Baku, september 2012 1
The gourmet tourist has emerged in the last few years, fully incorporated in the opportunities of cultural tourism, a 21st century traveller looking to discover culinary landscapes in the places visited. The gourmet tourist looks for authenticity in the places visited, through cuisine, appreciative of product traceability, its origins and established standards of quality. This type of tourist is demanding and appreciative. THE GOURMET MARKET
THE GOURMET TOURIST THE GOURMET PRODUCT No The gastronomy therefore, cannot become a bland and anonymous product. YES For this reason it s necessary that all those involved participate in the description of the offer of gastronomic tourism.
Gastronomical tourist Conventional tourist Gastronomical expert Gastronomical enthusiast + Knowledge of world gastronomy Demanding expectations of the product - THE GOURMET TOURIST THE GOURMET PROFILE
STRATEGIC DECISION? GASTRONOMIC TOURISM GASTRONOMY IN TOURISM
TOURISM GASTRONOMY 52 million tourists More than 5 million tourists, 10.7%, travel for this reason Income of over 48.000 million It has produced more than 5.010 million income. Tourist satisfaction scored 7.7 out of 10 Visitors have scored their satisfaction with 8.3 out of 10 11% of GDP and employs 11% of the workforce The food and agricultural sector employs more than 400.000 people and represents 7.6% of Spain s GDP TOURISM & GASTRONOMY
How do I build a Gastronomic Destination? Touristic resources and services of interest in a region + 1. the aim of producing a singular touristic product created from the quality and identity of its origin 2. To optimize both the marketing and selling 3. Looking to improve the level of satisfaction of the demand, promoting work in the local network 4. Aiming for full social-economic development in the region. THE GASTRONOMIC DESTINATION
PUBLIC PRIVATE What about the Public and private partnership? TOURISTIC & GASTRONOMIC SERVICES PRODUCERS OF GASTRONOMIC PRODUCTS & INDUSTRIES OF THE SECTOR PUBLIC ENTITIES What about the Public and private partnership?
PUBLIC PRIVATE GASTRONOMIC TOURISM LAUNCHING PLATFORM 9
Badajoz Cambrils Ciudad Real Córdoba Gijón Lanzarote Lleida Logroño Madrid Mallorca Menorca Murcia Pamplona San Sebastián Segovia Sevilla St. Carles de la Ràpita Tenerife Valladolid Valencia Vinaròs Zaragoza PRODUCERS CHEFS RESTAURANT OWNERS 22 DESTINATIONS/ONE DESTINATION: SPAIN 10
CORPORATE IMAGE 11
SPAIN, AN INTERNATIONAL TOURISTIC STRENGTH
01 To widen the concept of gastronomic tourism 01 concentrating on authentic Spanish gastronomy, linked to a region. 04 Creation of a brand which represents a product related to the variety with the variety of the Spanish gastronomic culture. 02 Developing experiences connected with the culture of gastronomy. 05 More ambitious and innovative strategies and methods of promotion and commercialization.. 03 Creating different product categories to increase the content and add value to the existing ones. 06 Identify and reach new markets. THE AIMS OF TASTING SPAIN 13
CREATION Defining characteristics, objectives, requirements and structure. Starting up. DEVELOPMENT Creation and promotion of product, developing networking and brand placement. Moderate growth. CONSOLIDATION Emphasis on launching & marketing. Consolidation as platform launch of gastronomic tourism. 2010 2012 2013 STAGES OF TASTING SPAIN 14
Product categories The variety of resources and possibilities that exist in the tourist map of Spain enable the project to be structured into different product categories. This approach is more efficient and produces more accurate results for each case. Gastronomic destinations Gastronomic events Gastronomic Itineries Gastronomic companies Gastronomic Producers Gastronomic Productos gastronómicos Products Product categories 15
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TOURISTIC GASTRONOMIC EXPERIENCE GET TO KNOW EAT BUY Experience Savour Remember Understand Taste Share Visits to producers of local products Workshops Museums Produce Tastings Attending Gastronomical courses Specialized shops Wineries Vegetable gardens Home produced products Fish markets Markets Restaurants Cafés Bars Taverns Specialized shops Wineries Oil Cooperatives
ENOGASTRONÒMIC PREMIUM Experience
Tourism, infrastructures and Agriculture. Policies in line Gastronomy, tourism and food, agriculture and viniculture. Policies in line. new Airport 90 M 710 touristic enterprises/almost 5.000 workers 32 Cellars 40.000 visitors Leaders on olive oil production Leaders on fruit production Lleida High Speed Railway Station 500.000 passengers/year 56 project partners First Spanish pig productors
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