In 2019 there were 87.3 million day visits in Wales generating an expenditure of £3,447 million, 40% of which was spent on food and drink, meaning food is an important influence on people’s decision to visit Wales. Therefore the two sectors of food and tourism are particularly important in Wales to help visitors uncover local culinary gems and create a connection to the area for people to want to return for second helpings.
By producing a Food Tourism Toolkit, available to assist food producers and tourism businesses across Wales, the Welsh Government's Food Division and Visit Wales want to “harness the power of ‘Welshness’ in a bid to attract more shoppers and guests, increase sales and increase loyalty.
In raising awareness and making information readily available to visitors, alongside encouraging food producers and tourism businesses to work together, the aim of the toolkit is to encourage Welsh hospitality businesses to source more local produce, increase prevalence of Welsh food and drink on menus and in retail outlets, and to improve visitor access to Welsh food and drink.
Offering an authentic Welsh experience will help differentiate your business from your competitors so whether you are a restaurant, bar, hotel, B&B, café or tourist attraction, here are some tips for improving your customer’s Welsh food and drink experience:
- Maximise your Welsh assets: Welsh food and drink is unique to Wales, no-one else can offer it
- Know about Welsh national, regional and local dishes: Demonstrate knowledge about the history of the food and tell your customers
- Highlight local suppliers: Display a map showing where your suppliers are located
- Use Seasonal Produce: Go with the seasons and take advantage of plentiful times to drive margins and offer variety on the menu
- Review your menu: Emphasise the local or Welsh character of dishes
- Take advantage of retail opportunities: Produce or retail Welsh food and drink products for customers to take away with them to replicate their Welsh experience at home
- Know your competition: Find out who else offers Welsh food really well
- Shout about your distinctive Welsh offering: Use social media to talk about your food, upload photos and create conversation and engagement with people
- Utilise products and ingredients sourced locally: Tell your customers and promote your sustainable ethos
- Be proud of awards: Highlight any awards, e.g. the Great Taste Awards, then highlight it on your menu, blackboards etc.
- Use the Welsh language: Reinforce the authenticity and sense of place
- Utilise style props: Enhance the Welsh character of your business, e.g. use Welsh slate for a cheese board service
Download your copy of the Food Tourism Toolkit here and for further information please visit Food & Drink Wales and Visit Wales