The International Association Cultural Itinerary The Way of the Holy Grail in Europe has awarded the Artistic Recognition #verysentirlacultura "Valencia, City of the Grail" to researchers María Genoveva Millán Vázquez de la Torre and María Genoveva Dancausa Millán for their work linking agri-food and cultural heritage with sustainable tourism. The award, presented on November 15 at the Cherry Blossom Valencia, highlights their contribution to deseasonalizing tourism and regenerating rural economies in Cordoba and Andalusia.
The research, promoted by the Losan Clinical Optical Centre as part of its #verysentirlacultura program, uses data analysis and innovation to create tourism proposals that generate added value, boost local economies, and reinforce municipal identities. The researchers' work provides concrete data on tourism's impact, offering strategic value for businesses and administrations.
Professor Dancausa Millán's study, based on surveys of 470 oleotourists between October 2023 and June 2024, identified key motivations for gastronomic tourists: learning about production processes (50.1%), tasting local cuisine (40.8%), and attending gastronomic festivals. The profile of the Cordoban oleotourist is predominantly male (57.4%), aged 50-59 (30.4%), with secondary or vocational training (32.6%) and moderate purchasing power. These visitors seek authentic experiences related to olive oil.
Professor Millán Vázquez de la Torre's research extends to rural and heritage tourism, identifying visitor segments seeking authenticity, nature, and heritage via thematic routes linked to wine, oil, or ham, as well as emerging modalities like religious tourism. Her analysis segments demand by motivation, spending, origin, and season, generating tools for designing tourism products. She also directs the Journal of Tourism and Heritage Research and organizes the International Scientific-Professional Congress of Cultural Tourism, which will hold its XII edition in Tomar, Portugal, in 2026 under the slogan "Responsible cultural tourism: preserve, respect and share."
The award, part of the "Valencia, City of the Grail 2025/26" edition, recognizes for the first time academic work with direct impact on economy and tourism planning. It strengthens ties between the European Cultural Route of The Way of the Holy Grail and the Andalusian academic community. The Holy Chalice of Valencia's Cathedral has a historical link to Cordoba, as its base, added in the 11th century, comes from the Caliphate of Cordoba, placing Cordoba as the starting point of the Andalusian route of The Way of the Holy Grail.
The recognition also accredits the researchers' contribution to disseminating Cordoba's agri-food and cultural heritage within the framework of the Jubilee Year of the Holy Chalice. The International Association Cultural Itinerary The Way of the Holy Grail in Europe promotes cooperation between territories and projects uniting culture, science, and local development.
