Over the past decade I have really admired the work that Erik Wolf has done in establishing and expanding the World Food Travel Association which now engages over 18,000 professionals in 135 countries. That respect peaked again last week when I received a copy of his latest book, Have Fork Will Travel which is designed primarily for the food, drink, travel and hospitality industries, although other professionals will surely find its content of interest.
The book blends strategic issues, history, commentary with hands-on advice and addresses a number of subjects in food tourism that have not been tackled before. These include chapters on Business Model Generation, Creative Funding Models, Evolution of Guidebooks, Rating Systems, Snapshots of Changing Consumers, and the Role of Locals in Food & Drink Tourism.
At 542 pages covering 50 different subjects, it is undoubtedly the most significant book ever published for the world’s food and drink tourism industry. Erik has co-authored with 70 industry experts in 24 countries to provide a truly global perspective and fertile idea exchange.
Bridging the gap between mainstream tourism and the food and drink trade is a major challenge for many destinations wanting to optimize their economic and cultural assets. This book will go a long way toward demonstrating the opportunities and path for leaders when marketing that journey.