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Centre Region wants gastronomic and cultural diversity as its brandPhoto by binmassam on Pexels
BusinessCastelo Branco

Centre Region wants gastronomic and cultural diversity as its brand

Jornal do Centro15 September 2026 at 11:13

The Regional Tourism Entity of Centro de Portugal and the Regional Tourism Promotion Agency of Centro de Portugal launched in Covilhã the project "On the Road to the Stars", consisting of eight gastronomic and cultural events across various sub-regions of the territory, culminating in the Michelin Gala Portugal 2027, to be held on 9 March 2027 in Coimbra.

The project will run between September 2026 and March 2027, covering the sub-regions of Beiras and Serra da Estrela, Beira Baixa, Médio Tejo, Oeste, Região de Aveiro, Região de Leiria, Viseu Dão Lafões and Região de Coimbra. Rui Ventura, president of Turismo do Centro de Portugal, highlighted that the goal is not to reduce the region's excellence to a single night or event, but rather to bring this opportunity to the entire territory.

Michelin-star chef Diogo Rocha takes on the global curation of the project, working together with seven other chef ambassadors: Diogo Caetano, Hélio Loureiro, Ricardo Ramos, Luís Lavrador, Maria Caldeira, Patrícia Borges and Sérgio Fernandes. Each chef will be responsible for promoting the gastronomy and culinary traditions of their respective sub-regions.

Carlos Abade, president of Turismo de Portugal, closed the event by highlighting the importance of the sector for the national economy, noting that this year alone tourism has already contributed 13 billion euros in revenue. The project is based on three dimensions — gastronomy, art and authenticity — aiming to promote a quality offering that showcases the gastronomic and cultural diversity of the Centro region.

Why this matters

The project represents a tourism promotion strategy that can directly benefit local businesses, restaurants and producers in the Centro region, positioning gastronomic diversity as a competitive advantage. It follows the Sabores ao Centro programme and anticipates the Michelin Gala 2027 in Coimbra, with the event expected to serve as a springboard for the region's national and international recognition.

About this summary

This is our short summary of a report published by Jornal do Centro on 15 September 2026 at 11:13; the full text stays with the publisher. In our feed it sits under Business, and it concerns Castelo Branco. We currently carry 23160 items in that section.

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