Gastronomic Tourism and Digital Place Marketing: Google Trends Evidence from Galicia (Spain)

Abstract

Gastronomic tourism is a strategic tool for territorial development, as it promotes cultural heritage, supports local economies and encourages environmentally responsible consumption. This study attempts to analyse the evolution of key gastronomic products through digital marketing tools, reflecting on the need to know this real data in order to carry out sustainable territorial and tourism planning. To do so, it uses a methodology based on the analysis of data obtained through Google Trends, taking as a reference a set of terms related to seafood, traditional meats and wines with designation of origin. The study examines the seasonal patterns and geographical distribution of interest in these terms, evaluating their impact both inside and outside Galicia as a replicable methodological case. The results show significant differences between categories. In addition, there is a generalised decrease in the search for gastronomic terms, which may indicate a reduction in the relative weight of this element as a factor in the creation of the image of the territories. In conclusion, the article demonstrates the capacity of this methodology to propose more sustainable tourism, territorial and economic planning strategies based on the transformation of qualitative imaginaries into quantitative data and trends.

1. Introduction

Gastronomy is part of the cultural heritage of a territory, being an element that allows the brand of a destination to be differentiated. Destinations take advantage of their local food products and culinary traditions as axes of tourism promotion. In fact, in the tourism of experiences and sensations that has developed during the 21st century, a link has been established between tourism and gastronomic pleasure, which reaches its maximum expression in areas with a long agricultural and fishing tradition, and where economic development has translated into food excellence thanks to the proliferation of Designations of Origin and quality restaurants, cafés and gastronomic taverns [1]. Gastronomic tourism has grown considerably and has become one of the most dynamic and creative segments of the tourism market [2]. A gastronomic tourism product includes in its discourse sustainable values based on territory, landscape, sea, local culture, local products, authenticity, which is something it has in common with current trends in cultural consumption [3]. Indeed, gastronomy, as a tourist resource, is appreciated both for its own intrinsic value and for its symbolic character, “(…) insofar as it acts as an identifier of peoples and territories” [4]. Gastronomic tourism has established itself as a key segment for the promotion of destinations, revitalising the local economy and reinforcing the brand of the territories. (Available online: https://www.unwto.org/es/gastronomia-turismo-enologico#:~:text=El%20Comit%C3%A9%20de%20Turismo%20y,asistencia%20a%20clases%20de%20cocina (accessed on 5 June 2025)). Gastronomic tourism has now become one of the most prominent products in the global tourism market [5]. De facto, gastronomic tourism has become an important component of the experiences lived by the demand, regardless of its origin, influencing the decision-making processes of holiday destinations [6,7,8,9]. Moreover, the gastronomic product has established itself as a dynamic offer that directly connects heritage with territorial identity. Gastronomic heritage combines tangible and intangible elements that embody the identity of a territory [10]. In this direction, numerous studies affirm that gastronomic heritage acts not only for its intrinsic value, but also as a symbolic identifier of the territory. Moreover, in recent decades, the diversification of the tourist offer has boosted the interest in authentic and sensorial experiences, where gastronomy plays a key role. The promotion of a territory for tourism benefits from integrating culinary tradition into the destination’s narrative. In this direction, ref. [11] point out that gastronomy is a key factor in the competitiveness of tourist destinations, and ref. [12] (2024) highlight that gastronomic tourism boosts the cultural identity of the place and the sustainable development of local communities. Gastronomic tourism is perceived as an immersive cultural experience, combining local flavours with heritage and landscape. As recent studies indicate, gastronomy is a strategic element in the promotion of any destination as it diversifies the tourist offer and has become a differential value that builds traveller loyalty [13]. Gastronomy reflects the history and traditions of a territory, and is therefore closely integrated into its cultural identity. Culinary practices are deeply rooted in the culture of each territory and gastronomic tourism seeks authentic experiences linked to the intangible heritage of the destination. Today’s tourists are increasingly looking for experiential experiences, and gastronomy embodies this trend [14]. The keys to experiential marketing applied to tourism highlight the sensory and emotional aspects of the culinary experience: the gastronomic tourist wants to “experience something different” when eating and connect with the local culture. In this regard, ref. [15] argue that gastronomic tourism satisfies the growing demand for authentic culinary experiences. Gastronomy can become a unique and differentiating hallmark of cultural identity for a territory. In practice, destinations design themed routes, traditional cooking workshops, tasting events and product fairs to create memorable experiences. Similarly, gastronomy promotes sustainable tourism by prioritising local ingredients, minimising environmental impact and supporting small farmers, fishermen and producers [16]. By placing gastronomy at the heart of the destination, it encourages the preservation of culinary traditions and the responsible use of local resources. Recent studies reveal that sustainable gastronomic tourism should be based on the preservation of cultural and natural heritage, and to this end, it encourages the conservation of culinary traditions and the sustainable use of local resources, optimising the quality of life of the inhabitants and promoting integral rural development. Basically, gastronomy is a key factor in the competitiveness and sustainability of tourist destinations and, as such, should be promoted by the marketing management bodies of the different tourist destinations [17,18]. This article highlights how gastronomic tourism contributes to the United Nations Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities), and SDG 12 (Responsible Consumption and Production). By promoting local products, cultural heritage, and environmentally conscious practices, gastronomic tourism serves as a strategic pillar of sustainable development. Additionally, increasing tourists’ knowledge and appreciation of local gastronomic products can reinforce sustainable territorial development. It contributes to local identity, supports environmentally responsible consumption, and empowers communities by boosting demand for traditional and low-impact food systems.

