How Georgia’s Gastronomy Showcase at Madrid Fusión 2026 is Paving the Way for Tourism Growth, You Need To Know

On February 8, 2026, the Georgian National Tourism Administration (GNTA) confirmed that Georgia’s strategic presence at Madrid Fusión Alimentos de España 2026 was instrumental in driving the country’s tourism growth targets for the year. Held from January 26–28, 2026, the global culinary event in Madrid served as a high-profile platform for the Georgian government to promote its rich cultural heritage, unique gastronomic identity, and lucrative tourism opportunities.

The following insights into Georgia’s tourism strategy are compiled from official reports from the Ministry of Economy and Sustainable Development of Georgia, the GNTA, and other verified regional sources.

What Is Georgia’s Tourism Strategy for 2026 and Beyond?

At the core of Georgia’s tourism growth strategy is the ambition to transition the country from being a “hidden gem” to becoming a global gastronomic hub. The Georgian government’s participation in Madrid Fusión 2026 reflects this shift, aiming to showcase the nation’s rich cultural and culinary traditions to an international audience. With a focus on gastronomy and eco-tourism, the Georgian government is positioning the country as a prime destination for high-value international travelers who are drawn to unique cultural and culinary experiences.

According to the GNTA, Georgia’s historical legacy of wine-making, with a proud tradition that spans over 8,000 years, serves as a powerful marketing tool. Leveraging this heritage, the government seeks to attract tourists interested in high-end, culturally immersive travel experiences, emphasizing the intersection of agriculture, cuisine, and history.

Where and When Did the Showcase Take Place?

The showcase took place at the Madrid Fusión Alimentos de España 2026, one of the world’s most prestigious gastronomy events. Held at IFEMA Madrid, the three-day event drew chefs, food critics, media representatives, and tourism professionals from around the globe. In Pavilion 14, Georgia presented an immersive experience that highlighted its unique agricultural and culinary heritage, aiming to position the country as a key player in the global gastronomy scene.

Why Did Georgia Focus on Gastronomy Tourism at Madrid Fusión 2026?

The Georgian government’s participation at Madrid Fusión 2026 was a deliberate and strategic move to boost its tourism sector, which has seen remarkable growth in recent years. With the tourism revenue for 2025 hitting a record $4.69 billion (a 6% increase from the previous year), the government is keen to continue this positive momentum. The primary aim of the showcase was to attract “high-value” tourists—those who are willing to spend more on unique and high-quality experiences that tie into Georgia’s history, culture, and agricultural roots.

What Were the Key Highlights of the Showcase?

Georgia’s pavilion at Madrid Fusión 2026, located in Pavilion 14, featured several key initiatives designed to spotlight the country’s rich culinary and wine-making traditions. The showcase included:

• UNESCO Recognition: One of the main highlights was the promotion of Georgia’s endemic wheat varieties, which were officially recognized by UNESCO in 2025. This was not only an agricultural achievement but also a cultural one, connecting Georgia’s food history to the broader narrative of human development through agriculture.
• Tradition to Avant-Garde: The GNTA organized a series of three masterclasses and show-cooking sessions, featuring renowned Georgian chefs like Guram Baghdoshvili and David Narimanishvili. These sessions focused on reimagining traditional Georgian dishes such as khinkali and khachapuri for modern fine dining, demonstrating how the country’s culinary traditions are evolving while maintaining their roots.
• Wine Diplomacy: A notable feature was the wine-tasting session, where Georgian Qvevri wines were compared to Spanish varieties. The objective was not only to showcase Georgia’s unique wine-making methods but also to establish partnerships with global distributors and media outlets. This wine diplomacy is seen as an essential tool for positioning Georgian wines on the international stage.

How Does This Showcase Align with Georgia’s Broader Tourism Goals?

The government’s participation in Madrid Fusión 2026 aligns with its broader tourism objectives as outlined in the “Vision 2030: Development Strategy of Georgia” and the recently enacted 2026-2027 Tourism Action Plan. The overarching aim is to boost tourism revenue and diversify the sources of income by targeting high-value markets such as those in Western Europe, the Gulf region, and beyond.

In particular, the government aims to exceed its 2025 tourism revenue by a significant margin, targeting $4.9 billion in tourism revenue for 2026. A critical aspect of this goal is to increase the average spend per visitor, focusing on markets that are more likely to engage with premium experiences like culinary tourism, eco-tourism, and wine tourism.

What Are the Broader Economic Impacts of Georgia’s Tourism Strategy?

Tourism is regarded as a strategic pillar of Georgia’s economy. In its efforts to increase tourism revenues, the government is targeting a growth of 5.4% to 6.0% in real GDP in 2026, with tourism playing a crucial role in achieving this goal. As the sector expands, the focus is on ensuring that the country attracts not just more visitors, but higher-spending visitors who will contribute significantly to local economies.

Furthermore, as part of its efforts to create sustainable tourism, Georgia is investing in infrastructure development, including the Middle Corridor, which will improve access to remote regions, fostering tourism in areas beyond the capital, Tbilisi. The country is also keen to attract eco-tourists, who are drawn to Georgia’s natural beauty and biodiversity, through the development of eco-friendly tourism offerings.

What Role Does Gastronomy Play in Georgia’s Tourism Strategy?

Gastronomy tourism has emerged as a cornerstone of Georgia’s tourism development plan. With its rich culinary traditions, especially its world-renowned wine culture, the country is positioning itself as a top culinary destination. As part of its 2026 strategy, the GNTA is focusing on developing “Gastronomic Routes” that connect Georgia’s ancient wine-making regions with modern culinary hubs, enabling tourists to experience the full breadth of Georgia’s food culture.

The launch of the “Georgia: The Birthplace of Wine and Wheat” global campaign at Madrid Fusión 2026 marked the official beginning of this initiative. Through this campaign, the government aims to attract high-end culinary tourists and promote Georgia’s distinctive role in the history of wine-making and agriculture.

How Will the 2026 Tourism Laws Impact the Sector?

The new law on tourism, which came into effect in January 2026, introduces significant changes to the tourism sector, focusing on regulation and quality control. Under this law, all tourism service providers—including hotels, guesthouses, and travel agencies—are required to register in the Economic Registry, ensuring that only businesses that meet established standards are promoted in official government marketing campaigns.

In addition, new regulations have been introduced for guides, especially those working in high-risk areas such as mountains and protected zones. These guides must now hold state-recognized certifications, ensuring that they provide accurate, safe, and culturally informed services.

What’s Next for Georgia’s Tourism Industry?

Looking ahead, the Georgian government plans to continue building on the momentum generated at Madrid Fusión 2026, with a focus on long-term growth in high-value tourism markets. By expanding its gastronomic offerings and positioning itself as a center for culinary excellence, Georgia aims to enhance its standing as a premier travel destination.

In addition to gastronomy, the government is also investing in eco-tourism, with an emphasis on sustainable travel practices and the protection of Georgia’s unique natural landscapes. These efforts are supported by the recent regulatory changes, which aim to ensure the safety and satisfaction of international visitors.

Georgia’s tourism strategy for 2026 is ambitious, but with the successful showcase at Madrid Fusión 2026, the country is well on its way to achieving its targets for revenue growth, sustainable development, and global recognition as a top destination for high-value, cultural, and gastronomic tourism.

Image: Madrid Fusión 2026

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