Today, we have some inspiring news to share about a groundbreaking project that’s set to revolutionise how we connect with the rich maritime heritage of Catalonia. We are thrilled to announce that our project, “MedFish2Cook – Be a local fishermen for one day,” has been successfully awarded in the fuTOURiSME Open Call for Innovative Projects! This is a significant step forward for us at El Brogit, and we look forward to bringing this unique experience to life. More than just an innovative tourism product, we envision MedFish2Cook as a pioneering initiative in regenerative tourism, aiming to leave our destination better than we found it, for both people and the planet.
Understanding regenerative tourism: beyond sustainability
Before diving into the specifics of MedFish2Cook, it’s important to understand what regenerative tourism means and how it differs from traditional sustainable tourism. While often used interchangeably, these concepts have distinct goals.
- Sustainable tourism primarily focuses on minimising negative social and environmental impacts while pursuing economic growth. It aims to lessen the impact of tourism on ecosystems and communities, maintaining what already exists.
- Regenerative tourism, on the other hand, goes a significant step further. It’s a practice that seeks to leave destinations in a better state than they were found, actively improving local ecosystems and communities. It views tourism as a living system, deeply connected with the economy, society, culture, and nature, enabling communities and ecosystems to evolve, renew, and restore. It’s a total paradigm shift, prioritising well-being over profit, community over corporations, authenticity over commodification, and regeneration over extraction. The ultimate goal is to inspire visitors to contribute positively to the destination.
In essence, regenerative tourism builds on the foundation of sustainability, recognising that minimising harm is just the first step; the true objective is to actively contribute to the revitalisation and thriving of a place.
Dive into tradition: our regenerative vision for “MedFish2Cook”
Professional fishing in Catalonia has long been a cornerstone of our economy and culture, but it’s facing challenges like decreasing catches, declining revenues, and a reduction in the number of fishing vessels over the past decade. Our mission with MedFish2Cook is to tackle these issues head-on through a regenerative lens. This project aims to promote the knowledge of local fish species and traditional fishing practices in the Western Mediterranean, raise awareness about the decreasing numbers of fishermen, depleted fish stocks, and the loss of traditional knowledge. Simultaneously, we aim to boost local gastronomy and restaurants. We want to bridge the gap between this vital industry and the public, creating an unforgettable experience that’s both educational and incredibly fun, while directly contributing to the cultural revitalisation and ecological restoration of the region.
An innovative blend: virtual reality meets culinary delights for regeneration
What makes MedFish2Cook truly unique is its innovative approach, blending cutting-edge technology with authentic cultural experiences, all designed with regenerative principles in mind. We’re introducing a new dimension to tourism by making it more experiential and actively beneficial:
- The virtual reality (VR) adventure and VR videogame: Imagine yourself diving into the Mediterranean Sea without getting wet! Through an immersive VR experience, with stunning 360º videos of fishing boats leaving and returning to the harbour, you’ll embark on a virtual journey. This isn’t just passive viewing; you’ll be actively interacting with the VR glasses, virtually capturing fish as if you were truly underwater. Here we’ve integrated gamification techniques and full game mechanics into the VR experience. This interactive video game promotes active learning and keeps you motivated as you explore and “fish”. You’ll learn about fish biodiversity, where and when to find them. This provides a quality, educational experience focused on connection to place and local knowledge. Designed with limited “diving time”, it encourages you to repeat the adventure and learn about the diverse marine life.
- The analogical touch: recipe cards: The adventure doesn’t end in the virtual world! After your VR fishing trip, you’ll receive a physical card for each fish you “captured”. These beautifully designed cards will feature a descriptive picture to help you identify the fish at the market, details about its best season, nutritional value, and, most excitingly, a traditional recipe on the reverse side. These recipes, some potentially crafted by local gastronomy associations or promoted by local restaurants, will even have online video versions and special menus at participating eateries, helping you bring the taste of the Mediterranean home!. This promotes cultural preservation and equitable economic benefits by supporting local businesses.
