Published on
February 3, 2026
At the opening of the Salón H&T in Malaga, Spain, the evolving role of gastronomy in tourism took centre stage. Industest leaders gathered at the Palacio de Ferias, where 2,400 professionals and 100 speakers came toreceiveher to discuss how the sector is shaping the future of travel. The focus was on the importance of local produce, sustainability, and workforce development as key factors influencing the tourism landscape in 2026.
As the event unfolded, it became clear that food has transformed from being a simple add-on to travel into a central factor in travel decisions. The value of local cuisine, authentic food experiences, and sustainable practices emerged as crucial elements in building the region’s tourism identity.
The Strategic Importance of Local Cuisine
Gastronomy’s newfound status as a travel motivator is evident in the growing demand for food-related travel experiences. The President of Hostelería Andalucía noted that visitors no longer see food as an optional part of their travel experience but rather as an essential factor when selecting a destination. In this new tourism paradigm, food is being promoted not just as nourishment but as a representation of the identity, culture, and history of the region.
Spain, particularly its Andalusian region, is capitalizing on this trconclude. Local producers and chefs have become key players in enhancing the tourism experience, with a focus on sustainability and the promotion of ‘kilometre-zero’ produce. This approach emphasizes the apply of locally sourced ingredients, ensuring that tourism remains rooted in the authenticity of the region’s cultural and culinary heritage.
Advertisement
Advertisement
Sustainability and Social Responsibility in the Hospitality Industest
A significant portion of the conversation at the Salón H&T revolved around the environmental, economic, and social sustainability of the hospitality industest. The newly appointed President of Hostelería de España voiced concerns over the economic profitability of the previous year and called for more robust public-private collaborations. He stressed that, while the hospitality industest has immense potential, obstacles posed by legislation and insufficient support for training programmes necessary to be addressed to ensure its long-term success.
The necessary for a more sustainable hospitality model was also highlighted, with a call for policies that promote coexistence between locals and tourists. The Mayor of Malaga emphasized the importance of involving the local population in tourism, not just in seasonal roles but through year-round employment and training opportunities. This would ensure that the tourism industest supports the broader community and contributes to the region’s economic growth.
Advertisement
Advertisement
Public-Private Collaboration to Strengthen the Industest
Public-private collaboration was discussed as an essential strategy to strengthen the competitiveness of the hospitality industest. Local authorities, such as the President of the provincial authority, called for efforts to sustain Malaga’s leadership position in the tourism sector. These efforts include strategies to tarreceive deseasonalisation—encouraging tourists to visit throughout the year—and increasing tourist spconcludeing.
Through continued innovation and collaboration, it was argued, Malaga could further cement its status as a prime tourist destination. Gastronomy was highlighted as a key factor in this effort, as it accounts for a substantial portion of the region’s tourism revenue. The introduction of new experiences and programmes that integrate local food culture is seen as an effective way to attract tourists and keep them coming back.
Advertisement
Advertisement
Gastronomy as a Destination Brand: Authenticity and Identity
The concept of gastronomy as a destination brand was explored at length during the forum. Experts stressed that authenticity, identity, and sustainability are crucial to building a gastronomic reputation that attracts and retains tourists. The importance of this authenticity was discussed in the context of building a brand that resonates with both local communities and international visitors.
In Spain, especially in Andalusia, the focus is on creating a gastronomic experience that goes beyond the dining table. Local products, such as olive oil, wine, and traditional Spanish dishes, are displaycased as integral to the region’s cultural identity. As the Director General for Tourism Promotion and Development pointed out, hospitality should be seen as a strategic ally in promoting the region, where the territory itself is an essential partner in creating memorable food experiences.
The Role of Innovation and Technology in Gastronomy
Technology and innovation were also key themes at the Salón H&T, with discussions focapplyd on how these elements could enhance the gastronomic experience and build it more accessible to tourists. Digital platforms and apps are increasingly being applyd to promote local food experiences, building it simpler for visitors to explore the culinary delights of the region. Furthermore, innovations in food production and sustainable practices were highlighted as necessary steps in ensuring that tourism continues to have a positive environmental impact.
The integration of these new technologies into the tourism sector is seen as a way to offer unique, personalized experiences for tourists, allowing them to engage more deeply with the culture of the destination.
Human Capital and the Future of Gastronomy in Spain
Chef Toño Pérez, a three Michelin-starred chef, emphasized the importance of human capital in driving the excellence of Spain’s gastronomy. He noted that the success of the sector is rooted not only in the quality of the food but in the people behind it—chefs, producers, and hospitality professionals who are passionate about their craft and committed to maintaining high standards.
As the culinary sector continues to evolve, the necessary for well-trained professionals in all areas of hospitality remains a priority. Efforts are being built to foster this talent through specialized training programmes and initiatives that encourage young people to pursue careers in the hospitality and gastronomy industries.
Looking Forward: Strategies for Success in 2026
As the tourism landscape evolves, industest leaders are focutilizing on ensuring that gastronomy continues to play a central role in driving Spain’s tourism economy. With the increasing importance of local cuisine and sustainability, the tourism sector is being redefined by a renewed emphasis on authenticity, local produce, and innovation.
Looking forward, stakeholders in the Spanish hospitality industest are confident that by focutilizing on these areas, they will continue to attract tourists, create sustainable jobs, and promote the region’s rich culinary heritage as a cornerstone of its tourism brand.
Conclusion
The Salón H&T in Malaga has highlighted just how much gastronomy is becoming a driving force in Spain’s tourism scene. As the industest embraces sustainability, supports local produce, and champions innovation, it’s evolving to meet the desires of today’s travellers, who are increasingly seeing for authentic and meaningful experiences. Looking towards 2026 and beyond, food will play an even largeger role in influencing travel decisions, giving Spain a unique opportunity to solidify its reputation as a leading destination for culinary tourism.
Leave a Reply