Between 27 and 29 January,
Portugal was present at
Madrid Fusión, one of the most prestigious gastronomic congresses in the world, which annually brings together the biggest names in global gastronomy. Portugal played a prominent role in this year's event. Its participation was
promoted by VisitPortugal and the country was represented by renowned chefs who further elevated the quality of its cuisine, following the launch of the
New Gastronomy Campaign "Portugal, an unwritten recipe". With chefs, producers, specialists and enthusiasts from various countries in attendance, the event is a showcase of innovation, emerging trends, and sustainable practices in the kitchen.
On 27 January, Chef Marlene Vieira, whose restaurant bears her name and who is one of the great names in contemporary Portuguese cuisine, began the Portuguese campaign with the session "Dishes with History." Recognised for the way she combines tradition and innovation, Chef Vieira explored the narrative power of the kitchen and highlighted dishes that reflect the cultural essence of our country. On the same day, on a stage dedicated to the cuisine of the future, Chef Rodrigo Castelo from the restaurant Ó Balcão participated in the round table "Innovation and Sustainability in Gastronomy: Towards a Waste-Free Kitchen," where he shared the practices of his restaurant, what he values, and the local products of the Ribatejo region, in an approach that combined creativity and sustainability.
On 28 January, the second day of the event, Chef João Sá, recognised for his innovative approach to contemporary Portuguese cuisine and for winning a Michelin star with the Sála project, was present at the Main Auditorium. Focused on "Protecting Marine Ecosystems Through Haute Cuisine", this is an innovative gastronomic proposal that values lesser-known species, while raising awareness of the importance of these habitats – essential for biodiversity and carbon capture – within the scope of the Ocean Alive project, an initiative dedicated to the conservation of seagrass meadows in the Sado estuary (Setúbal).
On 29 January, the excellence of Portuguese bread-making was in the spotlight with Elisabete Ferreira, Executive Director of Pão de Gimonde and recently-elected Best Baker in the World 2024. Her presentation "Sustainable Bread-making with Tradition and Innovation," paid tribute to the art of Portuguese bread-making that combines sustainability and cultural heritage. Still on the 29th, within the scope of MF The Wine Edition – Tasting Room, oenologist Tiago Macena, a student of Stage 3 of the Institute of Masters of Wine, conducted a tasting entitled "Wines of Portugal: A Journey Through Varieties and Styles". This session, in partnership with ViniPortugal, celebrated the diversity and quality of Portuguese wines, reinforcing their position of excellence in the international landscape.
This participation at Madrid Fusión 2025 follows other moments of great international visibility, such as Portugal's presence as a guest country at San Sebastian Gastronomika 2024 and at Taste of London 2023. These initiatives, driven by Turismo de Portugal, allow the country to reaffirm its position on the global gastronomy map, celebrating the tradition, innovation and sustainability that define its culinary identity.
New Turismo de Portugal Campaign On 21 January, Turismo de Portugal presented the new promotional campaign for the destination
"Portugal, an unwritten recipe" which highlights gastronomy as an expression of the country's history, culture and tradition. The campaign invites everyone to explore Portugal through unique flavours and gastronomic experiences. Aimed at Portuguese and international audiences, especially the markets of Spain, Germany, the United States, France and the United Kingdom, the campaign will be promoted on digital platforms such as Facebook, Instagram, YouTube and Connected TV.