A community-driven project: we’re all in this together for regeneration!
The success of MedFish2Cook relies heavily on the active involvement of local communities and various sectors, a core principle of regenerative tourism where communities are at the head of the table. We’re working closely with:
- Fishermen: Their invaluable knowledge of local fish species, traditional methods, and rich stories and legends is central to creating the authentic content for our experience. We’re committed to co-creating this project with them, ensuring it accurately reflects their traditions and builds trust, addressing potential scepticism by involving the community in the development and testing phases. This empowers the host community as the primary agent of tourism.
- Fish markets: The project is designed to help you easily identify the different fish, making your visit to a local fish market more informed and enjoyable.
- Local restaurants and gastronomy associations: They will contribute to our recipe content, create online cooking videos, and offer special menus, allowing you to savour the local cuisine inspired by your virtual catch. This fosters a powerful interrelation between tourism companies and the local community, distributing benefits equitably.
This interrelation means we’re not just creating a tourist product; we’re also supporting the local economy and preserving ancient traditions that are at risk. We aim for a symbiotic relationship where tourism benefits the community and environment, and vice versa.
La Ràpita: our perfect pilot zone for regenerative impact!
Choosing the right location for our pilot project was crucial, and we found the ideal partner in the vibrant coastal town of La Ràpita. La Ràpita stood out because of its exceptionally active fishing community and significant maritime activity. In 2023, La Ràpita was the fishing market with the highest landings and revenues in Catalonia, with 2,167.79 tons landed and 12.29 million Euros generated.
This charming town is renowned for its abundant seafood, nestled perfectly on the Mediterranean within the Ebro Delta, a rich environment for mussels, oysters, prawns, octopus, and unique specialities like razor clams, galeras, and tallarines. The town’s modern fishing port and market, where you can witness the fleet returning and the mechanised fish auction in action (best seen around 4:30 PM on weekdays!), make it a living testament to Catalonia’s fishing heritage. La Ràpita offers the perfect backdrop to showcase the importance of traditional fishing and its connection to local gastronomy, supporting a resilient economic sector outside of tourism.
Anticipated impacts: A ripple effect of positive change and regeneration
“MedFish2Cook” is designed to create a multifaceted positive impact, embodying the twin transition (Green and Digital) central to regenerative tourism:
- For our SME: This project brings a brand-new, innovative service to El Brogit, significantly enhancing our competitiveness and capacity to promote local traditions and culture. It also includes essential improvements to our operational efficiency, such as integrating CRM software, updating our website with better SEO and online booking systems, and working towards Biosphere certification.
- For the tourism sector (Twin Transition): We are proud to contribute to the Green Transition by showcasing sustainable fishing methods, educating on marine ecosystem preservation, and raising awareness about challenges like overfishing and climate change. Simultaneously, we’re driving the Digital Transition by leveraging VR technology to provide an immersive experience that allows learning about fishing traditions and culinary practices without needing to embark on a physical fishing trip (which is often difficult for tourists). This also strengthens local digital literacy by involving fishermen, chefs, and artisans in content development. This aligns with regenerative tourism’s focus on ecological responsibility and leveraging technology for sustainable solutions.
- For you, our users: You’ll gain practical knowledge, learn to identify fresh local fish, understand their nutritional value, and discover how to cook them at home or where to enjoy them at local restaurants. The VR technology removes barriers, making the art of artisan fishing accessible to a wider audience and promoting global awareness of the healthy Mediterranean diet. This offers quality, educational experiences and promotes transformative journeys for guests, where they connect to the place and learn how to contribute to its preservation.
After the project’s initial phase, we plan to sustain its impact through ongoing partnerships and by reinvesting income to transfer and adapt this incredible experience to other coastal villages. This ensures the long-term commitment and scalability inherent in a regenerative approach.
We are incredibly excited about this journey and invite you to follow our progress! Get ready to virtually cast your net and discover the captivating world of Catalan fishing – and join us in building a more regenerative future for tourism!