Thus, although many studies have addressed the role of gastronomy in promoting tourism, the literature lacks the application of large-scale digital data (e.g., Google Trends) to operationalize gastronomic imaginaries. Most previous studies are based on surveys, case studies, or qualitative analyses, but they do not take advantage of digital data mining as a methodology. In this regard, this research seeks to understand how digital tools, particularly Google Trends, can capture patterns of interest in gastronomic products and reflect dynamics of territorial identity. In addition, it will seek to analyses the extent to which digital searches for these gastronomic products contribute to the construction of imaginaries, as well as the relationships between socio-economic dynamics such as seasonality.

2. Theoretical Concept: Gastronomic Tourism and Digital Territorial Marketing

Gastronomic tourism is a form of cultural tourism of an alternative nature that is based on the agro-livestock and fish production, infrastructure/equipment and cultural heritage of a given territory. In this direction, ref. [19] define gastronomic tourism as the desire to experience a particular type of gastronomy of a specific region. The Committee on Tourism and Competitiveness (CTC) defines gastronomy tourism as a type of tourism activity that is characterised by the fact that the visitor’s experience when travelling is linked to food and related products and activities. In addition to authentic, traditional or innovative gastronomic experiences, food tourism may also involve other related activities such as visiting local producers, participating in food festivals and attending cooking classes. (Available online: https://www.unwto.org/es/gastronomia-turismo-enologico#:~:text=El%20Comit%C3%A9%20de%20Turismo%20y,asistencia%20a%20clases%20de%20cocina (accessed on 5 June 2025)). Thus, local gastronomy, from traditional dishes to culinary innovations, becomes an intangible tourism resource central to the identity of destinations. Analysing the definitions used, we can conclude that the key to distinguishing this segment of demand within the market is their motivation for gastronomy, they are in fact knowledgeable travellers in the field or at least they seek to stamp it, seeking through their trips to increase their knowledge and make the most of what motivates them to travel. In fact, successful gastronomic destinations “(…) are (…) those that satisfy the appetite of gastronomic tourists for authenticity, offering products and experiences that faithfully communicate a close link between gastronomy, territory and community” [20]. In this sense, gastronomic tourism is considered a means to recover the traditional gastronomy of each area. Gastronomy is part of the cultural identification of a territory, given its historical and cultural character [21]. “It is also important to highlight that the set of resources, products and services articulated around gastronomy contribute to generating unique experiences for the tourist, an activity that is fully aligned with the new expectations of the demand that currently seeks to experience experiences, to carry out memorable activities, much more than “passively visiting” a certain place” [22].

The holistic nature of gastronomic tourism experiences is growing in the tourism market, and there has been an increase in flows of tourists who travel primarily to experience the food and related culture within a territory. Local gastronomic products are distinguished as a distinctive feature in destinations, offer a sustainable competitive advantage and are therefore actively used in destination marketing [23]. Indeed, Destination Marketing Organisations (DMOs) have been increasingly using local gastronomic heritage as a distinctive element in the marketing of a destination. Despite the growing interest in this field of tourism, there is a paucity of research on the importance and contribution of gastronomic tourism to the image of destinations and, in general, to territorial marketing worldwide [24,25].

On the other hand, territorial imaginaries are the collective, symbolic and affective representations that people have about a place. In tourism, these imaginaries shape the mental image of the destination, its perceived identity and the values we associate with it [26]. The study of social imaginaries is fundamental in tourism planning, given that it enables us to make visible components that allow us to give life to a social/territorial cultural/heritage tourism imaginary. In Galicia, traditional imaginaries include green landscapes, Atlantic beaches, historical heritage (Camino de Santiago, castros, cathedrals, …), as well as a gastronomy renowned for the quality of its sea and garden products. Galician gastronomy integrates intrinsic and symbolic aspects linked to the territory. Gastronomic experiences are part of the territorial identity of a territory such as Galicia [27].

Territorial marketing is the application of marketing strategies at the level of places and regions, aimed at promoting and positioning the image of the territory in search of satisfying the demands of citizens, tourists and investors, thereby producing advantages and benefits for local civil society [28,29,30]. In other words, territorial marketing aims to position the image of a territory within the market in order to achieve differentiation and recognition, and thus develop tourism, the economy and investment in a territory [31]. Another related concept is that of destination marketing, understood as that which aims to increase the number of visits, without forgetting the satisfaction of tourists and residents [32]. Ref. [33] state that destination marketing is a concept used to refer to the planned and often strategically developed activities carried out to attract tourists to a given place.

The territorial approach emphasises how digital marketing can promote specific destinations by highlighting their gastronomic identity. Each territory has its own recipes, ingredients and food practices that are part of the intangible cultural heritage. Local gastronomy becomes a differentiating attraction of the destination, a key element of its territorial branding [24]. This means that destinations can use their gastronomy to tell their story: for example, by associating an emblematic gastronomic product with images of the landscape or local festivities. In addition, digital marketing supports the promotion of gastronomic routes and events. Public destination managers create thematic websites and apps (wine routes, cheese festivals, food fairs) to attract visitors. Microsites and storytelling are also used: stories on social media about the tradition of a food, videos of local chefs, interviews with farmers. These actions build a narrative that connects the tourist with the culture of the territory in question.

