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 contributions to tourism as a tool for deseasonalization and territorial and economic regeneration in the province of Córdoba and Andalusia. The award, presented on November 15 at the Cherry Blossom Valencia, is granted by the International Association Cultural Itinerary The Way of the Holy Grail in Europe (https://elcaminodelsantogrial.eu/) and promoted by the Losan Clinical Optical Centre (https://opticaclinicalosan.es/servicios-optica-valencia/).
Their scientific work focuses on linking the agri-food and cultural heritage of rural areas with sustainable tourism, turning local traditions into economic opportunities. By analyzing data and innovating, they create proposals that generate added value, boost local economies, and reinforce the identity of Cordoban municipalities. The research offers concrete data on tourism's impact, providing strategic information for companies and administrations to design experiences that promote sustainability, job creation, and economic competitiveness.
In a study coordinated by Professor Dancausa Millán, surveys of 470 oleotourists between October 2023 and June 2024 revealed that the main motivations for gastronomic tourists are learning about production processes (50.1%), tasting local cuisine (40.8%), and attending gastronomic festivals. The profile of these visitors includes middle-aged individuals with moderate purchasing power: 57.4% men and 42.6% women, predominantly aged 50-59 (30.4%) and 30-39 (27.5%), with 32.6% having secondary or vocational training and 29.3% holding university degrees.
Professor Millán Vázquez de la Torre's research extends to rural and heritage tourism, identifying segments seeking authenticity, nature, and heritage through 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, creating tools for designing tourism products. She also directs the Journal of Tourism and Heritage Research and the International Scientific-Professional Congress of Cultural Tourism, which will hold its 12th edition in 2026 in Tomar, Portugal.
The award, part of the #verysentirlacultura program, recognizes female trajectories in culture, art, and science. This edition, with collaboration from Hotel One Shot Puerta Ruzafa (https://www.oneshothotels.com/es/hoteles/valencia/puerta-ruzafa/), marks the first time academic work with direct economic impact is recognized. It also strengthens ties between the European Cultural Route of The Way of the Holy Grail and the Andalusian academic community, highlighting the historical link between the Holy Chalice of Valencia and Córdoba, whose caliphal base connects the two regions.
