Euskadi Gastronomika

22/06/2026
Best Practices, Networks

Title - Name

Scope / Sector / Industry

Gastronomic tourism

Country / Region

Spain, the Basque Country

Why is it good practice?

Euskadi Gastronomika is regarded as a fine example of networking for the management of gastronomic tourism in the Basque Country, as it succeeded in bringing together, within a common collaborative framework, almost 600 businesses, organisations and professionals active across the entire gastronomy and tourism value chain. Through a shared vision, a clear framework of values and coordinated promotion, education and networking initiatives, 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’s members helped to boost the destination’s competitiveness and strengthen the local economy, setting an example for other similar initiatives to follow.

How is it applied?

The Basque Country boasts an exceptionally rich gastronomic heritage, ranging from traditional family farms (baserri), historic local markets and gastronomic communities known as “txokos”, to traditional fishermen (“arrantzales”), famous vineyards, the culture of “txikiteo” (going from bar to bar with small wine glasses), traditional recipes handed down by grandmothers (amamas/amonas) and a highly developed gastronomic ecosystem featuring more than 30 Michelin-starred restaurants. This gastronomic diversity and authenticity led to the need for the creation of the Euskadi Gastronomika network, with the aim of the structured development, organisation and promotion of the region’s gastronomic tourism.

The network is managed and funded 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 across various sectors, such as agri-food producers, industrial sites open to visitors, restaurants, tourist accommodation, local markets, specialist shops, tourist information centres, tour guides and activity providers. 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, whilst its mission focuses on organising and linking 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 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, and developing a strong collaborative network with shared promotion and management strategies.

What makes Euskadi Gastronomika a truly pioneering example of good practice is its transition, during the period 2021–2023, to a participation system based on shared ethical values. 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 eight core values, which define the quality characteristics of member businesses and commit them to a model of responsible behaviour. These values are summarised 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)

At the same time, the Euskadi Gastronomika network carried out a series of important initiatives such as:

The redesign of its website, with a focus on promoting tourism through a dedicated ‘experiences’ section, an informative blog, an interactive business map, and the strengthening of its online presence and promotion.
The digitisation of the process of onboarding new members via the new online platform, which is linked to the Basquetour management system.
Implementing a membership renewal process for businesses and tourism organisations within the network, with the aim of updating their details, renewing their commitment and updating their promotional content, particularly in the wake of the pandemic.
Producing a promotional video that outlines the objectives, philosophy and benefits of joining 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 specialised training programmes on gastronomic tourism, in collaboration with the Basque Culinary Centre.
Organising and taking part in strategic events and international forums, with the aim of promoting the project and raising the network’s profile, such as the presentation of Euskadi Gastronomika in Bilbao (2023), the Euskadi Gastronomika Festa in Irun (2024), as well as taking part in international gastronomic tourism events.
The implementation of integrated communication and publicity initiatives (such as corporate newsletters, partnerships with the media, press trips and familiarisation trips), as well as collaborations with journalists and content creators.

The complete digitalisation The membership and renewal process is considered particularly important. Through the online platform, businesses can find out about the conditions for participation, submit their application electronically and manage their data independently. Once approved, the information is automatically integrated into the Basquetour system and displayed on the network’s website, reducing red tape and improving management efficiency.

Finally, the evaluation The network’s operations are based on an integrated system of performance indicators, such as the number of initiatives implemented, coordination meetings and collaborations with the tourism industry. In addition, the traffic and usage of the new website, participation in and satisfaction with educational activities, the number of members joining or renewing their membership of the network, as well as the impact of communication initiatives through screenings, publications, newsletters and media coverage are assessed. At the same time, indicators relating to the online reputation of businesses and participation in strategic events and promotional activities are monitored.

Where is it applied?

Euskadi Gastronomika is aimed at a wide range of organisations and professionals active in the gastronomy, agri-food and tourism sectors in the Basque Country, with the aim of forming part of an organised network that promotes and showcases an authentic, high-quality and sustainable gastronomic tourism product. At the same time, it is aimed at visitors to the region, offering them the opportunity to discover the gastronomic heritage, local produce, traditions and authentic experiences that make up the region’s gastronomic identity.

When did it apply?

Euskadi Gastronomika has been operating in its current form since 2023.

Results

Euskadi Gastronomika is regarded as one of the most successful initiatives in the field of gastronomic tourism. In 2026, it was featured by the World Tourism Organisation (UN Tourism) in the publication *Good Practices in the Development of Gastronomic Tourism* as an example of best practice, with the Network’s Charter of Values emerging as a key factor in its success.

According to the World Organisation, the implementation of the initiative helped to strengthen cooperation between stakeholders in the tourism and gastronomy sectors, promoting a shared framework of values and coordinated action. At the same time, it contributed to the enhancement and diversification of the Basque Country’s gastronomic offering, incorporating a wide range of authentic experiences linked to local production, culture and tradition.

The development of the new digital platform significantly boosted the destination’s visibility, enabling visitors to search for and organise personalised gastronomic experiences, whilst raising awareness of the Euskadi Gastronomika brand at both national and international level. In addition, the network helped to raise the profile of the participating businesses and promote a tourism development model based on the principles of sustainability, responsible entrepreneurship and the use of local produce, whilst supporting the circular economy.

The network’s momentum is also reflected in its ongoing expansion, with membership now standing at almost 600.

Finally, it is important to note that the experience gained from implementing the initiative also brought to light some 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 digitising administrative procedures. At the same time, it demonstrated that the success of such schemes depends to a large extent on aligning business objectives with the strategic priorities of public bodies. Finally, it highlighted sustainability and responsible tourism as key pillars for the long-term development and resilience of the tourism sector.

Other information

For more information about Euskadi Gastronomika, see here.