Lectures, workshops, training courses, analyses and other assignments
Lectures on the theme of tomorrow's travelers, trends, meal tourism, product development, value-creating marketing, and AI as a help tool.
Are you working within the promoter system and facing the challenge of planning a knowledge and inspiration day aimed at strengthening the companies in the region? Do you want to offer your business operators increased knowledge in digital communication and marketing? Or give them knowledge and insights on how they can draw on consumer trends and insights into target groups to create attractive and sustainable customer offerings?
My lectures, courses, workshops, training sessions, and analyses are carefully designed to equip visitor industry stakeholders with the necessary tools and insights for the future. Whether it’s an hour or a full day, the goal is to fill the participants“ ”backpacks” with inspiration and practical knowledge.
From Taste of Place to Intelligence of Place
How can unique local resources, local knowledge, human encounters, food tourism, and AI contribute to stronger destinations?
What is happening internationally in the field of food tourism, place development and AI right now? And what can Swedish destinations and companies learn from this development?
In my new 60-minute lecture, I combine global analysis, trend spotting, and inspiring international examples from countries such as Sweden, Canada, the Culinary Tourism Alliance, and the World Food Travel Association with concrete perspectives on Swedish destination development.
We talk about why food and drink are much more than what the visitor consumes. About the people, the encounters, and the stories that make a place worth traveling to. And about how AI can help us understand, develop, and make visible what actually makes a place unique.
The lecture is aimed at destinations, regions, municipalities, county councils and other promotional bodies, as well as at business networks and operators in the Swedish and international tourism industry.
It can be booked independently or built upon with workshops for destinations, promoters and local businesses.
Curious? READ MORE HERE and/or feel free to get in touch bianca@biancabrandoncox.com
How do we get the guest to stay longer – in a way that increases satisfaction, strengthens profitability and contributes to a more sustainable destination?
In this edition of Turistrådet Online, we inspire with concrete examples of how you, as an operator in the visitor industry, can influence the guest’s choice even before arrival. How you sell a holistic experience instead of a single night, activity, or meal creates curiosity about what is to be discovered and offers experiences together with others.
Sweden already has strong associations linked to sustainability, creativity, design, tech, and innovation. Stockholm also has international capital in innovation and progressiveness that more companies in the food, beverage, and dining tourism sectors can benefit from. How can we, with the help of AI, develop our brands, products, businesses, and increase our visibility?
3 training sessions for MatLust meal companies focusing on AI as a tool for brand development, digital visibility, channel optimization, content production, and SoMe plans:
16/4 Digital lecture, 13/5 Workshop 1, 28/5 Workshop 2.
”Thank you so much for the inspiring lecture yesterday!
I was really energized and learned a lot of valuable information.
Thank you for sharing with us – I am very grateful!
”
Lecture and workshop through MatLust Development Node.
What opportunities exist in AI for food companies?
How can we take advantage of help tools like ChatGPT? Can Science Tasting principles and AI create the innovative food products of the future? 1.5 hours for participants in the MatLust innovation program.
”How can you as an operator in the food, beverage and visitor services industry in Västmanland take the next step – become more visible, attractive and profitable? This is a day where you leave the office with both finished ideas, started plans and concrete tools to use immediately in your business.”
On May 6, we were joined for a full day workshop full of energy, inspiration, and concrete tools for food service operators in Västmanland, aimed at developing new attractive offerings, finding new collaborations, and communicating effectively to the targeted audiences.
We also created a place narrative based on previously developed analysis material within food tourism, which subsequently became an important piece of the puzzle in developing SEO and GEO optimized texts.
During the day we worked together on:
• Package attractive and location-unique experiences
• Find relevant collaborations and create holistic offers
• Communicate reliably with images, video, and text
• Strengthen visibility in digital channels
• Using AI as support in market and place development work
”I received so many positive comments about your presentation yesterday – it was really a success.”
The potential and trends of meal tourism for KDI.
It is an honor to give a lecture today about the potential and trends of dining tourism for the stakeholders of Kungliga Djurgården at Vrak. I am deeply impressed by the strategic collaboration that makes Royal Djurgarden one of Scandinavia’s most award-winning and sustainable destinations.
