Food Routes in the Dutch UNESCO Wadden Sea Region

This study explores the novel concept of food routes in the Dutch UNESCO World Heritage Wadden Sea area. Food routes differ from food tours and are designed to encourage regional development, promote short food supply chains and raise awareness of local food cultures and traditions through offering immersive food experiences to the public. Using a qualitative approach, the study analysed data collected from interviews with local businesses, conducted between December 2023 and January 2024 across different sectors, including restaurants, farms and food producers, active in various food routes. The interviews explored the meaning of food routes, businesses’ reasons for participation, perceived benefits and challenges to overcome. Combined with our experiences gained in executing the programme, we unravel this rather new concept. The findings show that businesses join food routes to drive visibility, attract customers and show local food practices. While food routes encourage collaboration and provide engaging visitor experiences, their impact is sometimes undermined by poor coordination between route points, a lack of measurable outcomes, overemphasis on hospitality and a limited diversity in the offerings. Establishing high-quality food routes as a tool for sustainable regional development and food consciousness requires grassroots support, community involvement, planning, strategic marketing/promotion, clear value propositions and impact monitoring for participating businesses. This research contributes to food and gastronomy tourism and is particularly relevant for policymakers, planners and local businesses that are aiming to promote local food and culture. It highlights the shifting motivations behind tourism: from consumption-driven models to more sustainable, community-centred initiatives. It contributes to educational purposes by showing how tourism discourses are evolving to support local economic and cultural sustainability.