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:
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
Press
Meet the Team Involved
-
Estefania Simon-Sasyk
-
Idoya Fernández-Pan
-
Dr. John A. Sweeney
-
Eli Puiggròs
-
Raquel Mestre Cuesta
-
Constanza Díaz del Castillo
-
Sofia Simon-Sasyk
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