Food and Wine Festivals - Essay Example

 Food and Wine Festivals The recent years shows lot of developments in festivals which pull many visitors from all over the world. If we see the role played by the festivals in the economic growth of a region, the consumption of food and wine seems to be more than that of other expenses. Food, particularly, regional cuisine, and multi-cuisines [matching the scene of the festival], and wines of variety take their dominant part in any festival for instance. Even a music or arts festival is provided with food and wine for the local people as well as the visitors. In fact many survey reports show with illustrations that festivals included with food and wine attract visitors in large numbers resulting in economic improvement of the respective region. The festivals gather a sum of wide advantages in the life of an individual as well as the concerned state or region. The festivals give way for popularity and fast reaching among the people of different nations. It gives a wide communal experience not only to those indigenous people but also to the visitors. The visitors will find similarities as well as dissimilarities that exist between their festivals and the festivals of other regions. Local festivals pave way for an effective globalization and uniqueness in locality could also be reached. Festivals turn every day routine life to a special day mixed with different events such eating, dancing, singing and drinking. As a result food and wine has become a common factor in all kinds of festivals. This seems to give immense pleasure not only for visitors but also to the inhabitants. This has helped a lot in spreading wine culture. Festivals are treated as a medium offering identity and self-realization. The economic role of the festivals is the most valid in the development of tourism. The survey reports of FOOD AND WINE FESTIVAL 3 Various festivals shows that has to say that festival tourists are the high spending tourist that those who Come just for viewing the landscapes. Festivals help in strengthening tourism season. The commerce of a region is generated by festivals in terms of the rate of tickets, number of tickets sold and the travel expense which a visitor is likely to spend. The local government receives special attention during festival seasons. A festival attracts investors, tourists, participants, sponsors as well media and this will finally lend more profit to the local government. The 2003 national survey of the state of affairs in cultural life shows that 10 million people participated and were among the age group between 14-70. Economically consolidated country takes more chance in festivals in a large amount. The following reference taken from the survey found in the website www.tourism victoris.com has a strong proof to show the economic influence of a region during its festival celebrations. “The Hunt Festival in March with 150 thousand visitors, the literature festivals during the spring and autumn with more that 50 thousand participants, and the music festival with an extensive coverage on BBC. The survey showed that 370 thousand tickets were sold, 200 thousand participants participated in www it.”[www.tourismvictoria.com.au/images/assets/All_PDFs/RTDP/RTDP_NEV.pdf] There are many illustrations to show that food and wine usage play a major role in the festival events and also they seem to cover a considerable profit in the economic field of a country are the primary strengths of the Murray region of Australia. The survey has the following report on the increase in economy of Victoria in Australia. FOOD AND WINE FESTIVALS 4 “The estimated economic value of Victoria’s winery tourism for 2002 was $412 thousand, an estimated increase of 5%, since the year 2000” [www.tourismvictoria.com.au/images/assets/All_PDFs/RTDP/RTDP_NEV.pdf]. Food and wine are the core strengths of marketing strategies of Australia. More over the growth of events such as Mildura Country Music Jazz festival, Mildura Food and wine festivals and the River boats Food and wine festivals has been in the process of emphasizing the use of food and wine successfully in Murray region. These festivals have brought more profit in the economy and employment for the local people of the respective regions. Survey also has to say that by the end of 2007 Victoria Murray region will become a recognized tourist’s center and a recreational destination. In the recent years the use of multi-cuisine food and wine are seen in almost all the festivals through out the world, this could be mainly due to the stress in globalization and the interest in popularizing every region to bring a fast reaching economic development. People need a strong recognition in the midst of the competitive world, in this aspect tourism takes its strong hold in grabbing wonderful opportunities and concentrate in bringing together people from all over the world. The native people are the most benefited by these kinds of festivals as they get ample chances to expose themselves to a vast scene. Agricultural festivals also include the use of food and wine in large because in some countries like Australia and Africa wine and grape-wine production give them more economic status that other products. States like California, Washington and Oregon contribute uncountable FOOD AND WINE FESTIVALS 5 dollars to the respective states. The legislatures of these respective states also have given legislation to bring establishments in the growth and production of the wine industries of the states. The Texas industry proved to be a significant economic generator of the state of Texas. The review on the Texas wine industry will help us in understanding the growth of wine production and sale and the economic stability of the respective state. The wine producing industry and world class wine grape growing industries are the most important in bringing a considerable economic growth. And the policy of the state is to give a strong support to the growth and development of Texas wine and wine grape industry that affects the well being of the state positively. Food and wine festivals of Texas that attracts visitors from outside the country and the local participants help in bringing in a broad benefits with more local interest. The West Cork region is yet another example to show how food and wine festivals help in the economical development of the respective region. The following events such as West Cork regional Branding Initiative in association with O’Connells super value Dunmanway held second taste of West Cork Food and Wine Evening in the Park way Hotel, Dunmanway,[1] “A Taste West Cork”, food festival which took place in Skibbereen from September 16th to 19th 2004 organised by Skibbereen Business Promotion[2], West Cork food and drink fair Manning’s Emporium Ballylickey [3], End notes:[1],[2],[3]-“Food and Wine Evening, Dunmaway, www.funchsiabrands.com/2004-events.asp#foodwine. All the information provided are taken from the same source. FOOD AND WINE FESTIVALS 6 all brought tourists and locals to the spot of the concerned festival and displayed sample food products and wine samples from various parts of Ireland. These kinds of events will without any doubt definitely pave the way for more economic