Taste of Place: How to Use Event F&B to Celebrate Local Culture

What if your event menu was the most powerful branding tool your destination has?

In this episode, Tracy is joined by Erik Wolf, Founder and Executive Director of the World Food Travel Association and the pioneer behind the global “Taste of Place” movement.

We talk about why food and beverage should no longer be treated as a banquet line item—but as the way destinations, hotels, and convention centers express identity, protect culture, and drive measurable economic impact.

Erik shares insights from the 2026 Taste of Place Report and explains how culinary heritage, terroir, ethical eating, and storytelling are reshaping tourism—and what that means for meetings and events.

If you’re a:
• Destination marketing organization trying to differentiate your city
• Hotel or convention center leader looking to move beyond generic banquet menus
• Event planner wanting your program to actually reflect where it’s hosted

This conversation will challenge how you think about menu design, sourcing, storytelling, and guest engagement. Because when attendees travel for a conference, they don’t just want to learn. They want to understand where they are. And sometimes, the fastest way to create a sense of place… is through what’s on the plate.

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