Gastronomy as a Diplomatic Tool: Bairrada's Gastrodiplomacy Approach

Abstract

The intersection of gastronomy and diplomacy has collected significant attention, leading to the emergence of "gastrodiplomacy" as a pivotal concept in international relations. This paper delves into the dynamics of gastrodiplomacy within the context of Bairrada wine region, to unveil its potential for strategic gastronomic branding. Through an extensive literature review and qualitative analysis of municipal and restaurant websites content, this research identifies key players in promoting regional gastronomic brands and discerns patterns in food heritage strategic marketing. Results underscore Bairrada's substantial potential for effective gastrodiplomacy, advocating for innovative approaches such as people-to-people programs, cultural events, and social media engagement to elevate its gastronomic branding. These findings emphasize the significance of gastrodiplomacy in enhancing national brand recognition, fostering tourism, and attracting foreign investment.