The lure of tea: history, traditions and attractions

It is in the areas of tea services, tea attractions, tea tours and tea destinations that tea is clearly directly connected to tourism, as contemporary tourists seek out unique and authentic experiences related to the consumption and appreciation of the beverage called tea. For the tea industry, tourism related to tea encourages both the consumption of tea and the development of relationships with potential customers. Tourism clearly has the potential to enhance the brand image and marketing of tea-producing destinations such as Assam and Ooty in India. In Canada the tea industry has promoted the proper brewing and serving of tea in food service establishments serving tourists, and has extolled the health benefits of tea to a sympathetic public (Tea Council of Canada). In Sri Lanka tourism related to tea has been recognized as a potential strategy for the diversification of tea plantations and the encouragement of sustainable development in tea-producing regions (Tourism Concern, 2001). In India regional governments in tea-producing regions such as Assam are sponsoring tea festivals as both a way of nurturing relationships with potential customers and encouraging the development of tourism in their areas. These examples demonstrate the rich connections between tea histories, traditions and travel as well the relationship of tea to tourism that is explored and discussed in this chapter.