In this regard, tools such as Google Trends are a great opportunity to develop this territorial marketing. Despite its advantages as a tool for capturing user interests in real time, the use of Google Trends has significant methodological limitations. First, the normalisation of data on a relative scale of 0–100 makes it difficult to know absolute search volumes and complicates longitudinal or inter-term comparisons [34]. Furthermore, the partial sampling of queries can produce different results in successive downloads of the same keyword, compromising replicability [35]. The influence of changes in Google’s own algorithm has also been noted, which can alter historical series and generate problems of algorithmic drift [36]. Similarly, statistical inconsistencies have been documented in the construction of the indices, due to rounding and sample selection, which requires caution when interpreting trends [37]. Finally, several authors have proposed calibration and adjustment procedures to improve the robustness of time series, emphasising that Google Trends should always be complemented by other primary data sources [38].

3. Methodology

The methodology for analysing search terms on the Internet requires a structured approach and specific tools to better understand patterns of interest and trends in user behaviour. The first step is to clearly define the key terms to be studied. These terms must be carefully selected to accurately reflect the topic of interest. The selection can be carried out using tools such as Google Keyword Planner, which allows identifying words with high search volumes that are representative of the topic. This approach ensures that the selected terms are not only relevant, but that also have the potential to provide valuable information about user demand online [39]. In this sense, this research has replaced this methodological phase with a research on gastronomic tourism terms carried out by this team [27].

Data collection is the next step in this methodology. For this, was used Google Trends to collect specific data on the search volume of each term, its temporal variation and the geolocation of queries. These tools offer a real-time analysis framework that helps to visualise how users’ interests evolve with respect to certain topics and to identify seasonal patterns or fluctuations [40]. Analysing trends in search data is a crucial step in forecasting increases or decreases in interest in certain terms and identifying possible cycles or anomalies. For this purpose, statistical methods and time series techniques can be used, which allow modelling the data in a more structured way. Programming tools such as Python or R are useful for this type of analysis (although in this research we only use Python (3.10)) as they facilitate the organisation and processing of large volumes of data.

With regard to searching for terms in Google Trends, we have followed the rule of always using the ‘search term’ label, except in cases where there was a more specific label for the word, such as ‘cocido-food’ or ‘Monterrei-Wine’. Similarly, to ensure that there are no major distortions and to eliminate some of the problems of polysemy, we conducted a study of all the words, indicating a clarifying word for each term. For example, if you search for ‘Albariño-Albariño Wine’, you can see that in the second case, although there are fewer searches, the overall search dynamics have been similar since 2020. In this regard, searches for the terms cover the period from 2020 to May 2025.

The following process was followed for the searches:

• Selection of terms
• Construction of queries
• Configuration of the platform
• Export approach
• Pre-processing
• Analysis
• Visualisation.

Geographic and demographic segmentation analysis helps to break down data according to the origin and profile of users, allowing to know the specific interests of particular regions, countries or cities. Google Trends offer geolocation functions that facilitate this task, providing insights into how users in different areas show interest in certain topics. This segmentation also allows inferring demographic preferences based on the type of content searched for and can be useful to personalise the offer or content [41]. In this sense, this research has mainly used the Google Trends platform [35,41,42,43] to conduct the research with occasional support from other tools.

4. Problem Description and the Territorial Marketing Strategies in Galicia as a Global Example: Main Digital Tools

Galicia (Figure 1) enjoys a consolidated gastronomic reputation within Spain for its quality [27]. A reputation cemented within the Spanish state for its culinary heritage: it is the leading fish-producing region, has five wine designations of origin, more than 300 annual gastronomic festivals and dozens of products with geographical indications. Galician gastronomy is a central cultural element that has transcended its local sphere to become a powerful tourist attraction. Products such as Atlantic seafood, “pulpo á feira”, P.D.O. cheeses (Tetilla, Arzúa-Ulloa, Cebreiro) or Albariño wine are symbols of Galicia’s intangible heritage, promoting fairs, routes and festivals. In addition, Galicia in 2025 has 18 Michelin-starred restaurants (Available online: https://guide.michelin.com/en (accessed on 4 April 2025)) (with three restaurants with two stars), 43 Repsol Suns (Available online: https://www.guiarepsol.com/es/soles-repsol (accessed on 3 April 2025)) and 20 Bib Gourmand (Available online: https://guide.michelin.com/es/es/restaurantes/bib-gourmand (accessed on 3 April 2025)), reflecting the growth of local haute cuisine. These recognitions certify the excellence of Galician cuisine and reinforce the economic factor of gastronomy: from fishing and agricultural production to catering and rural tourism, the whole chain benefits territorial tourism development. These resources and products demonstrate a favourable context for gastronomic tourism in Galicia. However, challenges remain, such as seasonality (concentration of events in summer/autumn) and territorial disparities: the most touristic areas (coast of A Coruña and Pontevedra) concentrate most of the offer, while the rural hinterland (Lugo and Ourense) has a lower exploitation of its gastronomic potential. Raising awareness about local food products among visitors leads to stronger territorial branding and supports rural economies. This knowledge transfer plays a critical role in reducing regional inequalities and preserving culinary biodiversity.