Djurgården is not only home to some of Sweden’s most beloved attractions; it is also a place where sustainable food culture is at the center. With over 30 restaurants and a clear commitment to putting the place’s unique flavors, people, culture, and planet at the forefront, memorable dining experiences are created here that deepen the soul of the place and attract both Swedish and international travelers.
”Very good presentation!”
How restaurants can develop in the field of food tourism to meet the international market.
Organized by the West Sweden Tourist Board.
”Thanks, I got lots of ideas; now it’s going to be a workshop.”
”Thanks for the good pace, I usually get tired very easily, but now it was interesting the whole time!”
The importance of the place and the story behind local dining experiences
How can dining experiences be a driving force in strengthening place attraction? What are consumer and dining trends, both nationally and internationally? Bianca provides concrete examples of sustainable packaging and how the story of the raw material and the meal can be linked to the importance of the place where we live, work and visit. Together with afternoon inspiration by Paul Svensson.
”Thank you so much for yesterday, it was so good and rewarding.”
AI in practice for food companies. Lecture and workshop through MatLust Development Node.
What opportunities exist in AI for food companies?
How can we take advantage of tools like ChatGPT? Can Science Tasting principles and AI create the innovative food products of the future? 2-hour workshop for participants in the MatLust innovation program.
”Thanks for today Bianca, inspiring as always.”
”Thanks for a great day Bianca!”
”Thank you for a really rewarding and motivating workshop.”
Full-day workshop in Halmstad, Destination Halmstad 11/11, 2025
Knowledge day for the Halmstad food cluster.
The agenda consisted of content planning, storytelling, and value-creating marketing communication – from strategy to hands-on exercises.
Pass 1 – Morning
• How to build an effective content plan
• What characterizes attractive content in images and films today
• What is valuable to your target audience? + mobile photography in practice
• Strategies and models for writing engaging texts
• Resource list – content inventory
• Content structure for social media posts
Pass 2 – Afternoon
• AI as a tool – create SEO-optimized web texts, Google Profile Bio and content posts with ChatGPT
• Create bookable experiences ahead of “Harvest Time”
• Optimize channel selection and create visibility where it matters
Lecture and panel participation for promoters and actors in Sörmland.
How to strengthen your company's visibility, build relationships, and create value through value-creating marketing communication. How to take advantage of tools like ChatGPT. Lecture together with Anna Österlund, Placebrander, and Staffan Svantesson, Happie Camp. I am also part of a panel focusing on the importance of food tourism. Organizer + Katrineholm and STUAs Project ”Shared Data for Smarter Place Development”.
The potential of meal tourism in Västmanland.
For Västmanland Tourism, together with the County Administrative Board of Västmanland, I have developed an analysis within the field of meal tourism.
Initial workshop, study trip to Hallands MatGille, mapping, analysis of the environment and trend monitoring, qualitative in-depth interviews, quantitative surveys and final report.
Focus – How can we together strengthen Västmanland as an attractive dining destination?
”Thank you so much Bianca for a super-nice job!”
”You have done a fantastic job!”
STUA, one-day event with workshops, March 20, 2025
Lectures for everything from hotel and restaurant groups to experience companies. Individual guidance after completing a workshop.
”Thank you for the material and for your inspiring lecture and workshop.”
Lectures and workshops for the management team and managers.
Pass 1:
World-class hosting – This is how we create attractiveness throughout the customer journey
- Target group knowledge: The Swedish and international traveler
- Guest hosting 2.0 – where the physical and digital customer journey are equally important
- How we create memorable meetings across all channels
- Trends and expectations: What the guest wants today – and tomorrow
- Sustainability as a competitive advantage – how to make it feel and be seen
- Good examples from industry colleagues
Workshop
Pass 2:
AI for the tourism industry – Future possibilities already today
- Opportunities: scheduling, customer service, analytics, personalization, content production
- Examples of how AI is already being used effectively in the industry
- How can Svenska Kulturpärlor stay ahead – concrete potential for the future
“Thank you for a very good lecture, especially interesting how to use different AI tools!”
STUA, one-day event with workshops, 13/11, 2024
Digital marketing with lectures and workshops.
STUA Launched Export Network, 13/11, 2024
Lecture for the new Export Network in Sörmland.
