The Diputación de Castellón will involve communication professionals in its commitment to provincial gastronomy as a generator of new development opportunities in the towns of the province through Castelló Ruta de Sabor. The Reception Hall of the Diputación de Castellón will host tomorrow between 9:30 am and 12:30 pm the conference ‘Communication, gastronomy and tourism brand. The case of Castelló Ruta de Sabor’, organized by the Association adComunica with the sponsorship of the Provincial Council itself.

The deputy of Rural Development, Pablo Roig, said that “the day is designed as a meeting in which to learn from each other to continue making better this brand of tourism product that works to generate wealth in our territory through the enhancement of our gastronomy”.

In this sense, Roig pointed out that “it is very important that producers and tourism professionals know the perspective of communication professionals because making our product known in the best way, in the best channels and media will allow us to continue positioning Castelló Ruta de Sabor and attract more wealth, more visitors to our towns and more consumption of our products”.

Thus, and aimed at professionals in the sectors of communication and tourism sector, the day will open with a welcome by the deputy Roig, and the president of adComunica, Francisco Fernandez and then, professors Mayte Benlloch and Rocio Blay, from the Universitat Jaume I, will talk about the opportunities for differentiation offered by the territory brand.

Next, Manuel Romero, managing partner of Dinamiza consultancy, will present the work developed for the creation and implementation of the Castelló Ruta de Sabor tourism product. Romero will be introduced by Lledó Novo, technical manager of Rural Development of the Provincial Council.

Then, attendees will enjoy a tasting of quality products that are part of the brand ‘Castelló Ruta de Sabor’, and there will also be a tasting of craft beers led by Juan Manuel Rodriguez, a partner of Castelló Beer Factory. The day will be completed with the round table ‘Gastronomy and tourism, source of opportunities for communication’, moderated by UJI professor Estela Bernad, with the participation of Alejandro Cabrera, communication technician of Castelló Ruta de Sabor, Antonio Carbajo, partner and head of communication of Castelló Beer Factory, Esther Labaig, director of the Tourism Center (CdT) of Castellón and Manuel Martín-Lorente, PhD in Advertising and Public Relations.

It should be recalled that the Association for the Development of Communication is a non-profit organization promoted by university professors, communication directors of private companies and media executives, which is dedicated to the promotion and development of communication in all its aspects.

To set up a provincial network of experiences around gastronomy

The creation of the Castelló Ruta de Sabor tourism product means, for the first time in the province, to package, in coordination with all the agents involved, a network of tourism experiences linked to gastronomy.

“This tourist product is a unique route that includes hundreds of products with exceptional quality and flavor, but also includes a route of landscapes, heritage, cuisine, crafts, traditions and history,” detailed the deputy.

The creation of the Castelló Ruta de Sabor tourism product includes in its technical development, in addition to the creation of promotional material such as the Castelló Ruta de Sabor gastromap, the development of a Marketing and Social Media Plan for the tourism product. It will also include the planning of promotional activities such as gastronomic days, events, attendance at trade fairs or gastronomic routes, among others.

It should be noted that the creation of the gastronomic and agrotourism tourism product ‘Castelló Ruta de Sabor’ is of a strategic sectoral nature and in convergence with the framework document ‘Strategic Tourism Plan 2016-2020’ of the Provincial Council, the main roadmap for tourism action of the Provincial Government and agreed with entrepreneurs in the sector and municipalities.

After four years of experience, the brand of the Provincial Council Castelló Ruta de Sabor has managed to bring together more than 100 producers from 15 different food sectors, two designations of origin, a Protected Geographical Indication and 6 products with distinctive Natural Park. It is a brand present in stores, fairs, supermarkets and supermarkets in the province and part of the Spanish territory.