Gastrodiplomacy and Local Products as Sustainability Drivers in Tourist Destinations

This chapter examines the role that gastronomy and local products can play in sustainable tourism development. It examines how an emerging tourist destination in Greece, Veria, has leveraged its rich gastronomic tradition to enhance its identity and gain a competitive advantage, supporting the local community. Specifically, it presents the actions of the Municipality of Veria to combine food, local products, and tradition, with the aim of creating a unique gastronomic identity and improving the visitor experience. As part of this effort, extensive research was initially carried out to record traditional products and recipes. With the help of locals, the goal was to create standardized menus that honor tradition but at the same time respond to modern dietary trends. Subsequently, 2 focus groups and 11 in-depth interviews were conducted with local stakeholders related to tourism, culture, and agricultural production to capture their views. Future actions for the integration of menus in restaurants are also discussed. The success of the initiative depends on many factors: support for the idea from the locals, strengthening cooperation between the different sectors of the economy and effective promotion of the project. This case study can serve as a guide for other tourist destinations with similar characteristics.