Sustainability as a lever for commercial growth in gastronomic tourism
Thursday, February 19, 2026 – Pamplona
Promoted by: Government of Navarre
Organized by: Events & Holidays / Navartur

(Subject to change)

Presenter and Moderator of the Congress: Elena Arraiza

Baluarte Congress Centre – Chamber Hall

MORNING SESSIONS

8:30–9:00
Welcome coffee & sustainable networking
Reception with local products. A space designed to foster initial conversations between producers, restaurateurs, destinations, and tour operators.

9:00–9:15
Official opening by the MINISTER OF CULTURE, SPORTS, AND TOURISM FROM NAVARRA: Rebeca Esnaola Bermejo.

9:15–10:00
Inspirational Keynote
«Global Trends in Gastronomic Tourism: Creating Value Through Experience, Territory, and Sustainability»

Roberta Garibaldi (Italy)
In this presentation, we will address how sustainability contributes to differentiation and value, but within a broader analytical framework focused on market dynamics and future trajectories.
The key global trends shaping current gastronomic tourism integrate sustainability as a structural dimension, along with evolving demand, experience design, territorial identity, and value creation. Sustainability as a cross-cutting factor integrated into quality, authenticity, reputation, and long-term competitiveness.

10:00–10:30
Presentation of the “From Field to Table” Project in Navarre. A pioneering Navarrese model for sustainable gastronomic development. Competitiveness and cooperation strategies between producers, restaurateurs, and destinations. Roundtable discussion with the participation of a producer, Edorta Lezaun from Bodegas Lezaun; a distributor, Iñigo Ziganda from Ekoalde; and a chef, Enrique Burón, from La Hacienda Mutilva Restaurant.

It consists of the creation of a logistics platform for the supply, distribution, and marketing of agri-food products, fostering connections between local production (small and medium-sized local producers) and various tourist establishments (the HORECA channel: restaurants, bars, hotels, etc.), especially in rural areas, with the aim of improving the gastronomic tourism experience at the destination.

10:30-11:00
Roundtable: “The case of the Basque Country.”
A dialogue between a producer, a chef, and a tour operator, showcasing real, inspiring, and applicable cooperation.
“Three-way conversation”

CHEF: Mikel Olaizola (Basque Culinary Center)

PRODUCER: Iker Villasana – Biortzatxu Produktu Ekologikoak Arrieta. He brings his products to fine dining restaurants.

TOUR OPERATOR: Gabriella Ranielli, Tenedor Tours

11:00–11:20
Coffee break & Green Networking

11:20–11:50
Presentation: “From the Table to Technology: How Digital Tools Boost Sales in Gastronomic Tourism”
Dolores Semeraro (Italy) + startup Winedering (a company marketing real products with AI or a digital platform).

Winedering – wine tourism marketplace
Denis Seghetti, founder.

11:50–12:35
Panel Discussion: “Digital Transformations to Sell More”

· Dolores Semeraro – tourism digitalization
· Rocio Sanchez Mahave, Digital Marketing Director of Bodegas Baigorri. She implemented a 100% digital booking model and personalized winery experiences. A real-world example of how to move from in-person visits to cross-selling wine and experiences online. A great example of practical transformation in a rural and competitive environment.
· Thomas Kolster (Goodvertising) – sustainable branding
· Moderator: Jimmy Pons

12:35–14:00
Workshop “Winning with Value, Not with Values: Building Meaningful Brands in Hospitality, Food & Beverage, and Wine”
Thomas Kolster – The Goodvertising Guy
Denmark
Small group workshop where participants apply “The Arrow” model to their own product.

Key points: – Turn sustainability into an irresistible value proposition
Learn to transform complex sustainability stories into experiences that truly matter to people: flavor, well-being, and belonging.

• Master “The Arrow” tool
  A practical framework for creating brands that not only talk about change but also drive it in people’s lives.
• Discover what works (and what doesn’t)
  Explore real-world case studies in hospitality, travel, and restaurants where purpose translated into profits and customer loyalty.

14:00 – 14:30 Success Stories: “When Sustainability Becomes Business”
Carlos Echapresto, VENTA MONCALVILLO
Sustainable Food Awards of Spain and Repsol Guide: Recognition of identity, excellence, and commitment to social, environmental, and economic responsibility.

