skift | catalan tourist board | food economy | april 2017
TRANSCRIPT
Case Study Catalonia: How the Food Economy Drives Sustainable Tourism Development SKIFT REPORT 2017 1
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CASE STUDY CATALONIA: HOW THE FOOD ECONOMY
DRIVES SUSTAINABLE
TOURISM DEVELOPMENT
The crew at El Celler de Can Roca, Girona, Spain.
Case Study Catalonia: How the Food Economy Drives Sustainable Tourism Development SKIFT REPORT 2017 2
ABOUT THE CATALAN TOURIST BOARDThe Catalan Tourist Board (CTB) was set up by the Government of Catalonia and is responsi-ble for implementing the government’s tourism promotion policies. CTB is the official body that works closely with the Catalan public and private sector to promote and consolidate the “Catalunya” brand around the world. Catalonia is a Mediterranean destination with a millenary history, its own culture and language and a wealthy historical and natural heritage. Catalonia offers many attractions for all sorts of visitors: culture, relax, nature, families, sports, business, etc. Its great capacities and excellent facilities place it among Europe’s prime tourist areas, with over 31 million tourists a year, more than half from abroad. At roughly 12% of GDP, tour-ism is one of Catalonia’s main sources of wealth and hence one of its strategic priorities. Obtaining measurable results is one of the priority directives of the CTB, which focuses its efforts on tourism resources and companies in the industry. To this end, the CTB supports commercialitzation of products.
Case Study Catalonia: How the Food Economy Drives Sustainable Tourism Development SKIFT REPORT 2017 3
TABLE OF CONTENTS
ABOUT SKIFT
Skift is the largest industry intelligence platform, providing Media, Insights & Marketing to key sectors of travel.SkiftX is Skift’s in-house content marketing studio, working collaboratively with partners on integrated projects including webinars, video, research, and live events.
Visit skiftx.com to learn more or email at [email protected].
About the Author
Forward from Skift
Introduction
Local Food Systems and Lessons for Tourism
The Multiplier Effect, A Policy Tool for the “Local Food” Movement
Profiling Catalonia’s Tourism Challenges
Food, Culture and Catalonia’s Rural Tourism Industry
Catalonia’s Regional Culinary Footprint
Tourism and Exporting Experiences
Applying Food-Systems Thinking to Tourism
Executive Letter
Sources and Further Reading
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MASTHEAD
Research Director / Luke BujarskiProject Manager / Kirstie JiongcoSenior Designer / Ping ChanExecutive Sales Director / Deborah Knudsen
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Sustainability lnto Action: This report looks at Catalonia, Spain as a prime example of how destinations can foster best practices in sustainable tourism, by encouraging and promoting local food systems. Here we look at the challenges of overtourism and how local stakeholders can work toward a longer-term vision, where well-managed tourism equates to sustainable economic growth for Catalonia. Beyond Barcelona, the autonomous community of Catalonia is home to a wealth of local farmers, producers and culinary establishments. Each of the four provinces and 42 counties within Catalonia adds something unique to the region’s culinary footprint. Highlighting the interconnected nature of this exciting ecosystem, and how the different actors within it can unite under the banner of sustainable food is the focus of this report.
Impetus: Food tourism and local cuisine promotion is now a common hook used by destination marketers. Yet, fine restaurants and eating establishments are just part of this story. As it turns out, people actually care about, or at the very least, have an interest in understanding where their food comes from. This presents an opportunity for Catalonia’s tourism stakeholders to leverage and promote local farmers, producers and retailers at the regional level, and to develop more effective tourism promotion strategies that align with the greater economic good.
Author: Luke Bujarski is the founding director of Skift Research, an independent business unit of Skift.com, focused on delivering impactful intelligence on the forces now shaping the future of travel. Among other pursuits, Luke lived and worked in Barcelona for a number of years. He holds a bachelor’s degree in Spanish linguistics, and a Masters in Urban Planning from the University of Illinois at Urbana Champaign, with a concentration in regional economics.
ABOUT THE AUTHOR
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LIKE WHAT YOU SEE?Skift is the largest industry intelligence platform, providing Media, Insights & Marketing to key sectors of travel.
Through daily news, research, podcasts, and Skift Global Forum conferences, Skift deciphers and defines the trends that matter to the marketers, strategists, and technologists shaping the industry.
SkiftX is Skift’s in-house content marketing studio, working collaboratively with partners like Mastercard, Hyatt, Adobe, Lyft, and many more on custom projects to engage the world’s largest audience of travel influencers and decision makers.
Visit skiftx.com to learn more or email at [email protected].
Carolyn KreminsPresident, [email protected]