Utilizing world gastro-tourism with UN executive director Natalia Bayona

Gastronomy as a Catalyst for Tourism Innovation

The connection between gastronomy and tourism runs deeper than simply attracting visitors with local flavours. According to Natalia Bayona, Executive Director of UN Tourism, gastronomy acts as a catalyst for innovation across the entire tourism sector, inspiring destination managers and entrepreneurs to develop unique culinary offerings that drive sustainable practices and market sustainability.

Bayona emphasises that the link between tourism and gastronomy through innovation is frequently overlooked. Innovative tourism practices such as culinary workshops, eco-friendly food trails, and cultural exchanges are enhancing the overall visitor experience while simultaneously addressing sustainability challenges. Gastronomy serves as a powerful motivator for tourist engagement and destination promotion, bringing together heritage preservation, cultural experiences, and economic development.

This innovation-driven approach aligns directly with the United Nations Sustainable Development Goals (SDGs), positioning gastronomy tourism as a vehicle for broader economic and environmental progress rather than a niche segment.

Fourth World Gastronomy Tourism Startup Competition: Structure and Opportunities

The competition has attracted more than 400 applications across its first three editions, demonstrating strong global interest from startups focused on technological solutions for the gastronomy tourism sector. UN Tourism actively seeks startups and companies whose initiatives have a significant positive impact on local communities and address challenges of sustainability and food waste management.

Selected entrepreneurs gain access to the GOe Digital Community's Advanced Track for six months, marking the launch of the first digital community tailored specifically for the entire gastronomy sector. Participants also join the relevant edition of Culinary Action, on the Road, a roadshow-style competition for FoodTech startups.

Winners receive access to potential investment opportunities and tailored support from UN Tourism partners. The competition is open to all gastronomic startups with a full-time team, with applications accepted through the UN Tourism portal.

Middle East Focus: Culinary Heritage Meets Innovation

UN Tourism is actively encouraging participation from Middle Eastern startups, citing the region's globally recognised culinary traditions, diversity, and pioneering gastronomic approaches as key assets. The region's excellent culinary cuisines and creative perspectives on gastronomy tourism offer a unique foundation for innovation.

UN Tourism aims to empower local startups in addressing environmental, social, and financial challenges while promoting sustainable tourism practices. Participants gain valuable insights and feedback from gastronomic experts, enhancing their understanding of sustainable culinary solutions. The initiative also fosters cross-cultural exchange and collaboration with global stakeholders, expanding visibility for Middle Eastern entrepreneurs on the world stage.

A parallel Women in Tech startup competition for the Middle East attracted over 140 regional applicants, identifying top talent and supporting women's capacity building in the sector.

Bahrain as Host: Strategic Choice for the Final

The competition final will take place during the ninth UN Tourism World Forum on Gastronomy Tourism in Bahrain this autumn, a decision grounded in the kingdom's strong tourism performance and exceptional culinary offerings. According to the UN Tourism Barometer released in January 2024, the Middle East led the global tourism recovery in relative terms and was the only region to surpass pre-pandemic arrival levels, with arrivals 22 percent above 2019 figures.

Global tourism receipts reached USD 1.4 trillion in 2023, approximately 93 percent of pre-pandemic levels, according to preliminary estimates. Bahrain distinguishes itself with a wide variety of traditional and innovative dishes, along with a fusion of Asian and Mediterranean flavours that make it an attractive destination for gastronomic enthusiasts.

The kingdom's strong tourism growth and exceptional gastronomic and cultural offerings position it as an ideal venue for the forum. Finalists will pitch their ideas to industry stakeholders including regional and international officials and experts examining trends and best practices in the sector.

UN Tourism's Broader Investment Framework

The competition operates within UN Tourism's wider investment framework, which focuses on three pillars: investing in people through training, investing in the planet through sustainable practices, and harnessing innovation to achieve prosperity. Bayona stresses that tourism must be considered a transversal sector given its wide scope and impact across multiple industries.

UN Tourism's work continues to encompass multiple directions with a global focal point, extending beyond the startup competition to broader capacity-building initiatives. The organisation's commitment to the Middle East includes not only the gastronomy tourism competition but also targeted programmes supporting women's entrepreneurship and technological innovation in the region.

What this means

The fourth UN Tourism World Gastronomy Tourism Startup Competition represents a significant escalation in the organisation's efforts to position culinary innovation at the centre of sustainable tourism development. By combining a global startup competition with a dedicated digital community, investment access, and a high-profile forum in a recovering Middle Eastern market, UN Tourism is creating a comprehensive ecosystem for gastronomy-focused entrepreneurs. For Middle Eastern startups in particular, the competition offers a rare opportunity to showcase regional culinary heritage on a global stage while accessing international expertise and capital. As tourism continues its post-pandemic recovery, with the Middle East leading the charge, the intersection of gastronomy, technology, and sustainability is likely to become an increasingly important driver of both economic growth and cultural preservation.