Abstract
PurposeThe purpose of this paper is to consider the potential of food tourism to connect local communities and strengthen the visitor economy through COVID-19 induced international visitor downfalls and reimagine New Zealand tourism.Design/methodology/approachAs a viewpoint paper, this paper is a personal and professional reflection of the relevance of food for New Zealand tourism.FindingsThe three themes of community, connection and challenges identify the potential of using local communities as ambassadors to connect both local and international visitors alike with New Zealand culture.Practical implicationsFindings of this paper can provide guidance for global communities on how to both mitigate a reduction in visitor arrivals while creating a foundation for future positioning as food destinations.Originality/valueThere is a lack of insight into the potential of special interest tourism in reimagining a post-COVID-19 tourism landscape, and this viewpoint paper contributes through its practical and community-based approach.
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