UNWTO launches a guide with the keys to promote gastronomic tourism

The main recommendations contained in the guide published by the World Tourism Organization and the Basque Culinary Center (BCC) to promote gastronomic tourism are to promote a model of governance with leadership, transparency and participation, the design of a strategic plan that must be perfectly aligned with the Tourism Plan, encourage mechanisms for participation and support the creation of alliances and workspaces. The aim is for it to serve as a practical tool to support destinations that wish to promote it through a series of recommendations.

The initiative aims to empower tourist destinations, providing them with the necessary knowledge and indicating the appropriate processes for the preparation and application of a gastronomic tourism plan, although this is a series of recommendations that each destination must adopt depending on the development of this type of tourism. The UNWTO’s interest in the development of this type of tourism lies in the fact that the relationship between gastronomy and tourism has evolved towards new models, giving rise to a new type of tourism, gastronomic tourism. The adoption of such a plan will allow cities and regions to take advantage of the many benefits linked to gastronomic tourism, in addition to contributing to the creation and improvement of employment, the plan will also serve as a catalyst for innovation and entrepreneurship. A plan in which it will be necessary to know the contour, trends, competition, the gastronomic tourist, among other factors, to determine the development of a strategy and positioning of the gastronomic destination.

The document, presented within the framework of the UNWTO World Gastronomic Tourism Forum, raises the need to strengthen the culinary identity, local products and gastronomy of the destination through the development of programmes to promote chefs as interpreters of the territory or to promote gastronomic pride so that the population lives and participates.

The document also proposes the creation of experiences associated with it, so that there is an innovative and unique offer for the gastronomic tourist. The first step in achieving this is to identify the local gastronomy products with the greatest potential and to develop the most ‘cultural’ aspect, something that can be achieved through guided tours. The document also points out that it is important to define a brand strategy and a plan to promote and support the marketing of the new destination.

Another recommendation is the application of technologies, which also play an important role in the development of gastronomic tourism. In this area, it is important to provide companies with customer access and to boost tourist resources through the implementation of mobile applications and publication on social networks. To this end, it is necessary to encourage the use of technology applied to tourism marketing, personalisation and the development of quality audiovisual content.