Gorka Zamarreño-Aramendia holds a bachelor’s degree in Geography and History from the University of the Basque Country (UPV/EHU), a master’s degree in Communication, and a PhD in Communication Sciences from the University of Málaga. He combines professional experience in marketing and communication with teaching at universities and business schools. He currently teaches marketing at the University of Málaga and is a member of the Mediterranean Economics Research Group. His research focuses particularly on wine tourism, innovation, destination marketing and the strategic role of cultural and gastronomic heritage in territorial development. He has also undertaken research stays at the Institute of Patagonia in Chile and the Valentín de Foronda Institute of Social History in Vitoria-Gasteiz.