Danish approach to food as tourism praised

ECM annual conference in Lyon suggests more cities do “food marketing”

The theme of this year’s European Cities Marketing annual conference, held in Lyon, was food as a tourist attraction and the extent to which it can act as a competitive advantage in the marketing of a city. The event brought together 160 participants. Peter Kreiner, director of the now world-famous Noma Restaurant in Copenhagen, gave delegates an insider perspective on his restaurant‘s development. The idea of local Danish food and traditional recipes presented in a simple and modern way had initially been greeted with cynicism by many, he said, but it went on to confound the critics. Peter Rømer Hansen, senior director of business development at Wonderful Copenhagen, outlined the significance of Noma to the city, showing how it forms an integral part of city marketing strategies and initiatives.
Speaking about the importance of food to city tourism, François Gaillard, CEO of Lyon Tourism and Convention, said: “Visitors search for a real immersion in local culture. They want to get off the beaten track, meet the local population and live according to their habits. Eating habits are one of the easiest parts of a countries’ culture to immerse oneself into.”
European Cities Marketing


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