One example demonstrating that sustainability not only improves reputation but also generates economic value, differentiation, and customer loyalty.
From vineyard to table, including responsible accommodation, this panel will show how to integrate sustainability into the food and wine tourism value chain to increase sales and competitiveness.
An inspiring debate on business models already working in Spain, with a real impact on the region.
Success Stories: “Rural Gastronomy and Tourism Regeneration”

Apadrinaunolivo.org – Experience and Community Management

Erika Casaña Valero

“When an Olive Tree Adopts a Traveler: How to Turn Rural Activism into Profitable Experiential Tourism”

We present a real-world example: a rural and economic regeneration project through olive oil and sustainable experiences centered around olive groves.

Moderator: José María de Juan (KOAN Consulting)

2:30–3:30 PM
Sustainable Lunch & Networking REYNO GOURMET

SEÑORÍO DE OTAZU WINERY

AFTERNOON SESSIONS

16:00–17:15 | R&D MICRO-PROJECT SHOWCASE
Innovation driving Navarra as a premium food & wine destination
A curated selection of applied R&D micro-projects developed under the collaboration agreement between the Directorate-General for Tourism of the Government of Navarra and the Public University of Navarra (UPNA). The session highlights how research and innovation are strengthening Navarra’s positioning as a high-quality food and wine tourism destination.

Moderator: Dr. Idoya Fernández Pan, Researcher at IS-Food Institute, Public University of Navarra (UPNA)

PRESENTATIONS

Luken Vigo & Iñaki Andradas | Grupo Bberri
Gastronomic R&D: Tradition Is Not Neutral
Innovation and creativity in restaurant concepts are increasingly shaped by R&D as a strategic driver for the future of Navarra’s gastronomy. Through bold, boundary-pushing projects such as Navarra Gastronomy with a Smile and Sugar Geopolitics: Impossible Banquets—alongside initiatives focused on reinterpreting historic recipe books and developing new products like Gastronomic Echoes or Nectar of the Ancient Vine: the drink that unites vineyard and memory—new culinary narratives emerge, connecting tradition, identity, memory, and contemporary innovation.

Goiza Isiegas Garisoain | AKARI Gastroteka (Pamplona)
Amino Sauces: New Expressions of Navarra’s Local Produce
As part of Navarra’s sustainable gastronomy strategy, “amino sauces” showcase how local raw materials can be elevated and transformed into innovative culinary products—refreshing Navarra’s recipe heritage while staying rooted in authenticity and territorial identity.

Luis Salcedo Irala | El Choko de Remigio (Tudela)
Maximising the Value of Navarra’s Vegetable Garden
Navarra’s rich, seasonal “Huerta” calls for culinary R&D strategies that unlock its full potential: everything has value. There is no “waste” when creativity, technique, and innovation are applied with intention. This talk explores fermentation and cold techniques as key tools behind the restaurant’s newest creations—always grounded in produce harvested from their own garden.

Maitena Ezkutari | Plazaola Tourism Consortium
Rural Gastronomic Experiences Through Innovation
The Plazaola area combines outstanding natural and cultural heritage—ideal for designing personalised food experiences. Participatory co-design between local producers and restaurateurs becomes a catalyst for innovation and for creating authentic, territory-rooted proposals that integrate local product, service, and pairing.

Conxita Tunica Carrera | Navarra Hospitality & Tourism Business Association (AEHN)
Innovation in Gastronomy Tourism: Digitalisation, Experiences & Collaborative Networks
A structured methodology—supported by digital platforms—for creating gastronomy tourism experiences in Navarra integrates innovation, accessibility, and sustainability criteria. This approach helps transfer practical tools to the hospitality and tourism sector, boosting high-quality wine tourism experiences aligned with Navarra’s identity and strengthening collaboration across the ecosystem.

Ana Laguna & Miguel Bruned | Navarra Academy of Gastronomy
Gastronomy as a Route Along Navarra’s Camino de Santiago
Innovative gastronomy routes along Navarra’s Camino de Santiago are designed through a multidisciplinary lens combining heritage, food culture, and culinary creativity. Research and documentation of recipes, traditions, products, and local specialities enable a coherent visitor experience across each stage—projecting Navarra’s culinary identity with clarity and impact.

Beatriz Huarte. Secretary General of ANAPEH
The Value of Gastronomic Memory
Preserving, recovering, and updating traditional preparations from Navarre’s gastronomic heritage means relying on research, collective memory, and culinary reinterpretation to safeguard the region’s food culture. Reviving gastronomic memory through culinary experiences makes it possible to pass on the territory’s cultural legacy and strengthen its identity.

17:30–18:45 | GUIDED VISIT TO SEÑORÍO DE OTAZU WINERY
Wine Tasting & Networking – Closing Session