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Forum Programme

Date: Tuesday 24th April 2018
Venue: Bailey Allen Hall, National University of Ireland, Galway


08.30 REGISTRATION



09.30 OPENING CEREMONY

Welcome: Margaret Jeffares, Founder and Managing Director, Good Food Ireland



09.45 Food Tourism & Culture: A Unified Force for Good

Forum Moderator: Noel Toolan, Consultant and Marketing Change Agent



10.00 Session 1- Authentic Places with Authentic Stories via Authentic Collaboration

Food and Culture are primary Tourism drivers and destination defining elements. But the existence of unique cultural and gastronomic experiences is not a guarantee of tourism success. Hear how stakeholders can collaborate to design and activate a robust business or destination story that creates sustainable social and economic benefits.

Presenter: Bruce MacMillan, CEO, Bandwidth Management & Consulting, USA
Panel Discussion: Kevin Shannon, Managing Director, Odyssey International Group; Dearbhaill Standún, Co-Founder/Owner, Cnoc Suain; Niall Rochford, General Manager, Ashford Castle; Aoibheann McNamara, Owner,  Ard Bia at Nimmos



10.40 Session 2 – Getting your Community on the Global Culinary Map

Food and sustainability advocate Fia Gulliksson has been successfully combining the food and culture sectors, engaging and activating local communities to create real commercial enterprises, events and festivals. Find out how to create GOOD FOOD ecosystems with real profits! meaning green, social, cultural, local and economic gains.

Presenter: Fia Gulliksson, Chef & CEO, Food in Action, SWEDEN
Panel Discussion: Rachel Collins, Editor, The Irish Times Magazine; Birgitta Hedin-Curtin, The Burren Smokehouse; Mark Murphy, Dingle Cookery School



11.15 NETWORKING COFFEE BREAK



11.30 Session 3 – Food Experience at the Heart of the Destination Brand

Tourism Australia and Partners collaborated to change the perception of the clichéd view of Australia’s food and presented itself as the “World’s greatest Restaurant” by serving up unique food and wine experiences. Hear about the campaign, lessons learnt, industry activation issues, winning top level government support, the importance of social media and what would be done differently next time round.

Presenter: John Hart, Executive Director, Restaurant & Catering, AUSTRALIA
Panel Discussion: Peter Ward, Country Choice; Judy Murphy, Arts Editor, Connaught Tribune; Zack Gallagher, Irish Blogger and Chef, Robb Walsh, US Food Writer, Author and Restaurant Owner



12.05 Session 4 – Cultural and Creative Enterprises Driving Sustainable Business

Professional strategic commercial management in Cultural and Creative Enterprises is an increasingly essential requirement and the importance of authenticity and rooting of culture is providing real opportunity for “commercial culture”. Hear how to balance the social and commercial angles of cultural/creative enterprises; build an international network; best align stakeholders and build sustainable legacy benefits.

Presenter: Dr Lidia Varbanova, International Consultant & Educator, CANADA
Panel Discussion: Eve-Anne Cullinan, Founding Director, M.CO; Jim Power, Managing Director, Jim Power Economics; Colman Andrews, Vice President TheDailyMeal.com; Tim Husbands MBE, CEO Westport House and Hotel Westport



12.40 SLIDO 1 – Audience Morning Conclusions & Interaction

Conclusions from the Morning discussions, using dynamic mobile software, we will crowdsource a selection of questions from our audience and capture and share top insights



12.45 In Conversation with:

H.E. Ms Carmen McEvoy, Ambassador of Peru

How did Peru become the World’s Leading Culinary Destination as selected by The World Travel Awards? Peru’s gastronomic rise to the top over the past 15 years has become a source of national pride and a motor of the economy, as rising numbers of tourist travel to sample its original and varied cuisine.



13.00 Interview with touRRoir18 Hall of Fame Honourees and International Chefs

Matt Percival, Executive Producer & Commissioning Editor, CNN Vision; Julia Cosgrove, Vice President & Editor in Chief, AFAR Media; Fern Allen, Ballymaloe House



13.30 LUNCH 



14.30 Session 5 – Craft or just Crafty? The Battle for Trust

In Food Tourism and Culture and in most other sectors these days, the quest for authenticity and truth is becoming increasingly important. Enterprises realise that provenance, source and even commercial practices are important to consumers and technology has transformed consumers’ ability to uncover the truth in any case! Hear why authenticity is what’s really driving consumer choice.

Presenter: Helen King, Director of Consumer Insight & Innovation, Bord Bia
Panel Discussion: Joe Healy, President, Irish Farmers Association; Jack Teeling, Founder and Managing Director, Teeling Whiskey Company; Stefan Griesbach, Managing Director, Gannet Fishmongers; Tarja Silvani, Finland and Executive Chef



15.05 Session 6 – Communication Nation – Room to Improve?

A huge effort is being made by Ireland to communicate better internationally – with some undoubted success in food, tourism and culture coming from non-traditional projects like #globalgreening; as well as from private initiatives like the Web Summit. All of these significant successes are by their nature cross-sectoral in terms of effort and reward. But could we do better? How can we be sure we are shaping appropriate motivating content and really getting through the mass media fog? Is there a better way to ensure that cross-sector co-operation is the default modus operandi rather that the exceptional exception?

