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Post-Covid travel marketing to feature local food heroes

Happiness, well being and pride in local food and drink to underpin new marketing opportunity for travel destinations.

Planet Happiness, which promotes and measures destination well-being and movement towards the UN Sustainable Development Goals in tourism sites, has teamed up with Taste of Happiness to boost food tourism when travel returns.

The Taste of Happiness media production initiative aims to spotlight local people engaged in culinary crafts. Through a series of 12-minute branded videos, Taste of Happiness will present destinations’ culinary crafts and traditional recipes. It will intertwine content with local culture and evocative landscapes. Chefs, food and drink artisans, farmers and winemakers will be featured.

Planet Happiness has partnered with Taste of Happiness because the spotlight will be on local people who bring happiness to the world, often quietly behind the scenes, dedicating themselves to their culinary labour of love.

Dr Taleb Rifai, an ambassador for the World Travel & Tourism Council, and global tourism advisor, said that the Taste of Happiness project is a timely recovery and sustainability tool for the global tourism industry. “The project is admirably consistent with Planet Happiness objectives as it promotes localisation, community inclusivity, and educates us in culinary heritage and conscious travel,” said the former head of the UNWTO.

Each local food and drink story, told through the eyes of a local ‘hero’ will include reflections on what makes him or her and their local community happy.

“Taste of Happiness will be a powerful recovery vehicle for the local hospitality industries,” said Dr Paul Rogers, Founder of Planet Happiness and lecturer on the SUNx Diploma. “It will give a sense of local pride to residents. And because we all relate to food, it will inspire viewers who are eager to travel again.”

Ms Anna Drozdowska, Owner at Travel Design, which created the initiative, said: “Taste of Happiness is a celebration of local culture. The door is open for destination marketing organisations, food and beverage associations and promotional boards to present their destination experience through the filter of inspirational food and beverage story-telling.”

Prospero Film & Media, based in Poland, which will be responsible for the film production has produced multiple documentaries and advertising spots on six continents as well as shows such as MasterChef Poland, MasterChef Junior Poland, Top Chef, Hell’s Kitchen, Top Model, House Hunters International and numerous travel and culinary programmes.

Brand Bridge company responsible for digital launch of the project will implement big data and AI tools to bring traffic and create digital marketing opportunities for ToH partners.

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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.