The meeting sought to inspire the sector, present new products and strengthen the role of agencies as prescribers of quality tourist experiences.
Spanish cuisine is, now more than ever, one of the main drivers of Spanish tourism. This was highlighted by Saborea España and the CEAV (Spanish Confederation of Travel Agencies) during a professional conference held this week in Barcelona, designed to inspire, renew perspectives and reinforce the role of travel agencies as prescribers of experiences with authentic regional identity.
The session, aimed at travel agencies, had the main objective of inspiring professionals in the sector, presenting new product proposals and reinforcing the role of agencies as prescribers of quality tourist experiences.
Juan Manuel Guimeráns, representing Saborea España, opened the meeting by emphasising its objective: ‘We wanted agencies to leave this event with specific ideas that they could turn into products, but also with a fresh perspective on how to sell Spain through its flavours, culture and regions. Gastronomy is one of the great gateways to our country’.
The event served as a showcase for nine destinations with a strong tourist and gastronomic identity – Cambrils, Ciudad Real, Cullera, Dénia, Gran Canaria, Lanzarote, Segovia, Seville and Valladolid – to display their enormous culinary diversity. Each of them presented their main resources, local products, gastronomic routes and experiences designed specifically to be included in packages, getaways and tailor-made trips.
From the seafood cuisine of the coast to centuries-old recipes from inland regions; from traditional markets to cutting-edge kitchens that set trends: the Spanish gastronomic map displayed all its richness in a single morning.
A programme focused on the product and inspiration
The conference, which showcased success stories in which gastronomy has been key to deseasonalising, increasing average spending and attracting visitors with a greater interest in local culture, was structured into different working blocks to facilitate both the inspirational and commercial aspects. On the one hand, there were destination presentations, in which each of the nine destinations showcased their main culinary resources, gastronomic festivals, quality-certified products, as well as getaway ideas and packages that agencies can easily incorporate into their catalogues.
On the other hand, in the block of unique gastronomic experiences, activities such as show cooking, market visits, meetings with producers, tapas routes, cooking workshops and experiences in traditional and avant-garde restaurants were highlighted.
Finally, the day concluded with a professional networking session, where agencies, destinations and collaborating entities exchanged contacts, explored agreements and discussed the real needs of the market.
Travel and explore in order to recommend and prescribe
As part of the event, each of the nine destinations raffled off a weekend stay for two among the attendees, with the aim of allowing professionals to experience first-hand the gastronomic experiences they will later recommend to their customers. Thanks to the support of sponsors Iryo and Vueling, these prizes also include free travel to each destination, offering a complete experience that combines travel, accommodation, gastronomy and discovery of the region.
‘It is essential that agencies know the destination not only on paper, but also on the ground. Once they have tried the product, their ability to recommend and sell it multiplies,’ emphasised CEAV
Gastronomy, business and added value for agencies
The meeting once again highlighted the potential of gastronomy as a strategic tool for travel agencies, because it allows them to differentiate their offerings in a highly competitive market; create tailor-made products that combine culture, territory and local cuisine; increase the added value perceived by the end customer; and deseasonalise and attract travellers throughout the year. Because, beyond booking a hotel or a flight, agencies are—when they have the right product—authentic generators of experiences, prescribers of experiences, capable of transforming a simple booking into a trip full of content and stories linked to the gastronomy of the destination.
‘It was an inspiring event, with the finest cuisine and fantastic networking opportunities, allowing us to continue exploring new opportunities for agencies. The response from professionals has been very positive and encourages us to continue working together to promote gastronomic tourism,’ concluded the organisers.
About SABOREA ESPAÑA
Saborea España is the national gastronomic tourism platform that brings together tourist destinations, the hospitality sector and producers with the aim of positioning gastronomy as one of Spain’s major attractions. Through promotion, training and product development, it works to consolidate the country as an international benchmark in gastronomic tourism and in the creation of experiences linked to the territory, cuisine and local products.
About CEAV
The Spanish Confederation of Travel Agencies (CEAV) is the business organisation that represents the entire travel agency sector in Spain. It brings together business associations and companies in the sector, and focuses its work on defending their interests, continuously improving professionalism and identifying new business opportunities for its members.
For more information about Saborea España and its calendar of events, as well as the participating destinations, please visit the website: www.tastingspain.es
Source: ACEVEDO COM