Gastronomy in the heart of destination marketing

Gastronomy in the heart of destination marketing

Gastronomy, even if it isn’t a decisive criterion to choose a holiday destination for French people, contributes greatly to the success of a trip and to recommendations travellers will then dive to their social circles post-trip. French people enjoy good food, discovering local food and taking the time to share friendly moments around a table.


For that matter, in 2010, UNESCO decided to recognize « the French gastronomic meal » as intangible Cultural Heritage of Humanity.

According to a study led by Trip Advisor in 2019, French travellers dedicate 13% of the holiday budget to gastronomy, ahead of shopping (10% of budget) and activities (8% of budget).

Tourism boards gladly surf on this thematic by participating to dedicated shows or events (i.e. Omnivore, Bordeaux fête le vin, Taste of Paris, salon de la Gastronomie des Outre-Mer), to gastronomic villages, by being official partners of food events, such as the Singapore Tourism Board which was the destination partner of the first edition of the World Restaurant Awards in February 2019 in Paris. They also create their own concepts of BtoC events, culinary workshops or progressive diners (for trade, press or influencers) and organize gastronomic trips for press or influencers.


Gastronomy is often among the themes covered in tourism boards’ institutional campaigns.

However, QuébecOriginal went further by launching a whole campaign focusing on gastronomy with a webserie format: « La quête des saveurs ».

It features meetings between French Chef Jean Imbert and specialists of local products, local Chefs willing to share the best of their region (Cantons-de-l’Est, Charlevoix, Montérégie and Montréal).

Broadcasted in France from March 18th to June 9th 2019 on YouTube and also via social networks and QuébecOriginal website, this campaign showcases with accuracy Québec’s gastronomic identity which agrees with the three pillars of QuébecOriginal’s brand  communication:

– Spectacular territory: geography and climate combine and define terroirs, Nordic and identity products.

– Creative culture: the desire to sublimate Quebec products, the passion of producers, artisans, and the creativity of chefs.

– Generous welcome: sharing, festive meetings, accessibility and simplicity.

With 10,7 million impressions (organic and paying) and 1.8 million full views (paid) recorded between the launch of the campaign and April 22nd, the campaign can already be considered a great success.


Whet your appetite by watching the whole webseries below !

Isabelle Trotzier

Isabelle Trotzier

Account Director

Send an email

Your browser is out-of-date!

Update your browser to view this website correctly.Update my browser now