We helped stakeholders envision a new gastronomic tourism for Navarra.

A project for Navarra’s Tourism Board

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: 

  1. 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

  2. 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

Press

Meet the Team Involved

  • A smiling woman with short, dark hair, wearing a light-colored button-up shirt.

    Estefania Simon-Sasyk

  • A woman with dark hair, wearing a light-colored cardigan over a dark top, and multiple layered necklaces, smiling in front of a wooden background.

    Idoya Fernández-Pan

  • Black and white photo of a man in a suit with a striped shirt, looking to the side with arms crossed, in front of a reflective surface showing his reflection.

    Dr. John A. Sweeney

  • Black and white photo of a woman with long dark hair, smiling broadly, with her fist clenched in a gesture of strength or victory, wearing a black top against a plain light background.

    Eli Puiggròs

  • Black and white portrait of a young woman with wavy hair, wearing earrings, a floral shirt, and a white top, standing against a plain wall.

    Raquel Mestre Cuesta

  • Black and white close-up photo of a woman smiling, showing her teeth, with earrings, a septum piercing, and a beaded necklace, wearing a soft textured top with ruffled sleeves.

    Constanza Díaz del Castillo

  • Black and white photograph of a smiling woman with dark, curly hair styled in a high bun and loose waves, wearing a white collared shirt, in front of a plain background.

    Sofia Simon-Sasyk

MORE ABOUT US

And the Institutions

“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.”

Maitena Ezkutari Artieda — General Director of Tourism, Commerce, and Consumption office

And finally, what this project kindled

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Fotografía del 8 de julio de 2024 que muestra a una mujer caminando por una chacra (huerta, en quechua) en Sharamentsa (Ecuador). EFE/Irene Morante De La Hera