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This case study is part of a United Nations Green Economy and Trade Report
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… Dublin, Synthesis Report …
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In common with the rest of the business world, the Irish tourism industry seems to be obsessed with finding a unique competitive advantage in order to maintain market share. Aside from being sustainable and profitable, that investment must also create an experience that is capable of being displayed by the consumer in a manner that increases personal status. This work argues that a ubiquitous aspect of human life, gastronomy, can easily be leveraged, utilising existing structures, to benefit not only the Irish tourism industry and the visitor, but also economic, social and environmental aspects of Ireland. When combined with tourism, gastronomy has natural competitive advantage, as others cannot easily replicate gastronomic tourism when it is specific to both a location and a culture. The business case evidence is assembled in three ways. Firstly, by a focus on the literature in areas considered as integral to gastronomic tourism and by unpacking the phrase ‘gastronomic tourism’ and breaking it down into some of its constituents. Secondly, by looking at tourism policy and performance in Ireland, and by utilising some existing accounts of gastronomic tourism. Thirdly, by identifying four other jurisdictions of broadly similar size, population, and tourism industry structure to Ireland. There appears to be no substantive leadership in gastronomic tourism in Ireland. Gastronomic tourism has been largely ignored, despite a comprehensive raft of tourism policy and support. Nevertheless, Ireland has a significant opportunity to capitalise on gastronomic tourism worth €3 billion annually, which provides a powerful commercial argument to convince Irish operators and policy makers.
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