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Markets, Festivals and Shows: Sustainable Approaches to Gastronomic Tourism Through CollaborationThis chapter reveals how and why gastronomy has been used as a tourist attraction by markets, festivals and shows in Cheshire (England). It demonstrates how gastronomy can be used to increase visitor footfall and provide an economic stimulus in rural and urban areas. It considers how gastronomy can also be used to provide the solution to or raise the profile of social and environmental factors. The Nantwich Food Festival is used as the main case study, supported by examples from the Foodies Festival Tatton Park, The Royal Cheshire County Show and the Rode Hall Farmers’ Market. The aim is to understand how varying needs within the local and wider community were identified and then met through farming-related events, which expanded or metamorphosed into their present form with gastronomy used as a pull-factor. Contemporary trends towards healthy eating, sustainable consumption, experiences and collaboration are acknowledged. UK consumers are increasingly seeking local, organic, non-GM, free-range, free-from and quality assured produce that is ethically produced, safe and traceable. ‘Foodies’ and culinary tourists continue to be drawn to unique and authentic food experiences, while gastronomic tourism events increasingly boost visitor numbers through the regular appearance of reality TV and celebrity chefs.