao 2016 Plate A new distinction to highlight fresh ingredients, a good meal • 2015-2019 • 2nd international expansion • Washington D.C., Sao Paulo & Rio de Janeiro, Seoul, Shanghai, Singapore, Bangkok, • Taipei, Guangzhou, California 2016 Bookatable new acquisition • 2017 • Robert Parker Wine Advocate Strategic partnership – 40% • Le Fooding • Strategic partnership – 40% 2018 Tablet Hotels new acquisition

  4. of travelers have engagedin a unique or memorable food or beverage experience other than dining out, according to the World Food Travel Association. 93% ‘CulinaryTravelwill continue to rise.’ SKIFT CULINARY TRAVEL GOES MAINSTREAM THE NEW CULINARY TRAVELER IS SEEKING Authentic Immersive One-of-a-kind Edible experiences Connection to place Taste of place Adventure Opportunity for new discovery Source: JFC (2016) - Taste Tourism

  5. According to an Impact Study by Bleisure : to extend the length of one’sprofessional trip for leisure Of travelersagree that if a destination of a business trip offers fine cuisine, they would likely extend their stay. of travelers look to extend Business trips for Leisure due to a destination’s gastronomy or local cuisine offer. 80% 43% WITH IMPACTS ON BUSINESS TRAVELERS

  6. THE CULINARY AUDIENCE IS CHANGING According to a Study by $ Top of National HouseholdIncomeFrom 10% to 20% of incomesaccording to the country Number of international leisure trips in pastyear at least 2 nightsabroad 55% aged18-44 48.5% Survey respondents China 20% USA 20% Japan 20% France 14% Germany 14% UK 12% 43% 57% 24.2% 10.8% 75% Married 72% Withchildren 5% 66% Stay at 4&5* hotels Stay 10-29 days on leisure trips abroad 79% Gastronomy-focused Travel Gastronomy & Local Cuisine Cuisine & Fine restaurants offersavailability Made at least one international business trip in pastyear In nexttwoyears, plan to take a trip with a focus on food (restaurants, gastronomicevents, cooking classes, etc). 51% Is an important factor whenchoosing the destination of a leisuretravel. Was a major reason for choosing a destination for at least one of their trips made in the last 12 months. 86% 53% 44%

  7. BENCHMARKS

  8. NOMA Rene Redzepi opens his unexpected NOMA Restaurant. NEW NORDIC MANIFESTO • 12 Chefs co-sign a set of food principles reminiscent of California cuisine’s commitment to local, regional, and sustainable food. 2004 THE NORDIC CUISINE REVOLUTION AS A TOURISM DRIVER NEW NORDIC FOOD PROGRAM • The Nordic Council's agricultural and food ministers from Denmark, Finland, Iceland, Norway, Sweden, and dependent territories launched the "new Nordic Food Program.” MICHELIN GUIDE NORDIC COUNTRIES • Nordic Cuisine is officially internationally recognized through the launch of the MICHELIN Guide Nordic Countries. 2003 2015 2005

  9. NORDIC CUISINE SUCCESS STORY: AARHUS In the first MICHELIN Guide Nordic Countries 2015, 3 restaurants in Aarhus, Denmark were awarded one Michelin Star. 3rd +17% Aarhus observed a 17 % increase in the number of guests in the city’s hotels. The New York Times included it as one of the 52 Places to Go in 2016. The city attributes it as a positive side effect of the MICHELIN Stars obtained the year before. In 2016, Aarhus arrived 3rd on the list of the strongest growth in the 50 largest big city destinations. The stars shine far beyond the restaurants, and the international acknowledgement of the city’s gastronomic merits strengthen the entire story telling about Aarhus as a city worth a visit. P. Kristensez, CEO VisitAarhus Source “Michelin Stars Boost Tourism in Aarhus.” VisitAarhus, 24 Feb. 2016, www.visitaarhus.com/ln-int/aarhus/michelin-stars-boost-tourism-aarhus

  10. NORDIC CUISINE SUCCESS STORY: AARHUS Article released on CNN Travel blog May 3rd, 2019 (Joel Porter) […] Food has been one of the main drivers behind the city's recent emergence as a tourist destination. A clutch of Michelin-starred restaurants, informal bistros and a burgeoning street food scene are all contributing factors to its rightful spot on the foodie map. In February 2019, the city hosted the Michelin Nordic Guide ceremony for the first time, further cementing its reputation as a top gastronomic city. […] Full article : https://edition.cnn.com/travel/article/aarhus-denmark-things-to-do/index.html

  11. Tourism Authority of Thailand is shifting focus towards developing the destination around quality leisure, rather than exulting high numbers. Tourismcontributor to national GDP Globally in terms of revenue contribution fromtourism and international arrivals. Top 10 Objective: Increase the overall food spending per head by tourist by 10% 12% +10% CULINARY AS A QUALITY TOURIST ATTRACTOR GOAL Elevate the country’s image from a budget destination to one that promises a memorable and high-quality travel experience. ‘Promise of a MICHELIN Guide quality experience to travelers in Thailand plays a consequential part in achieving that goal’ QUALITY OVER QUANTITY According to an Impact Study by

  12. THANK YOU! QUESTIONS COMMENTS?

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