Gastronomy as a key factor in branding Spain

Spain has become a name in the world of gastronomy. However, in the global all-out war for gastronomic influence, there are still many challenges for Spain including the need to: improve the gastronomic offer globally create a brand image increase Spanish restaurants abroad develop the tapas concept become a global reference point for culinary education and provide tools for travellers to design their experiences and to connect with them (emphasising quality, authenticity, value, substance and comfort). Mass-customisation is becoming a new trend and with this new challenges are unfolding for the food tourism sector.