Turismo Centro de Portugal promotes MICE and gastronomy

Turismo Centro de Portugal is implementing several strategic initiatives to promote the region's tourism, gastronomy, and MICE (Meetings, Incentives, Conferences, and Exhibitions) sector.

In Madrid, the organization participated in the eventoplus 2026 Awards Gala to strengthen its presence in the Spanish market. For the second consecutive year, the region sponsored the ‘Best Incentive Trip’ category. The initiative included an activation titled ‘A Caminho das Estrelas’ (On the Way to the Stars), showcasing regional wines and DOP products to industry professionals.

Additionally, a new project titled ‘En el camino de las estrellas’ has been launched to build momentum leading up to the Michelin Guide Gala in Coimbra. Running until March 2027, the project features eight gastronomic and cultural pop-up experiences across the subregions of Aveiro, Coimbra, Leiria, Viseu Dão Lafões, Beiras and Serra da Estrela, Beira Baixa, Médio Tejo, and Oeste. The goal is to highlight the diverse culinary identities, local products, and regional stories of the entire territory.