Global Kitchen takes travelers beyond the guidebook, leading them through markets and food stalls to uncover the authentic dishes and flavors that capture the essence of four featured destinations: Malta, Finland, Poland, and Québec. 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 Québec 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.”
USTOA’s Global Kitchen episodic video series and cookbook can be found at https://ustoa.com/globalkitchen or https://www.youtube.com/@USTOANYC.
Viewers will journey through a flavorful lineup of local favorites around the world, watching how pastizzi, Malta’s flaky, savory ricotta-filled pastry, is made, and how a cherished family recipe for Karelian pie is prepared in Finland. In Poland, the classic marmalade-filled Pączki donut is brought to life at a bustling neighborhood bakery. And in Québec, a stop at an old-school lunch counter reveals the story behind a grilled bologna sandwich served uncut and steeped in tradition.
Continued 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 Québec 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. Terry Dale added, “We are thankful to all of our partners for helping us showcase the flavors and stories that make each destination so rich and memorable.”
For more information on USTOA, visit www.ustoa.com.
About USTOA:
Representing $24.4 billion in revenue, the member companies of U.S. Tour Operators Association provide tours, packages and custom arrangements that allow 8.4 million travelers annually unparalleled access, insider knowledge, peace-of-mind, value, and freedom to enjoy destinations and experiences across the entire globe. Each member company has met the travel industry’s highest standards, including participation in the USTOA’s Travelers Assistance Program, which protects consumer payments up to $1 million if the company goes out of business. As a voice for the tour operator industry for more than 50 years, USTOA also provides education and assistance for consumers and travel advisors.
SOURCE USTOA
