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Design of Gastronomy Tourism Experiences (Online)

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The universe of tourism is just a click away.

Discover the first course that empowers participants to design unique experiences in the world of culinary tourism. The program is designed to fit participants' work schedules, offering high-quality content specially tailored for online training. Additionally, it provides the opportunity to participate in live masterclasses with experts in culinary tourism who share their experiences and knowledge. Throughout the course, topics such as planning and developing culinary routes, promoting culinary destinations, and managing experiences are explored. Upon completion, participants will be ready to design and lead unique experiences that captivate travelers and contribute to the success of the culinary and tourism industry.


  • Professional Guidance Course
  • Online Format
  • Duration: 225 training hours
  • Dates: 28th october 2024 - March 24th, 2025
  • Live Classes: thursdays from 18:00 to 19:30 p.m. (CEST)
  • Limited spots available
  • Degree from the Basque Culinary Center Faculty of Gastronomic Sciences.
  • Inquiries and more information:


  • Acquire solid knowledge of culinary tourism, understanding its foundations, current trends, and challenges.
  • Develop skills to design and manage memorable culinary tourism experiences, addressing aspects such as route planning, destination selection, and the creation of appealing itineraries.
  • Gain in-depth knowledge of the relationship between gastronomy, culture, and tourism, exploring how culinary aspects influence destination choices and traveler satisfaction.
  • Familiarize with relevant technological and digital tools for the promotion and marketing of culinary tourism products, including marketing strategies and social media management.
  • Attain a comprehensive understanding of sustainability in culinary tourism and the importance of promoting responsible practices that preserve culinary heritage and respect the environment.


We understand that professional opportunities can vary based on geographic location and individual preferences. However, with this program, participants can take on roles and functions in the following positions and areas:

  • Advisory and Consulting in Culinary Tourism.
  • Specialized Gastronomy Tour Guide.
  • Employment in Wineries and Agri-food Companies with a tourism focus.
  • Work in Travel Agencies specializing in Culinary Tourism.
  • Experience Management in Hotels and Hotel Chains.
  • Gastronomic Communication in Communication Agencies.
  • Research and Training in the field of Culinary Tourism.
  • Participation in Markets and Gastronomic Events.
  • Roles in Destination Promotion Entities.
  • Creation and Administration of Culinary Tourism Products.
  • Work in Museums, Centers, and Spaces related to Gastronomy.


Aimed at /Programme

The program is designed for individuals with the following profiles:

  • Tourism professionals looking to specialize in culinary tourism, such as tour guides, travel agents, managers of tourism activities/companies, tourism consultants, etc.
  • Gastronomy professionals seeking to explore the world of culinary tourism: hotel staff, restaurant personnel, wineries, markets, food industries, etc.
  • Professionals from other disciplines interested in tourism and gastronomy, aiming to enter the Culinary Tourism sector: Marketing, Communication, Journalism, Economics, Business, Humanities, Geography, Sociology, Anthropology, etc.
  • Entrepreneurs planning to launch a business in the culinary tourism sector.
  • Recent graduates in Tourism, Gastronomy, Hospitality, Marketing, Communication, Journalism, Economics, Business, Geography, Sociology, Anthropology, etc.

Language Requirements:

Some sessions of the master's program may be conducted in English, so we highly value a B2 level in the Common European Framework of Reference (upper-intermediate level).

If you don't see yourself reflected in the above points and are interested in the course, feel free to contact us. We will assess your education and experience and get in touch with you.


Module 1: Introduction to Gastronomy Tourism    

  • Global scenario of the tourist sector.  The gastronomy-tourism binomial.
  • Gastronomy tourism: Conceptualisation, developments and trends.
  • Gastronomy tourism’s value chain at a tourist destination.
  • Case study of gastronomy tourism destinations and businesses.

Module 2: Strategic planning of Gastronomy Tourism 

  • Strategic Planning: Concept and need.
  • Tools for diagnosis and planning.
  • Design of Business Models, Products and Services, and Customer Experiences.
  • The Management Function.
  • Strategic Planning vs. Strategic Marketing.

Module 3: The Gastronomy Tourism market: profiles and segments 

  • Basic concepts of demand and tourist segmentation.
  • Profiles of gastronomy tourists. Reference surveys on gastronomy tourism demand profiles.
  • The gastronomy tourist’s user experience.
  • Methods and tools to gain an insight into the gastronomy tourist.
  • Culture of service, in the pursuit of excellence.

