GASTRONOMY TOPS THE MENU AT THE GROUND-BREAKING OPENING CEREMONY
Travelweek Sao Paulo by ILTM opened on Tuesday 5 May with one of Brazil’s most reputed economists - Ricardo Amorim - sharing his views on the still continuing increase in numbers and range of interest of luxury Brazilian travellers. In addition, with significant concentrations of wealth across Latin America, he urged the world’s luxury travel suppliers not to overlook smaller markets such as Paraguay, Bolivia, Ecuador, Peru, Columbia, Uruguay and Chile.
Despite Brazil’s poor economy, Mr Amorim observed that real wages for the working population in Brazil are going up. He commented: “Brazilians have more money to spend and they love to travel. However, not only are they able and willing to travel, these are people that love to spend when they are abroad, mainly because Brazil is one of the most expensive countries in the world in which to live.”
In fact, Brazilians are second only to the Japanese when it comes to the amount spent when travelling abroad. Mr Amorim continued: “As an emerging market, Brazilians have wanted to travel for decades and now that they can, they take pride in their travels and really enjoy spending their money and sharing their experiences.”
In conclusion, Mr Amorim also revealed that in 1980, those who travelled by plane numbered 9 from the US and Europe, in comparison to 1 from the rest of the world. Within 20 years, these statistics will be totally reversed with 1 person from the US and Europe travelling for every 9 people from the rest of the world and “Brazil will be leading the charge.”
The powerful subject of food as the new global currency in bespoke travel then took centre stage at the Opening Ceremony. Three of today’s most forward thinking chefs - Brazilian Alex Atala (DOM and Dalva e Dito, Sao Paulo), Peruvian Virgilio Martinez (Central, Lima) and the Spanish Andoni Aduriz (Mugaritz, San Sebastian) - took part in a live discussion on stage, moderated by renown travel and food journalist Nilou Motamed.
Nilou set the scene with the observation that travellers today are obsessed with the sense of place of a destination and this is defined by its food. Alex Atala pointed out that food connects 7 billion people on a daily basis and as such, is more powerful than any social media.
Each chef commented that they look not only to their specific local regions, but also their guests for inspiration and innovation. Andoni Aduriz observed that “good food and innovation are inseparable – gastronomy is both pleasure and science but also increasingly, health.” Alex Atala’s inspiration is “good food with good ingredients,” while Virgilio Martinez talked of “translating nature into a gastronomic experience to push innovation.”
The panel also discussed the rise of the concept of fine dining since the 1970s and agreed that comfort and a ‘real’ experience is the new luxury in food.
Alex Atala went on to say: “As chefs, we control the food chain - we have the power to both bring good food and give back to nature. My passion is the cross between nature and culture and a continual quest to find ingredients that offer real benefits for diners, suppliers and all.”
The chefs agreed that reputable awards have the power to turn restaurants into pilgrimage destinations, giving chefs a vote of confidence as well as an opportunity to work on new innovations. Virgilio was also widely applauded when he added: “Whatever the industry recognition, if the guests in my restaurant are not having a good time, that is what is real to me.”
Andoni concluded: “What is really important is what we are able to inspire in other people, not what we are able to do.”
Alison Gilmore, Senior Exhibition Director of the ILTM Portfolio summed up the impact of this stimulating Opening Ceremony at Travelweek Sao Paulo by ILTM: “This is what our guests have come to hear – who are the new high end travellers from Brazil and Latin America, why they choose to go where they go and what they are seeking when they get there. The gastronomic reputation of a destination is redefining the luxury travel map and the topic is on everyone’s lips at Travelweek Sao Paulo by ILTM.”
The business of Travelweek Sao Paulo by ILTM continues through to Friday 8 May with over 1200 luxury travel suppliers from across the globe and buyers from predominantly Brazil and across Latin America meeting on a strictly one to one, mutually matched basis.
For live updates and further information, follow @iltm_events, #TravelweekSP, #shareyourstory or see www.travelweeksaopaulo.com.
