Investigating Food Tourism Development in Birmingham

This report investigates the feasibility of developing food tourism in Birmingham, England. It begins with an introduction highlighting Birmingham's industrial history and cultural attractions, including its diverse food scene. The report includes an audit of the current food tourism landscape, emphasizing the growing importance of food in destination marketing and the various food tour options available. A SWOT analysis examines the strengths (Michelin-starred restaurants, ethnic diversity), weaknesses (limited street food), opportunities (promoting budget-friendly options), and threats (COVID-19, competition from other cities). The report offers recommendations for development, including emphasizing authenticity, appreciating gastronomic heritage, promoting interaction with local people, and ensuring food safety. Finally, the report discusses promotional strategies to increase awareness of Birmingham as a food tourism destination.

Tourism Investigations
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Table of Contents
Introduction......................................................................................................................................3
Audit............................................................................................................................................3
Swot analysis...............................................................................................................................5
Recommendations........................................................................................................................6
Promotion....................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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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).There are a number of factors included in this following report
which includes a study on Birmingham in order to establish the feasibility of developing tourism
of food in this region. A analysis of city is also conducted in relation to food tourism. Along
with this there are some convincing conclusions and also recommendations provided to develop
food tourism in city. At the end various promotional strategies to spread awareness about food
tourism in Birmingham and also mentioned.
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.
There are a number of factors in food tourism such as organisations are successfully
providing the tourist with an example tour of food in Birmingham. This include a three hour
walking drink, food as well as historical tours to the visitors in the city. It is a great way in which
the food tourism industry in Birmingham is growing (Kim, Park and Lamb, 2019). The
destination marketing organisations are developing this tool is specially for the visitors who are
interested in food tourism and providing them with most of exotic experience for food tourism in
Birmingham. The customers are effectively provided with samples of testing in most authentic
and locally owned restaurant in Birmingham while walking through the neighbourhoods.
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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.
When looking at various food and drinks options available in Birmingham there are different
dining experiences which will provide memorable trips to visitors. The restaurants which are
present in Birmingham are serving different cuisines from different corners of the globe. There
are huge numbers of restaurant that are stylish independent and also five mission in star
restaurant in the city (Hall and Gössling, 2016). Balti triangle is a world famous farmers market
present in Birmingham also afternoon teas is a place to get stuck in while exploring food tourism
in Birmingham. Along with this there are various number of vegetarian, non-vegetarian as well
as vegan restaurant and the tourist can specifically choose which ever they prefer. There are also
various restaurants serving halal food for the tourist who are belonging to different culture
visiting city. When looking at the availability of drinks there are different pubs and bars in
Birmingham which can also said to be some of the finest throughout the country. There is a huge
range of choice available for visitors from different swanky cocktail bar to best interiors and
craft independent bars on the street of city.
There are a number of different destination marketing organisations which are providing
best photos in Birmingham. This include red clay tools, Birmingham test tools, Morgan Creek
wine yards, Samaria Baptist Church and so on. All these are various options available for food
tours in Birmingham. There are different objectives for all the stores as each of this focus on the
different aspect for tourist. There are various luxurious tour which are majorly focusing on
mission in star restaurant and luxurious places throughout the city where tourist can spend much
and taste different cuisines. On the other hand some of the tools are specifically focusing on the
local and street food of the city. It is a great way to enhance the local inheritance of the culture.
There are a number of travellers who are specifically looking for exploring the local culture of
places they visit. These trips are low budgeted and also provide a test of local culture to the
tourist along with different street food. Apart from this there are a number of vineyards present
throughout the city. The destination marketing organisations are providing the tourist with best
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wine tasting experiences. There are a number of different organisations which have specifically
developed trips to winery and vineyards for the tourists who are visiting Birmingham.
Swot analysis
SWOT analysis refers to analysis of strengths, weaknesses, opportunities and threats of
concept. Below mentioned is the SWOT analysis conducted on food tourism for Birmingham.
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. Along with
this there are major five Michelin starred restaurant in Birmingham that are successfully
flourishing as ethnic restaurant scenes and a receiving endorsement for the city and its food
tourism industry. The local culture of Birmingham and the exploration that is available for
tourist seeking trip to these culture are actively attracted through food tourism industry in
Birmingham.
