GASTRONOMIC TOURISM: UNLEASHING

ITS POTENTIALITY

Prof. Dr. Mohd Salehuddin Mohd Zahari

Dean of Faculty of Hotel and Tourism Management
Universiti Teknologi MARA, Malaysia
uitm.edu.my
 Prof. Dr. Mohd Salehuddin
Mohd Zahari
• POSSIBLE WAYS TO PROMOTE GASTRO
NOMIC TOURISM
salehuddinm@uitm.edu.my

• PhD. in Hospitality Management/Gastronomy

(Lincoln University, Christchurch, Canterbury, New Zealand)
• MSc. in International Hotel Administration
(Strathclyde University, Glasgow, Scotland, United Kingdom)
• Bsc in Food Service Management/Education
(Johnson and Wales University, Providence, USA)
• Associate Occupational Science Degree
(AOS) in Culinary Arts
(Johnson and Wales University, Providence, USA)
• Diploma in Chef Training
Institut Teknologi MARA, Malaysia
 The Pathway of Gastronomic Tourism

• Leisure tourism
• Recreation
• Sports
• Culture
• Transportation
Past Business
Leisure and recreation • Shopping
• Marine
Mid-1980s • Adventure
• MICE
Perceptions changed
Activity of taking trips
away from home or
movement for leisure
or recreation
 Economic Growth

manufacture agriculture

B D

tourism

C E

• Thailand (A) • Infrastructure

• Malaysia (B) • Advertising campaigns
• Singapore (C) • Building of airports and
• Philippines (D) connecting roads
• Indonesia (E) • Hotels
• Training of tour guides
Gastronomic
Tourism
One of the most important
elements when people are
travelling

Potential tourism
products that can
Money attract the local and
international tourists
Spinner
 Accommodation and F & B 54% 1

Shopping 26% 2

Local Transportation 10%

3
Tourist expenditure
based on category of Entertainments 3.7%
4
expenses in 2006-
2019 Domestic Airfares
70%
3.1%
5
01
50%
Organized Tours 2%
6
70%
Miscellaneous 1.3% 7
 The Development of Gastronomic Tourism in the World

France
Spain

China
Amerika

Gastronomy tour packages

Coffee Tours (Costa Rica, Nicaragua,
Peru, Panama, Peru, Brazil and
Nicaragua
Japan Ethiopia), Tea Tours (Sri Lanka and
Japan) and Chocolate Tours (Belgium
and Switzerland)
Costa
Rica
New
Zealand

Brazil
Peru
This is without an exception among the
Gastronomic Tourism Australia South East Asian countries
impetus for economic
 The Development of Gastronomic Singapore
Food Capital of Asia
Tourism in South East Asian Countries
• “Food” and “dining out”
• Singapore Food Festival
• World Gourmet Summit

Lau Pa Sat, Singapore

The street Stall in the World with utmost clean environment

 Malaysia
Halal Product
Internationally

• Acculturation and assimilation

(Malays, Chinese, Indian, and
other ethnic groups)
• The Malaysian Tourism Board
(cooking tours)
• Food expenditure among
international tourists (the first in
the echelon)
Thailand
Floating Market

• Khlong Lad Mayom Floating

Market
• Talingchan Floating Market
• Gong Khong Market
• Ayothaya Floating Market
• Bang Nampheung Floating
Market
• Samchuk Hundred-Year Market
• Amphawa Floating Market
• Pattaya Floating Market
 The Development of Gastronomic Tourism in
Indonesia
• 34 provinces, over 17 Islands and 485 ethnics
• a wide area
• high biodiversity
• huge diversity in ethnics and tribes
• various culture
• tradition Indonesia absolutely having a wide
spectrum of traditional cuisines and food
cultures.

Huge
 Indonesia
Uniqueness and
diversity of food

West Sumatera West Java

Rendang Padang, Ayam Soerabi Bandung, Siomay
and Daging Berlado, Gulai Bandung, Cimol
Kepala Ikan, sambal Hijau There are thousands of the local foods that can
and many others offer a strong focal point for portraying
Indonesia as a tourism destination
 POSSIBLE WAYS TO PROMOTE
GASTRONOMIC
• TOURISM
POSSIBLE WAYS TO PROMOTE GASTRO
NOMIC TOURISM

• Food operators should promote more varieties

of the local ethnic.
• Maintain the quality of foods served, service
and cleanliness
• Travel agencies and other tour organizers
(gastronomic packages)
• Wide promotion (media platforms)
• Identifying and accessing the tourism market
• Brand Image
• Collaboration and network
Conclusion

“Despite the thousands of wonderful

tourism products this country has, it could
be meaningless if there is no collective and
continuous effort to utilize the available
resources and promote them”
THANK YOU
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