When people travel, they aren't just looking for historic sights - they're also looking for new flavours that captivate and connect them to the place they're visiting.
Author
- Julien Bousquet
Full Marketing Professor, Department of Economic and Administrative Sciences, Université du Québec à Chicoutimi (UQAC)
In Québec, for example, it's poutine. The comfort food mix of crispy fries, squeaky cheese curds and rich brown gravy was first served in 1950s-era rural snack bars before becoming a national symbol.
In Spain, paella - a saffron-infused rice dish brimming with seafood, chicken and vegetables and born in Valencia's farmlands as a shared workers' meal - is a must-have.
In Japan, ramen - steaming bowls of wheat noodles in a fragrant broth layered with soy, miso or pork bones - tells the story of post-Second World War solace and culinary innovation .
But beyond the flavours of food, can gastronomy become a language of identity and cultural diplomacy? That question is at the heart of Canada's growing culinary movement.
Gastronomy as a form of diplomacy
Across Canada, food is fast becoming a marker of identity and regional pride. From the Okanagan Valley vineyards to Québec's sugar shacks, cuisine is emerging as a language that defines who Canadians are - and how the world perceives them.
This movement is gaining traction as Kelowna, British Columbia recently accepted the invitation to apply for the designation of UNESCO City of Gastronomy - a title that celebrates places where food culture drives creativity, sustainability and community.
Created in 2004, UNESCO's Creative Cities Network recognizes and honours cities where food culture drives innovation and community well-being. Today, 57 cities hold the designation, from Parma, Italy and Chengdu, China, to Tucson, Arizona, in the United States.
Canada has yet to join their ranks, which is why Kelowna's candidacy matters: it would be the country's first City of Gastronomy, reflecting its mix of Indigenous heritage, wine culture and farm-to-table creativity.
As tourism continues to recover and regions compete for distinctiveness, gastronomy has become a form of soft power - a country's ability to influence others through culture, values and attraction rather than force, shaping how nations are perceived and how travellers connect emotionally with a place.
Studies show that food tourism has become a key driver of regional development and destination appeal. The signature dish - an emblematic creation tied to a chef, region or tradition - offers a concrete way to translate culinary creativity into cultural identity.
How food turns travel into brand
Some dishes function like culinary logos, expressing the personality of a place or a chef while creating lasting memories. Research reveals that for travellers, food becomes participation rather than consumption - a way to experience a place rather than just observe it.
A memorable meal merges creativity, heritage and place. In Canada, such dishes also act as experiential anchors that link ingredients, landscapes and emotion - from a buttery Halifax lobster roll that tastes of the Atlantic coast to a sweet, purple Saskatoon berry pie that evokes the Prairie harvest.
Yet some critics warn that the growing wave of gastronomic branding risks slipping into what they call culinary gentrification - when local traditions are polished and packaged for tourists, sometimes at the expense of the communities that created them.
The challenge for cities like Kelowna will be to celebrate their culinary identity without turning authenticity into a marketing slogan.
Canada's regions tell their stories through food
Research on food, culture and sustainability shows how such connections help regions build distinctive, resilient identities.
In Québec, for example, food is deeply woven with cultural pride. From sugar shacks in the Laurentians and Beauce countryside to Montréal's multicultural fine dining scene, tradition and innovation intermingle - but Québec is far from the only province where culinary identity thrives.
On Prince Edward Island, the Fall Flavours Food and Drink Festival - running from early September to mid-October - brings together chefs, farmers and fishers to celebrate the island's harvest. Events take place in small towns and coastal villages, turning the island into one big dining room. The festival strengthens local pride, supports producers and extends the tourist season beyond summer.
In Alberta, Alberta Food Tours invite travellers to discover rural producers, Indigenous culinary traditions and farmers markets across the province, from Calgary to Jasper. These guided experiences highlight the province's agricultural roots while promoting sustainability and community connection.
In B.C., the Okanagan Valley, where Kelowna is located, has become a leading example of farm-to-table and wine tourism in Canada. Stretching from Vernon to Osoyoos, its vineyards and orchards supply local chefs who turn seasonal produce into creative menus. Culinary trails and wine festivals connect visitors with growers and winemakers, while Kelowna's bid to become a UNESCO City of Gastronomy reflects the region's growing reputation for sustainable, community-driven gastronomy.
As food tourism continues to grow , however, authentic experiences become harder to find. In 2024, it was valued at roughly US$1.8 billion globally. By 2033, that figure is expected to reach almost US$8 billion, growing at an average rate of about 18 per cent a year.
Tourists crave "the real deal," yet their expectations often reshape what's served. For example, traditional dishes may be simplified, sweetened or made less spicy to suit visitors' palates. Authenticity, it appears, is less a fixed ideal than a dialogue between chefs, consumers and the media.
Why does the heritage of gastronomy matter?
Signature dishes remind us that identity isn't inherited - it's created and shared. Local cuisine connects people to place, turns ingredients into stories and makes culture tangible.
When cities launch food festivals, culinary routes or UNESCO designation bids, they're not just promoting restaurants, they're defining who they are as a country.
In a world often divided, food remains a universal language. Local gastronomy reminds us that what's on our plate is never just about flavour, it's about belonging.
Julien Bousquet does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