This reality is reflected in the regional strategic plans (Estratexia do Turismo de Galicia 2020) and is confirmed by surveys carried out by the Galician Tourism Agency. Moreover, local gastronomy is a cultural attraction: traditional ethnographic gastronomic heritage (queimada, pilgrimages with stews, furancho in spring) and gastronomic festivities (Festa do polbo de Carballiño, Feira do Cocido de Lalín, etc.) are focal points of tourist attraction that illustrate the rootedness of cuisine as a cultural and social phenomenon in Galicia. In terms of tourism, gastronomy contributes to the deseasonalisation of demand. For example, the Xantar de Ourense (gastronomic tourism fair) or the wine tourism routes in the low season attract travellers outside the summer season. The combination of active and gastronomic tourism can also be seen in routes such as the Way of the Lighthouses, where the Costa da Morte is valued as a “paradise of good food” (Available online: https://www.caminodosfaros.com/tag/gastronomia (accessed on 6 July 2025)). At each stage of these routes, the traveller discovers D.O.P. and Km 0 products (fish, seafood, cheese), integrating natural heritage with culinary tradition. This global vision supports the fundamental role that Galician cuisine plays within the Galicia destination, not only as an added service, but also as a brand axis that creates identity and attracts different audiences. According to the Galicia Enogastronomy Plan (Xunta de Galicia (2022) Available online: https://www.turismo.gal/docs/mdaw/mtuz/~edisp/turga153270.pdf (accessed on 5 June 2025)), Galician gastronomy, driven by its richness and variety of seafood and garden products, is positioned as a leading local territorial tourism product.

The Xunta de Galicia and local administrations have designed specific plans to position gastronomy as an element of territorial development. These include the Estratexia do Turismo de Galicia 2020, the Estratexia de Turismo Enogastronómico (Galicia Sabe) and the Plan Territorial Enogastronomía 2022–2025. In addition, due to its significance, we cannot fail to mention, the Master Plan for Food and Wine Tourism in Galicia and Northern Portugal 2012–2014 (This Plan is part of the ECA-IT Project, included in the Operational Programme for Cross-border Cooperation between Spain and Northern Portugal. Within this, five lines of action are foreseen: organisation and implementation of the plan, promotion of gastronomic destinations, development of gastronomic products, marketing and training and innovation in the sector. Another interesting project is CANTATA 2 (Celtic Authentic Niche Tourism in the Atlantic Area 2). This project was carried out between 2010 and 2012 and co-financed by the ERDF through the Atlantic Area Transnational Cooperation Operational Programme with the main objective of the integral development of the Galician rural environment through a greater use of its local agri-food and tourism potential. Within this operational framework, it developed the innovative tourism product “Agri-food routes of Galicia”, consisting of various itineraries linking the agricultural and industrial production process and the tasting of local cuisine [44]). The general orientation has been to integrate the promotion of local products within the Galicia brand, recognising the gastronomic heritage as a strategic asset of the destination. Specifically, the Estratexia de Turismo de Galicia 2020 is a cross-cutting strategic initiative that places gastronomy as a differential attribute of the destination. Among its lines of action we can highlight the definition of gastronomic routes (supporting DO and PGI) to attract the “slow tourist” interested in the local product. The Strategy “Galicia Sabe: Estratexia de Turismo Enogastronómico de Galicia” (Consellería de Cultura e Turismo- Axencia Turismo de Galicia, Xunta de Galicia (2019). Available online: https://www.turismo.gal/osdam/filestore/1/9/2/5/7_e19554c636025f0/19257_1c1332e83541bdd.pdf (accessed on 9 May 2025)) underlines the importance of “building the story” of Galician enogastronomy and renewing marketing and communication strategies. In this direction, it raises strategic challenges such as promoting the recognition of gastronomy as a key to Galician cultural identity, fostering sustainability (use of seasonal products) and articulating competitiveness and innovation programmes. For its part, the Enogastronomy Territorial Plan 2022–2025, financed with Next Generation funds, devotes €31.7 million to “innovation in cuisine” and the enhancement of the value of wine-growing areas. All these initiatives show that gastronomy is considered a strategic pillar within the territorial marketing of the Galician destination. And in the field of territorial governance, we are looking at strategies that aim to align the various public and private actors (public administrations, farmers, guilds, hotel and restaurant owners, …) and strengthen the implementation of territorial brands. To this end, agri-food clusters (such as CLUSAGA (Available online: https://www.clusteralimentariodegalicia.org (accessed on 15 July 2025)) and sectoral forums have been created to boost supply. In short, territorial marketing is aimed at disseminating this integrated proposal, enhancing the quality and uniqueness of the Galician destination.