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. This
local street food availability in Birmingham is rather less when compared to the luxury
gastronomic experiences. Due to this it is often seen that a number of tourist who have budgeted
trips cannot successfully experience the food tourism in the city.
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). And the destination marketing organisation can successfully work on local
and street food providers in Birmingham and provide opportunities of Food tourism to the tourist
in England who is on a budget or trips. There are also a number of different restaurant,
confectioners and Bakers in Birmingham which are required to be promoted successfully in
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order to make sure that the tourist are aware about this place and can have good experience
whenever they visit the city.
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. Apart from this the financial crisis is also impacting tourist market which
results in a decrease in number of people visiting England. Development of Ludlow in
Shropshire is one of the major threat for Birmingham as the city is also developing as a major
food tourism destination in England. It is necessary for destination marketing organisations to
make sure that they are specifically working on competitive advantage for food industry in
Birmingham.
Recommendations
In order to successfully develop Birmingham as a food tourism destination there are a
number of challenges that are to be met (Stone, Migacz and Wolf, 2019). There are different
recommendations and suggestions that can be used by destination marketing organisations and
government officials as well in order to make sure that they are setting a Birmingham as a food
tourist destination. Below mentioned are some of such recommendations:
Authenticity: Keeping authentic food for the travellers and visitors is one of the major
recommendations that would be provided for development of food tourism in Birmingham.
There are a number of travellers who are looking for experiences that are apart from those in
their daily lives. In order to gain such experiences they are looking for authentic food experience
wherever they visit. It is necessary for the food providers in Birmingham to provide services of
food that include different local ingredients and is demonstrating their traditions. This can also
include the eating habits and the way in which they eat. It is necessary to provide authenticity
and bring origin to the experience for visitors.
Appreciation of the gastronomic heritage: It is often seen that there is a story behind
every food and every food product. It is necessary to develop the food culture in Birmingham so
that the local ingredients and the availability of those ingredients are defined along with its taste.
It is necessary that the migration of ingredient as well as people throughout the history is also
defined to the visitors and travellers while they are taking test tour of the city. It is necessary to
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make sure that the gastronomic heritage of Birmingham is appreciated by the organisations and
is also presented well in front of visitors and tourist (Fusté-Forné, and Berno, 2016). It is
necessary for organisations to conduct a research on their own history and region and various
influences that is changing their cuisine and cooking habits. It is also necessary that the product
which is developed is aligned with Communication and both are consistently working in order to
make sure that tourist and visitors are gaining proper experience while taking these trips to the
food culture in Birmingham.
Interaction with local people: It is often said that the bond with food is a universal
language and does not differ. It is necessary that the tourist are provided with the chance to
connect with the local people providing them food. Regardless of where ever a tourist belong to,
the food is considered common factor in local and tourists which is connecting them. Food is a
common language in food tourism and is also capable of connecting people differently. It is
providing a unique opportunity for Travellers therefore it is necessary that the local people are
ensuring to interact with the Travellers whenever they find any opportunity. It is also necessary
to provide cultural exchange along with the food products to the travellers who are visiting
Birmingham.
Food safety and hygiene: Food safety and hygiene is one of the most important aspect
which is to be kept in mind while developing food tourism industry in Birmingham. It is not a
cultural aspect but it is necessary for the food providers to understand the hygiene standards and
indulge in good practises while preparation of their products and serving it to their customers.
There are a number of international standards and the ISO22000 is providing the responsibility
of producers to manage safety of their products along with well-being of consumers (Stone,
Migacz and Wolf, 2019). It is necessary for food providers in Birmingham to follow this
standard in order to establish them as a food tourism destination for the world.
Sustainability and responsibility: It is often seen that a number of food travellers are very
conscious about the sustainability which is followed at different destinations. It is necessary to
embrace the development of tourism and also create products and activities for local producers
which will help in preserving the environment and also sustaining their business and nature for a
longer period of time. The value proposition of the product must include sustainability as well as
responsibility towards the environment. The sustainability and responsibility should also be
communicated to the travellers which will increase the attraction of travellers towards the city. It
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is necessary that the organisations present for tourist marketing in Birmingham are contributing
towards taking responsible action and also providing the tourist with information of the
responsible actions. This will help in positively generating brand value for food tourism in
Birmingham.