”I just have to say that what you were talking about was among the best things I’ve heard in my entire life. Thank you!”
”Your contribution was appreciated at our final conference.”
Taste of place
One pass with three modules:
– Trends
– Product development and taste experiences
– To put Västerbotten and its actors on the map
”My highlight was Bianca Brandon-Cox’s lecture on food tourism, where even more people learned about the potential of food experiences and how it can become an even greater driving force for tourism.”
”I never take notes during lectures, but when you started talking, I kept taking notes.”
Visit Värmland - Värmland Visitor Industry Days, lecture, 7-8/11, 2024
Lecture focusing on the importance of meals in the tourism industry.
Lecture focusing on the importance of meals in the tourism industry.
– Consumer and meal trends, and how we can take advantage of them
– The wishes and needs of Swedish and international travelers.
”This was GREAT. Thanks for the super-good organization, very professional!”
”What a fantastic day. Thank you so much for an inspiring day full of insights. So rewarding!”
”So nice that you brought Bianca here, she is truly inspiring.”.
Trends, packaging and marketing
– Consumer and meal trends, and how we can take advantage of them
– Cost-effective value-creating marketing communication that hits the target group directly
– Increased visibility in digital channels. How do we reach our chosen target groups, and what channels are they on?
– SEO-optimized and location-unique storytelling and the art of creating attractive content
– Sustainability communication in practice
– Take advantage of the AI tool ChatGPT
“Thank you for a very good lecture!”
“Time went by so fast I just wanted more!”
Sörmlands Food Cluster, Autumn Meeting, 3/10, 2024
Meal trends and marketing tips!
What consumer and dining trends can we capitalize on? How do we reach our target audiences through digital and physical channels? How do we create value for our customers?
”Very interesting lecture, very inspiring!”
”We have never had this many registered participants before; we even have a waiting list.”
Digital transformation in tourism – trends and tips for improving the customer experience
Digitalization in tourism. Trends and concrete tips on how operators can use digital technologies, such as AI and Open Data, to improve customer experiences and business strategies. Examples of successful applications from operators in the tourism industry.
“It feels like popcorn in my head; I get so many ideas!”
“Now I just want to go home and work; there’s so much fun to be had.”
Workshop for food and beverage operators in Nedre Dalälven, 16/9, 2024
Meal trends, sustainability and target groups
Organized by Leader Nedre Dalälven as part of the project ”Experience the taste of the lower Dalälven” in collaboration with Kurbits.
Consumer and traveler trends. The potential in food tourism. The wishes and needs of Swedish and international travelers, and how you can create attractive offers that attract these target groups.
Marketing & Communications
How do we reach selected target groups through digital and physical channels? How do we create value for our customers? How do you best communicate your sustainability efforts?
”What a day in Furuvik! Gästriklands Besöksnäring hosted a packed day with a variety of interesting topics and speakers moderated by the Gävle Business Podcast. Bianca Brandon-Cox spoke passionately about food, drink, meal tourism and the importance of collaboration and packaging.”
Site development, hospitality & food tourism
The potential of food tourism, current consumer and dining trends, visitor needs and preferences, the importance of hospitality, the significance of collaboration, and how to create attractive and sustainable places.
“Thank you so much for the incredibly professional and informative lecture yesterday!”
“…superb lecture that was extremely interesting.”
“Very knowledgeable and inspiring!”
“Very inspiring topic and professional presentations.”
Meal tourism and how to create attractive destinations for visitors, 16/4, 2024
The Household Society of Västra and the Smacks of the Heritage Society
Organized by The Household Society of Västra and the Smacks of the Heritage Society
Are you part of a local history society and want to explore how local food can become a catalyst for developing and showcasing your visitor destination? Then this webinar is for you! You will learn, among other things, about:
– Current trends in food tourism and how you can use them to benefit your business
– The potential in food tourism
– How to create cross-fertilizing holistic experiences that attract both Swedish and international visitors
– Place-specific products and the power of place-specific storytelling
– Good examples, i.e. successful initiatives that show possibilities
– Lots of tips on what you as an actor can do!
”What level do you think the course was at? 1 = low level. 5 = high level.”.
100% above average or higher.”