The digital transformation of tourism has brought these strategies to new media. Today, travellers consult websites, blogs and social networks to plan culinary trips, and share their experiences online in real time. Tourism 4.0 implies that gastronomic promotion uses technology in an integrated way: content-rich websites, visual social networks, mobile applications with local information, augmented reality and Big Data tools to segment audiences. Ref. [45] recommend creating attractive content on social networks (highlighting local dishes and unique experiences) and developing mobile applications that make it easier for tourists to search for gastronomic offers and plan local itineraries. Thus, content marketing is fundamental; blog articles, videos, recipes and guides are published on institutional sites to attract tourists from the inspiration phase (Available online: https://www.tourspain.es/en/digital-marketing-tourism/#:~:text=To%20achieve%20this%2C%20we%20at,specific%20tools%20that%20are%20most (accessed on 15 July 2025)). Official websites (Spain’s official tourism portal (Available online: https://www.spain.info/es (accessed on 15 July 2025)), Turismo de Galicia (Available online: https://www.turismo.gal (accessed on 15 July 2025)), …) highlight gastronomic routes, local products and culinary events, integrating SEO (Search Engine Optimisation) with interactive experiences. The aim is to integrate the gastronomic offer in the tourist’s digital journey: from the initial inspiration to the subsequent recommendation (eWOM) mediated by influencers and users on platforms such as Instagram or TikTok [13].

Digital territorial marketing in Galicia has evolved from traditional promotion to an omnichannel approach that integrates official portals (turismo.gal and spain.info), social networks, mobile applications and data analytics. This process takes advantage of the Galician identity (landscapes, culture, gastronomy) as a differential factor, with the aim of positioning the destination in a competitive market in a sustainable way and with a positive social impact. The importance of digital territorial marketing is evident in the Annual Action Plan for the Promotion of Galician Tourism 2025, which forms part of the Galician Tourism Strategy 2030. This Action Plan includes more than 130 actions in more than 30 markets with a budget of more than €13M with the aim of strengthening Galicia’s positioning in national and international markets. Its objectives include diversifying the offer by promoting products such as wine, gastronomic and rural tourism, as well as improving the digital presence of the destination on specialised platforms and social networks. Tourism of Galicia ((Xunta de Galicia) (2024). Action plan for the promotion of Tourism in Galicia 2025. Available online: https://www.turismo.gal/canle-profesional/plans-e-proxectos/plan-de-accion-de-promocion?langId=es_ES (accessed on 15 July 2025)).

The official website of Galicia’s tourism administration (Available online: https://www.turismo.gal/ (accessed on 15 July 2025)) offers sections on gastronomic tourism, downloadable guides and interactive routes. Turismo de Galicia has developed campaigns on social networks with videos and multimedia content showing typical dishes and local recipes, taking advantage of the viralisation of short videos on mobile phones. These initiatives aim to increase the visibility and notoriety of Galicia as a tourist destination (Available online: https://elogia.net/turismo-de-galicia/#:~:text=Turismo%20de%20Galicia%20busca%20la,de%20Galicia%20como%20destino%20tur%C3%ADstico (accessed on 15 July 2025)). Private agents such as tour operators and the restaurant sector also participate recipe blogs, gastronomic tours with online booking, … Likewise, destinations have opted for the Intelligent Tourism Destination (ITD) model, which integrates technology and innovation. SEGITTUR (Available online: https://www.segittur.es/ (accessed on 15 July 2025)) certifies Spanish municipalities that implement digital information systems, mobile apps and visitor data systems. In Galicia, several municipalities with a gastronomic focus (Cambados, O Grove, …) have made progress in these accreditations, improving digital accessibility for tourists.

In practice, social networks are key channels for gastronomic promotion (Facebook, Instagram, TikTok, etc.). These are related tools used to promote gastronomic advertising due to their capacity to create disruptive images and videos. Social networks also allow direct interaction with the user (competitions, surveys, live cooking), fuelling interest in gastronomic destinations. Recent studies indicate that Instagram and TikTok are among the most impactful tools for branding a tourist destination. Tourists often post photos and videos of their meals, generating valuable content (electronic word-of-mouth) for destinations [13]. Digital campaigns now incorporate hashtags, contests and collaborations with culinary influencers to attract followers and potential visitors. In fact, in order to raise the profile of their gastronomic offer, specialised fam trips are organised for food bloggers, vloggers and foodies. In 2024, for example, Turismo de Galicia invited a group of food bloggers and instagrammers specialising in food and wine to promote the Rías Baixas as part of the “Primavera de portas abertas” campaign (Available online: https://www.elespanol.com/treintayseis/cultura/gastronomia/20240406/influencers-especializados-gastronomia-descubren-secretos-vino-rias-baixas/845665589_0.html (accessed on 15 July 2025)). The Xunta de Galicia also selected ten influencers (5 local and 5 international) as “Embaixadores de Galicia” to promote the “Gastronomic Autumn” programme around the world. The campaign resulted in 1,478,746 followers and 3,107,292 views, of which 10,043 were highlighted with a ‘like’ and 1114 provoked a comment (Available online: https://www.turismo.gal/espazo-profesional/actualidade/detalle-nova?langId=es_ES&content=nova_3430.html (accessed on 15 July 2025)).

