Izmir Craft Beer Trail

Abstract

Craft beer tourism is a type of special interest tourism, which is increasing in popularity in parallel with the growing interest and curiosity for novel, experimental, small-scale and artisan types of beer and related themes. As such, trails are gaining popularity, which integrate the opportunities to explore new tastes, methods of production and experimentation around craft beer and also complementing elements of food pairings, stories and heritage, shopping, places and landscapes around craft beer. These trails offer a more complete tourism product as well as a stronger sense of place, memorable tourist experiences and therefore opportunities for destination branding and overall promotion. In this context, an explorative field research has been conducted, possible participants have been identified and interviewed. As a result, the model for a craft beer trail in Izmir has been proposed and mapped, to include the places that produce and serve craft beer and related products, urban landmarks, accommodation and transportation, and a scheme for its management is presented. The trail is proposed to embrace and promote the natural and cultural landscape, social life, craft beer related and general cultural heritage and overall tourism attraction of Izmir, ultimately branding the city as a prominent craft beer destination. Additionally, the trail should provide product diversification as well as a means to increase occupancy rates and ease tourism congestion.