development. The survey and reports show clearly that the importance of food and wine is an additional credit to the economic development of Texas. Similarly exhibitions of food and drink also promote the growth of production and sale of food products and wine of the respective country. These exhibitions favor its members to place their region in the top of marketing. In 2004 Britain also conducted a same exhibition in which twenty European countries participated and shared their native food and drink style. One should not miss to visit South Africa, as it has lot of celebrations that includes food and wine as a major companion. After the successful victory of the Democratic elections during 1994, Africans have been celebrating their collective happiness including both formal and spontaneous events aided with food and wine. To be more precise the Cape Gourmet Festival, which has a major impact over the growth and development of South Africa. It is otherwise called as Cape Wine Country. One could see historic wine towns with guest houses of charm ness, restaurants and museums and shows and festivals mainly provide with wine and food. A survey has a wonderful thing to say about the Cape Town of South Africa, “You will find that one of the most pleasant ways to enjoy South African wine is on a visit to the scenic wine land of the Western Cape”[Grand Tour of South Africa Salutes Country’s Tenth Anniversary of Freedom Profile by David.J. Saunders] FOOD AND WINE FESTIVAL 7 While analyzing the survey reports and other news that appears over the media it becomes very clear that food and wine usages are largely used not only in rural regions but also in urban regions, to be more particular the influence and the necessity to globalize every aspect in a competitive world like this has been the main reason for the above statement. When we go back previously we could find out that festivals were celebrated concentrating in patronizing the cultural heritage and the tradition of a country. Food was a common ingredient of a festival, wine was also provided in certain regions in the festival times, but not all the regional festivals were provided with wine. The advent of tourism management, and the economic stability concentrated based on the tourism, sports events conducted on an international standard, music and arts festivals etc all are conducted having in mind a multi-centered economic growth. On the one hand festivals and events celebrated on an international standard allow people to visit other countries and help in popularizing the region’s pride and popularity amidst other countries, on the other hand more number of visitors promotes more income to the country in terms of stay expenses, food and accommodation, traveling, travel tickets, and other tickets sold for events etc. Festivals concentrating only on food and drink rush to the growth of economical enhancement to a great extent, some country consider those festivals as pride to their region. Food and wine festivals of the present days attract the tourists in a large amount, as there are many people who say that they need a relaxation from the mechanical life, they find these kinds of festivals as an outlet for their mind. Drinking wine and tasting the multi-cuisine become a fashion all over the world. Those who are not exposed to this culture have been dragged to FOOD AND WINE FESTIVAL 8 this atmosphere. Food along with wine could be to have become a symbol of prestige also. The impact of tourism has become so powerful that a country’s economy is also calculated having in mind the number of visitors who visit the country. This could be in two ways; a visitor can be a participant as well as a student who comes for his higher studies. Once they get connected with the culture they carry this to their own country and as a result the culture of one country spread to another country. This is also a reason for the spread of food and wine usage in festival times. As mentioned above some of the states and countries get their majority income from the wine production and food and wine consumption during the festivals. Some countries promote the culture of food and wine usage during the festivals and allowing a large amount of profit for the region. The marketing reviews has to say that the importance of wine usage has become a lifestyle for the people who use it and it attracts those who are being exposed to these kinds of festivals and culture that provides food and wine as an important portion of the event. The Australian Wine Foundation [1996, pl] in its 2025 Strategy for the Australian wine industry stated that : “Wine……..is more that a beverage, it has become a life style product with a high degree of complementarity with food, hospitality, entertainment, the arts and tourism” and in addition to this Tim Dodd[1995] in his research review has pointed out certain advantages of the wine sales and wine tourism: 1. Opportunity or customers to try new and little known products at little costs 2. building brand loyalty FOOD AND WINE FESTIVAL 9 3. opportunity for increased margins 4. alternative distribution outlet 5. source of marketing intelligence[fro existing and new release wines] 6. educational opportunity in a non threatening environment to develop wine appreciation, create awareness and improve knowledge on wines and the wine industry” [Morris, Robyn, The Marketing Significance of Wine Tourism. www.usasbe.org/knowledge/proceedings/1997/p182 morris.pdf] Wine, on the one hand is considered as a product of industrial growth and on the other side it is considered as a product to enhance the pleasure of festivals world wide. If there are advantages on one side regarding wine industries there are some demerits also, this wine culture that has spread so fast during all occasions will affect the youth. The above given illustration shows that the participants of the festivals and events were between the age group of 15-70. Awareness should also be created to avoid the youth under the age of 22 to 25 participating in wine consumption in the case if it is found out that these youth who take part in these festivals are also lead to take other hazardous and additive beverages. The final opinion would be that the food and wine festivals surely has a lot to contribute to the economic growth of the country and the native people will definitely get an unbound exposure to the fast moving FOOD AND WINE FESTIVAL 10 world which may help them in modifying their life style and standard. And also improve their economic condition. They will get a self recognition when they meet other visitors from other regions. The growth of these food and wine festivals should be encouraged in one sense that it attracts tourists who are one of the main financiers of a country. BIBLIOGRAPHY Morris, Robyn, The Marketing Significance of Wine Tourism. www.usasbe.org/knowledge/proceedings/1997/p182 morris.pdf] Saunders.J. David. Grand Tour of South Africa Salutes Country’s Tenth Anniversary Of Freedom, African Travel Association’s Prestige Magazine to Publish a Grand Tour. Online.www.africa-ata.org/sa_10.htm www.senate.state.tx.us/75r/Senate/commit/c520/downloads/rec_c520 www.tourismvictoria.com www.funchsiabrands.com/2004-events.asp#foodwine - Read More