Catalonia is the World Region of Gastronomy in 2025. Within this context, the Catalan Tourist Board has promoted a campaign to proudly reaffirm a powerful message: we have the best cuisine in the world.

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This statement does not aim to be competitive but to showcase everything that makes us unique: our talent, diversity, rootedness and capacity to transform local products into a cultural, tourist and emotional experience.

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And we are not the only ones who say it. It is also recognised through international rankings, awards, stars, experts… But most important, it is said by the people who work the land, head out to fish, cook passionately and serve with excellence every day. It is said by an entire country that loves its gastronomy and views it as an expression of identity, culture and hospitality.

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Catalan cuisine is at a turning point, with its international recognition, a generation of outstanding professionals, creativity, commitment and a strong connection to the region and to tradition. This campaign aims to showcase this entire gastronomic capital—human, cultural and economic—and proudly make it visible.

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The campaign ‘Catalonia, the best gastronomy in the world’ is a choral cry, a collective celebration and a tribute to everyone who makes it possible for Catalonia to be a major gastronomy and tourism power today. It is a project that springs from the heart of the region to excite people, bring them together and project the best of our gastronomy around the world. After all, our cuisine is much more than food. It is locality, culture and a form of love.

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This campaign aims to be a tribute to all those people. And it is doing this with a clear goal: to proclaim Catalan gastronomy’s leadership in the world. We want to communicate this message powerfully, loud and clear, so that it reaches all corners of the planet.

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We are a region that has revolutionised global gastronomy through innovation and creativity, with Michelin-starred chefs that explore new techniques, textures and combinations, and with auteur cuisine, new talents and more. Plus, our gastronomy is strongly rooted in a culinary tradition with years and years of history, always featuring local products from both land and sea.

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The campaign is an invitation for everyone to enjoy Catalan cuisine. The core of the campaign is a video showing the products’ journey from the countryside, sea and mountain to the plate. It is a tour through Catalonia that highlights products, traditional dishes and real people involved in the sector, including producers, livestock farmers, fishers, restaurateurs, winemakers, hotel managers and chefs. The common thread is a visual resource, the ‘infinite table’, which symbolises the union of all of Catalonia through its gastronomy.

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Other key goals include:

• To position Catalonia as a benchmark wine-gastronomy destination
• To enhance a sustainable, innovative tourism model
• To improve the seasonality of tourism
• To spread the benefits of tourism throughout the entire region
• To offer more authentic tourist experiences
• To optimise economic impact
• To establish a symbiotic relationship between locals and visitors, placing residents at the centre
• To capture more conscious tourists who are interested in regenerative tourism