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Online course in the Design of Gastronomy Tourism Experiences

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Acquire knowledge and skills to design memorable experiences in the gastronomy tourism sector. Specialise in an industry with major challenges, testing times and opportunities in the years ahead.

Gastronomy tourism is not only a trend, but also one of the strategic lines of plans to reactivate and modernise the tourist sector and make it more competitive, with unprecedented economic assistance.

All you need to become an expert in the design of gastronomy tourism experiences: job-compatible online format, quality contents devised for online learning, masterclasses by experts in situ, a practical methodology and a tutorised learning process.


Goals of the syllabus

  • To gain a broad insight into the product of gastronomy tourism, one of the tourist subsectors that has shown the greatest growth worldwide in recent years.
  • Enogastronomic tourism is analysed from the point of view of businesses and also of destinations, with constant consideration given to the need to work from the perspective of sustainability, with respect for authenticity, values and the history of each location.


Professional outlets

  • Tourism and gastronomy advisory/consultancy work
  • Gastronomy tourism guide
  • Wineries and other agrofood industries with a tourism department
  • Issuer or receiver travel agencies specialising in gastronomy tourism
  • Experience manager in hotels or hotel chains
  • Gastronomy communication agencies
  • Gastronomy tourism training and research
  • Gastronomy markets
  • Technical officers and administrators of organisations managing and promoting destinations
  • Creation and management of enogastronomic tourism product clubs
  • Museums, gastronomic spaces and centres

Aimed at /Programme


This syllabus targets professionals interested in specialising in Gastronomy Tourism, including the following, among others:

  • Professional tourist operators wishing to specialise in gastronomy tourism, such as, for example: tourist guides, travel agencies, operators of tourist activities/businesses, tourism consultants etc.
  • Gastronomy professionals wishing to move into the world of gastronomy tourism: staff in hotels, restaurants, wineries, markets, foodstuff industries etc.
  • Professionals from other disciplines whose interest in tourism and gastronomy is moving them towards the Gastronomy Tourism sector: those working in Marketing, Communication, Journalism, Economics, Business, Humanities, Geography, Sociology, Anthropology etc.
  • Entrepreneurs wishing to set up businesses in the gastronomy tourism sector.
  • Recent graduates in Tourism, Gastronomy, Catering, Marketing, Communication, Journalism, Economics, Business, Geography, Sociology, Anthropology etc.

Some lectures on the master’s course may be taught in English, and so we will appraise Common European Framework level B2 (intermediate-advanced level) most positively.



Module 1: Introduction to Gastronomy Tourism    (37.5 h)

  • 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 (37.5 h)

  • 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 (37.5 h)

  • 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 (37.5 h)

  • 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 (37.5 h)

  • 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 (37.5 h)

  • Creation of a Gastronomy Tourism product or experience


  • Duration: 225 lecture hours – 8 ECTS credits
  • Lecture period: 31 October 2022 – 27 March 2023
  • Approximate weekly study load: 12 hours
  • Weekly lectures in situ: Thursdays from 18:00 h to 19:30 h (CET)
  • In situ lectures will be recorded so that you can watch them whenever you want. All teaching materials will be available on the platform 24 hours a day during the course.
  • Before the course begins you will be able to work on module 0 to familiarise yourself with the course methodology and the learning platform.


Practical experiential methodology

  • Up-to-date interdisciplinary contents, applicable in day-to-day tasks
  • Audiovisual resources: interviews, reports etc.
  • Downloadable theoretical material
  • Learning platform
  • Weekly masterclass with experts
  • Activities and challenges: interactive exercises, deliveries, tests, forums etc.
  • Tutoring

Teachers and guests

Course coordinator and tutor

He has been chosen for three years running as one of the 150 most influential tourism personalities in Spain. He has been working in tourism since 1995, in areas such as the promotion of destinations, hotels, training and consultancy. He graduated as a Technical Tourist Activity Officer from the University of Deusto and in tourism from Universidad Nebrija, and he has a Master’s in Tourism Management from the University of Bournemouth. He is a lecturer and director on a number of tourism/catering programmes at several universities. As a consultant, he has devised a large number of projects in Europe and Latin America. He has worked on gastronomy tourism development projects since 2005, he has been the auditor of Spanish Wine Routes since 2007, and is a habitual speaker at gastronomy tourism forums and conferences.


Iñaki Gaztelumendi

He has been working in the tourism sector for over 25 years. He was Director of Tourism in Santiago de Compostela. He is the founder and director of the Verne Tourism Experts consultancy firm. Associate professor on gastronomy tourism programmes at the Basque Culinary Center. He was technical director of the World Gastronomy Tourism Forum WTO-Basque Culinary Center, and co-authored the Guidelines for the Development of Gastronomy Tourism by the WTO and the Basque Culinary Center.

Eduardo Serrano

Director of Hotel and Catering Companies with an MBA in Business Management, and a specialist in Strategic Planning, and also Creative Thinking. More than 30 years’ experience as entrepreneur, director, consultant, researcher and communicator, in the Leisure, Tourism, Hotel and Catering Industries, in the national sphere and also abroad. Chairman of Aidabe (Iberoamerican Association of Directors of Foodstuffs and Beverages – Executive Cookery Authorities).

Amaia López de Heredia




Enrolment and payment methods

The total cost of the course is 2,350 €, to be paid as follows:

  • 150 € as an enrolment fee.
  • 40% of the price, i.e. 880 €, on confirmation of admission by way of a booking on the course.
  • The remainder, 1,320 €, must be paid before the course begins in November 2023.

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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