Cuisine and culture go hand in hand, and that’s the focus of the United States Tour Operators Association’s (USTOA) new video series, Global Kitchen.
Anchored by a video series and digital cookbook, the new program features Michelin-star chefs, restaurateurs and local guides as they uncover street food and hidden culinary gems in four destinations—Malta, Finland, Poland and Quebec.
The idea behind the new program is to show how food is central to understanding a destination’s culture, going beyond the guidebook to take travelers through markets and food stalls to discover the authentic dishes and flavors that define a place.
In addition to the video series, the campaign includes a digital cookbook featuring recipes from an expanded roster of destinations, including Malta, Finland, Poland and Quebec as well as Buenos Aires, Colombia, Germany, Laos, Lanzarote, Morocco, Thailand, Vietnam and Zagreb.
USTOA President and CEO Terry Dale said, “Food is one of the most powerful and memorable gateways to discovering a destination’s culture. USTOA’s Global Kitchen series is designed to showcase the culinary stories of our partners that highlight how cuisine can reflect the spirit and legacy of a place. These experiences, be it a dish passed down through generations or a bold new take on a local favorite, bring travelers closer to the heart of a destination.”
Viewers are taken on a flavorful journey through local favorites across the globe—watching Malta’s iconic pastizzi, a flaky pastry filled with ricotta, come together, and seeing a treasured family recipe for Karelian pie prepared in Finland. In Poland, the beloved marmalade-filled Pączki donut is crafted at a lively neighborhood bakery, while in Québec, an old-school lunch counter shares the story behind its uncut, tradition-rich grilled bologna sandwich.
Added Dale, “Following the success of previous campaigns, like ‘USTOA’s Picture Yourself In…’ and ‘USTOA On Tour Live’, the Global Kitchen series continues to spotlight the importance of meaningful and immersive travel, which is inherent in the experiences offered by our tour operator members. After all, food carries generations of tradition and tells the story of a destination’s people, history, and values.”
USTOA partnered with Malta Tourism Authority, Visit Finland, the Polish Tourism Organization and Alliance de l’industrie touristique du Québec on behalf of Bonjour Quebec to bring the Global Kitchen video series to life. Additional sponsors to the digital cookbook include Visit Buenos Aires, ProColombia, German National Tourist Office, Lanzarote Tourism, Victoria Xiengthong Palace, Moroccan National Tourism Office, Tourism Authority of Thailand, Victoria Can Tho Resort,and Zagreb Tourist Board.
USTOA’s Global Kitchen episodic video series and cookbook can be found at ustoa.com/globalkitchen or youtube.com/@USTOANYC.
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