America is beautiful. However, it's also delicious, according to Brand USA, which has launched a new culinary initiative designed to promote gastro-tourism by showcasing the United States as a top travel destination for international foodies.
Kicking off the new initiative is "Discover America: Great American Food Stories," a culinary guide produced by Brand USA in partnership with the Department of State's Diplomatic Culinary Partnership. Published in six languages, the guide features 31 James Beard-affiliated chefs with recipes from all regions of the United States. Five of those chefs - Rick Bayless of Chicago, Tory McPhail of New Orleans, Barbara Lynch of Boston, Bryce Gilmore of Austin and Sam Kass of Washington, D.C. - will travel to Asia to promote the guide next week as part of Independence Day celebrations at U.S. missions in five key markets: China, Australia, Japan, Taiwan and South Korea.
"American cuisine captures inspiration from all over the world, truly embodying the diversity and history of the United States," Brand USA President and CEO Christopher L. Thompson said in a statement. "We're excited to invite travelers to experience the culinary highlights of each region of the country."
Supporting the "Discover America" culinary guide is a digital campaign that will be broadcast on all Brand USA channels. It will include U.S. culinary destinations and Q&A sessions with participating chefs, and will encourage travelers to share their own U.S. food and culinary travel experiences on social media using the hashtag #FoodStoriesUSA. Visit DiscoverAmerica.com/foodstories for more information.