As representative territorial experiences that unite marketing, territory and gastronomy, it is interesting to analyse the digitalisation of products with Designation of Origin (DO). For example, the wine DOs “Ribeira Sacra” or “Albariño de Rías Baixas” have promoted web content and their own applications to schedule events (tastings, open harvests) and promote routes through vineyards. The Provincial Council of Pontevedra (which manages the route) publishes digital guides of the Rías Baixas Wine Route with interactive maps and organises annual events (every autumn) that combine wine pairings with music or art. The success of the route is reflected in the figures shown in Figure 2, where the effects of the disruptive crisis linked to the COVID-19 pandemic on the number of visitors are evident: in 2020 the drop was −74.14%. In the year 2023, higher values of pre-crisis inflow were recorded (16.63% more than in the year 2019).

Within the local administration, local councils and consortia (e.g., the Lugo Provincial Council or Turismo de A Mariña) have developed gastronomic tourism microsites with interactive maps and videos of artisan producers. Overall, the territorial marketing strategy of public managers in Galicia combines content and digital marketing (web, apps, networks) with offline actions (international fairs, gastronomic congresses) to reinforce its image as a “high-value gastronomic destination”.

Table 1. Main digital tools used in digital gastronomy marketing in Galicia (Spain).

Tool	Main Use	Successful Experiences
Social media/influencer marketing	Publish photos/videos of dishes, publicise gastronomic events, collaborations with influencers.	Official campaigns (e.g., # DameGalicia), destination profiles (Turismo de Galicia shows showcookings), gastronomic influencers (@senparaxe, @robegrill, @foodtropia, @cenandocongonzalo, …).
Content marketing	Websites and blogs with articles, interactive maps and gastronomic guides.	Official websites (e.g., “Paseando entre viñedos”), food bloggers (Available online: fedegustando.com (accessed on 20 July 2025)), local chefs (Recetas de Rechupete, La Cocina de Frabisa, La Cocina de Lechuza, …)
Specialised mobile platforms/Apps	Mobile guides with geolocation and restaurant and producer profiles.	My trip (Turismo de Galicia provides this platform to facilitate the management of the visit, with thematic itineraries gastronomic including (Available online: https://www.turismo.gal/a-mina-viaxe (accessed on 20 July 2025)) Enoturismo Galicia (215 resources and multilingual info), Turismo de Galicia app (restaurants, accommodation).
Augmented Reality/VR	Interactive experiences: virtual tours, virtual signage of nearby venues.	App RA de Turismo de Galicia (points out restaurants and tourist offices nearby), 360° tours of wineries or gastronomic museums.
Targeted digital advertising	Geolocated online ads, email marketing with special offers.	Google Ads and social media campaigns, newsletters with restaurant discounts.
Online analytics and reputation	Monitor social media mentions and online reviews to assess the reputation of Galicia as a gastronomic destination.	SIT (Tourist Intelligence System) of SEGITTUR (Available online: https://sistemainteligenciaturistica.es (accessed on 20 July 2025)). Tourist Observatory of Ribeira Sacra (Available online: https://turismo.ribeirasacra.org/pt/observatorio-turistico-de-ribeira-sacra (accessed on 20 July 2025)).

Source: Own elaboration.

summarises the main digital marketing strategies implemented in Galicia.

5. Case Study: Analysis of Gastronomic Tourism Terms Using Search Engine Tools

With the aim of gaining a precise understanding of the role of gastronomy in tourism and territorial marketing, a search for gastronomic terms has been carried out using search engines. In this sense, the terms already present in the specific research on this type of terms [27] have been chosen (

Table 2. Gastronomic products by number of repetitions among the 100 most used terms in tourism brochures. Source: Own elaboration published in [27].

Posición en el Ranking	Nombre del Producto	Veces Repetido
16	Aceite	53
17	Caldo	52
27	Carne	45
28	Pemento	44
47	Pan	34
49	Polbo	34
50	Polo	34
55	Cocido	29
63	Percebe	28
64	Empanada	28
69	Sal	27
77	Allo	26
79	Lacón	25
81	Marisco	25
83	Mel	25
90	Berberecho	24
91	Mexillón	24
	Total	557

). The products most used in the promotion of tourism in Galicia revolve around three different groups (

Table 3. Gastronomic products finally analysed. Source: Own elaboration.

Category	Product	Español Translation
Sea products	Pulpo	Octopus
	Percebe	Gooseneck barnacle
	Mejillón	Mussel
	Berberecho	Cockle
	Marisco	Seafood
Meat products	Caldo	Broth
	Cocido	stew
	Empanada	Pie
	Lacón	pork shoulder
Wines	Albariño	Albariño
	Monterrei	Monterrei
	Ribeiro	Ribeiro
	Valdeorras	Valdeorras

). Firstly, those terms related to meat, such as “cocido” or “lacón”. Secondly, with much greater relevance, products related to the sea. Finally, the study establishes the world of wine as one of the most important elements in the promotion of the destination. Not only because of the presence of several DOs and grape varieties among the most used words, but also because, in Galicia as a whole, terms such as wineries, wines and vineyards are at the centre of the tourist discourse. Thus, given the great disparity between searches for these products, the research has been carried out by groups, excluding generic products such as “bread” or “oil”, which would distort the overall view of the research.

