This session will present trends in how to effectively promote food and drink tourism to travelers in a more authentic voice and through more contemporary mediums. Once you’ve created a food tourism product what are the various ways to promote your destination? We’ve reached a stage where traditional methods of promotion might not be the most effective means of marketing. Travelers are seeking a more authentic voice in marketing. This means using new media and content creators who can speak with a more authentic voice, even if that means giving up control over your messaging. We will share examples from destinations in Europe who have effectively diversified their marketing budget to include different forms of messaging with great success. What are the practical hurdles that destinations must overcome in today’s new media world, a world in which quality is more important than quantity?