
“Saborea España returns stronger, more united, and safer than ever to Madrid Fusión.”
After a challenging year, Madrid Fusión once again became the global epicenter of gastronomy. The excitement and atmosphere aimed to match those of its last edition: passion, creativity, sustainability, local products, and gastronomic promotion.
This event marked a crucial moment for the industry—a chance to reconnect, feel the energy, the nerves, and the immense desire to return to normalcy. Weeks of hard work culminated in over 60 presentations, which could also be followed online from home.
Day One
The intense journey began with the opening speech by Ana Redondo García, Vice President of Saborea España. Her introduction set the stage for the twenty presentations given by the various destinations representing Saborea España at Madrid Fusión.
Gradually, Saborea España’s exhibition space filled with eager participants, looking to discover the destinations and their gastronomic offerings.
- The meeting area was quickly bustling with industry professionals and travel agencies from CEAV (Spanish Confederation of Travel Agencies).
- Meanwhile, the tasting and streaming area was continuously active, allowing visitors to enjoy live presentations while sampling the featured dishes.
One of the most anticipated moments of the day was the signing of the strategic collaboration agreement with CEAV, marking a significant milestone in Saborea España’s efforts to strengthen its presence in the travel sector.
Day Two
The second day featured 23 new presentations. This time, Amelia Rico, Treasurer and Director of the Cambrils Tourism Board, kicked off the day, with streaming running non-stop until 8 PM.
The themes of the day revolved around flavor, passion, tradition, innovation, and sustainability, as each speaker highlighted the importance of responsible gastronomy.
As expected, Euro-Toques brought some of the industry’s biggest names to the Saborea España space:
- Andoni Aduriz, President of Euro-Toques and acclaimed chef of Mugaritz,
- Jesús Sánchez, Executive Chef of El Cenador de Amós (holder of three Michelin stars),
They visited all 11 Saborea España stands, engaging with local chefs and their culinary creations.
Later, Reyes Maroto, Spain’s Minister of Tourism, made a special visit, accompanied by Adolfo Muñoz, President of Saborea España. She personally greeted each participating destination, showing her support for Spanish gastronomy.
In the afternoon, the delegation from Cullera, led by Mayor Jordi Mayor, attended the event. This was a fantastic opportunity for this new Saborea España destination to experience the scale and impact of Madrid Fusión firsthand.
The day concluded with a visit to Mallorca’s delegation, as the island prepares to officially join the Saborea España network in the coming months.
Day Three
The final day of Madrid Fusión was just as eventful. The schedule included 21 additional presentations and a visit from Spain’s Secretary of State for Tourism, Fernando Valdés.
Throughout the day, CEAV agencies continued to explore the Saborea España space, further strengthening the relationship between gastronomy and tourism.
As tradition dictates, the annual group photo was taken, this time respecting social distancing and safety protocols.
As the afternoon progressed, the venue gradually emptied, marking the end of the first Madrid Fusión after the pandemic—a Madrid Fusión with face masks, temperature checks at the entrance, and smiles hidden behind protective coverings.
With renewed enthusiasm and optimism, Saborea España closed this edition with a sense of accomplishment and hope, eagerly looking forward to the next gathering—a celebration of the richest country in the world in terms of gastronomy.