Title - Name
Euskadi Gastronomika
Scope / Sector / Industry
Gastronomic tourism
Country / Region
Spain, Basque Country
Why is it good practice?
The Euskadi Gastronomika is considered a good example of networking for the management of gastronomic tourism in the Basque Country, as it managed to unite in a common collaborative framework almost 600 businesses, organizations and professionals active in the entire value chain of gastronomy and tourism. Through a shared vision, a clear framework of values and coordinated promotion, education and networking actions, it strengthened cooperation between the public and private sectors. At the same time, it highlighted the gastronomic heritage of the Basque Country as a key element of the destination’s tourist identity, creating authentic and sustainable experiences for visitors. The emphasis on sustainability, quality, innovation and the active participation of the network members contributed to increasing the competitiveness of the destination and strengthening the local economy, constituting an example to be followed by other similar initiatives.
How is it applied?
The Basque Country has an exceptionally rich gastronomic heritage, which extends from traditional family farms (baserri), historic local markets and gastronomic communities “txokos”, to traditional fishermen “arrantzales”, famous vineyards, the culture of “txikiteo” (going from bar to bar with small wine glasses), traditional grandmothers’ recipes (amamas/amonas) and a highly developed gastronomic ecosystem with more than 30 Michelin-starred restaurants. This gastronomic diversity and authenticity created the need for the creation of the Euskadi Gastronomika network, with the aim of the structured development, organization and promotion of the region’s gastronomic tourism.
The network is managed and financed by the Basque Tourism Organisation (Basquetour), with the support of the Basque Government’s Ministry of Tourism and has almost 600 members. These include businesses of different categories, such as agri-food producers, visitable industries, restaurants, tourist accommodation, local markets, specialist shops, tourist offices, tour guides and activity companies. At the same time, the network works closely with regional tourism management bodies, as well as with strategic partners from the tourism, gastronomy, media and content creation sectors.
Euskadi Gastronomika’s vision is to maintain and strengthen the international recognition of the Basque Country as a leading gastronomic destination, while its mission focuses on organizing and connecting the entire value chain of gastronomic tourism, from primary production to the final tourist experience. The network’s main strategic objectives include developing authentic gastronomic experiences that highlight the Basque identity, integrating the principles of sustainability and responsible tourism, creating new opportunities for local businesses and producers, improving the quality and competitiveness of the services offered, attracting visitors interested in gastronomy and wine tourism, as well as developing a strong collaboration network with common promotion and management strategies.
What makes Euskadi Gastronomika a truly pioneering good practice is its transition, during the period 2021–2023, to a participation system based on shared ethical values. The Euskadi Gastronomika Charter of Values is the official Code of Ethics for gastronomic tourism in the region, inspired by the Basque Code of Ethics for Tourism, which in turn is based on the United Nations Global Code of Ethics for Tourism.
The Charter of Values includes 22 fundamental principles, grouped into 8 central values, which define the quality characteristics of member businesses and commit them to a model of responsible behavior. These values are summarized below:
- Contribution to understanding and respect for tourists
- Equality, inclusion and tolerance of diversity
- Sustainability
- Promotion of tradition and local culture
- Preservation of the cultural heritage of humanity
- Excellence and professionalism
- Respect for people
- Fair and appropriate treatment of people (employees and business owners)
In parallel, the Euskadi Gastronomika network implemented a series of important initiatives such as:
- The redesign of its website with an emphasis on tourism promotion, through a special experiences section, an informative blog, an interactive business map and the strengthening of online presence and promotion.
- The digitalization of the process of integrating new members through the new online platform, which is connected to the Basquetour management system.
- Implementing a membership renewal process for businesses and tourism resources in the network, with the aim of updating their data, renewing their commitment and updating their promotional content, especially after the effects of the pandemic.
- Producing a promotional video, which presents the objectives, philosophy and benefits of participating in the Euskadi Gastronomika network.
- Conducting an online reputation study for businesses in the network, based on an analysis of user ratings and comments from leading tourism platforms.
- Providing specialized training programs on gastronomic tourism, in collaboration with the Basque Culinary Center.
- Organizing and participating in strategic events and international forums, with the aim of promoting the project and enhancing the network’s awareness, such as the presentation of Euskadi Gastronomika in Bilbao (2023), the Euskadi Gastronomika Festa in Irun (2024), as well as participating in international gastronomic tourism events.
- The implementation of integrated communication and publicity actions, such as corporate newsletters, collaborations with the media, press trips and fam trips), as well as collaborations with journalists and content creators.
The complete digitalization of the membership and renewal process is considered particularly important. Through the online platform, businesses can be informed about the conditions for participation, submit their application electronically and manage their data autonomously. After approval, the information is automatically integrated into the Basquetour system and displayed on the network website, reducing bureaucracy and improving management efficiency.
Finally, the evaluation of the network’s operation is based on an integrated system of performance indicators such as the number of implemented initiatives, coordination meetings and collaborations with the tourism industry. In addition, the traffic and use of the new website, participation and satisfaction with educational activities, the number of members joining or renewing their participation in the network, as well as the impact of communication actions through screenings, publications, newsletters and journalistic actions are evaluated. In parallel, indicators related to the online reputation of businesses and participation in strategic events and promotional actions are monitored.
Where is it applied?
The Euskadi Gastronomika is aimed at a wide range of entities and professionals active in the sectors of gastronomy, agri-food and tourism in the Basque Country, with the aim of participating in an organized network that promotes and highlights an authentic, quality and sustainable gastronomic tourism product. At the same time, it is aimed at visitors to the region, offering them the opportunity to get to know the gastronomic heritage, local products, traditions and authentic experiences that make up the gastronomic identity of the region.
When did it apply?
The Euskadi Gastronomika has been operating in its current form since 2023.
Results
Euskadi Gastronomika is considered one of the most successful initiatives in the field of gastronomic tourism. In 2026, it was included by the World Tourism Organization (UN Tourism) in the publication Good Practices in the Development of Gastronomy Tourism as an example of good practice, with the Network’s Charter of Values emerging as a key success factor.
According to the World Organization, the implementation of the initiative contributed to strengthening cooperation between tourism and gastronomy stakeholders, promoting a common framework of values and coordinated action. At the same time, it contributed to the upgrading and diversification of the gastronomic product of the Basque Country, integrating a wide range of authentic experiences linked to local production, culture and tradition.
The development of the new digital platform significantly enhanced the visibility of the destination, allowing visitors to search for and organize personalized gastronomic experiences, while strengthening the awareness of the Euskadi Gastronomika brand at a national and international level. In addition, the network contributed to the visibility of the participating businesses and the dissemination of a tourism development model based on the principles of sustainability, responsible entrepreneurship and the use of local products, while strengthening the circular economy.
The network’s momentum is also reflected in its continuous expansion, recording almost 600 members.
Finally, it is important to mention that the experience from the implementation of the initiative also highlighted important lessons. Specifically, it confirmed the need to provide substantial and measurable benefits to businesses participating in collaborative networks, as well as the importance of simplifying and digitizing administrative procedures. At the same time, he demonstrated that the success of such schemes depends to a large extent on the alignment of business objectives with the strategic priorities of public bodies. Finally, he highlighted sustainability and responsible tourism as key pillars for the long-term development and resilience of the tourism sector.
Other information
More information about the Euskadi Gastronomika see here.