The first edition of the International Congress on Non-Urban Gastronomic Tourism, Discover-Eat, closed on 11 June, emphasising the importance of presenting rural areas as destinations that preserve their identity and authenticity.
Over the course of three days, experts from sectors such as tourism, gastronomy, oenology, luxury, and digital technology agreed that originality and authentic experiences are essential for putting rural areas on the gastronomic tourism map. To achieve this, the primary sector and tourism must work together, with gastronomy acting as the unifying tool. “A cross-cutting approach is key,” summarised chefs, winemakers, public administrations and experts in digital visibility, emphasising the importance of a solid narrative that connects history, territory, culture and tradition — storytelling that brings meaning and value to each proposal.
Wine tourism is an example of an authentic experience
One sector that has best understood this need for storytelling is wine tourism. Historically, the wine sector opened its cellars to visitors, offering experiences that connected them with the rural environment. Today, however, maintaining that authenticity requires the incorporation of new features to enhance the visitor experience. The first roundtable discussion featured prominent winemakers such as Francisco Fernández, CEO of Bodegas Pago de La Jaraba in Villarrobledo, Albacete; Santiago Vivanco, owner of Bodegas Vivanco in Briones, La Rioja; Lucía Fernández Rivera, CEO of Familia Fernández Rivera in Pesquera de Duero, Valladolid; and Rosa Melchor, president of the Spanish Association of Wine Cities (Acevin) and Wine Routes of Spain.
Melchor highlighted the main challenges facing the sector as ‘promotion, marketing, digitalisation and training’, while Francisco Fernández stressed the importance of attracting international tourists to rural areas to drive qualitative growth. There was general agreement on the need to avoid overcrowding, since, as Lucía Fernández pointed out, ‘wine routes are not just a business opportunity; they are also a way of learning about our history and the people behind the world of wine’.
How to reach the rural restaurant
Once a solid narrative based on authenticity has been established, the next step is to publicise it and reach visitors. The closing day focused precisely on this aspect. Juan Monzón, an expert consultant in new technologies, stated that the rural tourism sector is ‘an ideal channel to differentiate yourself, be unique and generate value’. He suggested future developments such as hyper-personalised travel, adapting language to different generations and tourist profiles, and using exponential technologies such as AI, virtual and augmented reality, and immersive tools before, during, and after the trip.
Matija Babić, the creator and CEO of Taste Atlas in Zagreb, Croatia, offered solutions for visitors, presenting his platform as ‘an interactive global food map where we catalogue nearly 20,000 foods from around the world, rated and verified by our team. We preserve tradition because local food makes each destination special’.
Melchor highlighted the main challenges facing the sector as ‘promotion, marketing, digitalisation and training’, while Francisco Fernández stressed the importance of attracting international tourists to rural areas to drive qualitative growth. There was general agreement on the need to avoid overcrowding, since, as Lucía Fernández pointed out, ‘wine routes are not just a business opportunity; they are also a way of learning about our history and the people behind the world of wine’.
Another roundtable featured Anna Bruno, an Italian journalist specialising in tourism and digital gastronomy; Francisco Castro, CEO of Adentity; Clara Pérez Villalón, a chef and content creator; and Samuel Moreno, a chef at El Molino de Alcuneza in Sigüenza, Guadalajara. They all agreed that the image and narrative must be built at source by involving the local population and promoting local rather than regional cuisine. They also emphasised that, in the future, chefs will become content creators and brand ambassadors for their own restaurants.
Gastronomic ambassadors of Alto Asón
The conference closed with a speech by Cantabrian chefs Nacho Solana (Restaurante Solana*, Ampuero) and David Pérez (Ronquillo, Ramales de la Victoria), who are gastronomic ambassadors of Alto Asón. Jesús Ramón Ochoa, president of the Alto Asón Association, emphasised the importance of gastronomy for the local economy, stating that ‘the Asón Valley was the great unknown of Cantabria, and thanks to Nacho and David, that is changing’. The chefs agreed that visitors are the best ambassadors for the area because they can convey its authenticity and the value of the rural experience.
Discover-Eat has demonstrated that gastronomy can forge a genuine connection between the primary sector and tourism, safeguarding rural identity, invigorating the local economy, and crafting distinctive experiences for visitors.
