Codfish Attractiveness in Portugal: Demand Analysis from the UK Tourism Market

This research explores the role of Portuguese traditional cured cod, the country’s first Traditional Specialty Guaranteed, as a driver of food tourism from the United Kingdom, Portugal’s leading international market for overnight stays in 2024. Although codfish is not endogenous to Portuguese waters, its centuries-long integration into national cuisine has made it a symbol of Portuguese food identity. The research applied an exploratory focus group with six UK residents who had previously visited Portugal, using NVivo 15 software to code and analyze perceptions. Four main themes emerged from this research objectives: limited awareness of the EU food qualification schemes, particularly TSG; partial recognition of Geographical Indications in food markets; interest in codfish-related experiences, such as food festivals, museum visits, and coastal routes; and preferred codfish pairings, with olives, potatoes, and wine standing out. Apart from identifying Pastel de Nata (cream custard tart) as Portugal’s most iconic food, participants also showed little knowledge of official qualifications and labels. Findings highlight the need to strengthen promotional networks, storytelling in menu design, pairing codfish with PDO wines, and enhancing digital strategies. Training local stakeholders and creating codfish-based events could boost authenticity, visibility, and tourism attractiveness. Ultimately, codfish demonstrates strong potential to reinforce Portugal’s image as a gastronomic destination, particularly with public entities’ engagement.