Stories from the Menu

Tourism today faces growing demand for authenticity, sustainability, and transparency, especially when it comes to food experiences. Hotel breakfasts and restaurant offers often rely on generic supply chains, providing little information about the origin, sustainability, or cultural value of the food served. As a result, guests miss opportunities to connect with the local community, while small local producers—such as beekeepers, cheesemakers, and family farms—struggle to gain visibility within the tourism value chain. This disconnect reduces the potential of tourism to support regional economies, preserve culinary heritage, and promote responsible consumption. At the same time, hotels risk losing competitiveness if they fail to innovate and adapt to new expectations for sustainable and meaningful guest experiences. The challenge is therefore to bridge the gap between hospitality and local agri-food production through innovative, digital, and story-driven approaches that enhance both guest satisfaction and community resilience.