Shaping Global Tourism: IFBA’s Leadership in the Strategic Forum on Ethnic Culture and Tourism
The Strategic Forum on Integrated Development of Ethnic Culture and Tourism, held as part of the 2024 Boao Global Tourism Ecology Conference from September 26 to 28 in Hainan, China, gathered over 1500 participants from across the globe. This high-profile forum, titled “Charting a New International Blueprint with National Brand Sailing for International Dialogue”, focused on leveraging ethnic culture to drive national brand expansion through tourism.
The forum was a key feature of the broader conference and featured notable contributions from the International Food and Beverage Association (IFBA). Esteemed panelists, including leaders from the food, beverage, and tourism sectors, explored how culinary diplomacy, technological innovation, and cross-industry collaboration can propel ethnic brands onto the global stage. The discussions highlighted strategies for integrating ethnic culture into tourism, with the IFBA delegation playing a central role in these critical conversations. By bridging traditional practices with modern tourism, these discussions set the stage for a more culturally immersive and globally competitive tourism ecosystem.
Key Panelists at the Forum: Insights on Cultural Integration and Tourism
The forum brought together influential figures from various sectors who collectively provided in-depth insights into how ethnic culture can reshape tourism on a global scale. Dr. Han Bin, Chairman of the Asia Pacific Hotel Alliance, focused on how national hospitality brands can enhance their global competitiveness by integrating cultural heritage with modern management practices. Ms. Jennifer Ong, Founder and CEO of HAPA® Group, discussed the importance of international recognition programs in elevating ethnic brands, while Mr. Mike Fu, Founder and CEO of YY Group Holding, emphasized how technology and talent development can drive the future workforce in tourism and hospitality
Further expanding on this theme, Mr. Tom Kuo, IFBA Secretary, highlighted the significance of cross-border partnerships as a catalyst for global expansion in the ethnic food and beverage industry. Sustainability was a focal point for Mr. Ketut Darmayasa, President of IFBEC Indonesia, who underscored the need for environmentally conscious food practices within tourism. Meanwhile, Mr. Roy Sommer, Chairman of FBMA London, and Mr. Antonio Vigorito, representing IFBA Bahrain, emphasized the role of culinary diplomacy as a cultural bridge that promotes national identity through food. Ms. Louise Chay, Director of HAPA® Awards, rounded out the discussions by reinforcing how international recognition can elevate ethnic brands onto the global stage.
Collectively, these leaders showcased the transformative potential of collaboration and innovation in creating more immersive and culturally enriching tourism experiences that deepen cultural understanding and elevate national brands on the international stage.
Culinary Diplomacy: A Bridge Between Cultures
A major theme discussed at the forum was culinary diplomacy—the concept that food and beverage serve as cultural ambassadors. Antonio Vigorito, representing IFBA Bahrain, emphasized how ethnic cuisine acts as a cultural bridge, offering travelers an immersive experience of a nation’s heritage. He pointed out that food goes beyond taste—it allows tourists to engage deeply with a country’s traditions, making it an essential component of ethnic brand expansion. This cultural exchange fosters deeper connections between nations, and food tourism becomes a powerful tool for promoting national identity.
Louise Chay, Director of HAPA® Awards, expanded on this by discussing the role of international recognition programs, such as the HAPA® Awards, in boosting the visibility of ethnic food and beverage brands. Her discussion shed light on how recognition not only promotes culinary excellence but also serves as a platform for cultural diplomacy, making it an integral part of expanding national brands on the world stage. Through initiatives like these, ethnic brands gain the global exposure necessary to expand their reach, solidifying their place within the tourism ecosystem.
The forum also touched on how culinary innovation—the fusion of modern techniques with traditional recipes—can help destinations stand out in an increasingly competitive tourism market. By offering sensory experiences rooted in local heritage, these culinary innovations draw travelers into deeper cultural connections, making food not just a meal but an immersive narrative of a destination’s identity. Ethnic food brands can thus become key drivers of national brand promotion, enriching the overall tourism experience.
