What is Madrid Fusión 2026 and why does it matter?

Madrid Fusión is a leading culinary forum that draws chefs, buyers, media, and trade partners. Georgia used the 2026 edition to spotlight gastronomy and ancient winemaking to more than 25,000 attendees from 61 countries. This visibility can translate into premium travel demand and stronger export interest.

How can Canadian businesses benefit from Georgia culinary tourism?

Canadian tour operators can package chef-led experiences, vineyard visits, and city dining. Importers and retailers can feature amber wines and regional foods with education and tastings. Restaurants can trial menu pairings to build repeat orders, then scale winning items while maintaining strong margins.

Which segments look most promising?

Upscale leisure travelers, wine club members, and food-focused city breakers are strong early targets. On the trade side, boutique wine agencies, specialty grocers, and chef-driven restaurants can move first. Education-driven activations, like tastings and pairings, help defend premium pricing and improve conversion.

What risks should investors monitor?

Watch air capacity, visa and travel guidance, seasonality, and supply reliability from small producers. Exchange rates versus the Canadian dollar affect package and import pricing. Mitigate by piloting, diversifying suppliers, and scaling in phases based on clear booking, sell-through, and retention metrics.

Global Market Insights

February 08: Georgia Targets High-Value Tourism via Madrid Fusión

ByDanny Kontos February 8, 2026February 8, 2026

Georgia culinary tourism gained global attention on February 8 as the country used Madrid Fusión 2026 to showcase its gastronomy and 8,000-year wine heritage to over 25,000 attendees from 61 countries. This high-visibility stage aimed to attract high-spend visitors and build hospitality partnerships. For Canadian investors, the story signals potential uplifts in inbound travel to Georgia and stronger demand for wine and specialty foods in Canada. The initiative, outlined here source, ties culture-led branding to trade and tourism pipelines.