Presenter: Ciaran O’ Gaora, Managing Director, Zero-G, IRELAND
Panel Discussion: Niall Tracey, Director of Marketing, Failte Ireland; Eoghan O’ Mara Walsh, CEO, Irish Tourism Industry Confederation; Mark Henry, Central Marketing Director, Tourism Ireland;  Una FitzGibbon, Marketing Director, Bord Bia; Karen Hennessy, CEO, Design & Crafts Council of Ireland



15.25 SLIDO 2 -Audience Conclusions & Interaction 2

Using dynamic mobile software, we will crowdsource a selection of questions from our audience and capture and share top insights



15.45 Session 6 – Ireland West Food Tourism Culture – Rhyming

Galway, West of Ireland’s designation as European Region of Gastronomy as well as Galway’s designation as European City of Culture combined with the increasing significance of the Wild Atlantic Way is a great example of Food Tourism and Culture co-operation for the economic benefit of a region. Hear what’s happening and how can we make it even better?

Presenter: Sinead Hennessy, Food Tourism, Failte Ireland
Introduction: Carlos Fernandes, Founding Board Member, International Institute of Gastronomy, Culture, Arts and Tourism, PORTUGAL
Panel Discussion: Elaine Donohue, Programme Co-Ordinator, Galway, West of Ireland 2018 European Region of Gastronomy; John Crumlish, CEO Galway International Arts Festival; Jacinta Dalton, Head of Department of Culinary Arts & Services Industries, Galway-Mayo Institute of Technology; Ronnie Counihan, General Manager, Renvyle House Hotel



16.25 Panel Wrap – So? Where to Next?

Panel Discussion: Bruce MacMillan; Fia Gulliksson; Dr Lidia Varbanova; John Hart; Carlos Fernandes;



16.40 END OF DISCUSSIONS



16.45 Networking Drinks Reception and Cultural Experiences

Venue: O’ Donoghue Centre, National University of Ireland Galway
Producers: Brehon Brewhouse, Co Monaghan; Mr Jeffares Blackcurrants, Co Wexford; Teeling Whiskey Company, Dublin; Shortcross Gin, Co Down; Attyflin Estate, Co Limerick;

Shannon College of Hotel Management – Irish Coffee Making Demo & Tasting

Department of Arts, Drama and Theatre, National University of Ireland Galway present:
Black Box Theatre: Glutened! How could a harmless little protein be the cause of such havoc and hilarity? In a 20 minute excerpt from her play Glutened, writer and actor Caitríona Ní Chonaola shines a funny and insightful light on a little-known condition that is more common than people think.

Short Talk on History & Culture of Food: A short rolling illustrated talk on the history and culture of food in the West of Ireland which will look at food history on campus, the city, Connemara and the Islands through NUIG archival sources. Included will be some archive collections with photos of 1950’s Food Production – from rural to urban.



18.45 Networking Showcase Dinner – Food Tourism Culture IRELAND in Action

Venue: Bailey Allen Hall, National University of Ireland Galway
What makes Ireland so desirable? Showcase participants will serve up not just dinner but a cultural bonanza. You’ll be fully immersed in Ireland’s food culture as some 40 chefs and food producers collaborate to create a unique Irish food experience. Chefs will cook live in front of you and you will meet farmers, fishermen, butchers, bakers and cheesemakers and hear their stories as you taste their food. Get up close and personal with these food idols at this once off culinary celebration.
Full list of participants, menu and activities



21.00 touRRoir18 CLOSE






April 23rd 2018, 7pm: touRRoir 2018 Hall of Fame Awards Gala Ceremony
April 24th 2018: One Full Day Forum Programme & Showcase Dinner
Where: National University of Ireland Galway






Never before has creative collaboration across Food Tourism Culture been so essential for long term policy formation, strategic thinking, infrastructure development and capital expenditure; as well at pragmatic local community levels.

This is at the heart of touRRoir the world’s leading international forum bringing together thought leaders, experienced practitioners and change agents for a unique cross-sector dialogue on the future of the giant and increasingly cross-dependent sectors of Food, Tourism & Culture.


National University of Ireland

Galway

APRIL 23rd& 24th
tourroir

What is touRRoir

“…where the worlds of food, tourism and culture meet …”
The name “touRRoir“ is a portmanteau of the two words “tourism“ and “terroir“


touRRoir brought to you by Good Food Ireland® is a cross sector global business forum bringing together Food, Tourism and Culture to discuss how, through the inextricable link of these three sectors companies can grow business, local communities can flourish and destinations can ensure a more successful and sustainable economic future.


