May 14-16, 2010 MARINA BAY SANDS

The World Cuisines Show 2010 (WCS’2010), to be staged in Singapore from May 14-16, 2010, is a global festival where exhibitors around the world gather under one roof to showcase their cuisines and cultural activities. Besides chefs, food/beverage professionals, food service marketing directors, food processors, manufacturers and distributors, national tourism authorities from more than 130 countries have been invited to participate in this inaugural international show.

Globally, gastronomic tourism is coming up as a form of special interest tourism in which food and beverages are the main motivating factors for travel to a desired destination. Studies have shown that food plays an important part in the holiday experience of everyone, consciously or unconsciously.

Tourism authorities around the world are realizing the potential of gastronomic tourism as a powerful tool to identify and promote places, regions or entire countries.

Global trends have identified that gastronomic tourists are looking for a more participatory style of holiday experience, which satisfies their interest in food and beverages and contributes to their personal development and social status or ‘cultural capital’. There is a shift from ‘passive observation’ towards ‘interactive involvement’, whereby the visitor comes into close contact with locals and their way of life.

Increasingly food and beverages are becoming the main reason for travel. The challenge is to combine food, beverage and culture into a total tourism experience which is authentic and truly reflects the local and unique flavours of that particular country.

According to SINGAPORE FOOD EXPO (SFE) the longest running local food show in Singapore, visitor-ship has been exceeding 600,000 in 2007. Now, with the introduction of the first ever World Cuisines Show 2010 in Singapore, it is expected to attract the same or perhaps, even more visitors to experience the wide varieties of cuisines and culture that all the participating countries will bring under one roof.

National Tourism Authorities from more than 130 countries will be invited to promote and showcase their ethnic food, arts and culture to the local and international visitors who are expected to attend this event which will be held at the Marina Bay, Sands in 2010.