Selling Canadian Culinary Tourism: Branding the Global and the Regional Product

ABSTRACT Canadian identity with respect to attracting tourists is often associated with the natural environment. Canadian society is, however, also associated with the policy of multiculturalism and diversity. Agencies such as the Canadian Tourism Commission (CTC) have recognized the growing interest in cuisine and have begun to promote Canada as a culinary tourism destination. One of the challenges facing agencies such as the CTC is that there is not an easily definable Canadian cuisine. Canada's culinary traditions have been influenced by a long history of immigration, together with regional product availability. Chefs have combined cultural traditions and local products, creating new forms and styles of cooking. Efforts from different geographical regions across the country will highlight the rich diversity available in Canadian culinary tourism influenced, not only by global but also by regional forces, which can be branded under the umbrella of cuisine in Canada.