This year, the city of Pamplona regains its status as a member of the Saborea España Product Club, the national brand for gastronomic tourism. Today, Ana Elizalde, Deputy Councilor for Strategic Government, Commerce, and Tourism of the Pamplona City Council, and Lluis Pujol, General Manager of Saborea España, signed the city’s re-entry into this initiative. Pamplona was previously a member between 2012 and 2016 and now returns following a mandate from the City Council, which approved its reapplication to Saborea España on December 12.
With this move, Pamplona joins a network of Spanish municipalities committed to boosting tourism and gastronomy through this national platform, with an international projection. The Saborea España Product Club currently includes 22 Spanish destinations, from A Coruña to Vinaròs, Madrid to La Palma. The most recent additions, in January, were León and Oviedo. In Navarra, apart from Pamplona, Tudela was already a part of this initiative, which aims to attract tourists through gastronomic experiences—a different way to present the city and break seasonality, offering a variety of food-related activities throughout the year and positioning itself as a high-quality destination.
What is Saborea España?
Saborea España was created through a partnership between:
- Hostelería de España
- Federation of Spanish Chefs and Confectioners’ Associations (FACYRE)
- European Organization of Chefs (Euro-Toques)
- Spanish Association of Destinations for Gastronomic Tourism Promotion
- Paradores de Turismo
It also has institutional support from Turespaña, the public body responsible for Spain’s international tourism marketing, under the Ministry of Industry, Commerce, and Tourism.
Being part of this project allows municipalities to work together, share best practices, and benefit from the commercial exposure of a well-recognized global brand. The “Saborea España” brand is now a national and international reference, helping local products and gastronomic offerings gain visibility through tourism experiences.
Towards Sustainable Gastronomic Tourism
One of Saborea España’s main goals for 2024 is to strengthen brand recognition across its destinations. In Pamplona, for example, this will be done under the Saborea Pamplona name (Tasting Pamplona in English), similar to other cities that personalize the branding.
Additionally, another key focus of the initiative is sustainable tourism development, ensuring that each destination promotes:
- Local product consumption
- Eradication of poverty and hunger
- Educational improvements
- Climate action and environmental protection
Pamplona will participate in training sessions for technical staff, exchanging experiences and best practices with other destinations to develop national gastronomic routes across Spain.
Gastronomic Routes and the World Tapas Day
For 2024, expanding Saborea España’s Gastronomic Routes will be a top priority. The goal is to increase the number of routes per destination and include more cities, with a focus on authenticity. The “Saborea España Routes” will be widely promoted through national campaigns, brochures, and marketing materials, aiming to raise awareness and showcase major gastronomic events.
Additionally, another key activity is World Tapas Day, scheduled for June 18, 2024, which Pamplona will actively participate in. These initiatives will be complemented by international promotional efforts in countries such as Germany, the United Kingdom, France, and Portugal, bringing greater visibility to Pamplona following its re-entry into the network.
Innovative Promotion: LOLA, the First AI for Flavor Preferences
One of the standout projects in the 2024 marketing strategy is the introduction of LOLA, the first Artificial Intelligence focused on taste and flavor preferences. Unveiled at Madrid Fusión in Saborea España’s stand, LOLA is still in a prototype phase, but its goal is to provide personalized food recommendations based on users’ preferences.
Currently, LOLA is gathering data through interviews, allowing it to analyze taste profiles and offer tailored gastronomic suggestions. This initiative showcases how new technology can be applied to promote gastronomic tourism.
Pamplona’s Commitment to Gastronomic Tourism
Pamplona has a strong connection to gastronomic tourism, supporting various food-related initiatives. Today, the city inaugurated NortFestival, Navarra’s first-ever Food Design and Creativity Conference at Baluarte. Sponsored by the Pamplona City Council, this event brings together designers, advertisers, and creative professionals to discuss the emerging discipline of Food Design, offering lectures, workshops, masterclasses, and tasting experiences.
Additionally, on February 20-21, Pamplona will host FoodTreX Navarra, the third International Gastronomic Tourism Conference, held as part of the Navartur Travel Fair at Baluarte. This event, too, is supported by the Pamplona City Council.
Pamplona’s Rich Calendar of Gastronomic Events
Pamplona’s commitment to gastronomy is evident in the numerous food events it hosts throughout the year, including:
- Semana del Pincho (Tapas Week) – Celebrating its 22nd edition
- Semana de la Croqueta (Croquette Week)
- Semana del Espárrago y Vino Rosado (Asparagus and Rosé Wine Week)
- Feria Navarra Ecológica (Navarra Organic Fair)
- Turmalina Fest (June 6) – High-End Miniature Cuisine Event
- Jornadas Gastronómicas Septembeer (Craft Beer Festival)
- Semana de la Cazuelica y el Vino de Navarra (Stew and Wine Week)
- Semana del Producto Local (Local Product Week)
- Paseos Dulces de Navidad (Christmas Sweet Walks)
The Pamplona City Council plays a key role in organizing and supporting these events, reinforcing its dedication to promoting local gastronomy and strengthening its position as a top-tier gastronomic destination.
Pamplona’s re-entry into Saborea España will further solidify its place on the national and international gastronomic tourism map, offering visitors a unique way to experience the city through its flavors and traditions.
