The province played a key role in Madrid and Barcelona, with a strong presence in gastronomy, wine, tourism, and culture during a strategic Marca País initiative
Argentina Country Brand developed a new edition of Argentina Week in Spain, a strategic initiative that took place in Madrid and Barcelona with the goal of promoting the best of national gastronomy, tourism, and culture. In that context, Mendoza played a prominent role within the Argentine delegation, consolidating itself as one of the country's main benchmarks in wine gastronomy and tourism.
The initiative was jointly organized by Argentina Country Brand, PromArgentina —the Argentine Agency for the Promotion of Investments and International Trade—, the Argentine Embassy in Spain, and the National Secretariat of Culture. The activities were carried out in parallel with the 24th edition of Madrid Fusión Alimentos, one of the most important gastronomic events worldwide.
Mendoza delegation and wine gastronomy leaders
Meanwhile, representing Mendoza were the president of theMendoza Tourism Board (Emetur), Gabriela Testa; the director of Tourism Promotion and Market Intelligence, Cristina Mengarelli; and chef Matías Gutiérrez from the restaurant Abrasado at Bodega Los Toneles. Chef Lucas Bustos, in charge of the restaurant La Gurisa in Madrid, and sommelier Pilar Oltra, founder and CEO of Vinology, also took part in the initiative.
Mendoza's offering was completed with the participation of the tableware manufacturer Colbo, represented by one of its owners, Matías Janello; the presence of wines from the wineries Los Toneles and La Vigilia, through Wines of Argentina and ProMendoza; and seven brands of extra virgin olive oil from Mendoza, selected by ASOLMEN.
Mendoza fue protagonista de la Semana Argentina en España y reforzó su posicionamiento internacional
In addition, Bodegas de Argentina supported the initiatives both at the International Tourism Fair (FITUR) and at the activities held at Mercado de la Paz in Madrid.
A strategic showcase for Mendoza tourism and identity
When assessing the provincial participation, the president of Emetur, Gabriela Testa, emphasized that Argentina Week in Spain "has been a strategic showcase to show the world the identity, quality, and diversity of Mendoza's product and tourism offerings."
Along those lines, she stressed that wine gastronomy is one of the province's main tourism differentiators and that this type of initiative makes it possible to position it in key markets, strengthen international ties, and generate new development opportunities.
The gastronomic experience at Madrid Fusión
Mendoza fue protagonista de la Semana Argentina en España y reforzó su posicionamiento internacional
Meanwhile, chef Matías Gutiérrez, one of the Mendoza chefs recognized by the Michelin Guide, explained that the goal was to bring to Spain products that originate from and are emblematic of Mendoza. Oregano, tomato, black olives, and garlic were some of the ingredients used, prepared with different techniques and textures to achieve balanced flavor combinations.
Gutiérrez particularly highlighted the experience of participating in Madrid Fusión, where he shared days with international leaders in gastronomy, toured stands, and gained access to new perspectives on contemporary cuisine. According to him, the experience made it possible to enrich Mendoza's gastronomic offering and to continue elevating its international projection.
Strategic markets and continuity of promotion
The activities continued at Mercado de la Paz in Madrid with the event "Flavors of Argentina", which included tastings of national products and a tasting of Argentine wines with a strong presence from Mendoza. Subsequently, the experience was replicated at Mercado de La Boquería in Barcelona, along with the Argentina Night event, aimed at both specialized and general audiences.
In parallel, Argentina Country Brand presented the Argentine Gastronomy Network in the World and launched a new license for importers and distributors of Argentine products abroad, in addition to the official website argentinaweek.ar. These initiatives were complemented by Mendoza's strategic participation in FITUR 2026, reaffirming its position as a tourism and gastronomic destination of excellence.
