Spanish travel consulting firm born out of successful development of low intensity tourism areas and their tourist businesses in North-Spain. The firm, Foöd & Travel Thinking, is expert in product development and marketing, concretely in the tourism around food, experential tourism and new technologies. Foöd & Travel Thinking advices now also in Latin America and seeks to offer their service also in Finland (or elsewhere in Europe) through Spanish-Finnish relationships consultant Oscar Fresán

1. Food
&
Travel
Marketing
1

2. We do not remember
days, we remember
moments.
Cesare Pavese (1908-1950)
Italian Writer
2

3. 3
Food Tourism
Food
Marketing
On line
Gastronomic
Influencers
Street
Marketing
&
Events
Destination
Management
Destination
Marketing
Experiential
Tourism
Product
Design
Our Services

4. 4
Our Services
Tourism area
Spezialized advisory services Tailor-made strategic
projects in tourism marketing for destinations and
private business
Experiential tourism product design. New tourists
demand new products
New distribution channels. Spezialized in e-commerce
B2C & C2C
Spezialized comunication and marketing. Taking
profit of new technologies, internet, mobile
marketing, social networks and above all influencers
Education and training: professional development
through the implementation of appropriate training
and educational programs
Food area
Spezialized advisory services in food marketing an
strategic marketing.
Innovation programs for food industries, restaurant .
Spezialized comunication and marketing. Taking profit
of new technologies, internet, mobile marketing, street
marketing, social networks and above all influencers and
PR
Education and training: training and educational
programs designed for food companies in marketing
skills.

5. 5
What are tourists looking for?
What should we do to have more satisfied
visitors?
What should be the portfolio that best suits
our potential visitors and contribute more to
our differentiation as a destination?
A Unique value proposition

6. 6
What is Experiential Tourism?
Experiential tourism is an outgrowth of
a global movement toward
experiential learning, whereby people
create meaning through direct
experience.

7. From Storytelling
To Storydoing

8. 8
The main objective of our programs is to attract diversified, profitable and multi-experiential
demand, differentiating the destination or business from its competitors.
Our work seeks to diversify supply, creating tangible, marketable experiential products and create
added value for both the tourist and the industry.
Increase profitability by generating business and engagement with the public by encouraging their
prescription and their ability to attract new customer segments.
Inspire changes in the environment to develop a sustainable tourism future and it rests on solid
foundations that can be transformative of society to achieve a more prosperous future
development.

9. 9
How do we make this happen?
• In site works
• Protection, signaling…
• Information and
services management
• Public Relations
• Advertising
• Graphic materials
• Promotions
• Human & financial
resources.
• Attractions
• Visitor services
• Organizational
capability
• Protection
• Marketing
Assess
the
potential.
Plan
and
organize.
Prepare
for
visitors
Market
for
Success

10. 10
Evolution from resources to experiences
Resources
Products
Experiences

11. 11
Main resources for experiential tourism
Gastronomy
• Each destination has typical
products and gastronomy,
completely unique and
differential
• Gastronomy is linked to the
land, to the history, to the
culture and to the people
• Our great moments and great
memories in a trip are
accompanied by food & drinks
• It’s the most affordable way to
have an experience in a
destination

12. 12
Main resources for experiential tourism
Nature
• Unique natural experience that
can only be lived in specific
destinations
• Familiar resources for locals
are great experiences for
tourists

13. 13
Main resources for experiential tourism
Mindfullness
• Silence as a tourist resource
• Finding yourself in a unique
natural environment which
invites meditation
• The attraction of not crowded
places. Feeling as an explorer

14. 14
Main resources for experiential tourism
Culture & traditions
• International references
• History and Stories, both are
central
• Avoiding prejudice and learning
on the go
• Taking part of the culture

15. 15
Main resources for experiential tourism
People
• The raw material of all
experiential tourism product
• Showing a way of life, a culture
• Increasing country pride
• Forming the best ambassadors
for the destination

16. 16

17. 17
Destination marketing
People
• Communication from people to
people
• Modern mouth-ear
communication: web 2.0
• Adapted to target: languages,
culture…
• In people we trust: influencers
• SOLOMO: Social Local mobile

18. 18
Destination marketing
Seducing
• Great stories very well told:
Storytelling
• Destination lovers are the best
ambassadors
• Using modern technology:
photography, video, web,
social networks
• But always oriented to people

