Reinventing the gastronomic identity of Croatian tourist destinations

A unique and memorable gastronomic identity is an indispensable asset to any successful tourist destination. In this respect Croatia's tourism falls seriously short. Based primarily on “international” cuisine, the gastronomic offer of Croatian tourist destinations is predictable and conventional. This paper calls for a new, exciting gastronomic identity of Croatian tourist destinations founded on Croatia's exceptionally rich gastronomic heritage. Apart from the food offer itself, crucial to the success of this new identity will be its commodification and spectacularisation through the discursive practice of gastrospeak. Learning to appreciate and use gastrospeak will be an important future task for Croatian tourist destination management.