“Great material with beautiful images and good examples.”
“What value would the exchange rate have for your business? 1 = little value. 5 = great value. 90.9% on average or higher (Gävleborg)”
The course content was of great value to my business 4.3 out of 5 (Dalarna)
Digital communication & marketing, 19/3, 13/4, 14/4, 2024
The County Administrative Board of Gävleborg County and the County Administrative Board of Dalarnas County
A course where food processors, primary producers, and catering and nature tourism companies receive practical tools to enhance and make their businesses more visible using digital communication and marketing.
Course content:
– Consumer and meal trends
– Target groups with great potential
– How do you reach your chosen target group(s)?
– Choice of channels; Social media, Google, TripAdvisor, etc.
– Cost-effective marketing
– Value-creating market communication
– Keyword-optimized location-specific storytelling
– Measurement and calculation
– Learn how to create attractive content!
– PR and Influencers
– ChatGPT, how can you take advantage of this AI tool?
– Advertising, Meta and Google
“Thank you so much for an inspiring course! Not only have you shared your extensive experience and knowledge, but you have also allowed us to think outside the box with great enthusiasm! You have asked, refined, and pushed us until we have put all the pieces together!! Such an incredibly educational process with many tools to take with us forward
.”
Part of the “Concept Developers in the Event and Visitor Industry” training program over 80 weeks. The course’s purpose was to provide students with knowledge and skills regarding the marketing and selling of tourist and visitor products based on the requirements of customer value and profitability.
The students were, among other things, taught how to conduct market analyses, evaluate different market channels in relation to sales strategies and customer offerings, design and communicate customer offerings through relevant market channels, and create action plans and select methods and tools for follow-up/evaluation.
They were also tasked with creating a real-life case study, as well as tailored packages and customer offers for “Dalsland – Sweden’s gravel destination“.
”Bianca is knowledgeable and passionate about what she lectured about; she provided concrete tips and had a calm and pleasant presentation. Very good!”
“Bianca was very skilled and easy to listen to.”
“Absolutely inspiring and rewarding. Very useful for those of us who work with these issues in hotels and restaurants.”
Meal and consumer trends
– What is happening now and in the future, what attracts travelers related to food, drink and dining experiences?
– Concrete tips on how actors themselves can use the trends in their own operations (product development and marketing).
Communicate your sustainability work
– How can food and beverage operators create attractive sustainable communication?
– Which target groups have potential, what do they want to experience, how do you reach the target groups?
– Which channels and marketing materials attract (images, films and text).
– Good examples and lots of tips.
What does a conscious traveler look for and take advantage of meal trends, 16/10, 2023, Experience Gastronomic Gävleborg
Inspirational lecture during a webinar about ”The Meal Travelers”, part of a digital training course ”Creating sustainable and place-specific dining experiences” by Eva Jilkén and MatVärden.
The webinar was held in conjunction with Visit Sweden and the developers of the holistic experience ”Cycling in the film landscape of Småland”.
”Just wanted to send a big thank you for the awesome presentation here in Dalsland. It was really inspiring to have you with us and hear your thoughts and ideas. You really gave everyone here a boost of energy, and it was super fun to hear all the things you shared. Thank you for making our tourism day so rewarding for all of us.”
For a broad audience consisting of partner companies, owners, board members, municipalities, banks and other interested parties, I delivered lectures on:
– The image of Sweden – How is it doing? What are the main associations with the country of Sweden? Sweden “The world’s most sustainable destination”.
– Tomorrow’s guest – who is he/she? What are their wishes and needs?
– Trends – important trends right now and tips on how Swedish tourism businesses can use these trends in their operations.
Sustainable product development – tools for creating new sustainable products with the aim of attracting tomorrow's guests.
– Marketing – how do we reach tomorrow’s guests? What kind of marketing is effective? How do we create unique text that attracts both travelers and is rewarded by search engines? Which channels are important? And how can we use ChatGPT?
”…you were well prepared, and seemed very knowledgeable in the subject – plus you seemed genuinely engaged which made the whole thing very enjoyable and interesting to listen to! I get the impression that the participants were very satisfied.”
