Gastronomy continues to gain prominence as one of the key drivers of high-value tourism in Spain. Against this backdrop, SIE, Spain is Excellence, held a new edition of SIExquisito last week at Galería Canalejas in Madrid – an event designed to highlight the power of Spanish cuisine as a driving force for attracting visitors, setting the country apart and creating memorable experiences.
The event, held on 23 April, brought together around fifty attendees, split into two sessions, including tourism sector executives, SIE members, representatives from the gastronomic sector, influencers and editors of lifestyle and travel publications. The event was held under the theme “Spain, bite by bite”, an initiative that invited guests to explore the country through its flavours, its regions and its new ways of interpreting culinary excellence.
Lejos de plantearse como una simple degustación, SIExquisito se articuló como una experiencia inmersiva en torno a la gastronomía contemporánea. Producto, creatividad, patrimonio y relato de destino fueron algunos de los ejes sobre los que giró una jornada que evidenció cómo la alta cocina y las experiencias culinarias se han convertido en una herramienta clave para reforzar el posicionamiento de España en el segmento del viajero de alto impacto.
The event featured three distinct concepts, designed by leading figures in the sector. Anantara Villa Padierna presented a tour that showcased the diversity of its culinary offerings as an essential part of the destination experience. Its approach demonstrated how cuisine can serve as the common thread running through a cohesive tourism offering, in which every space, every service and every detail contributes to building a recognisable identity.
For its part, Marbella Tourism adopted a strategic approach to gastronomy as a meeting point between cultures. The collaboration between the TAKUMI restaurant and Casa Pablo’s fortified wines from Jerez resulted in a pairing that combined local tradition with international influences, reflecting a trend that is increasingly prevalent in high-end destinations: the creation of hybrid, sophisticated offerings capable of resonating with diverse audiences.
The third experience, developed by SixSens, focused on the creative process behind a gastronomic event. Rather than limiting itself to the final result, the event allowed attendees to delve into the preparatory work that shapes a culinary experience: from the development of the concept and narrative to the aesthetics, staging and selection of ingredients. This approach highlighted the importance of emotion and detail in the design of experiences linked to contemporary luxury.
The choice of Galería Canalejas as the venue further reinforced the link between gastronomy, heritage, high-end shopping and lifestyle. The venue, a member of SIE and one of the capital’s most iconic landmarks, provided a setting for the event that aligned with the vision of tourism no longer understood solely in terms of accommodation or cultural visits, but rather as a sum of integrated and carefully designed experiences.
The event highlighted a profound shift in how luxury travel is understood. Gastronomy has moved beyond being a mere complement to become a key factor in choosing a destination, a means of connecting with local identity, and a decisive element in enhancing perceived value. In an increasingly competitive market, Spain enjoys a privileged position thanks to the richness of its produce, the diversity of its regions, and the international reputation of its cuisine.
“Gastronomy is no longer a complement to travel; it is one of the main reasons for choosing a destination. Spain is in a privileged position, but the challenge lies in how we transform that richness into experiences that truly make a difference,” said Ana Alonso, CEO of SIE, Spain is Excellence.
With initiatives such as SIExquisito, SIE, Spain is Excellence, reinforces its commitment to a tourism model based on excellence, authenticity and attention to detail. A vision that helps project a solid, contemporary and distinctive image of Spain, capable of attracting travellers seeking more than just a destination: an experience with identity, emotion and meaning.
