SIE, Spain is Excellence brought together key figures from the tourism, gastronomy and media sectors at Galería Canalejas for an event that highlights the role of cuisine as a strategic tool for positioning.
At a time when gastronomy is establishing itself as one of the main drivers of high-value tourism, SIE, Spain is Excellence held a new edition of SIExquisito last Thursday, the 23rd, at Galería Canalejas, an event that brought together nearly fifty attendees —23 in each of the two sessions— including tourism sector executives, SIE members, influential figures from the gastronomic sphere, and editors of lifestyle and travel media.
Under the concept “Spain, bite by bite”, the event offered an experiential journey through different ways of understanding contemporary gastronomy, bringing together produce, territory and creativity as key elements in shaping Spain’s tourism offering.
The event was structured around three gastronomic experiences designed by leading figures in the sector, who not only showcased culinary offerings but also different ways of understanding how a high-value tourism experience is crafted today.
Anantara Villa Padierna devised an itinerary that went beyond a simple tasting experience to highlight the diversity of its culinary offering as an essential part of the destination experience. Through a tour of its various spaces, the initiative demonstrated how gastronomy can serve as the common thread running through a coherent tourism project, where every detail reflects a shared identity.
For its part, Marbella Tourism adopted a more strategic approach, using gastronomy as a meeting point between cultures. The collaboration between the TAKUMI restaurant and Casa Pablo’s fortified wines from Jerez not only offered a unique pairing, but also reflected a growing trend in high-end destinations: the ability to create hybrid offerings that combine local tradition with international influences, thereby enhancing the destination’s standing.
The SixSens proposal introduced an approach centred on the creative process. Far from presenting a final result, the experience allowed attendees to delve into the ‘making of’ a gastronomic event, showing how concepts such as narrative, aesthetics and product come together to create memorable experiences.
Events of this kind reflect a shift in the way we view luxury tourism, where the dining experience is no longer merely an added bonus but has become a key factor in travel decisions.
Beyond the culinary offering, attendees also had the opportunity to discover the history of Galería Canalejas, also a member of SIE, one of Madrid’s most iconic venues, reinforcing the link between heritage, experience and lifestyle.
“Gastronomy is no longer just a bonus of travel; it is one of the main reasons for choosing a destination. Spain is in a privileged position, but the challenge lies in how we transform that wealth into experiences that truly make a difference,” says Ana Alonso, CEO of SIE, Spain is Excellence.
Through initiatives such as SIExquisito, SIE, Spain is Excellence, is reinforcing its commitment to promoting experiences that go beyond gastronomy, consolidating a tourism model based on excellence, attention to detail and authenticity, and helping to project a solid, contemporary and distinctive image of Spain on the international stage.
Source: Press Office SIE, SPAIN IS EXCELLENCE.