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: Use of digital media is an effective way to promote any product
or service in today’s marketplace. The food tourism industry of Birmingham can be successfully
promoted using digital media marketing tools. There are various websites which provide
information regarding tourist destination at different places. A website can be developed to
provide information regarding food industry of Birmingham. It can also take experience of
various visitors who have already experienced these trips and also the food tasting tours provided
by different organisations can be mentioned here. It is a great way which can be used by different
organisations in order to reach huge number of customers at a single time.
Social media engagement: Use of social media is very common in order to promote any
business or service in today’s environment. It is necessary to make sure that all the different
social media platforms are effectively used to increase the awareness about food industry in
Birmingham. Various tools such as Instagram, Facebook, YouTube, Twitter and so on can be
used which can present eye-catching images and videos for motivating individuals to experience
the food in Birmingham. It is a great way to help customers understand different perspective and
options available to them whenever they visit Birmingham. There are a number of different
dinners, deserts, treats, places, interiors which can be shared on social media platforms and the
potential visitors can also get feedbacks and reviews of the people who have already used these
services. Building up a food centric social media presence is a great way which will help in
enhancing the interest of potential clients and also the value of food culture in Birmingham.
Food festivals: It is often seen that throughout the world there are a number of food festivals
organised this basically showcases local culture and cultivation of the place. A number of such
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food festivals are used to promote food cultures at differently places (Chien, Wu and Huang,
2018). The Cayman cookout is organised in a number of places, Charleston one plus food is
another search food festival, new Orleans wine and food experience, Food Zurich are a number
of such food festivals taking place in a number of different food tourism destinations. The food
festivals can be organised in Birmingham which is a great way to promote the food culture in the
city. It will attract a number of international visitors to the city and the demand for food tourism
industry of Birmingham can be increase sustainability through it.
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. The food tourism of
Birmingham has a number of opportunities present for the visitors to experience lavish and
expensive dine out along with the local ingredients and produce. The food culture of city can be
successfully developed in order to attract more tourists to place. It is required by the
Organisations to make sure that they are following various recommendations that are mentioned
in the above report. Using this they can successfully develop Birmingham as a great spot for
visitors to visit and enjoy the food tourism in the place. It is also required by them to successfully
develop promotion plans which will help to influence more tourists towards the destination.
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References
Books and Journals
Tsai, C.T.S. and Wang, Y.C., 2017. Experiential value in branding food tourism. Journal of
Destination Marketing & Management, 6(1), pp.56-65.
Hall, C.M. and Gössling, S. eds., 2016. Food tourism and regional development: Networks,
products and trajectories. Routledge.
Kim, S., Park, E. and Lamb, D., 2019. Extraordinary or ordinary? Food tourism motivations of
Japanese domestic noodle tourists. Tourism Management Perspectives, 29, pp.176-
186.
Knollenberg, W. and et. a l., 2020. Creating Competitive Advantage for Food Tourism
Destinations Through Food and Beverage Experiences. Tourism Planning &
Development, pp.1-19.
Bu, Y., Parkinson, J. and Thaichon, P., 2020. Digital content marketing as a catalyst for e-WOM
in food tourism. Australasian Marketing Journal (AMJ).
Fusté-Forné, F. and Berno, T., 2016. Food Tourism in New Zealand: Canterbury's
Foodscapes. Journal of Gastronomy and Tourism, 2(2), pp.71-86.
Stone, M.J., Migacz, S. and Wolf, E., 2019. Beyond the journey: the lasting impact of culinary
tourism activities. Current Issues in Tourism, 22(2), pp.147-152.
Stone, M.J., Migacz, S. and Wolf, E., 2019. Beyond the journey: the lasting impact of culinary
tourism activities. Current Issues in Tourism, 22(2), pp.147-152.
Muangasame, K. and Park, E., 2019. Food tourism, policy and sustainability: Behind the
popularity of Thai food. In Food tourism in Asia (pp. 123-142). Springer, Singapore.
Chien, S.H., Wu, J.J. and Huang, C.Y., 2018. “We made, we trust”: Coproduction and image
congruence in the food-tourism factories. Asia Pacific Management Review, 23(4),
pp.310-317.
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