The discussions emphasized that culinary diplomacy is a strategic tool for national brands seeking global expansion, offering tourists a deeper understanding of cultural heritage through food. This approach positions ethnic food as an integral part of the global tourism ecosystem, driving both cultural exchange and commercial growth for ethnic brands. Such efforts can inspire travelers to connect with destinations on a deeper level, turning culinary experiences into long-lasting cultural memories.
Innovation in Ethnic Brand Promotion: Integrating Technology and Tradition
The forum explored how technological innovation can modernize ethnic brands while preserving their cultural authenticity. Professor Jiang Yanling, Dean of the School of Management at Chongqing University, led discussions on how intelligent manufacturing and digitalization are helping ethnic food and beverage brands scale up while maintaining their cultural integrity. This modern technology ensures that traditional craftsmanship does not get lost in the process of scaling operations, allowing ethnic brands to maintain their authenticity while meeting global demand.
A key takeaway from these discussions was the importance of smart tourism platforms and virtual reality experiencesin attracting international travelers. These technologies allow potential visitors to explore cultural landmarks, attend virtual cooking classes, and experience local markets—all before setting foot in the country. This kind of digital engagement not only builds anticipation but also strengthens the global profile of ethnic brands. By using VR and interactive platforms, ethnic brands can offer virtual experiences that extend beyond physical visits, turning cultural heritage into accessible, year-round engagement for global audiences.
Additionally, automated production techniques are enabling ethnic brands to scale their operations without sacrificing the authenticity of their products. By adopting intelligent innovation, ethnic food and beverage brands can maintain traditional production methods while enhancing efficiency and meeting the growing demand for culturally unique products.
The fusion of tradition with technological advancements positions ethnic brands as leaders in delivering authentic, innovative experiences that set them apart from competitors. This balance between heritage and modernization is crucial for retaining cultural integrity while reaching new global audiences.
Intelligent Innovation and New Business Models in Cultural Tourism
One of the major discussions during the forum revolved around intelligent innovation and the development of new business models in cultural tourism. Mr. Hao’an Li, an expert in the field of smart tourism platforms, elaborated on how emerging technologies like virtual reality (VR) and augmented reality (AR) are reshaping how travelers experience cultural destinations. Li explained how these technologies allow tourists to immerse themselves in a destination’s cultural heritage long before their visit, creating an interactive and engaging pre-travel experience.
This technological shift is particularly important for ethnic food and beverage brands, as it allows them to reach a global audience through virtual culinary experiences, where potential travelers can explore local food culture digitally. These innovations not only enhance the attractiveness of tourism destinations but also drive demand for authentic, culturally rich travel experiences.
Additionally, speakers emphasized the importance of intelligent manufacturing in the food and beverage industry. By adopting modern production techniques, ethnic brands can scale up their operations while maintaining traditional craftsmanship, a critical factor for global competitiveness.
Cross-Industry Collaboration: Elevating Cultural Tourism
The forum repeatedly underscored the importance of cross-industry collaboration in promoting ethnic brands through tourism. Roy Sommer, Chairman of the Food and Beverage Managers Association (FBMA) London, emphasized that stronger partnerships between the tourism, food, and beverage sectors are essential for creating culturally rich and immersive tourism experiences.
By integrating food and beverage into tourism offerings, destinations can enhance their appeal and offer visitors a more holistic experience. As Mr. Sommer explained, the IFBA’s efforts to promote culinary diplomacy are central to this strategy. By aligning the objectives of both sectors, tourism can provide deeper engagement with local culture, turning dining experiences into essential parts of a tourist’s journey. These collaborations elevate the travel experience, ensuring that food becomes a vital cultural touchpoint for travelers.
