‘NURTURING WHO WE ARE’: THE LOCAL BRANDING OF FOOD TOURISM IN MENORCA BIOSPHERE RESERVE (SPAIN)

This paper examines sustainable food tourism development within UNESCO Biosphere Reserves, based on the Menorca Biosphere Reserve brand and its producers, experience providers and restaurants. The paper explores how local culinary practices and sustainable business strategies contribute to placemaking, through community cohesion and destination branding. Drawing from a content and thematic analysis of 21 business narratives and social media storytelling, combined with a case study of La Casa del Gelato, this research identifies three key themes: heritage and tradition, environment and sustainability, and craftmanship and quality. Results demonstrate that food brands effectively serve to integrate local resources and sustainability principles, enhancing both the environmental and socioeconomic aspects of the region through the use of local ingredients, the creation of authentic customer experiences, and the implementation of eco-friendly practices. This paper provides theoretical insights into the study of the relations between food tourism and sustainable development and offers practical recommendations for small food businesses that aim to support sustainable tourism in protected areas.