Guidelines for the Development of Gastronomy Tourism$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 $protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism2Table of contentsAcknowledgments 5Forewords World Tourism Organization 6Basque Culinary Center 7Introduction 8Chapter 1 Development of gastronomy tourism a practical guide for tourism destinations 121.1 Planning and management of gastronomy tourism in the territory 121.2 The value chain of gastronomy tourism 151.3 Analysis of trends in gastronomy tourism 181.4 Comparative analysis and analysis of competitors in the destination 191.5 Quantitative and qualitative analysis of gastronomy tourists 211.6 Analysis of the destinations image and gastronomic positioning 241.7 Defining the destinations competition strategy 251.8 Promoting product development and innovation 271.9 Training, professionalization and job creation 301.10 Offering memorable experiences: guaranteeing quality services 321.11 Governance: promoting public-private collaboration 341.12 Control and monitoring mechanisms 36$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism3Chapter 2 Recommendations 382.1 Promote a model of governance that is transparent, participatory and offers leadership 382.2 Promote the recognition of the local gastronomy as a cultural heritage: strengthen culinary identity, local products and the gastronomy of the destination 382.3 Take actions to improve the scenario, environment, venues and system for hosting gastronomy tourists 392.4 Foster the creation and development of products and of gastronomy tourism experiences associated with the endogenous potential of the destination. These should be innovative, distinctive, and varied to attract gastronomy tourists and help position the territory as a gastronomy destination 392.5 Promote competitiveness of all actors in the value chain, based on excellence, knowledge, talent management, innovation and cooperation of all actors 402.6 Develop mechanisms for gastronomy tourism intelligence in order to quantify, know and characterize gastronomy tourists and analyze the dynamics of the destination 402.7 Develop an authentic, credible storyline about the destinations gastronomy as a brand argument gastronomic branding 402.8 Define and adopt a plan to promote and support the marketing of gastronomy tourism with the participation of all agents in the sector gastronomy marketing 412.9 Maximize the power of technology as a driver for developing gastronomy tourism 412.10 Promote gastronomy tourism as a tool to progress towards sustainability in the destination and the contribution of tourism to the SDGs 41Methodology and list of participating experts 42References and bibliography 43$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism4$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism5This report is the result of collaboration between the World Tourism Organization (UNWTO) and its affiliate member, the Basque Culinary Center. The report was prepared by Ms. Amaia Lopez de Heredia and Mr. Iñaki Gaztelumendi from the Basque Culinary Center.The editing and revision work at UNWTO was carried out under the supervision of Ms. Sandra Carvão, Chief of the Tourism Market Intelligence and Competitiveness Department, with the contribution of Ms. Aditya Amaranggana. Acknowledgments$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism6Gastronomy tourism forms an integral part of local life and is forged by the history, culture, economy and society of a territory. This bears the natural potential to enrich the visitor experience, establishing a direct connection to the region, its people, culture and heritage.The interest in gastronomy tourism has grown in recent years alongside its intrinsic promotion of regional identity, economic development and traditional heritage. Having identified its competitive edge, more and more destinations around the world are looking to position themselves as destinations for gastronomy tourism. These guidelines have been developed by UNWTO and our Affiliate Member, the Basque Culinary Center (BCC). They are a practical toolkit to support the development of gastronomy tourism at the destination level. The guidelines complement the work that UNWTO and the BCC have been undertaking over the past years to promote gastronomy tourism around the world, including the yearly UNWTO World Forum on Gastronomy Tourism, which alternates between Donostia/San Sebastián, Spain, and an international host country. I wish to thank the BCC, a global gastronomy leader, for its commitment and outstanding contribution to advance gastronomy tourism as a means to advance sustainable development in partnership with UNWTO. Zurab PololikashviliSecretary-General, World Tourism Organization (UNWTO)Foreword World Tourism Organization$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism7Gastronomy is one of the sectors most valued by tourists. When we travel we like to discover the local cuisine of the destination, to