Mr. Tom Kuo, IFBA Secretary, highlighted how cross-border partnerships are instrumental in expanding the global reach of ethnic food brands. These partnerships allow ethnic brands to tap into new markets while also enriching the cultural offerings of the destinations they represent.
By aligning tourism and food sectors, ethnic brands can create unique, culturally immersive experiences that resonate with international travelers, deepening their engagement and elevating the global status of these brands. This synergy between industries reinforces the cultural significance of tourism and provides travelers with a richer, more authentic experience.
Chinese National Hotel Brands: Integrating Culture and Modern Management
Another significant focus of the forum was on the role of Chinese national hotel brands in enhancing the global competitiveness of China’s tourism sector. Dr. Han Bin, Chairman of the Asia Pacific Hotel Alliance, provided valuable insights into how national hotel chains are leveraging their cultural heritage to differentiate themselves in the global market.
He highlighted how these brands are successfully combining traditional Chinese culture with modern management practices to offer a unique blend of authentic cultural experiences and high-quality service. Dr. Han stressed that such integration not only attracts international tourists but also helps to establish Chinese hotel brands as leaders in the global hospitality industry. These efforts align with the broader goal of cultural tourism integration, where preserving cultural identity becomes a central theme in the travel experience.
Tourism Talent Development: Preparing for the Future
The forum also placed significant emphasis on the importance of tourism talent development to meet the evolving needs of the industry. Long Yongtu, former Vice Minister of Foreign Trade and Economic Cooperation, discussed the growing demand for professionals skilled in digital literacy, cross-cultural communication, and innovative thinking.
Panelists discussed the need for stronger collaboration between educational institutions and the tourism industry to cultivate a workforce capable of driving innovation in cultural tourism. Partnerships between institutions like Chongqing University and various global industry players were seen as pivotal in fostering the development of tourism professionals with the skills necessary to adapt to technological advancements and cross-industry collaborations.
This focus on talent development is critical for the future of cultural tourism, as the industry continues to evolve with the integration of new technologies and an increasing emphasis on sustainability.
Sustainability: A Commitment to Responsible Tourism
Sustainability emerged as a critical theme during the forum. Ketut Darmayasa, President of IFBEC Indonesia, emphasized the importance of adopting sustainable food practices in the tourism and hospitality sectors. He argued that practices such as local sourcing, waste reduction, and environmentally friendly packaging not only enhance the authenticity of culinary tourism but also align with the growing global demand for eco-friendly travel options.
Panelists across the forum echoed this sentiment, discussing how integrating sustainable practices into tourism and food production can create long-term benefits for both the environment and the local communities. Sustainability ensures that the cultural richness of ethnic food brands is preserved not just for current travelers, but for future generations.
Moreover, sustainability was linked to innovation. By incorporating local ingredients and eco-conscious practices into culinary experiences, destinations can offer unique and responsible travel experiences that resonate with today’s travelers. This focus on sustainability allows destinations to differentiate themselves in the global market while contributing to environmental preservation.
The IFBA’s leadership in promoting sustainability through food practices positions ethnic brands as champions of responsible tourism, attracting a growing base of environmentally conscious travelers. This not only supports the environment but also bolsters the global reputation of the brands themselves.
Conclusion: A New Era for Ethnic Brands and Cultural Tourism
The Strategic Forum on Integrated Development of Ethnic Culture and Tourism at the 2024 Boao Global Tourism Ecology Conference demonstrated the transformative potential of ethnic brands in global tourism. Through a combination of culinary diplomacy, innovation, and sustainability, the forum showcased how ethnic food and beverage brands can drive national brand expansion on the global stage.
As the demand for authentic travel experiences continues to grow, the role of ethnic brands in cultural tourism becomes increasingly significant. By championing cross-industry collaboration and promoting sustainable, culturally immersive experiences, the IFBA and its partners are leading the way in shaping the future of global tourism. With such strategic initiatives in place, the future of tourism promises not just economic growth, but a richer global understanding of diverse cultures through the lens of food and tradition.