6. Results

With regard to the group related to seafood products, the searches for the terms shown in Figure 3 have been analysed and compared. As can be seen, in terms of searches, the most important products are octopus and shellfish. In this sense, given the generic nature of seafood, it seems clear that the most relevant product for the creation of an international image in tourism is octopus. As can be seen in the graph, its relevance in searches is much higher than for the whole. Likewise, by Autonomous Community, it is the most searched for element in all the Spanish Autonomous Communities except in the case of Extremadura. However, in global terms, the term is more searched for in the Canary Islands and the Valencian Community than in Galicia itself. This is exactly the same as with seafood, which is mainly searched for outside Galicia. Finally, it is important to note that the search peaks for these products have always, in recent years, been between 18 and 30 December of the last year, which shows their clear relationship with the Christmas holiday.

With regard to the other group of products analysed, those related to meat or similar products, the most searched term is broth, followed by stew and empanada (Figure 4). In this sense, although they are at the centre of Galicia’s tourist discourse, they are, in general, common products in Spain as a whole, except in the case of empanada and lacón, for which the search is very much centred on Galicia. In fact, in global terms, searches are focused on regions such as Catalonia, especially for “caldo”. In short, these are not products particularly linked to Galicia or, at least, with a much greater territorial distortion. As in the previous case, in recent years, the search peaks are mainly centred on the Christmas holidays, with the general peak occurring between December and January.

Finally, we have analysed the wine-related product terms that have the greatest weight within the tourism promotion channels of Galicia [27]). In this regard, it is worth noting that, unlike the other three terms searched, the term “albariño” does not refer to the DO but to the grape variant used. Likewise, it has not been possible to sectorialise the term Ribeiro in its relationship with wine, so its preponderance is approximately 33% higher than the whole, based on the analysis of the words associated with the term. In any case, we can see how Albariño and, consequently, the DO Rías Baixas, is by far the most searched wine typology (Figure 5). In relation to the searches, Galicia is the main focus of searches for the products, so, logically, they are products closely associated with the Galician territory.

If we compare the case of wine with the rest of the products already analysed, we observe that the peak of searches is concentrated in the month of December, and especially in the last fortnight of the year; however, the case of the term “albariño” is very different. If we look at Figure 5, it is clear that, after the pandemic, in the year 2022, searches for “albariño” change their dynamic and shoot up in the month of August. This is particularly important insofar as it corresponds to a clear expansion of tourism in quantitative terms in this region of Galicia. However, if we analyse a longer period of time, we can see how this dynamic is the most common in this term and that it was reduced during the pandemic, which exemplifies the clear relationship between this product and tourism. Thus, although most of the term products do not have a direct relationship with tourism (at least summer tourism), in the case of Albariño wine, its dependence and interrelation with tourist flows is clear, since in the last 20 years its peak of searches is generally concentrated in the first fortnight of August.

Figure 6 shows how Albariño peaks at different times of the year to those of the other most popular products in territorial marketing. While Albariño peaks in summer, “Seafood” and “Stew” are, in addition to being much more sought after, very dependent on Christmas festivities. On the other hand, we observe a clear general decline in the search for gastronomic products in search engines. This fact contrasts with the clear economic and tourism recovery in the Spanish context, which may indicate a gradual reduction in the importance of gastronomy in the imaginary of the destination.

In general terms, there has been an overall decline in searches for gastronomic terms. Thus, an analysis of the Theil-Sen slope with Mann–Kendall shows an overall decline in the five products with the greatest overall relevance, with cocido showing the most significant reduction (Figure 7). Only Albariño wine maintains a stable trend, although, as can be seen in Figure 5, it suffers from a reduction in search peaks during the summer period.

• Cocido: negative slope (≈−2.52 units/year), strong and significant downward trend (p < 0.001).
• Albariño: slope ≈ 0, but with a slight and significant positive trend (p ≈ 0.006).
• Marisco: negative slope (≈−0.32 units/year), slight but significant downward trend (p ≈ 0.013).
• Pulpo: negative slope (≈−0.68 units/year), clear and significant downward trend (p < 0.001).
• Caldo: slope ≈ 0, no significant trend (p ≈ 0.94).

Finally, in order to corroborate the statements about geography, we have carried out a geographical analysis of the most frequently used terms with the following result (Figure 8)

• Cocido reaches very high percentages in inland regions such as Castile and León, where it even surpasses the other terms.
• Pulpo continues to stand out in Galicia, Asturias and, surprisingly, in Murcia and Ceuta.
• Marisco maintains a more balanced profile in most regions.
• Alvariño continues to be a very localised term, concentrated almost exclusively in Galicia.

7. Discussion

Future research could expand this methodology by applying it to other regions and considering variables such as the impact of climate, rural depopulation trends or resilience to seasonality. In addition, it would be interesting to carry out comparative studies to see whether digital trends really reflect cultural attachment or are simply the result of marketing strategies. This would help us to better understand how digital imaginaries shape sustainable territorial identity. The conclusions of this article show how digital territorial marketing and search patterns in gastronomy offer a replicable model for understanding regional identity and consumer behaviour. By analysing variable interest in specific products, such as Albariño wine or Galician octopus, public entities can plan promotional initiatives more strategically, adapting to seasonal demand and visitor motivations. This not only optimises the allocation of resources, but also helps to address the seasonality of tourism.

