The future of food tourism in a post-COVID-19 world: insights from New Zealand

Abstract

Purpose: This paper considers two sectors critical to New Zealand's economy and identity – food and tourism – and addresses the question: what role will – or could – food and drink play in a more resilient tourism future for the country? Design/methodology/approach: This is largely a conceptual paper, informed by the academic literature, media commentary and recent market research. Findings: The paper concludes that there are trends apparent in the food and tourism sectors prior to the COVID-19 pandemic that have intensified during lockdown and which are likely to influence the resetting of tourism on a more resilient and regenerative pathway. Three potential trends in food and drink tourism are identified, labelled “Getting back to basics”, “Valuing local and locals” and “Food for well-being”. Originality/value: By synthesising recent research and academic, industry and media commentaries, this paper provides a timely assessment of a potential future role of food and drink tourism in a reimagined tourism sector for New Zealand, with this assessment offering a starting point for further discussions about a more regenerative, equitable and inclusive tourism future.