attraction , but can be used as an evocative and tactile tool to maximise delegate interactions and the overall impact of MICE events .

Fresh approach in Tunisia A couple of thousand kilometres to the south , Tunisia sits on the northern tip of Africa , at the entrance to the Mediterranean Sea . Gastronomy is a big factor in how the country displays its authenticity and rich culture . Moncef Battikh , head of promotions at the Tunisian National Tourist Office in London , says : “ Gastronomy and culture play a big part in MICE business as it is an opportunity ( for business tourists ) to enjoy a typical local variety of Italian , Roman , French , and Berber influenced cuisines .”

Centred around the principles of ‘ fresh cuisine ’ and diverse historical influences , Tunisia offers delegates endless opportunities to try delicious and exciting flavours from land to sea . Once part of the breadbasket for the Roman empire , Tunisian agriculture is an integral part of the country ’ s economy . Crops such as olives , dates and fresh fruits make up the majority of production and are abundantly used throughout Tunisian cuisine . Furthermore , Tunisia ’ s coastline stretching around 1,300km , also offers large access to the Mediterranean , where copious amounts of fresh fish can be found . The gastronomic tradition that stems from these principles of ‘ freshness ’, provide visitors with not just original dishes ( couscous , brik , Ojja …) but great quality produce .

However , in the past decade , concerns over the region ’ s stability and security ( Jasmine revolution 2010-11 ; Sousse resort and Bardo Museum terrorist attacks 2015 ) have dampened international event organisers ’ desires to host events in Tunisia . As the Covid pandemic continues to ebb and flow , Tunisia , perhaps more than most , is looking for innovative ways to attract

international business events back to the region . Gastronomy certainly has the potential to help build authentic experiences and evoke an appetite in those MICE visitors to return .

This potential presented by gastronomy can be a most welcome side dish to Tunisia ’ s existing natural MICE credentials and experience in leisure tourism . The distinctive North African culture has big appeal and being located only a short flight away from most European hubs makes for a handy destination that has traditionally offered excellent value for money .

Mokhtar Charfeddine , director of the Sousse Palace hotel , in the country ’ s second largest business hub of Sousse , argues that having events in Tunisia , compared “ to the same category of hotel in Europe , is not as expensive .”

Therefore , gastronomy can only add a new and important dish to the meetings menu in Tunisia as the country ’ s business events proposition is developed for the future .

Time to take gastronomy seriously The beauty of gastronomy is that it ’ s not exclusive to any one single destination . All locations in the world have their own gastronomy that is intrinsically linked to their own culture and history . In order to leverage this tradition to improve the MICE offer , there needs to be an understanding of where it can link into the identity of a location and how this can be used to create authentic experiences for delegates .

In Bruges and Tunisia , there is the insight and skill to harness the destinations ’ gastronomy to benefit business events and add to their appeal . And as increasing scrutiny is placed on the value of international business travel , event organisers and destinations need to be able to demonstrate the value that can be added for their delegate experiences by gastronomy . Get it right and the outcomes can be to everyone ' s taste .

Above : Traditional

Tunisian cuisine

“ The most important thing for tourists is to have an authentic experience ”

- Abduleah

Al-Tokhais ,

assistant

professor at

the College

of Tourism and

Archaeology

at King Saud

University ,

Saudi Arabia

Recipe : Nabeulian Ojja with merguez special sausages

For 4 persons / time : 15 mins Ojja is a Tunisian dish made from eggs , known for its ease of preparation . Ingredients :

• 250g of Merguez sausages

• 250g of tomatoes

• 500g of sweet green peppers

• 4 cloves of garlic

• 100ml of Oil

• 1ts of concentrated tomato paste

• 1ts of harissa

• 4 eggs

• 1ts of ground caraway

• Salt and pepper

Instructions 1 . Cut tomatoes into cubes and peppers into thick slices 2 . Heat the oil in saucepan and sauté the garlic 3 . Add tomatoes . Simmer for 3 minutes 4 . Put in the tomato concentrate and harissa . Continue to simmer for another 3 minutes

5 . Add half a cup of water and reduce heat for peppers

6 . Once the sauce becomes homogenous , and the peppers are withered , add salt , pepper and sprinkle with caraway .

7 . Beat the eggs and pour over everything . Lower heat and cover the pan .

Recipe created by Rafik Tlatli , a celebrity chef in Tunisia .