- World Paella Day launches new campaign for 2026
- Campaign stars Toni Montoliu and international chefs
- 12 finalists arrive in Valencia from 17 September
- Daniel Taylor becomes first finalist from England
- Grand Final takes place on 20 September at La Marina de Valencia
World Paella Day has launched its new campaign starring Valencia paella icon Toni Montoliu and chefs from Asia, Europe and the Americas, to concide with World paella day Sunday, 20 September 2026. The campaign, led by the Visit Valencia Foundation with the support of Valencia City Council, Turisme Comunitat Valenciana and the Valencia Provincial Council, puts Valencian paella at the heart of the story as an international icon of the region’s gastronomy. The new video begins where it all started with Toni Montoliu representing the dish’s connection to L’Horta and the Albufera.
From there, paella begins its journey around the world with chefs from Asia, Europe and the Americas creating their own interpretations. The creative concept taps into a key part of paella’s international success: while there are countless interpretations beyond Valencia, they all lead back to the same origin. The campaign will run across regional media and MUPIs throughout Valencia supported by a digital rollout through social media and World Paella Day’s international community.
From 17 September, the 12 World Paella Day Cup 2026 finalists will arrive in Valencia for an introduction to the region’s paella culture ahead of the Grand Final. This year marks a first for England with chef Daniel Taylor becoming the first-ever finalist from England. On Sunday 20 September, all 12 chefs will compete at La Marina de Valencia to be crowned World Paella Day Cup Champion 2026.
