Valencian paella, a dish deeply rooted in the culinary traditions of Valencia, is the focus of a new campaign launched by Visit Valencia. The campaign, featuring paella icon Toni Montoliu, highlights the dish's transformation from a regional speciality to a global culinary legend. This initiative coincides with the upcoming World Paella Day Cup on 20 September, where chefs from around the world, including the UK's first-ever finalist Daniel Taylor, will compete in Valencia.

The campaign, supported by València City Council, Turisme Comunitat Valenciana, and the València Provincial Council, showcases how chefs from Asia, Europe, and the Americas have reinterpreted paella, maintaining its essence whilst adding their unique twists. "When something becomes a legend, it is reinterpreted around the world," the campaign declares, celebrating the dish's international adaptations.

Running across regional media and digital platforms, the campaign aims to mirror paella's journey from Valencia to the world. It builds anticipation for the World Paella Day celebrations, which will see chefs and enthusiasts gather in Valencia.

From 17 September, the 12 finalists of the World Paella Day Cup 2026 will immerse themselves in Valencia's paella culture, learning from experts like Santos Ruiz and Chabe Soler. The competition's Grand Final on 20 September at La Marina de València will be a public event, featuring live music and entertainment, and streamed online.

World Paella Day, an initiative by the Visit València Foundation, celebrates paella as a symbol of Mediterranean culture and global unity.

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