Gastronomy and tourism: Must every tourist wish be our command?

This paper's main theme is that gastronomy as a general matter is an under‐rated, under‐represented, and under‐valued component on the tourism menu. The suggestion will be that in the context of a general trend towards homogenization of tastes, the necessary definition, education and presentation for the many component cultural styles and approaches which go to make up the discipline of gastronomy are not sufficient to earn the tourist's appreciation and understanding. The dilemma will be addressed of whether tourists, though now accustomed to and mostly liking global fast‐food, might for their part in the overall cultural definition of their chosen venue, wish in the future, and welcome encouragement in the endeavour, to try a closer and more deep encounter with the food and culinary customs of the place which they decide to visit.