GRAZ Austria s Capital of Culinary Delights

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1 GRAZ Austria s Capital of Culinary Delights Presented by Susanne Höller Graz Tourist Office Head of Marketing & Sales London, June 16th, 2015

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3 GRAZ The Past Well preserved historic city center 1999 named UNESCO World Cultural Heritage Site Most important cultural Events: styriarte and steirischer herbst

4 GRAZ The Past Touristic Promotion focused on the historic past with Armoury Museum, Schlossberg and the historic old town. Start of Christmas Markets Advent der Regionen

5 GRAZ 2003 European Cultural Capital Graz wanted: to show-off and to prove the cultural competence on an European Stage to innovate the cultural product to intensify the international links publicity an impulse for the infrastructure extra tourists long-term effects on the image and on the number of visitors

6 The Mur Insel the Island in the Mur

7 The friendly alien the Kunsthaus The Mur Inse

8 The Kunsthaus the friendly alien

9 Graz Hauptbahnhof Arrival Hall Central Train Station

10 GRAZ aftermath Confusion instead of conclusions The main reason for Graz-city-breaks in 2003 was the program of the Cultural Capital. The program was quiet modern, was about contemporary art, was far from classical music and old masters. But the vast majority told us NOT to be interested in contemporary productions The dominating memories: The old values.

11 Some conclusions - finally main reasons to travel to cities still are: 1. sights 2. atmosphere 3. culinary delights 4. museums 5. shopping Let s play the contemporary art on a different field and/or in a different way

12 THE ANSWERS

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14 Salzburg Tourist Office & Salzburg Festspiele Vorarlberg Tourist Office & Bregenz Festspiele Linz Tourist Office & Linz 2009 Vienna Tourist Office & City of Vienna/Culture Graz Tourist Office & Steiermark Culture

15 GRAZ The Capital of Culinary Delights Emerging from the concept of Culinary Delight Regions Styria is a stronghold when it comes to culinary delights and products Styria counts 15 culinary delight regions In 2008 Graz was named Capital of Culinary Delights by the Austrian Federal Ministry of Agriculture

16 The Concept A well-balanced selection of partner restaurants Creating of tourism relevant products/packages focusing on the culinary elements Bringing rural traditions back to the city (e.g. Easter Treat) Creation of unique events and support of existing events focusing on cuisine Create awareness of importance seasonal, regional, local

17 The Partner Restaurants Actual number of Partner Restaurants: 27 Use of at least four culinary delights signature products from Styria. These products must be purchased only from licensed producers If a product is not available in Styria, it can be obtained from another Austrian culinary delight region For other agricultural products, details of producer and place of origin must be given Four different local fruit juices must offered in the drink s menue.

18 Culinary City Tours A new way to explore a city featuring not only historical and tourism relevant sights but also tastings of local products Tour starts on the farmer s market (e.g. pumpkinseed oil tasting) It last for approx. 3,5 hrs including a three course meal with wine and coffee. Each course is served in a different partner restaurant Tours offered saturdays (Jan-Nov) and sundays (May-Sept), cost: 59,00 per person Culinary Beer Tours, fridays (May-Sept), cost: 52,00 per person New 2015: alternative culinary tour through the Lendviertel

19 The Graz Picnic Basket The individual way to enjoy the local specialities Picnic basket for two persons filled with ham, cheese, bread, wine, water, bread-spreads, fruits all depending on the season Order one day prior to purchase by Frankowitsch Delikatessen Gift voucher for picnic basket at Tourist Information Office Cost for basket and filling: 95,00 Cost for filling only: 40,00 (BYB bring your own basket)

20 The Long Table of Graz Signature event in August Festive decorated table for 700 guests in the heart of the Old Town Welcome reception at the Landhaushof with wine and beer tasting 5 course dinner with pairing wines Explanation of the wine by sommeliers Music entertainment Menue prepared by the chefs of the partner restaurants

21 Children s Cooking Classes Cooking classes especially designed for children Major goal: create awareness for fresh and local products in young age Every course is dedicated to a special theme (fingerfood, pasta, asparagus, risotto etc) On special dates: visit of farmer s market with the chef Mother s Day special: children cook for their Moms Every child gets a chef s hat, an apron, a certificate and a recipe folder

22 Farmers Markets Graz is the largest farming community in Styria! Two major markets: Kaiser-Josef-Markt and Lendplatz with opening hours Mon-Sat 6:00 AM to 1:00 PM No vendor markets! Here the farmers themselves sell their locally produced goods (vegetables, fruits, meat, bread, honey, jams, juices etc) Highest number of market days per week compared to similar-sized European cities 33 days in 16 locations. Signature produce: the pumpkinseed oil and in spring the Grazer Krauthäuptel (crisp lettuce)

23 Informative site focusing on all culinary information on Graz: Signature products depending on season Culinary calendar Partner restaurants Culinary city tours Prominent promotion of culinary highlights such as Gourmet Festival and Long Table of Graz Restaurant guide Year-round products (various tastings of wine, cheese etc) Online booking container

24 Thank you for your attention!