Module 4: Design of gastronomy tourism products and experiences 

  • Tourist experience concept.
  • Components of a tourist experience.
  • Gastronomy tourism experience typologies.
  • Differentiation – specialisation as a strategy.
  • Design of gastronomy tourism experiences, step by step.
  • Case studies of noteworthy gastronomy tourism experiences.

Module 5: Gastronomy Tourism marketing 

  • Basics of tourism marketing.
  • Branding. Gastronomy as a positioning and brand argument.
  • Strategies for 360º communication and promotion of gastronomy tourism: online and offline.
  • Marketing strategies.
  • Customer loyalty strategies.

Module 6: Synthesis work 

  • Creation of a Gastronomy Tourism product or experience


  • Duration: 225 hours of training
  • Academic Period: november 2024 to April 2025
  • Introduction to the Platform (Module 0): One week before the course starts, participants will have the opportunity to familiarize themselves with the course methodology and the learning platform.
  • Virtual Classroom Closure: april 2025
  • Approximate Weekly Dedication: 12 hours
  • Live Weekly Sessions: thursdays from 18:00 to 19:30 p.m. (CEST)
  • Live classes will be recorded for on-demand viewing. All educational materials will be available 24/7 through the platform throughout the course duration.


The program is delivered entirely online, utilizing the learning by doing methodology, which is based on the idea that the best way to learn is through hands-on experience and direct action. Instead of focusing exclusively on theory and passive instruction, this methodology encourages students to acquire knowledge and skills by actively engaging in practical activities and real projects. Additionally, the program and its contents have been specifically designed for virtual training, enabling participants to access quality education from anywhere and at any time.

Teachers and guests

Learn from Industry Experts with Experience!

Students will have the opportunity to learn from accomplished professionals in the field, recognized for their academic, intellectual, and social influence, as well as their impactful contributions. The program features a panel of instructors composed of experienced culinary experts with specialized knowledge in the field of Gastronomy.


David Mora Gómez

Chosen as one of the 150 most influential figures in Spanish tourism for three consecutive years, David brings over two decades of expertise in the field. Since 1995, he has navigated various sectors, including destination promotion, hospitality, training, and consulting. Holding a degree in Tourism from Nebrija University, a Technical degree in Tourist Activities from the University of Deusto, and a Master's in Tourism Management from Bournemouth University, he is also a professor and program director at several universities. As a consultant, he has spearheaded numerous projects in Europe and Latin America. Since 2005, he has been actively involved in gastronomic tourism development, serving as an auditor for Routes of Wine of Spain since 2007 and a frequent speaker at forums and events on gastronomic tourism.

In addition to David's guidance, you'll benefit from masterclasses and live sessions with experts in Gastronomic Tourism, such as:

Iñaki Gaztelumendi

With over 25 years in the tourism sector, Iñaki Gaztelumendi served as the Director of Tourism in Santiago de Compostela. He is the founder and director of Verne Tourism Experts, a consulting firm. Iñaki is also an associate professor in the gastronomic tourism programs at Basque Culinary Center. He was the technical director of the World Forum on Gastronomic Tourism OMT-Basque Culinary Center and co-authored the Guide for the Development of Gastronomic Tourism produced by the UNWTO and Basque Culinary Center.

Eduardo Serrano

An MBA in Business Management with expertise in Strategic Planning and Creative Thinking, brings over 30 years of experience in entrepreneurship, management, consulting, research, and education in the Leisure, Tourism, Hospitality, and Restaurant industries. He serves as the President of Aidabe (Ibero-American Association of Directors of Food and Beverage - Executive Kitchen Heads).



Enrolment and payment methods

The total cost of the course is 2,450 €, to be paid as follows:

  • 150 € as an enrolment fee.
  • 40% of the price, i.e. 920 €, on confirmation of admission by way of a booking on the course.
  • The remainder, 1,380 €, must be paid before the course begins.

The price includes:

  • Access to the learning platform
  • Downloadable academic material.
  • Weekly in situ lecture with active experts.
  • Tutoring of the learning process.
  • Membership of the  Basque Culinary Center’s Alumni community after successfully passing the course.
  • Certificate from the Basque Culinary Center.

Bank financing options

We operate bank financing agreements with Banco Sabadell, CaixaBank and Caja Rural. Get more information from

*Offers valid for applicants resident in Spain. Candidates should consult bank financing options with trustworthy banks in their country of origin.

Allowance options

The master’s courses taught at Basque Culinary Center are eligible for partial allowances through FUNDAE. Get more information from


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