The United
States Tour Operators Association (USTOA) announced the launch of USTOA’s
Global Kitchen video series that explores cultural destinations around the
world through a culinary lens.
The series follows Michelin-star chefs, restaurateurs, and
local tour guides to uncover the best street food and hidden culinary gems
across the world. Global Kitchen leads
travelers through markets and food stalls in four destinations to uncover
authentic dishes that capture the essence of the region. These include Malta,
Finland, Poland and Québec.
In addition to the video series, the campaign includes a
digital cookbook featuring recipes from an expanded roster of destinations,
including Malta, Finland, Poland, and Québec as well as Buenos Aires, Colombia,
Germany, Laos, Lanzarote, Morocco, Thailand, Vietnam, and Zagreb.
“Food is one of the most powerful and memorable
gateways to discovering a destination’s culture” said USTOA President and CEO
Terry Dale in a statement. “USTOA’s Global Kitchen series is designed to
showcase the culinary stories of our partners that highlight how cuisine can
reflect the spirit and legacy of a place. These experiences, be it a dish
passed down through generations or a bold new take on a local favorite, bring
travelers closer to the heart of a destination.”
Viewers can join the virtual journey through a lineup of
local favorites that includes watching how pastizzi, Malta’s flaky, savory
ricotta-filled pastry, is made, how a family recipe for Karelian pie is
prepared in Finland, see the classic marmalade-filled Pączki donut brought to
life at a neighborhood bakery in Poland and stop in Québec at an old-school
lunch counter revealing the story behind a grilled bologna sandwich steeped in
tradition.
Dale also said, “Following the success of previous
campaigns, like ‘USTOA’s Picture Yourself In…’ and ‘USTOA On Tour Live’, the
Global Kitchen series continues to spotlight the importance of meaningful and
immersive travel, which is inherent in the experiences offered by our tour
operator members. After all, food carries generations of tradition and tells
the story of a destination’s people, history, and values.”
He added, “We are thankful to all of our partners for
helping us showcase the flavors and stories that make each destination so rich
and memorable.”
USTOA partnered with Malta Tourism Authority, Visit Finland,
the Polish Tourism Organization and Alliance de l’industrie touristique du
Québec on behalf of Bonjour Québec to bring its Global Kitchen video series to
life.
Other digital cookbook partners include Visit Buenos Aires,
ProColombia, German National Tourist Office, Lanzarote Tourism, Victoria
Xiengthong Palace, Moroccan National Tourism Office, Tourism Authority of
Thailand, Victoria Can Tho Resort and Zagreb Tourist Board.
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