Summary In the conversation with Dr. Francesc Fuste-Forne, University of Girona, Catalonia, we explore the role of social media in promoting luxury gastronomy in Abu Dhabi, and the challenges faced by bakeries in Catalonia during the pandemic. The chapters cover topics such as, the balance between authenticity and aesthetics in luxury gastronomy, user-generated content's influence, social media marketing trends, and the underutilization of short-form videos. The conversation concludes with recommendations for enhancing storytelling techniques. Takeaways • Social media platforms like Instagram and TikTok have revolutionized the way gastronomy and new destinations are marketed and promoted. • Luxury gastronomy experiences often focus on creating emotional bonds with customers through the use of unique and authentic storytelling . • Bakeries faced challenges during the pandemic but adapted by increasing takeaway and delivery services and communicating changes to customers. • Hospitality professionals should strive to balance high-tech and high-touch experiences and create narratives that evoke identity and engage with customers.

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