Two-Nation Vacations At the same time Tucson got its UNESCO designation, Ensenada became the first and only city in Mexico to be invited to join the Creative Cities network in the field of gastronomy. This means that Tucson and Ensenada share the distinction of premiering this culinary honor in North America. That’s good news for tourism on both sides of the border. Felipe Garcia, executive VP of Mexico Marketing at Visit Tucson, said 21 to 22 million Mexican nationals come north to visit Arizona annually. Their first priority is shopping, but the second is dining, an activity that’s very much part of Mexican culture. “When you have a business meeting,” Garcia said, “it is usually over lunch or dinner or, at minimum, coffee. The City of Gastronomy designation speaks to the role that food plays in Mexican society.” In addition, because Ensenada was also designated a City of Gastronomy, Garcia said, “we will be able to start cross-promoting the ‘two-nation vacation’ concept.” Tucson and Ensenada tourism campaigns encouraging visitors to experience Mexican cuisine and cultures from two different and unique perspectives is one possibility. An official sister Cities of Gastronomy approach is another. According to Garcia, awareness of the designation will first be spread through traditional marketing channels, including Vamos a Tucson – the Spanish-language version of the Visit Tucson site – and radio and TV. The second phase will involve an exchange of chefs and mixologists between Tucson and cities in Sonora, the Mexican state directly south of Arizona. Representatives from San Carlos have already participated in Tucson’s International Margarita Championship, and last year, Aaron DeFeo, beverage director at Casino del Sol, hosted a dinner in Hermosillo with cocktails using local ingredients – including Bacanora, Sonora’s version of tequila. Now there’s a cultural exchange everyone can toast.
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Spring 2016
Tucson Gains International Food Fame First UNESCO City of Gastronomy in U.S. By Edie Jarolim Tucson has been in the international spotlight since December, when it became the first and only city in the United States to be designated a City of Gastronomy by the United Nations Educational, Scientific and Cultural Organization. Tucson got the nod not only for its thriving culinary scene, but also for its rich agricultural history and its potential to incubate sustainable food-related businesses. The Creative Cities Network was formed by UNESCO in 2004. Today there are 116 members from 54 countries in seven fields, including literature and film. If all goes as planned – and plans are plentiful – this designation could have a major impact on Tucson’s economy. “We’ve already gotten a great deal of positive feedback,” said Tucson Mayor Jonathan Rothschild, who played a key role in getting the designation. “When you think about Tucson being the only city to get this recognition out of all the great food cities in the country, the first thing people are going to ask is ‘Why?’ And when you start explaining, travel writers and food critics begin looking at us with fresh eyes.” In addition to outstanding restaurants, the city hosts a growing number of microbreweries and distilleries, food trucks, farmer’s markets and festivals focusing on food and spirits. Two thriving wine regions, Sonoita-Elgin and Willcox, are nearby too. The most obvious beneficiary of the newfound attention will be the tourism industry. “The local food culture, combined with its outstanding cuisine and large number of locally owned and op-
erated restaurants, is already a strong selling point for Tucson,” said Brent DeRaad, president and CEO of Visit Tucson. “We’ve already been able to leverage the recognition in quite a few placements, including the Times in London, The New York Times, the Calgary Herald and the Smithsonian website,” DeRaad said. “Being able to get publicity for Tucson’s culinary offerings on a national and international level will definitely help us attract more visitors.” Will travel for food
The World Food Travel Association estimates that 51 percent of those who travel regularly express an interest in learning about or enjoying unique culinary experiences. Fifteen percent said their primary reason for choosing a destination was its culinary options. In addition, the Arizona Office of Tourism notes that the culinary traveler spends more per trip ($1,322) than the average traveler ($1,200). Culinary travelers also tend to be interested in history, another tie-in to the UNESCO designation. According to Jonathan Mabry, historic preservation officer for the City of Tucson, heritage tourism is the fastest growing sector of the industry in the U.S. – and it’s about far more than a destination’s old buildings. “In much of the rest of the world, the concept of heritage conservation includes such intangibles as food and music and crafts,” Mabry said. Tucson has the longest continuous history of agriculture in North America, stretching back more than 4,000 years, as well as a 300-year tradition of raiscontinued on page 64 >>>
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