From Awadhi Traditions to Global Recognition: Analyzing the Multi-Dimensional Impact of UNESCO Gastronomy Status on Lucknow’s Tourism Ecosystem

Abstract

This paper examines the multidimensional impact of UNESCO’s international designation on Lucknow’s tourism ecosystem. Lucknow has recently been designated
a UNESCO Creative City of Gastronomy to promote Awadh’s culinary traditions. Awadhi cuisine, which reached its peak during the Nawabi era (18th century), is representative of Lucknow’s cultural identity. Dishes like Dum Phuket, Galawat, and Bhunao are famous and used all over the world. The study will help to understand how this international designation by the UNESCO Creative Cities Network will serve as a marketing and promotional tool for sustainable urban development, along with positioning Lucknow as a top destination for gastronomic tourism. The paper highlights three critical dimensions: economic inclusion, heritage preservation, and strategic branding. While the UNESCO designation brings with it respect and the tag of authenticity, it also carries the potential for rural gentrification, staged authenticity, and the trend towards convenience food. These problems can lead to the loss of property for locals, replacing slowly cooked, authentic recipes with dishes that are easy to make and appeal to global audiences. To preserve Awadh cuisine and adapt to a globalised world, Gastronomic Tourism Experiences (GTE) should be created, rather than simply offering dishes from the cuisine. The integrated strategic approach should combine storytelling about the dishes, food events that will generate curiosity and hygienic quality street foods made from local ingredients. All these factors will combine to form GTE, making it a powerful driver of revisit intention.