International Congress on Gastronomic Tourism | Dr. Emma Pla: “Gastronomic tourism must play a key role in destination strategy”
We speak with Dr. Emma Pla, director of the Master’s Degree in Innovation in Tourism Management, to delve deeper into the concept and impact of gastronomic tourism.
At CETT, we understand gastronomic tourism as a phenomenon that allows us to discover, experience, and connect with the culture of a territory through the elements that define its gastronomy. It thus becomes a key component for rethinking destinations from a more sustainable, rooted, and value-added perspective.
Within the framework of the 1st International Congress on Gastronomic Tourism, co-organized by CETT, UPC Lima, the University of Alicante through the Gasterra Chair, the University of Alcalá, and the UOC with the UNESCO Chair in Food, Culture and Development, we speak with Dr. Emma Pla, coordinator of the specialization in Tourism Management of Culinary and Gastronomic Heritage at CETT-UB, to analyze how gastronomy can preserve intangible heritage, strengthen local communities, and strategically position territories.
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We are currently rethinking tourism on a global scale. What role does gastronomic tourism play in this new context?
There is currently a rethinking of tourism strategies driven, in part, by new demand trends, with a growing sensitivity toward sustainability and high-value experiences. In a context in which we are willing to pay for higher-quality, authentic, and differentiated experiences, gastronomic tourism should play a key role in destination strategies.
The contribution of local gastronomy in terms of authenticity and differentiation is undeniable and represents a major tourist attraction. Moreover, it contributes to tourism sustainability in all its dimensions: environmental, economic, and sociocultural.
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What impact can we expect from gastronomic tourism in terms of sociocultural sustainability?
It is a way of highlighting identity elements that contribute to the sense of belonging within a local community. A means to reclaim aspects that are part of its traditions, history, landscapes, and even traditional crafts. At CETT, we also like to highlight the role of culinary techniques, which act as a communicative tool that connects us universally.
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Gastronomic tourism is increasingly recognized as a way to preserve intangible heritage. How can it help preserve cultural heritage and strengthen local communities?
Local gastronomy used as a tourist attraction contributes to the preservation of cultural heritage, both in its material and intangible dimensions. In fact, some culinary techniques or diets have been recognized by UNESCO as intangible cultural heritage of humanity, such as the preparation of Korean kimchi, Moroccan couscous, Armenian lavash, the Mediterranean diet, or French gastronomy, which also includes cooking techniques and meal structure.
All this intangible heritage helps create narratives that align perfectly with current tourism demand trends, and also contributes to the conservation and survival of local communities. From a tourism perspective, it is essential that local gastronomy remains alive within the community, as this ensures that visitors perceive it as authentic.
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This year, Catalonia is the World Region of Gastronomy 2025 and our gastronomy has gained global visibility. What impact do these recognitions have on the international projection of a destination?
The impact of such recognitions on improving a destination’s international positioning depends on the territory’s ability to seize the opportunity. In this sense, Catalonia has done so successfully. It has not only strengthened the positioning of Catalan gastronomy in general and Catalan cuisine in particular but has also strategically linked it to a new marketing plan focused on a responsible and conscious tourist, where the local community plays a central role in the development of proposals.
What role does applied and multidisciplinary research play in generating new narratives, formats, and strategies for gastronomic tourism?
At CETT, through the Tourism, Culture, and Territory Research Group CETT-UB (TURCIT), we work on developing projects and knowledge transfer initiatives to promote an ethical, sustainable gastronomic tourism that energizes the territory and its heritage. This adds value for both visitors and residents. In this direction, we contribute to initiatives such as the Academic Forum of Saborea España, a platform involving researchers from universities across different destinations that help connect destination needs with academia and fosters more efficient development of gastronomic tourism.
Scientific research on gastronomic tourism is relatively recent and therefore has room for growth. One of the first books addressing the development of gastronomic tourism, Tourism & Gastronomy, was published in 2002 by professors Greg Richards and Anne Mette Hallager, who were speakers at the 1st International Congress on Gastronomic Tourism held at CETT.
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The rise of generative artificial intelligence is transforming tourism recommendation processes. How does this new reality affect the way travelers choose, evaluate, and experience gastronomic tourism?
In the same way, it impacts other tourism products. Visitors use generative AI tools to obtain recommendations and proposals tailored to their needs. This has a direct impact on companies and destinations, which, in addition to digitalizing themselves if they are not already, will need to strengthen their online positioning and optimize the management of their reviews.
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Continuing with emerging trends: how do you think they will shape the future of gastronomic tourism, and how should academia and the sector prepare for it?
As mentioned earlier, gastronomic tourism must play an essential role in the future development of destinations, which are increasingly committed to sustainable tourism and eager to adapt to new demand trends.
