30 Sep 2026
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Azerbaijan continues to strengthen its international profile as a gastronomic tourism destination, most recently through its participation in Terra Madre Salone del Gusto 2026, held in Turin, Italy, from 24 to 27 September. The country’s national pavilion drew strong visitor interest, with queues forming throughout the event as guests gathered to discover and taste Azerbaijani products and dishes.
Bringing together more than 700 producers from 120 countries, Terra Madre is one of the leading global platforms dedicated to food culture, biodiversity and sustainable food systems. Azerbaijan’s participation provided an opportunity to promote the country’s regions and culinary traditions to a wide professional and public audience.
The significance of this year’s edition was also reflected in messages delivered at the opening ceremony by King Charles III of the United Kingdom and President of the Italian Republic Sergio Mattarella. In his message, King Charles III highlighted the importance of Indigenous peoples’ traditional knowledge in protecting land and seeds and addressing the climate crisis, while underscoring the increasingly vital role of the Slow Food movement. President Sergio Mattarella, meanwhile, emphasized that protecting biodiversity is not only a matter of nature, but also of “food democracy and freedom”.
Organized by the State Tourism Agency together with Azerbaijan National Culinary Center, the national pavilion was presented under the theme “Azerbaijan: Biodiversity, Heritage and Taste”. Its concept demonstrated how local products, traditional knowledge and the work of small-scale producers contribute to authentic tourism experiences.
The pavilion featured honey, tea, nuts, indigenous rice and wheat varieties, traditional preserves and products included in Slow Food’s “Ark of Taste” catalogue. Master chef Kenan Balashov also presented product adaptations by applying traditional Azerbaijani cooking methods. Guests were also offered a contemporary menu inspired by Azerbaijani cuisine, alongside traditional sweets and tea culture. The tastings created a direct and memorable introduction to the country through its regional flavors.
Azerbaijan also took part in the festival’s official program with the “Azerbaijan Flavored with Honey” Taste Workshop. The session introduced the country’s beekeeping traditions, regional honey varieties and the use of honey in Azerbaijani cuisine.
The workshop also featured pastry chef Betul Huseynli preparing halva from Garagilchig wheat, a product included in the Ark of Taste catalogue, using traditional preparation methods. Natural Caucasian honey produced in the Gabala region by beekeeper Sabuhi Nabiyev through sustainable farming practices was also among the featured products. The aromas of Govut and natural Caucasian honey drew the attention of visitors, with long queues forming at the Azerbaijani pavilion as international guests gathered to experience the country’s traditional flavours.
The Slow Food Travel route across the Greater Caucasus was another key focus of the presentation. Connecting Shamakhi, Ismayilli, Gabala, Shaki and Gakh, the route brings together local producers, traditional production methods, regional cuisine and community-based experiences within a single tourism product.
Meetings held at the pavilion with Paolo Di Croce, Director General of Slow Food, and Yasmina Lokmanoğlu, National Coordinator of Slow Food Türkiye, supported continued cooperation with the Slow Food network and the further development and promotion of Azerbaijan’s gastronomic tourism offering.
Azerbaijan previously participated in Terra Madre Salone del Gusto with national pavilions in 2022 and 2024, followed by Terra Madre Shaki in 2025. This continued presence on prominent global platforms supports the country’s wider tourism-promotion efforts, raises the visibility of its regions and producers, and strengthens Azerbaijan’s position as a destination where food, culture and local communities form an essential part of the visitor experience.
