The mayor of Talavera, José Julián Gregorio, has emphasised the significance of the city's first participation in the International Ceramic Fair in Jingdezhen, stating it has provided "international visibility" and demonstrated "commercial interest" in Talavera ceramics. This statement was made during a press conference alongside council members for Craftsmanship and Tourism, Gelen Delgado, and Economic Promotion, Javier Muñoz-Gallego, as well as five local ceramists who attended the event.
The XXIII International Ceramic Fair took place from 18 to 22 October and is regarded as one of the world's major showcases for ceramics. Talavera's collective display featured 48 representative pieces from 18 local workshops, showcasing the richness of the region's ceramic tradition and the ability of its creators to develop contemporary proposals.
Gregorio noted the scale of the fair, which saw over 480,000 visitors in 2025 and hosted more than 450 exhibitors from over 90 countries. For the 2026 edition, external estimates predict attendance between 150,000 and 152,000 visitors. According to the mayor, Talavera's stand recorded approximately 2,500 visits per day during peak times, amounting to an estimated total of 10,000 visits over the four-day event.
One of the most notable aspects was the positive reception of the exhibition, with numerous inquiries about prices and the possibility of purchasing pieces. However, Gregorio clarified that the exhibition was intended as a collective presentation rather than a sales initiative, indicating a potential market interest that could be further explored.
The next steps involve transforming this interest into commercial contacts, distribution opportunities, and potential sales channels for local workshops. The mayor expressed gratitude to all the ceramists who showcased their work and acknowledged the efforts made to elevate Talavera ceramics on an international stage.
He also highlighted the fruitful collaboration between the Economic Promotion and Craftsmanship departments over the past two years, which has fostered relationships with China. Additionally, the fair facilitated new institutional and business connections with cities such as İznik in Turkey and Rovaniemi in Finland, both known for their artisan traditions.
Media coverage of Talavera's participation was extensive, with over 50 interviews conducted and 13 distinct articles published in Chinese media. Notably, images of the Talavera delegation were featured on the national news channel CCTV-13, reaching an audience of approximately 1.4 billion people, significantly promoting the region's ceramics.
Gregorio remarked on the importance of these international impacts for maintaining Talavera's status as a UNESCO Intangible Cultural Heritage site, emphasising the need to continue fostering these connections and exploring identified opportunities for the benefit of local ceramists and the broader sector.
Alberto Acosta, one of the participating ceramists, described the experience as "unforgettable" and noted the keen interest in Talavera ceramics in China. He highlighted the generational shift occurring in Jingdezhen, which boasts six universities focused on ceramics, and the presence of children at the fair as crucial for ensuring the sector's future.
Alba María Gómez remarked on the uniqueness of Talavera ceramics within the international showcase, praising the outreach efforts regarding the artisanal processes of Talavera de la Reina and Puente del Arzobispo. She explained the differences in firing temperatures, with Chinese ceramics typically processed at around 1,300 degrees Celsius, compared to Talavera's 1,000 degrees.
Gómez expressed her honour in representing the sector and emphasised that ceramics transcend language barriers, fostering understanding among professionals from different countries. She also acknowledged the training received at the Art School, particularly from master Fernando Garcés and Carmen Ballester, and highlighted the potential for cultural and educational exchanges between Talavera and Jingdezhen.
Vladimir de la Rosa noted the importance of innovation and design within Jingdezhen's ceramic culture, which he found inspiring. He described the trip as "very satisfying" and highlighted the valuable insights gained regarding porcelain production and technical discussions with Chinese ceramists.
