THE inaugural edition of the Sanganai/Hlanganani Culinary Expo which ran concurrently with the 8th edition of Sanganai/Hlanganani World Tourism Expo was a showcase of specific sets of cooking traditions and practices, often associated with a specific culture or region.
With at least 17 restaurants and groups taking part in the expo among them, the Congolese RK Group, Embassy of Indonesia, Botswana Embassy, Sitar Restaurant and Café Nush, food lovers had an opportunity to taste and learn how to cook the various traditional dishes.
The introduction of the culinary expo was a timely decision in the face of the growing trends in culinary tourism which have seen many countries investing massively in the service.
The World Food Travel Association (WFTA), states in the 2015 Food Trekking Monitor that cooking classes now claim a chunk of food tourism, with 30 percent of travellers choosing destinations for eating opportunities.
It also states that cooking classes and culinary tourism claim a decent chunk of the market share within the tourism industry.
The WFTA shows that 30 percent of American travellers will choose a destination based on the availability of a local food or drink festival or experience.
They say that 51 percent of travellers travel to learn or enjoy unique dining experiences.
Of those who travel specifically for food, 81 percent say they enjoy learning about the culture and cuisine of the places they visit with the same percentage stating that food and drink forms their largest expenditure when travelling.
The WFTA states, “Cuisine is the only attraction that is available year-round, in any weather, at any time of day, even on holidays.”
Gastronomic tourism refers to trips made to destinations where the local food and beverages are the main motivating factors for travel.
It is also known as ‘food tourism’, ‘tasting tourism’ or ‘culinary tourism’.
According to the International Culinary Tourism Association, culinary tourism is defined as “the pursuit of unique and memorable eating and drinking experiences.”
With all this in mind hosting the inaugural Sanganai Culinary Expo, Zimbabwe could not have taken a better step than showcase the various cuisines available in the country and perhaps tapping into the chunk of food travellers.
The main source markets tend to be in Europe and North America, in particular Germany, United Kingdom, Benelux countries (Belgium, Netherlands, Luxembourg), Italy, France, Scandinavia and United States.
Countries like Ireland, The Philippines, and Canada are making significant investment in culinary tourism development and are seeing results with visitor spending and overnight stays rising as a result of food tourism promotion and product development.
Zimbabwe Tourism Authority’s chief executive officer Karikoga Kaseke said the culinary expo was a success.
“We had a successful Sanganai/Hlanganani Culinary Expo which was done in view of growing culinary tourism in the country,” he said.
“The Culinary Expo was a major highlight at Sanganai/Hlanganani 2015 with more than 30 chefs participating to showcase their culinary skills.
“Travellers should be aware that Zimbabwe is a beautiful destination with an attractive tourism product which is complimented by good food for every nationality.”
Robbie Kams Kamba (36), a chef from the Congolese RK Group said the culinary expo was a great experience to showcase his culture and add value to tourism.
“It was my first time to participate at Sanganai and being part of the culinary expo was amazing,” said Kamba.
“It was great having to share the experience and culture of our people through cooking and allowing people to taste our Congolese food.”
Mifi Mboyo (25), another chef from DRC said countries must unite as shown by the Sanganai/Hlanganani expo and grow their tourism.
“My participation at the Sanganai/Hlanganani culinary expo was the first and an experience in that it showed me how countries could be united through cuisine,” said Mboyo.
Edith Marufu (30) who was part of those tasting food at the expo said while some food was sweet, the other was sour showing the variation of food and culture.
“Some of the food is far different from what we eat here in Zimbabwe and it has been an experience being part of the food tasting team,” she said.
Chidemo Hazvinei (33) said the expo showed how other cultures cook their cuisine differently which was a great aspect of tourism.
Growing culinary tourism trends show that most travellers combine culinary activities with other activities, also participating in culture, heritage and nature-based activities.
It is important to note that the role of food in the marketing of destinations has until recently received very little attention globally and locally.
All indications, though, are that local food holds much potential to enhance sustainability in tourism; contribute to the authenticity of the destination; strengthen the local economy; and provide for the environmentally friendly infrastructure.
The International Culinary Tourism Association predicts that this will grow rapidly in the coming years.
In the UK, food tourism is estimated to be worth nearly US$8 billion each year.