What is Turismo de España doing with our gastronomy?
The origin of the question. A manifesto from Tourism of Flanders sneaks into my inbox:
"We are not a land of beer
We are the land of brewers
We are not chocolate land
We are the land of chocolate makers”
Curiosity overwhelms me and I answer the call. After the email, a unified manifesto (I make contacts, ask questions and snoop) a document called ** Flemish Food Manifesto ** behind which cooks, administration and the private sector close ranks: a product club —this is how the “support programs for the commercialization of products or specific segments of the tourist offer” are designated, a perfect example of How to sell' (I say this without a pejorative nuance; sell: make known ) its gastronomic values to the rest of the world . In the first place, and as a strategic axis, the great totems of its gastronomic image: craft beer and chocolates . Second, your bet on young creative chefs and for the entire fleet of brasseries, taverns and bars that give context to its proposal.
Honestly, it makes me more envious than anything else. That because? Because maybe it's time to look at your navel and see how (things as they are, flamenco friends) with an infinitely more complex and valuable gastronomic cupboard we do not finish knowing what we sell. Because… what do we sell?
Where is our creative cuisine?
First stop : the website of ** Turismo de España ** (hardly anything about our cuisine on the cover, which stars in a spot about 'Health & Care', ¿?) and its Gastronomy section: “A country to savor”. We found? Oil tastings, cooking courses, traditional markets and popular festivals, but... what is the message? Is there a strategic axis) No trace of great —or small— cooks, interviews or people. Not a face.
Second stop :** Savor Spain. Tasting Spain **. What is this? An own brand after which part of the sector is walking: "Saborea España is the first national platform with an international vocation for promote tourism and gastronomy . It is made up of the Spanish Federation of Hospitality (FEHR), the Spanish Association of Destinations for the Promotion of Gastronomic Tourism, the European Organization of Chefs (Euro-Toques), the Federation of Associations of Chefs and Confectioners of Spain (FACYRE), and Tourist Inns”. It seems like a good idea, they support the brand at fairs and part of their job is creation of a seal of quality for agri-food products, this is your validation request. There is also a blog and a fan page with eight thousand followers. Eight thousand people interested in 'Tasting Spain'. But… was this brand necessary? I wonder… do any tourists know her?
Third stop: ** Spain brand **. A "long-term" project, created by the High Commissioner of the Government whose objective is to improve the image of Spain abroad and among Spaniards themselves. From Marca España we also talk about gastronomy —and their messages go viral on their communication channels in parallel to those of spain.info and Saborea España, but without a common strategic umbrella; This looks like Bernarda's pussy (excuse me, it's just a proverb as traditional as it is wonderful). What is here? Well, within the 'culture and uniqueness' section we find Gastronomy, with two articles and a premise: "Mediterranean diet banner". And the rest?
WHY IS IT DISAPPOINTED?
Different channels with uncoordinated messages, dissociated social communities and not very clear objectives: I, at least, am not clear about them. Neither what institutions support what cause, nor if there is an idea behind it —and it is something that I do not fully understand; precisely at this time of overwhelming interest in gastronomy . They provide me with the results of the annual consultation of the Observatory of Culture in Spain , corresponding to the year 2016: the most valued area of creation is gastronomy, ahead of design or photography. It also leads the international impact, ahead of fashion and architecture. It's amazing.
Unbeatable leadership of gastronomy
Perhaps we should look at private initiatives, such as what BBVA is doing with the Roca brothers (first in Latin America and now in the rest of the Peninsula) or Movistar with Ferran Adrià. Perhaps it is time to sit down at the same table with chefs, farmers, sommeliers, wine growers, small businesses, tourism companies and the media. Maybe it's time to stop thinking we're the best . Perhaps it is time to stop thinking that what we have is so wonderful that it sells itself —and do something to prove it.
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