This chapter is part of Module 10: New Professional Profiles in a Mediterranean Context and serves as the conclusion to Sustainable Food Systems: A Mediterranean Perspective. Massari continues with an overview of the green jobs that will make a change in the future, beginning with the food and wine tourists, then the professions in food and wine, and finally, with the idea of the sustainable tourist. Food and wine cultural tourism has a positive impact on the economy, employment, and local area, and there is profit to be had i the agricultural entrepreneurship, restaurants business, and tourist business that comes out of this travel. There are all types of new jobs associated with this type of tourism dropping up in the Mediterranean, including cultural heritage event manager ad slow traveller programmers. These individuals sell the local area’s image. Sustainable tourists are zero impact: what they use, transportation, accommodation, and food waste, don’t contribute to pollution. One-third of tourists world-wide visit the Mediterranean region every year, but unsustainable consumption and development threaten the ecological assets that are the Med’s most valuable assets. Millennials are the tourists most interested in the food and wine world, and prefer this active tourism, while seniors prefer spending leisure time focusing on the excellence of quality products. Digital natives prefer to travel via the internet and navigate via digital marketing. All of this needs to be acknowledged in order to create new strategies in the field.
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