Georgia gastronomy took centre stage at Madrid Fusión 2026 as the Georgian National Tourism Administration highlighted the country's ancient food culture and modern culinary innovations.
Summary: Georgia gastronomy was prominently presented at Madrid Fusión Alimentos de España 2026, where the Georgian National Tourism Administration used show cooking, stage presentations and industry engagement to promote the country's culinary heritage and tourism potential.
Georgia gastronomy featured prominently at Madrid Fusión Alimentos de España 2026, bringing the nation’s long-standing culinary traditions and contemporary innovations to an international professional audience. The Georgian National Tourism Administration returned to the high-profile event for a third consecutive year to reinforce the country's reputation as a must-visit destination for food-focused travellers.
Strategic presence at IFEMA Madrid
Georgia’s pavilion was positioned on the ground floor of Pavilion 14 at the IFEMA convention centre, designed as an engaging space where visitors could sample regional flavours and observe culinary techniques. The stand operated as an active showcase throughout the fair, aimed at both trade professionals and media representatives.
The programme included three dedicated show cooking sessions that allowed chefs to demonstrate how traditional Georgian recipes can be adapted to modern palates while preserving their cultural roots. These live demonstrations provided attendees with direct insight into preparation methods and ingredient uses that define the country’s cuisine.
Exploring culinary heritage on the MF Experience stage
Beyond practical cooking demonstrations, Georgia’s delegation presented a comprehensive narrative on the MF Experience stage that traced the historical development of the nation’s food culture. The presentation outlined how geography—situated between the Black Sea and the Caucasus Mountains—has shaped agricultural practices, flavours and regional diversity over centuries.
Speakers emphasised that Georgian cuisine functions as more than sustenance: it is interwoven with social customs and renowned hospitality, and serves as an expression of identity that appeals to travellers seeking authentic cultural experiences.
Visionary leadership and global ambitions
Maia Omiadze, the Head of the Georgian National Tourism Administration, framed the return to Madrid Fusión as both an honour and a calculated opportunity. According to the administration’s perspective, such a platform enables Georgia to share its traditions and identity with international industry leaders, journalists and opinion-makers with the aim of positioning the country as an authentic gastronomy destination.
Strengthening industry partnerships
The delegation used the event to cultivate relationships with international chefs, culinary influencers and hospitality stakeholders. Organisers highlighted Georgian wine traditions, spice blends and local produce as distinctive assets for attracting higher-value tourism and longer stays, aligning with a broader government strategy to leverage cultural resources for economic growth.
- Location: Pavilion 14, IFEMA, Madrid
- Activities: Three show cooking sessions and a presentation on the MF Experience stage
- Objectives: Raise awareness, build partnerships, promote seasonal and regional food tourism
Event scale and global reach
The 24th edition of Madrid Fusión Alimentos de España closed having drawn more than 25,000 visitors from 61 countries, with 1,722 delegates attending conference sessions. Within that international context, Georgia’s presence contributed to the event’s cultural and culinary diversity and helped keep Caucasian traditions visible amid evolving global food trends.
Culinary diplomacy and wine heritage
Officials presented food and wine as instruments of culinary diplomacy, noting Georgia’s unbroken winemaking tradition spanning some 8,000 years. Conversations at the fair also covered sustainability and the conservation of indigenous grape varieties—topics that resonate with professionals seeking authentic, origin-led products.
What this means for travellers and the industry
Georgia’s focused presentation at Madrid Fusión strengthens its visibility among culinary professionals and travel decision-makers, which can lead to increased interest from food tourists, more international collaborations, and expanded travel offerings centred on regional cuisine and wine routes. For travellers, this means more curated gastronomic experiences and easier access to authentic regional food touring options in Georgia.
Why this matters: By translating cultural assets like traditional cuisine and millennia-old winemaking into international partnerships and media exposure, Georgia is shaping a sustainable tourism narrative that benefits local producers, hospitality businesses and travellers seeking authentic experiences.
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