#TasteWexford

Food Tourism & Destination Marketing

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The tourism industry has seen a huge rise in the number of people travelling for a “taste of place” both domestically and internationally. Food has become one of the main motivators of travel, but it doesn’t stop there. Tourists now have a hunger to uncover the stories and the people behind the food they are eating and are seeking authentic, culinary experiences.

Dining out is no longer a satisfactory means of experiencing a local food culture. Tourists crave a behind the scenes insight into the traditional means of food production, meeting the local people and hearing their stories.

#TasteWexford, founded by O’ Connell Marketing and Anthony O’ Toole,  is the experiential side of County Wexford’s food and drink offering, opened to all visitors to taste and explore.

Project Deliverables

  • Concept Development
  • Website Construction
  • Online Booking System Development
  • Branding
  • Creation of Saleable Food Experiences
  • Training & Mentoring with local producers
  • Content Creation
  • Social Media and Digital Marketing Management
  • Press & Media Management
  • Organisation of Industry Fam Trips to attract overseas tourists
  • Industry showcase events and workshops to encourage the inclusion of local, Wexford food and drink on menus
  • Development of Taste Wexford Food Producer Hampers
  • Marketing of the #TasteWexford brand as well as the saleable experiences, the producers and the hampers.

Outcome

Wexford has a rich culinary heritage and is known as the Model county for its exceptional farming and food heritage dating back thousands of years. This unique background was utilised to develop the #TasteWexford concept and brand.

Many of Wexford food and drink producers have opened their farm gates and kitchen doors for tourists to visit, taste and have a #TasteWexford experience. These experiences include farm visits, craft beer tastings, strawberry picking, chocolate truffle making and visiting one of Ireland’s oldest functioning watermills to name just a few.

#TasteWexford now offers 13 individual saleable experiences and 5 Food Trails with more and more being added on a continuous basis.

Local producers are now at the forefront of the Wexford food scene and are appearing more frequently on the regions food service and industry menus such as restaurants, cafes, hotels, B&Bs and speciality grocers. The message of “the importance of sourcing and using local food and drink” has been very well received.

#TasteWexford experiences are now featured in a variety of high-end tourism packages with a number of tour operators for the 2019 international season.

#TasteWexford has been recognised on a national level by Failte Ireland and has been selected as one of 3 counties to take part in their Step Change Programme as leaders in the industry. #TasteWexford continues to grow with additional experiences and trails being added as well as ongoing support and training for the local food producers and industry providers.