Upload
elisa-aunola
View
1.105
Download
3
Embed Size (px)
DESCRIPTION
Ami Hovstadius, Communications Manager of VisitSweden presented Sweden's Food and Tourism in HAAGA-HELIA's Food and Tourism seminar November 1st, 2013. Learn more in Finnish.. www.ruokajamatkailu.fi
Citation preview
Photo: VisitSweden Henrik Trygg
Sweden –
The New Culinary Nation
Ami Hovstadius, VisitSweden
Sweden 4th place in the world. “The capital has long been a stylish, top-notch destination for serious gourmands and boldly experimental chefs but lately the reputation and influence of Swedish cooking have spread beyond the country’s borders. Considering that Swedish cuisine is so strongly tied to locally sourced ingredients (be it seafood, game, berries, herbs or regional cheeses), it makes perfect sense to go to the source of all this fine food”
Food, culture & scary stories
The best food! Minister for Rural Affairs, Eskil Erlandsson
Foto: Johan Ödmann
2020
Foto: Erik Olsson
“and if you are a diehard food
lover … Swedish food revolution
is in full swing…aware of health
benefits, restaurants, bakeries
and popups are rearing all over
London… Sweden is without no
doubt the next foodie hot spot!”
INSTYLE
780 million SEK pr value 2011-2012
Foto: Håkan Vargas/imagebank.sweden.se
The Plan
Five focus areas:
• Primary Production
• Food production
• Public food
• Restaurants
• Tourism
Foto: Miriam Preis
The Network
• 26 Regional ambassadors
• 12 Experts from five focus areas
• 12 Communication advisors
• Culinary Capital of the year
• Culinary Nation Conference
• 365 News channel
The Tools
• Rules and regulations
• Special fund for development
• Communications strategy
1 National development
Global PR
Focused marketing
2
3
1
The Communication Strategy
The influential foodies
Foto: Nicho Södling/imagebank.sweden.se
Why foodies? They shop, cook, eat –
but most of all they like to share,
talk about their experiences
The Target Audience
What is driving the foodies?
The new wave: Authentic Origin, ethics & content Local flavours & stories Transforming experiences
For a tastier* life
Foto: Nicho Södling/imagebank.sweden.se
“I want to maximize
every aspect of my life.
Eat well, know more,
look good and feel great.”
*unique flavours,
holistic health
sustainability
The Brand Promise
1,1 billion SEK 0,02% marketing
Foto: Miriam Preis/imagebank.sweden.se
Farmers
Food production
Public food
Restaurants
Tourism
Foto: Henrik Trygg
38 billion SEK +199% in food tourism export
Keys to successful food destination
• Market research – who?
• Define clear objectives
• Communicate benefits and progress
• Engage stakeholders from the start
• Plan longterm and commit
• Support cooperation food producers & tourism entrepreneurs
• Quality program & certification
• Offer training
• Follow up
2003, Steven Boyne, Derek Hall, “Managing food and tourism developments: issues for planning and opportunities to add value”
Sweden –
The New Culinary Nation
Foto: Miriam Preis
The bottom line
One vision and consistent communications
creates awareness
awareness builds relationships
relationships lead to more business
And more business create new jobs!
20 000 new jobs in 2020
Foto: Johan Ödmann
Foto: Martin Svalander/imagebank.sweden.se