Menorca is boosting synergies between agrifood and tourism

Menorca is boosting synergies between agrifood and tourism
Photo credit: Fundació Foment de Turisme de Menorca

12 January 2023 – Ten food producers from Menorca, European Region of Gastronomy awarded 2022 have been selected to receive specialised training and mentoring to develop new visitor experiences and integrate them into their business offer.

Launched by the Spanish Secretariat of State for Tourism through SEGITTUR for the Smart Tourism Destination Network, this pilot project is aimed at supporting a sustainable diversification of the tourist products on the island, as well as revitalising the local primary sector.

The selected producers include: Bolets de Menorca (mushrooms), Pont Modorro (olive oil), Binissaida (olive oil), Dolçamar (honey), Binitord (wine), Santo Domingo (organic vegetables), S’Ullestrar (organic vegetables and peanuts), the Fishermen’s Association of Ciutadella, Sa Roqueta (cheese), and ISafrà (saffron). All of them have previous experience in organising visitor activities and will get the chance to upgrade and improve their offer.

The initiative was presented to the press on 12 January 2023 in Madrid in the framework of FITUR, and coincided with the 30th anniversary of Menorca’s declaration as a UNESCO Biosphere Reserve. The event was attended by Menorca’s Director of Tourism Promotion and European Funds, Laura Ruiz; Menorca’s Director of Economy, Pilar Pons; Director of SEGITTUR, Olga Pérez.

Three of the ten producers who are taking part in the project (Bolets Menorca, Dolçamar and Sa Roqueta) were also present and explained the new visitor experiences they will develop in the framework of SEGITTUR’s project. Unique, surprising, entertaining and enriching, these initiatives will allow visitors to explore the rural authenticity of Menorca.  

Laura Ruiz and Pilar Pons highlighted that the pilot project will serve to strengthen the island’s commitment to sustainable tourism, by creating all-year-round, environmentally- and socially-friendly experiences, as well as strong synergies between tourism and the primary sector.

A presentation video of the ten participating producers was projected at the event and attendees had the opportunity to taste several agri-food products from the island.

The first meetings between SEGITTUR’s experts and the selected companies started in November 2022 and, since then, several visits and personalised sessions have been organised to support the producers in designing new visitor experiences. The training process will last until March 2023.

SEGITTUR’s initiative in Menorca is supported by the Fundació Foment del Turisme de Menorca and the Department of Economy of the Island Council of Menorca. The pilot project involves further territories in Spain belonging to the Smart Tourism Destination Network: the Sidra region (Principality of Asturias), El Goierri (Guipúzcoa, Euskadi), the Sierra Norte (Community of Madrid), and Guadajoz (Andalusia). SEGITTUR is the Spanish Secretariat of State for Tourism’s tool to drive innovation and technology in the tourism sector.

About the European/World Regions of Gastronomy

Candidate and awarded World/European Regions of Gastronomy, guided by IGCAT, are working together to strengthen food security through the celebration of distinctive food cultures; create employment by stimulating creativity and gastronomic innovation; nourish children and adults through culinary and cultural education; drive environmental sustainability in tourism, hospitality and agricultural sectors; support balance and sustainable tourism practices; highlight and support expertise from within rural and urban communities, creating connections and sharing good practises; and contribute to community health and well-being.


IGCAT aims to empower local communities by raising awareness of the importance to protect and promote distinct regional food, culture, arts and natural assets as part of sustainable and balanced tourism and development strategies. This is essential to safeguard our planet, health, wellness and local economies.

IGCAT is a non-profit institute established in 2012, working with regional stakeholder consortiums in the fields of gastronomy, culture, arts and tourism. It counts on the expertise of a worldwide network of experts and works in partnership with specialised intergovernmental organisations.

IGCAT founded the World/European Region of Gastronomy Award and is the official secretariat for the World/European Regions of Gastronomy Platforms. Furthermore, the Institute has developed the European Young Chef Award, the World Food Gift Challenge, the Top Websites for Foodie Travelers Award and the international Food Film Menu.