The new global forum touRRoir16 (www.tourroir.com) is the first dedicated forum drawing the food, tourism and culture sectors together to foster shared values and to explore the exploding search for authenticity, for the long-term benefit of all stakeholders, including consumers themselves.
The global rise of the craft movement, responsible investing, crowd sourcing and consumer rating is leading to a golden age for authentic small producers and service providers in many sectors, especially food and tourism. Culture, too, is seen as ‘good for the soul’ but also as a significant economic entity in its own right.
“Exploring the interplay between food, tourism and culture around authenticity is what is at the heart of touRRoir16”, said Margaret Jeffares, touRRoir Director and Founder of Good Food Ireland. “This authenticity quest is being facilitated by ever accelerating technological breakthroughs and a seismic shift in power from producer to consumer as well as evident significant shifts in consumer attitudes to sustainability, transparency and sourcing.”
“At touRRoir16 you will encounter practitioners and experts from all three sectors deliberating and debating winning strategies and tactics,” added Noel Toolan, Moderator at touRRoir16. “You will hear a unique exchange of experiences, expertise and learnings.”
Participants include Jean-Michel Petit, Founder of food sharing platform, VizEat; Guy Bigwood, Sustainability Director, MCI Global; John McGrillen, Chief Executive, TourismNI; Hillary Smith, Condé Nast, New York; John Concannon, Director, Ireland 2016; Patrick Whyte, UK Editor, Skift; chef María José San Roman, Alicante; and Galway chef JP McMahon, Aniar.
touRRoir16 will also explore the challenges for all stakeholders to communicate their story and present their product or service, appropriately and efficiently in a rapidly changing media market place where all players are exposed more directly with end consumers. Attendees – in the room and outside via social media – will also hear about what is driving this consumer authenticity movement, examples of cross-sector best practices (and maybe some worst practices), as well as about the disruptive technology developments facilitating and even driving major change.
Organised by Good Food Ireland to mark 10 years of growing Ireland’s food tourism scene, touRRoir16 will also see the launch of the touRRoir Hall of Fame, a new International Food Tourism and Culture.