The World Food Travel Association (WFTA) has unveiled the Taste of Place Movement, a global initiative designed to protect culinary culture, promote local food producers, and connect people with authentic food experiences. Announced on 9 December 2025, the movement seeks to address the challenges faced by traditional foodways, which are under threat from economic pressures, rural decline, climate change, and the loss of intergenerational knowledge.
Taste of Place arrives at a crucial time for the food, hospitality, and tourism sectors. Many culinary artisans and small producers lack the visibility and digital infrastructure needed to reach new audiences. Erik Wolf, Executive Director of the WFTA, stated, “Food connects us all, yet the people who protect culinary traditions often remain unseen. We’re building Taste of Place, which is different from mainstream food and travel platforms because our focus is authenticity, cultural integrity, and a genuine social mission.”
The initiative invites individuals, organisations, and cultural advocates to support its development. Contributions will help fund a global directory of food experiences, a digital encyclopaedia of culinary culture, a global magazine, and a community hub for content contribution. Supporters will enjoy privileges such as nominating culinary heritage guardians and featuring their own content.
Wolf emphasised, “Taste of Place is more than a platform. It is a movement to honour the flavours, skills, and stories that make every place unique.” The WFTA, founded in 2001, is the leading authority on food and beverage tourism, providing education and strategic guidance to showcase unique culinary cultures.
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