University of Birmingham: Food Tourism Investigation Report, 2024

This report provides a comprehensive analysis of food tourism in Birmingham, England. It begins with an introduction to the city's history and its appeal to tourists, particularly highlighting its industrial heritage and canal networks. The report then conducts an audit of Birmingham's food scene, emphasizing the importance of food in destination marketing and the growing trend of gastronomic tourism. A SWOT analysis is presented, outlining the strengths (e.g., Birmingham's reputation as a food destination), weaknesses (e.g., focus on luxury experiences), opportunities (e.g., development of local eateries), and threats (e.g., COVID-19 pandemic) facing the food tourism industry. The report offers recommendations focusing on authenticity, gastronomic heritage appreciation, interaction with locals, food safety, and sustainability. Finally, it addresses promotion strategies, including digital media marketing, social media engagement, and food festivals to enhance Birmingham's food tourism appeal. The report concludes by emphasizing the importance of food tourism in promoting the overall tourism industry in the region.

Tourism
Investigation

Index
 Introduction
 Audit
 SWOT Analysis
 Recommendations
 Promotions
 Conclusion
 References

Introduction
Birmingham is a city in England West Midlands with number of
different industrial revolution Eire landmarks which has its history of
manufacturing from 18th century itself. It is also home to a number of
different canals network and is now lined up with a range of bars and
cafes. There are a number of art galleries museums which contain
masterpieces in order to attract tourist (Tsai and Wang, 2017).

Audit
Food is an important element of culture which is increasing the destination marketing
strategies and a number of research is done on food related tourism market which
helps in understanding the food related process of visitors experience. It is necessary
fordestination marketing organisation to understand various aspects of food tourism.
Food tourism can be described as travelling to various places in order to find good
food. There are a number of travellers who do not travel for the views and nature but
are focusing on gastronomic tourism. They want to explore the food and this is the
only purpose for their tourism. Food is now believed to rank highly alongside
accommodation, climate and scenery of different destinations throughout the world.

Cont. …
There are also shows of southern culture as well as cuisines which go
hand-in-hand through these various colourful stories and ways in
which people are shaping it in Birmingham. The culinary masters
who are helping in putting Birmingham on the map are also provided
with recognition. There are a number of different new chefs who are
taking the tradition of Birmingham and putting it in their own modern
style for growing the food industry in the city.

SWOT Analysis
 Strengths: One of the major strength for food tourism in Birmingham is that
there are a number of travellers who would like to travel to places which are
specifically known for their gastronomic delights (Knollenberg and et. a l.,
2020). There are a number of travellers who have successfully rated to
Birmingham as one of the major endorsed food destination in United
Kingdom. This image in digital media of Birmingham city is one of its
greatest strength which is allowing it to successfully attract more travellers
towards its food tourism industry.
 Weaknesses: Some of the weakness of food tourism industry in Birmingham
or that the major areas of food sampling a present for luxury gastronomic
experiences. It is often seen that there are a number of travellers who are
looking for sampling local as well as street foods.

Cont. …
 Opportunities: The opportunities which are present for the food
tourism industry of Birmingham include development of various
restaurants as well as chief places which can successfully provide
good experience to the visitors and tourist who are looking for budget
trips. It is often seen that there are a number of tourist looking for
local end Street food (Bu, Parkinson and Thaichon, 2020).
 Threats: The pandemic due to COVID-19 is one of the major threats
to food tourism in Birmingham. The amount of tourist were visiting
to the place have decreased heavily as social distancing and lock
down in a number of places throughout the world can be seen. The
only cure to disease is staying away and maintaining distance due to
which people do not prefer travelling during this pandemic.

Recommendations
 Authenticity:
 Appreciation of the gastronomic heritage:

Cont..
 Interaction with local people:
 Food safety and hygiene:
 Sustainability and responsibility:

Promotion
Apart from various recommendations mentioned above
it is necessary for the organisations in Birmingham to
make sure that they are using effective communication
strategy to reach their customers (Muangasame and
Park, 2019). Promotion is an important factor in tourism
marketing as well. There are a number of ways in which
promotion of food tourism industry of Birmingham can
be conducted as mentioned below:
 Digital media marketing:

Cont. .
 Social media engagement:
 Food festivals:

Conclusion
With the help of the above mentioned report it can be
concluded that in order to enhance the tourism industry in the
following city or region it is necessary to focus upon food
industry and food tourism as well. Food tourism is a great way
to promote tourism in area. Hospitality is paying more
importance to creating memorable experience for the guest and
visitors through offering them different cuisines and local food
products of the destination.