Taste of West Sweden was set up in 2000 by the West Sweden Tourist Board and is a scheme that promotes West Swedish food and the complete meal experience to visitors from around the world. Despite sceptics criticising the idea at the outset, the programme was put into action and after ten years, its history and success have been documented in 'The Book on Culinary Tourism in West Sweden'.
The West Sweden Tourist Board was founded in 1999 and at the start of its operations, identified the strengths and weaknesses of tourism in West Sweden in a national and international context. Attention soon turned to food and the culinary experience as a whole. The city of Gothenburg could proudly point to a number of star restaurants, with the flagship 'Sjömagasinet' leading the way, which were clearly internationally competitive. However, what was needed to enhance the general quality of restaurants in West Sweden and how could the West Swedish culinary experience be put on the tourism map?
When the idea of starting a high-quality development programme for restaurants in West Sweden was born, critics argued West Sweden's food did not tickle the world's taste buds in the same fashion as the foodie regions in France, Italy and Spain.
Nevertheless, West Sweden had a few strong factors very much in its favour; a number of fresh ingredients of the highest quality, including world-class seafood; skilled chefs already in place; the stunningly picturesque surroundings of the islands and skerries in the archipelago; and a friendly community eager to share their cuisine with visitors. Moreover, in 2000, eating out and culinary ideas were becoming ever-more fashionable and the interest in food with a local and regional character was steadily growing.
For more information about visiting West Sweden go to www.westsweden.com
Ends – 7 September 2010
Press: For more information contact Ann-Charlotte Carlsson at the West Sweden Tourist Board on +46 (0) 730 21 21 14 (www.ann-charlotte.carlsson@vastsverige.com).