Why attend?

In recognition of Galway and the West of Ireland’s status as the European Region of Gastronomy 2018, the touRRoir18 global forum takes place in Galway, Ireland on April 23rd and 24th and is a flagship event for the Year of Gastronomy.

If you work in the Tourism, Travel, Hotel, Restaurant or Hospitality Industry and want to learn why and how you can drive revenue growth through a cross sector, cross dependent action plan with one or all of these three sectors then you need to be at touRRoir.

If you are in the Agri-food, Food or Drink Production Industry, how can you reach this rapidly evolving consumer that is searching for authenticity and trust? How can you truly communicate your story through your product, service or experience to meet this demanded customer assurance, for long term sustainable business growth?

If you are involved at community or regional level in local festivals, events or activities where the co-dependency of these three sectors is integral to economic sustainable success then you too need to be at touRRoir.

If you are a policy maker, destination marketer, key influencer, strategic thinker or change agent you will learn from practitioners of soft power attractiveness and the rewards of gastro diplomacy strategies.


Read More

touRRoir18 – A Flagship Event – Galway, West of Ireland 2018 European Region of Gastronomy.

The Galway, West of Ireland European Region of Gastronomy



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Connection

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Who Should Attend?

Food, Tourism & Culture

So if you are working at a decision making level in or across the Food, Tourism and Culture sectors and if your success is influenced by interaction between the sectors – then you need to get to touRRoir18 – to hear the debate, be inspired by the stories and work out how you can improve your chances of success through better cross-sector understanding and practical collaboration.


  • Agri-Food and Beverage Industry Producers, Manufacturers, Sellers & Distributors
  • Tourism Hospitality Industry Leaders, Hoteliers, Restaurateurs etc.
  • Cultural Industry Professionals, Parks, Activities, Attractions, Public Amenities etc
  • Festival and Event Organisers


  • Tour Operators, Travel Agents, PCO’s, DMCs
  • Travel Business Leaders
  • Media Professionals
  • Policy Makers and Influencers
  • Public Diplomacy Practitioners
  • Strategists, Product Developers and Marketers
  • Associations, Institutes and Societies
  • Informed Consumers

About the Forum

Food Tourism Culture: A Unified Force for Good


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At touRRoir18 you will hear a unique cross-sector dialogue from thought leaders, experienced practitioners and change agents on the future of the giant and increasingly cross-dependent sectors of Food, Tourism & Culture.
“Not only do the Food, Tourism and Culture sectors represent giant “industries” in their own right and combined account for the lion’s share of global employment; but their cross-sector effect on communities and their economies and social fabric is significant”.
In a way this combination of the Food, Tourism and Culture “Industries” with their natural roots in place present the most Indigenous of all industries and hence ensuring innovative and effective cross-sector collaboration is essential to maximising long term local community socio-economic benefits.
“Creative Collaboration across Food Tourism Culture is now essential – both in terms of long term policy formation, strategic thinking, infrastructure development and capital expenditure; as well at pragmatic local community levels”.

“Food has been recognised by the UNWTO (2012) as one of the fastest growing niches in contemporary tourism, attracting high yield visitors and promoting both seasonality and regionality”.

“Governments must lead and direct tourism policies, but the engine behind tourism development is the private sector, and thus one cannot work without the other” Taleb Rifai, UNWTO Secretary General



touRRoir18

Food Tourism Culture


“Food and Culture are primary Tourism drivers and destination defining elements. But, the existence of unique cultural and gastronomic experiences is not a guarantee of tourism success. At touRRoir18 you will hear why from international expert Bruce MacMillan“.  Read More 

“At touRRoir18 International Creative Enterprises Consultant and Author, Dr. Lidia Varbanova will explore how to balance the social and commercial angles of cultural/creative enterprises; build and harness an international network; best align stakeholders and build long term legacy benefits from once-off events and promotions”. Read More   

“A huge effort is being made by the relevant Irish government bodies and agencies to communicate better internationally – with some undoubted significant success. But could we do better? How can we be sure we are shaping appropriate motivating content and really getting through the fog? Ciaran O Gaora has extensive experience in brand communications. He will use best practice examples from around the world and set up an interesting discussion”. Read More  



Learn At

touRRoir


… the search for authenticity and truth in product, service and experience is probably the single most significant movement in business today. And what could be a more powerful authentic experience for consumers than the unique multi-sensory experience resulting from close and appropriate co-operation between these three sectors Food, Tourism and Culture.
…to connect with “the explosion of food-focused media and social media, farm-to-table movement among large travel brands, and the introduction of high-profile events celebrating local cuisine”

Supporting Partners

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Venue Partner

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Catering Partners

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Media Partners

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Exhibiting Partners

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Hotel Partner

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Transport Partner

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Friends of touRRoir

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