Researchers María Genoveva Millán Vázquez de la Torre and María Genoveva Dancausa Millán have been awarded the Artistic Recognition #verysentirlacultura "Valencia, City of the Grail" for their scientific work promoting tourism as a tool for deseasonalization and territorial regeneration in Córdoba province and Andalusia. The award, granted by the International Association Cultural Itinerary The Way of the Holy Grail in Europe https://elcaminodelsantogrial.eu/, recognizes their approach to linking agri-food and cultural heritage with sustainable tourism, transforming local traditions into economic opportunities.
The research provides concrete data on tourism impact in the province, offering high strategic value for businesses and administrations. Professor Dancausa Millán's study of 470 oleotourists between October 2023 and June 2024 revealed that 50.1% of gastronomic tourists are primarily motivated by learning about production processes in oil mills, wineries, or factories, while 40.8% seek to taste local cuisine, and gastronomic festivals rank third in importance. The analysis identifies middle-aged visitors with medium to higher education levels and moderate purchasing power as the dominant tourist profile, with 57.4% being men and 42.6% women, predominantly aged 50-59 (30.4%) followed by 30-39 (27.5%).
Professor Millán Vázquez de la Torre's research extends to rural and heritage tourism, identifying visitor segments seeking authenticity, nature, and heritage through thematic routes linked to wine, oil, or ham, along with emerging modalities like religious tourism and heritage cemeteries. Her analysis enables demand segmentation by motivation, spending, origin, and season, creating useful tools for tourism product design. Both researchers' work reinforces authenticity and local heritage identity while promoting sustainability, job creation, and economic competitiveness for local commerce and businesses.
The award ceremony took place at Cherry Blossom Valencia https://www.facebook.com/profile.php?id=61570375871319 as part of the "Valencia, City of the Grail" 2025/26 edition https://www.valenciaciudaddelgrial.com/2025-26. This recognition, promoted by Losan Clinical Optical Centre https://opticaclinicalosan.es/servicios-optica-valencia/, marks a turning point by acknowledging academic work with direct economic and tourism planning impact for the first time. The award strengthens ties between the European Cultural Route of The Way of the Holy Grail and the Andalusian academic community, as both researchers disseminate culture and heritage from scientific perspectives.
The International Association Cultural Itinerary The Way of the Holy Grail in Europe works to value historical, artistic, and spiritual heritage linked to the Holy Chalice of Valencia, encouraging territorial cooperation and projects uniting culture, science, and local development. Cordoba maintains historical significance as the starting point of the Andalusian route of The Way of the Holy Grail, with the base supporting the Holy Chalice originating from the Caliphate of Cordoba. This research contributes to the international projection of Andalusian cultural, gastronomic, religious, and rural heritage through the Journal of Tourism and Heritage Research and the International Scientific-Professional Congress of Cultural Tourism, which will hold its XII edition in 2026 in Tomar, Portugal, under the theme "Responsible cultural tourism: preserve, respect and share."
