Experiential Trip a Llatinoamèrica

25-04-2018 | Turisme de Barcelona

For the second Experiential Trip organised by the Consortium and addressed at the Latin American market, the chef Òscar Bosch was chosen as ambassador to promote the local culture and gastronomy. The aim was to position Barcelona and Catalonia as a destination combining city and countryside and offering experiences based on the authenticity and Mediterranean nature of the destination. The Experiential Trips promotional material is culture and gastronomy, promoted is a local ambassador who gives the Barcelona brand a certain prestige.

For this edition Òscar Bosch was chosen: winner of the Chef of the Year prize from the magazine Veja São Paulo. The Catalan chef has a restaurant in São Paulo, the Tanit, and another in Cambrils, Can Bosch, run by his father. As previously occurred with Nandu Jubany in Singapore, a delegation from Turisme de Barcelona chose Brazil to meet Latin American operators and press. After eating in the restaurant Tanit, the group headed to Barcelona where an intensive programme awaited them to show off the values, culture and attractions of Barcelona as a destination. The programme included a meal in the restaurant Can Bosch in Cambrils, a visit to the Museu Nacional d'Art de Catalunya with access to the restoration workshop, a wine-tasting at the Mirador de Colom monument, a visit to Casa Vicens and the Sant Pau Art Nouveau Site, a yacht trip and various trips to locations such as Siurana (wine-tasting in Gratallops), Sitges and Vilafranca del Penedès (visit to the Torres winery).

The purpose of these trips to transfer knowledge and awareness of the destination in order to promote responsible tourism and the positive effects of tourism. This strategy was first used last year as a new form of promotion using Catalans themselves; "local ambassadors" provide prestige to the Barcelona brand and act as a connection between Barcelona and agents in the source market. The first of these trips starred the famous Osona chef Nandu Jubany. Jubany was chosen to promote the decentralisation of tourism, representing one of the many attractions available outside Barcelona, meeting various agents in Singapore alongside a Turisme de Barcelona delegation.