Gastronomy and paradiplomacy. The case of Portuguese Gastronomic Confraternities

Abstract

The promotion of Portuguese gastronomy involves diverse multi-level and multisectoral stakeholders, employing place branding to project positive territorial images and attract cultural and economic benefits. Among them are Confrarias Gastronómicas (Gastronomic Confraternities), associations dedicated to promoting national, regional, and local food cultures through public diplomacy means. This article presents a novel analysis at the intersection of gastronomy, paradiplomacy, and civic associations, examining the promotional practices and international outreach of Gastronomic Confraternities and evaluating their potential as paradiplomatic actors. Based on 227 survey responses, covering a broad and representative sample of 88 distinct Confraternities across Portugal, the study highlights their active role in advancing Portuguese gastronomy through various initiatives. It identifies key promotional mechanisms and characterises the operational dynamics of the confraternal movement, revealing a unique paradiplomatic capacity. Despite contributing to the international visibility of Portuguese culinary heritage, these associations face internal challenges, including underfunding, ageing membership, and limited civic engagement. Nevertheless, when integrated into broader gastrodiplomatic strategies, these territorialised actors can play a vital role in promoting Portugal's gastronomic identity through coordinated national and international efforts.