Furthermore, this methodology creates a link between intangible cultural imaginaries and data-driven territorial strategies. Digital searches act as indicators of cultural curiosity and travel intention, allowing destination managers to move from anecdote-based planning to real-time diagnosis. This shift facilitates the development of more inclusive tourism models that balance economic objectives with cultural preservation and environmental constraints. Gastronomic products, when correctly identified through search trends and integrated into planning, can provide a major boost to local supply chains, from farmers to restaurateurs. By focusing on local food systems, tourism becomes a driver for circular economy initiatives, supporting SDG 12 by reducing waste and encouraging responsible production. Territorial marketing, empowered by digital intelligence, thus becomes a real accelerator of sustainability, rather than just a promotional tool.

The findings of this research provide valuable information for both public and private managers of tourism destinations to move and position gastronomic destinations in the national and international context. Adapting to digital trends is key in this process. The increasing dependence on search engines in travel planning requires constant optimisation of online presence. The use of SEO (Search Engine Optimisation) techniques, content marketing, digital analytics tools and geolocation makes it possible to make the gastronomic offer visible to a potential global demand. Likewise, the use of transmedia narratives and promotion on social networks reinforce the visibility of the destination, favour interaction with the user, boost the digital reputation of the destination and facilitate the construction of digital communities around gastronomy. The generation of valuable content—specialised articles, high quality photographs, short videos and micro-content for networks—increases the attraction of qualified traffic and improves conversion to bookings and in-person experiences. Monitoring online search and behavioural data makes it easier to identify emerging trends, such as interest in rural tourism experiences, wine tourism or vegan offerings, which allows tailoring the strategy to specific market niches.

The applicability of territorial marketing practices implemented from different spheres in Galicia transcends its borders. Firstly, differentiation based on endogenous resources allows for the construction of authentic narratives that articulate gastronomic routes, quality certifications and experiential events aimed at segments with a high propensity for spending and experiential consumption. Coordination between producers, tour operators and administrations favours economies of agglomeration and the professionalisation of the offer. Secondly, adaptation to digital trends is a fundamental requirement to reach potential demand. Tourists plan their trips through search engines and digital platforms, which makes search engine positioning a critical factor.

These strategies, although formulated from the Galician context, are applicable to other gastronomic territories around the world as long as they are adapted to the local resources, cultural practices and search patterns of each target market. The key lies in articulating a coherent story between heritage, territory and product, and projecting it in highly visible digital environments. In this way, territorial gastronomic marketing becomes a transferable instrument that, through technological innovation and cultural authenticity, contributes to strengthening sustainable and competitive tourist destinations on a global scale. Territorial gastronomy marketing must articulate strategies that integrate productive identity, local governance and digital adaptation to maximise competitiveness and tourism demand. In short, territorial gastronomic marketing, supported by digital technologies and the cultural uniqueness of each territory, is a transferable tool that contributes to strengthening the competitiveness and sustainability of gastronomic destinations on an international scale.

8. Conclusions

Gastronomic tourism is presented as a strategic driving force for territorial development. A gastronomic tourism product that is presented to us as a unique, deseasonalising product with a high cultural component. Galicia has an unrivalled resource of Atlantic and rural gastronomy that can attract more quality visitors and extend the tourist season. Gastronomic digital territorial marketing strategies focus their efforts on promoting the recognition of Galician gastronomy as a key element of cultural identity and rooting food and wine tourism in sustainability and authenticity. Successful experiences (wine routes, festivals, product differentiation) demonstrate the potential of gastronomy to attract visitors and add economic value. The next challenge to be faced by managers of Galician tourist destinations is to turn their territory into a culinary landscape [27]. In this direction, a basic territorial marketing strategy is to articulate gastronomic tourism routes, similar to the already existing wine routes, which allow them to take advantage of this comparative advantage to promote/structure the territory’s tourism offer. A tourist offer articulated and interpreted through cuisine, local products and all the services and activities that surround them [44]. Hence, the great challenge for the managers of Galician tourist destinations to ensure that the public and private sectors work together, as well as the tourism sector transversally with other sectors (agribusiness, winemakers, shellfish farmers…).

The analysis of search terms carried out in Google Trends confirms that certain gastronomic products function as powerful builders of territorial imaginaries. The search dynamics allow us to trace a symbolic geography of territorial marketing and reinforce the idea that digital tourism promotion must be aligned with real online cultural consumption practices. The data show how territorial imaginaries are also constructed and projected from the digital behaviour of users. However, it is necessary to highlight that there is no exact correlation between the position of gastronomic terms in the rankings of search engine usage and the digital marketing media of public administrations. In other words, if we analyse the most used terms in digital platforms for tourism promotion, there are terms such as “seafood” that are in a relatively low position in the ranking but which, nevertheless, are the most searched gastronomic terms in search engines. This fact requires a more in-depth comparative analysis to analyse whether territorial gastronomic marketing policies are adapted to the requirements of users.

Finally, over the last 5 years there has been a general decline in search engine searches for these gastronomic products. This may be due to the changing needs of users, which would imply the need to adapt the marketing objectives of destination promoters. However, it may also be due to a loss of interest in gastronomy as a representative element of the territories. Given that the methodology applied to this research is clearly replicable, this research lays the foundations for analysing these dynamics more broadly or in other regions. This would make it possible to understand the evolution of the relative weight of gastronomy within territorial marketing in different contexts.