Southern Gran Canaria, a key tourist destination in the EU, is pivoting towards "gastronomy with soul" at its 2025 Forum. This strategy aims to diversify the tourism product, enhance the value of human capital, and ensure the destination's competitiveness in the face of Brussels' new demands for more authentic and sustainable tourism. Alejandro Marichal, the Tourism Councillor for the San Bartolomé de Tirajana City Council and the Forum's organizer, emphasizes that "true tourism success is not based solely on landscapes, but on the human quality and service that transform each visit into an unforgettable memory." This statement echoes the debates in the European Parliament on sustainable tourism competitiveness and the need to invest in the training and well-being of workers in the sector.
The 12th Maspalomas Costa Canaria Tourism Forum, an annual event that sets the tone for the Canary Islands' main tourism engine and, by extension, one of the European Union's key holiday destinations, has unveiled its strategic focus for the 2025 edition: gastronomy as the "soul of the tourist experience." Under the slogan "Gastronomy with soul: people who build the destination," the San Bartolomé de Tirajana City Council seeks to redefine the "sun and beach" narrative, emphasizing added value that resonates with the sustainability and authenticity guidelines emanating from Brussels.
This approach is not merely culinary; it is a political and economic statement that acknowledges the exhaustion of the model based solely on mass tourism. By valuing restaurant and hospitality professionals—from cooks and waiters to head waiters and all visitor service staff—Maspalomas not only enhances its human capital but also positions them as "true ambassadors of the destination." This implicit recognition of the sector's workers is crucial in a European context where quality employment and dignified service are increasingly in demand.
Choosing gastronomy as the central focus for 2025 is a clear sign of diversification in the tourism product. Maspalomas, aware of the need to adapt to a more demanding market and a clientele seeking immersive experiences, is aligning itself with a trend that has already proven successful in other European regions. It's not just about offering good food, but about weaving a cultural narrative that connects visitors with the local character, a fundamental pillar for the desired reduction of seasonality and for attracting tourists with greater purchasing power and a lower environmental impact. Thus, the 12th Maspalomas Forum will not only be a meeting of experts; it will be a platform to promote a tourism strategy that, from the south of Gran Canaria, seeks to project an image of innovation, human warmth, and a commitment to European authenticity—essential elements for guaranteeing the resilience and future of this strategic enclave in the Atlantic.