During a development day in Smörnäs, Gävle, I gave a presentation on Storytelling. Eldson Wilderness Camp for Gästrikland's Outdoor Network.
For about 1.5 hours, I talked about, among other things:
– The power of place-specific storytelling
– SEO-optimized storytelling
– How to take advantage of consumer trends
– How to map your content resources
– Storytelling for different target groups, purposes, and channels
– How to get rid of writer's cramp
– A working method for creating and planning content continuously
– How to use ChatGPT in your business
I also provided concrete examples of how to use Storytelling in your own business.
”An interesting and instructive day within the project ’Welcome Back’! Who is actually the traveler of tomorrow, and what trends do we see ahead? Bianca Brandon-Cox gave us both inspiring thoughts and important insights on how we can think about future travel.”
During Export Day in Östersund, on behalf of JHT Among other things, I lectured on:
– Tomorrow’s guest – who is he/she? What are their wishes and needs?
– Future insights – a brief introduction to important trends right now and tips on how to stay continuously updated.
Product development – tools for creating new cutting-edge and sustainable products with the aim of attracting tomorrow's guests.
– Marketing – how do we reach tomorrow’s guests? What type of marketing is effective? How do we create unique text that attracts both travelers and is rewarded by search engines? Which channels are important? And how can we use ChatGPT?
Learn more on the JHT website
Read more about the campaign Welcome back!
Read more about today's schedule here
Trends in food tourism, Landscape meals & NIFA, 2/6, 2023
At Carl Jan Granqvist at Saxå Bruk A full day of lectures and a workshop were organized related to various development projects, with the meal in focus, including ”Development of dining destinations” and ”Future sustainable dining systems”.
I lectured on ”Meal Trends” with insights from Visit Sweden and enjoyed Carl Jan Granqvist’s extraordinary hosting. Was also very impressed by NIFAS’s book ”Warmian food with stories”.
”The Food Photography and Styling course was super fun and educational… If I were to rate it, the course would have gotten a 5 out of 5.”⭐️⭐️⭐️⭐️⭐️”
Food photography and styling workshop at Görvälns Slott, 9/9, 2023
Over the course of half a day, about ten participants learned how to style and photograph food and drinks using their mobile phones. It was a privilege to be able to participate. Görväln Castle and to have access to florist Carola Fogelberg's bouquets as well as the garden plots for which Carola is also responsible. Chef John Anderson.
This includes:
– Take photos with your mobile phone
– Lighting setup
– Prop Styling
– Food styling
– Composition
– Image editing
As a course participant, you also receive a training material of approximately 80 pages.
”Thank you for a very fine performance, a brilliant presentation that was truly appreciated by many. You are a star!”
Trends in food tourism, Visit Dalarna, 30/1, 2023
During a knowledge development day in Falun, I gave a lecture on behalf of Visit Dalarna on the demand from international and Swedish food travelers as well as the latest consumer trends in the food sector, with a focus on food tourism, featuring insights from Visit Sweden.
I also provided concrete examples of how to use the trends in your own business.
”Thank you for helping us make Destination Day 2023 so great! So many people reacted positively to all the clear facts and examples regarding our presumed guests.”
Trends in food tourism, Visit Roslagen, 15/3, 2023
Food that creates development in the area, Roslagens destination day 2023!
This year’s theme – Food as a reason to travel! An industry day for primarily operators active in the visitor industry. The knowledge day included inspiration and knowledge about place development and dining trends, and provided opportunities for networking and tasting ”Swedish tapas” from local producers from Roslagen.
Together with Placebrander developed Visit RoslagenIn my presentation for s revised brand platform, I discussed the demand from international and Swedish food travelers as well as the latest consumer trends in the food sector, using insights from Visit Sweden.
I also provided concrete examples of how to use the trends in your own business.
In the photo: Madeleine Norum Placebrander.
Sustainable meal trends, Hufvudsta Gård, 3/4, 2023
An inspiration evening themed ”Gastronomic Sustainability” for Hufvudsta Farms customers and partners.
”We take the sustainability issue seriously and we want to share how we work and why it is so important. At Hufvudsta Gård Boutique House, we have gathered some of our partners this evening to talk about sustainable gastronomy, zero waste, circular farming and much more. We will also offer sustainable food and drinks.”