19. 19
Destination marketing
Sharing
• Broadcast the information to
reach more people
• Social Media & Mass Media
• Public relations, street
marketing, bellow the line…
Everything serves to
communicate!
• Branded content: An easy way
to reach deep inside the heart
of the costumers

20. They have trusted us

21. They have trusted us
Client: Cluster Turístico de Santo Domingo
Project: Development of new experiential touristic
products
Results: We are working with the main Cluster in
Dominican Republic since June 2013
developing new products according with
the new tourist demands. At the moment
the project is in progress and we expect it
to conclude in December 2014 with more
than 20 new competitive experiential
products involving tourist agents and also
local people as an important part of this
job. The program is financed by the
Inter-American Development Bank.

22. They have trusted us
Client: La Rioja Turismo
Project: Marketing Direction
Results: Our CEO has directed the marketing
department of La Rioja tourism since 2001
earning numerous awards, citations and
turning to La Rioja, an unknown region for
many, a prime tourist destination, with
growth in visitors and overnight stays of
more than 15% year.

23. They have trusted us
Client: Bed4u Hotels
Project: Branding & Marketing Consultancy
Results: Since 2013 we have worked to develop the
branding and marketing of this chain "smart
cost" especially in the digital field, creating
strategic plans, campaigns and monitoring
results and ROI from them.

24. They have trusted us
Client: Talasoterapia Zelai
Project: Branding & Marketing Consultancy
Results: For this small hotel and spa located in a
wonderful setting on the Basque coast, we
have developed all the branding strategy,
based on the concept "A pact with the sea."
His seawater-based treatments offer the
customer a "pact" to restore vitality and
health through the food, a treat for the
senses. The results were marked increases
in overnight stays and, in addition, the
average expenditure per visitor. It was
possible to reverse the mediocre customer
reviews on websites.

25. They have trusted us
Client: Alma Hotels
Project: Online marketing strategy
Results: Following the opening of a new restaurant
in the hotel, we designed for them the
online marketing strategy: website design,
production photography, video and content
publishing, working with local, national and
international influencers for positioning.
The results were a marked improvement in
the number of clients and the nomination
by Tripadvisor of their hotel in Barcelona as
the best hotel in Spain.

26. They have trusted us
Client: Chile turismo
Project: Wine Tourism Development
Results: In 2002 we created a pre-project for the
development of wine tourism in Chile.
Although this country was a wine power
had not yet implemented the organization
of these resources for tourism. The project
ultimately was not carried out but served to
lay the foundations of an emerging tourist
market.

27. They have trusted us
Client: Reyno Gourmet Navarra
Project: Creativity and marketing Consultancy
Results: For the brand of quality food of Navarra
Government we have created diverse
campaigns and actions to increase brand
awareness, educate consumers on the
importance of consuming products from
certified origin and increase sales of these
products.
Right now this brand is fully consolidated
with considerable success, especially in the
field of social media and influencers which
is where most have we worked.

28. They have trusted us
Client: Grupo Comess: Lizarran, Cantina Mariachi,
Real Café Bernabeu, Rock & Ribs…
Project: Marketing on line
Results: For these restaurant chains clustered in
Comess Group we have developed for two
years (2011-2012) the online marketing
strategy and the editorial content for social
media and website, including promotions
and contests, photography, review
management, deal with influencers an ROI
control for the different brands of the
corporation.

29. They have trusted us
Client: Nerja Touristic Cave
Project: Project to improve the visit
Results: In response to conservation issues that had
the cave due to the massive tourist visits
made in recent years, a comprehensive
strategic plan was developed to improve
the visit with media and prepare an appeal
for a partial closure of the cave, keeping the
tourist resort but ensuring their sustainable
future.

30. They have trusted us
Client: Consorcio Turístico de Tierra Estella
(Navarra)
Project: Branding and Route developments
Results: For this group of tourism businesses in a
region of Navarra we implemented brand
to tourism signage and the creation of
various marked hiking trails.

31. Thanks!
+34 606 974 589 +34 948 143 022
puy@foodtravelthinking.com
P/ Sancho Abarca 2. E-31214 Pamplona (Spain)
@Foodtravelthink @Puytri
www.foodtravelthinking.com