North America Summit
November 14-15, 2021
Live in Cleveland, Ohio, USA
as part of NTA's Travel Exchange
Why FoodTreX North America?
The Business of Food Travel. The FoodTreX North America Summit connects destinations, entrepreneurs and key stakeholders to focus on the business of culinary tourism development and promotion, specifically from a North American perspective.
We are pleased to announce that this year, we are co-locating FoodTreX North America with NTA’s Travel Exchange in Cleveland, Ohio. NTA has been a strategic partner with WFTA for a long time and we support each other’s work. Register for FoodTreX North America and you can also register for NTA’s Travel Exchange (TREX) at the same time. You have two great conventions/ conferences to choose from!
All times are US Eastern Standard Time (EST).
Speakers, topics and times are subject to change without notice. The most current information will always be posted live on this page.
Sunday, November 14
During the pandemic, while sites like Amazon set new sales records, we also saw consumers return to buying locally, especially in local markets. And even though people are starting to travel again, it will be a while before long-haul travel reaches pre-pandemic records. The answer might be local and regional visitors, but reaching them is different from reaching other travelers.
- Understand who the best short-term prospects are for your destination
- How to use adversity as an opportunity to create new kinds of raving fans
- Learn what kind of products and marketing programs will entice new visitors
- What kinds of changing consumer demands may require you to update your product offering
Speaker: Erik Wolf, Executive Director & Founder, World Food Travel Association
Join Nadège Lark, CATA, WSET Level II Spirits Professional and founder of Whiskey Her Away Travel + Tours as she discusses navigating the roads of two established industries, travel and spirits, steeped in tradition and exclusivity.
- How change in consumers and their values is paving way for a new type of consumer.
- How the stereotypical whiskey lover demographic is no more.
- The potential for other diverse business owners, customer specialists and products in today’s changing world of food- and beverage-lovers.
Speaker: Nadège Lark (Whiskey Her Away Travel & Tours)
With all that has happened in the past couple of years, it is no surprise that the discussion of diversity, equity and inclusion (DEI) has now come to our food and beverage tourism industry. This engaging panel discussion will explore some of the issues that culinary tour operators, tourist guides, destination marketers and others need to face when planning and delivering your products today.
- Learn the best way to embrace products of other cultures and how to handle accusations of cultural appropriation
- How to overcome challenges of key worker imbalance or inequality
- The most respectful ways to work with service providers in lesser developed countries
- Tips for optimal ways that food and beverage makers and producers can package and market their products
- What is gastrodiplomacy and how it fits into this discussion
Speakers: Amy Dubin-Nath (Janam Teas); Michael Bustamante (Community Engagement Specialist); and Kathiana Lejeune (National Geographic)
Monday, November 15
Immigrants built the US and Canada, and in doing so, left a lasting legacy in the form of their food and drinks, which we all love and cherish today. And while we may love them, immigrant cuisines are typically not a reason for food lovers to travel, simply because so many travelers already have access to the same great immigrant cuisines where they live. However, there are a few things that tourism marketers can do to turn that challenge into a win. We’ll speak with the team behind Columbus Food Adventures, and what they did to honor and elevate the cuisines of 40+ different ethnicities in their city during the pandemic. Their work is now the inspiration for important destination marketing changes that will help American and Canadian destinations and tour operators to celebrate what our countries, regions and cities do so well, namely tasty immigrant-inspired foods and drinks.
- Learn what is the number one mistake that destination marketers make in promoting restaurants.
- Learn ways to celebrate immigrant cuisines and their creators.
Speaker: Bethia Woolf, Co-Owner, Columbus Food Adventures (USA)
For many years, culinary tourism has been looked at as something special or elite. Then the media’s influence over the past few years really helped to skyrocket people’s interest in food and drink. Now great food and drink, and locally sourced too, are a must, not an option. What can tour operators do to include a taste of local, without breaking the bank and how have they maneuvered the challenges the pandemic has created in the restaurant and food scene?
- Learn what operators have done to maneuver the dining challenges created by the pandemic.
- Learn what operators have done to save money in the face of rising foodservice costs.
- What destinations and other suppliers are working with tour operators, tour directors and guides to solve these issues.
Speaker: Catherine Prather, President, NTA
Events of the past two years have accelerated changes in how we do business. Now, regardless of whether you work for a tour operator, tourism office, or other business type, you need to take tangible steps to prove how your business, organization or destinations are both socially conscious and sustainable. A new project from the team at Tourism Cares is the Meaningful Map. Learn what it can do for you.
– Learn about a new business model that helps to spotlight socially conscious and sustainable businesses.
– Find out what your business (or businesses in your destination) can do to participate.
– Participating in the map can give you a new USP, right when you need it most.
Speaker: Greg Takehara, CEO, Tourism Cares (USA)
Read more about the full COVID safety protocols that will be in place.
If you don't see your question below, check out the other Event FAQs from the pop-up in the lower right corner.
Destination Marketers, Tourism Boards, Governments, Tour Operators, Tourist Guides, Media, Journalists, Lodging, Chefs, Restaurant Owners, Hoteliers, Tour Operators, Tourist Guides, Academia, Wineries, Breweries, Cideries, Researchers, and anyone else who is interested in food and beverage tourism issues in North America.
FoodTreX North America 2021 is being held live, in person. We are sorry, but no sessions will be broadcast online, and no sessions will be recorded for later playback.
Prices vary by event so check the registration area for registration pricing. The price is the same for everyone – business owners, academics, journalists, government officials, tourism offices, etc. No VAT or any other tax is payable because we produce the Summit from our offices in the USA.
You do not need to attend all sessions, but no sessions are being recorded or broadcast live. We encourage you to attend all live, in-person sessions to get the best value for your registration investment.