Dediciated Culinary Guides
We work with government tourist organisations, international airlines, prestigious hotel groups and their partners – to drive affluent gastro tourists to their destinations.
These highly tailored projects typically involve the organisation of a live cook-off event, a gala awards presentation, the production of an online and hard copy culinary guides featuring the county’s native cuisine, top chefs, restaurateurs, hotels and resorts – and bringing leading food and travel writers to your country.
Working with your organisation and its advisors, we can bring trips of leading food and drink writers and opinion formers to promote your destination to a global audience of wealthy globe-trotting ‘foodies’.
The People
George Shaw
Former BBC journalist and founder and CEO of an award-winning London advertising and PR company for 20 years, providing restaurant consultancy services. Spent a decade as the director of communications of the Asian Catering Federation in the UK and lead judge for its various restaurant and chef awards programmes. Now returned to journalism, specialising in food and travel and currently the Editor-in-Chief for Taste London, Taste Asia and the Good Curry Guide.
Binod Baral
Tourism & Business Advisor for Nepal. Retained by leading international airlines as a Consultant Chef for onboard and hub catering. Hospitality career in Michelin-starred venues, rising to Executive Head Chef. Head of Arabic & Oriental Cuisines, responsible for Global R&D for Innovation Kitchen at the World’s Best Gourmet Entertainment Group. Has curated menus for UEFA Champions League and FIFA World Cup Finals and F1 Grand Prix. Judge for numerous chef awards.
Rajesh Suri
Accomplished hospitality professional having enjoyed a distinguished 40-year career working for many of the world’s leading restaurants and hotels. Former CEO of the Tamarind Collection of venues in London, for whom he won and held several Michelin stars. UK Master Chef Professional panel member.
Dev Biswal
Chef-Patron of multiple award-winning The Cook’s Tale restaurant (formerly The Ambrette) and TV personality. Grew up in Orissa in India, educated in Calcutta and trained at the Dubai Sheraton, before moving to London, to further his career in fine dining. Launched his first restaurant in 2006; recommended by all the UK’s top restaurant guides, including Michelin, AA, Good Foodand Harden’s. A serial entrepreneur, Biswal leads tailored culinary tours for gastro tourists. Current destinations in the UK, Europe, Africa and India will be extended in 2025.
Facts & Figures
Fifty-three percent of people who travel choose to visit a destination specifically for its food – Source: World Food Travel Association
Nearly one in five people travel for specific culinary experiences. Half of those surveyed book restaurants before securing their flights. Source: Hilton’s 2025 Trends Report
Tourism delivers economic prosperity and well-being with knock-on consequences for the wider economy. Before the pandemic, the tourism sector directly contributed 4.4% of GDP, 6.9% of employment, and tourism generated 20.5% of service-related exports in OECD countries. Source: OECD
Recognising the importance of food tourism in driving economic prosperity, Fort Worth, Dallas, Houston, San Antonio and Austin are investing £2.7m to bring the Michelin Guide to the State. Discover Atlanta reported that its 45 Michelin listed restaurants saw business rise by 30%. Source: Skift
In the early 2000s, Thailand rebranded away from negative stereotypes, focusing on its food. Within 7 years the cuisine became internationally renowned and the number of Thai restaurants worldwide more than doubled. Between 2001 and 2019, visitors to Thailand increased from 10 million to 39.8 million. Source: EU Parliament magazine
“Gastrodiplomacy has the potential to boost tourism.” Source: The Economist
Peru launched a successful gastrodiplomacy campaign in the 2010, Since then, the country of 34 million has been touted as a top culinary destination. Source: The Wall Street Journal
The Nordic Council of Ministers provided €5.4m towards a New Nordic Food Programme, with Denmark launching Gastro2025, a gastronomy academy in Copenhagen and gastrodiplomacy efforts in Danish embassies. Today, 28 percent of visitors to Denmark can be classified as “gastro tourists”. Source: Food Nation
The Offering
Live
cook-offs
Gala awards
presentations
Culinary
Guides
