Interview with the Deputy of Tourism of Valencia, Pilar Moncho.

What global assessment would you do about the ‘del tros al plat’ campaign? , on the one hand as it has been at a general level and then how it has served to dynamise the regions at gastronomic and tourist level.

The philosophy of the “del tros al plat” is the promotion of the territory with three factors: the product, the producer and chef that transforms raw materials of excellence into a dish that ends up being a tourist product.

We verified in London that this product that we say ‘del tros al plat’ tries to create products, that is, raw material of excellence so that these chefs follow the articheirs of the magic of transforming it into a this is a unique dish and there, too, to evaluate the territory and the producer that also seems not to exist, but outside the producers, nor would our landscape exist, nor would there be much of our way of being because we come from cities where agriculture is the basis of economy and of preserving our peoples as they are.

Of the three products that we present in FITUR 2017 this is where people have most been identified, because we know not only from Valencia Tourism that gastronomy is an essential pillar of our tourism and that it is a very good way of selling because It brings quality tourists, tourists who spend and visit our restaurants throughout the year and this helps to seasonalize both the coast and the interior.

The Valencians have to make our territory have “fame” about how good it is eaten, how does it happen in the Basque Country and that is what we have to do because if we do not believe it anyone will believe the excellence of ours products and our chefs.

Of the work done in London with English agencies, some well-known as a “trip advisor”, as it will evolve to the philosophy of this ‘del tros al plat’ campaign, to promote large British brands as eaters as our restaurants, although some have a Michelin star How does that gastronomy have that international brand?

The peculiarity of the London Fair is that everyone thinks that all the fairs are the same but not, this is a professional fair, it is not the people of the street to visit the world because there is the world represented gastronomically. Professionals go to this fair, you are going to sell your product. A small restorer is defended thanks to the administration that it is behind him and gives him strength and the necessary anchorage to be present at the fair, because that is what we are going to be the voice of all those particular agents that make us become a attractive for local and foreign tourists.

The English public that goes to the fair is looking for excellence in gastronomy, looking for the heat that our territory gives and that the Nordic countries do not even have. The importance of this fair is to contact professionals at people who sell our products, the circle closes when there is a private company that wants to sell what you are promoting, but it does not make sense. For us the London fair is important not only at the provincial level but also at the level of the whole country.

Regarding classical sun and beach tourism, do you think that a more focused tourism model for quality gastronomic tourism will be increasing to the detriment of sun or beach tourism or will it be complemented?

They are not incompatible on the contrary they are completely compatible, in fact it is the way to have tourism throughout the year. Summer is where the majority of people enjoy holidays because they are school vacations too and it is inevitable that people choose the beach areas because the interior is warmer and the coastal areas have a more temperate climate.

We need to look for the responsible neighbor but the tourist too. And the interior area is an ideal area for sustainable tourism so that mass tourism is very difficult to control what is happening in summer.

Both are complementary and will make the seasoning finally arrive, although in the area of the beach it will cost more than in the area of the interior. People will be increasingly looking for indoor areas in summer bushes especially at night to be able to rest better.

We have already seen that brick tourism has not worked and we have to make a common sense tourism that values what we have of all kinds and that way of living that we have to live our lives on the street.

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