/ Written by Grace Fitzgerald

How do you attract the modern Chinese tourist?

by Grace Fitzgerald

Day 1. Sept. 23. World Food Travel Summit 2013.

Social Media and the Chinese Bubble

There are over 83 million Chinese tourists per annum, spending 100 billion US dollars. For 60% of them? It’s their first time abroad and so they are accordingly still very ‘Chinese’ in behaviours and norms. They travel in groups of friends or several families together. And as visas are still not easily obtainable, it’s easier to go via tour operators. The four types of Chinese tourist are tour groups of first time travellers, those on company incentive trips, family groups, and students and their families.

Yi explained how Chinese generally think. Recognition of status is key and they are highly connected online—as this is more trustable than government and advertising is granted a similar mistrust. And so social media has become the key to communicating in China. They BLOG like no other. Good content can easily go viral. Yi emphasises how word-of-mouth is everything in China.


Wealth is newfound in China, so new spending habits have to be created for the 500 million middle class Chinese, equal to the entire EU population. Other points to note about the modern Chinese tourist? The monocultural aspect. This leads to a language barrier and leads to the tourist travelling in a ‘bubble’ with their group. But they are adventurous and will try everything. Yi concluded with the key to communications with the modern Chinese tourist; Social Media.





/ Written by Jenny Jonevret

Culinary Academy in WestSweden Gothenburg 2015

Crayfish - Photo Lisa Nestorson
West Sweden is famed for its wide variety of top-quality, natural, organic produce. The forests of inland Dalsland provide an impressive range of game, berries, mushrooms and fresh fish, while the countryside bordering the Göta Canal is teeming with farm shops selling locally produced fine cheeses, high-quality dairy products, beer and schnapps. Fertile farmland makes the region ideal for growing crops and raising livestock on sustainable and traditional organic lines. Unique culinary highlights include wild garlic in the spring in Kinnekulle, exclusive roe from Lake Vänern in the autumn and fresh seafood all year round. In the cold, clean and mineral-rich water of Sweden’s West coast, shellfish grow more slowly, developing a fuller flavour, which makes these North Sea shellfish some of the best in the world. Visitors can treat themselves to lobster, mussels, oysters, crayfish and prawns, and learn how to catch and cook them on a unique seafood safari.

The region’s capital city, Gothenburg’s coastal location means easy access to fish and shellfish that stand out on quality and flavour. Add an authentic coffee shop culture that prides itself on its cakes and pastries, and Gothenburg is a food lover’s paradise. The city’s chefs work with local produce and seasonal food, preferably organic. Their modern approach to cuisine rests on Swedish traditions combined with new flavours and ideas drawn from all over the world. Today six restaurants in Gothenburg – 28+, Bhoga, Koka, Sjömagasinet, SK Mat & Människor and Thörnströms Kök – have been awarded a Michelin star. But if you’re looking for fabulous food, there’s far more to Gothenburg than that. Gothenburg was named Sweden’s Food Capital in 2012, with the jury citing the vast array of food the city has to offer, its abundance of local produce and high-quality restaurants, not to mention the fact that the food served in schools and hospitals is nutritious as well as sustainably sourced.

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/ Written by Grace Fitzgerald

If you build it, they will come

photocred: Fia Gulliksson, Food in Action

There’s no beating about the bush with Swedish Fia Gulliksson of Östersund—a woman on a mission. She is all about three things; people, passion and produce. She tells us how she brought Östersund, her regional area of Sweden, to international acclaim through sheer will and determination.

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