Gastronomic Tourism Opportunities for Navarra
We helped stakeholders envision a new gastronomic tourism for Navarra.
Client: Turismo de Navarra
Sector: Government · Tourism
Service: Foresight · Strategy
Location: Navarra, Spain · Year: 2022
Result: A bottom-up gastronomic-tourism strategy that defined the priority areas later formalised in Navarra's Sustainable Gastronomy Manifesto.
Mycelium was tasked to convene key stakeholders of the agri-food chain of Navarra to spot opportunities in Gastronomic Tourism. The result is an innovation portfolio for the region, with key investment areas and tactical actions to get the ball rolling:
Synergies among value chain actors that focus on the people, with some key aspects to incorporate:
Multigenerational approach with a focus on young voices
Folk and tradition weaved into the narrative
Exploration of the possibilities within wild gastronomy
The Challenge
How might we articulate the different sectors of gastronomy to position quality gastronomic tourism in Navarra?
How we tackled it
In the context of the II Meeting of young farmers, chefs, and food practitioners from Navarra for sustainable gastronomy, Mycelium was brought on to facilitate a futures-oriented conversation to spot regional gastronomic tourism opportunities. The project was sponsored by Navarra’s Direction of Tourism.
These opportunities would need to:
Articulate several agents, drive synergies
Have a positive impact on the territory
Potentially be a business (there's demand)
We then explored the second and third-order impacts of pursuing these opportunities and how they fit with our visions of preferred futures, and how transitions towards these futures could look like.
After the workshop, Mycelium delivered the results in two phases:
An inspirational talk during Navarra GastroSummit, a nascent initiative to create a space for gastronomy professionals to share their practices & come together.
A strategic analysis of the innovation portfolio for Navarra Gastronomic Tourism, with key investment areas and tactical choices to get things started.
We will continue to work with Navarra to conceptualize, prototype, and test solutions with the goal of positioning the region.
Deliverables
Futures workshop for key representatives of Navarra’s agrifood chain
Keynote at Navarra GastroSummit about the opportunities for the region in Gastronomic Tourism
An innovation portfolio strategy for Gastronomic Tourism for the region
Scope
Representatives from six industries came together: Farmers, hoteliers, producers, agri-food industry, academia, and professional associations.
14 areas of opportunity spotted
100 lines of work identified
A public round table were government and stakeholders shared the stage in Navarra GastroSummit
2 key opportunity areas to develop, ranging from incremental to transformational innovation for the region
3 key investment areas and 2 key tactics, one of them, the creation of the Gastronomy Manifesto
Meet the Team Involved
Estefania Simon-Sasyk
Dra. Idoya Fernández-Pan
Dr. John A. Sweeney
Elisabet Puiggròs Ruiz
Constanza Díaz del Castillo Velásquez
Sofía Simon-Sasyk
“The approach is very interesting and fresh. It breaks with our common narratives of what Navarra’s gastronomy is or should be, and helps us to look differently at the opportunities ahead.”