explore its restaurants, to taste the typical products, the traditions, and to be able to live surprising, unique and special experiences. The data show that, according to the World Tourism Organization (UNWTO), more than a third of a tourists spending is dedicated to food. Gastronomy has become one of the main reasons to travel.In many destinations, gastronomy has become a strategic sector that contributes to the generation of wealth and employment, creating value for the entire value chain from the production of quality food, its transformation, to the hotel or tourism companies and the promotion of the country brand.This guides the work of the Basque Culinary Center. A holistic and interdisciplinary approach aimed at developing the potential of gastronomy through the training of professionals, in research and innovation of products and services collaborating with companies and through different initiatives to promote gastronomy. The Basque Culinary Center is today a university faculty with students from 32 countries, a Technological Center in Gastronomy and has agreements with more than 50 companies.Aware of the importance of gastronomy tourism, five years ago, together with the World Tourism Organization (UNWTO), we organized the first World Forum on Gastronomy Tourism. During these five years, gastronomy tourism has been growing in all stages. It is a broad sector that generates wealth and employment, and that faces the challenges of a large sector.These have been the bases that have led us to develop the Guidelines for the Development of Gastronomy Tourism together with the World Tourism Organization (UNWTO), our strategic ally, a publication that we hope will help and become a useful tool for those territories that want to position and reinforce their gastronomic strategy.Joxe Mari AizegaDirector General, Basque Culinary CenterForeword Basque Culinary Center$protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126 Guidelines for the Development of Gastronomy Tourism8Gastronomy tourism, a rising form of tourism The World Tourism Organization (UNWTO) defines gastronomy tourism as “a type of tourism activity which is characterized by the visitors experience linked with food and related products and activities while travelling. Along with authentic, traditional, and/or innovative culinary experiences, Gastronomy Tourism may also involve other related activities such as visiting the local producers, participating in food festivals and attending cooking classes. Eno-tourism (Wine Tourism), as a sub-type of Gastronomy Tourism, refers to tourism whose purpose is visiting vineyards, wineries, tasting, consuming and/or purchasing wine, often at or near the source”.1Gastronomy is reasoned knowledge about what we eat and how we eat it. It is an area of inter-disciplinary knowledge which studies and generates physicochemical, cultural and socio-economic processes in which human beings cultivate, process, distribute and consume good foods and beverages which affect their physical, mental and social wellbeing.2Gastronomy has always formed part of tourism, but the relationship between them has changed significantly over recent decades. In recent years, we have seen a phenomenon in which increasing interest in food has led the relationship between gastronomy and tourism to evolve towards new models, giving rise to a new tourism segment, that of gastronomy tourism.The need to eat is the same for all of us, but it also differentiates us. Gastronomy tourism has arisen precisely because of this difference: the difference between tourists who simply feed themselves during their travels and those for whom gastronomy has a decisive influence on their choice of destination and who wish to satisfy their hedonistic and cultural appetite in addition to their physiological need to eat.Over recent decades, gastronomy tourism has gone beyond the table setting and now includes all sectors of a destinations food and tourism chain producers (agriculture, fishing, etc.), processing firms (dairies, olive mills, canning plants, wineries, etc.), the tourism and hospitality sector (restaurants, specialised accommodation, gastronomic activity firms, etc.), the retail sector, the commerce sector (sale of products) and even the knowledge sector.Gastronomy tourism today cuts across many tourism products. It has expanded the possibilities for enjoyment and knowledge offered by good-quality local gastronomy products in the different territories and by the activities that are possible in their productive and processing environments. Gastronomy tourism is therefore based on a concept of knowing and learning, eating, tasting and enjoying the gastronomic culture that is identified with a territory. It is not possible to talk of gastronomy tourism without also talking about the culinary identity of the terroir as Introduction $protocol:/e-unwto/doi/book/10.18111/9789284420957 - Friday, August 02, 2019 11:01:41 PM - IP Address:172.96.241.126