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Portugal launches New Campaign to Promote Wine Tourism


“Wine Pairs with Portugal” is the title of a new wine tourism campaign that Turismo de Portugal is launching in seven markets, including the US. With an investment of 500,000 euros, the digital campaign will run throughout 2020.


The new campaign is an initiative under Portugal’s Wine Tourism Action Plan designed to boost awareness of Portugal’s significant wine sector. As part of the campaign, six films were created, including an overview and five specific themes on 'pairings' between wine and the country's many offerings, as in: “Wine pairs with Adventure,” “ Wine pairs with Art,” “Wine pairs with Discovery,” “ Wine pairs with Music ,” and “ Wine pairs with Wellness.”


Douro river . Photo - Rui Cunha

Identified as a key assets to the destination in the Tourism Strategy 2027 plan, wine tourism is a segment with the potential to attract visitors to rural areas year-round, helping them to build an affinity with Portugal. This Action Program and the Campaign were just launched, building a bridge between economic sectors and helping to position the country as a world leading wine tourism destination.


Launched in March 2019 with more than 60 million euros of investment and approved in 38 projects to develop the sector - ranging from thematic hotels, wine routes, wine bars, museums, events, wineries, farms and solar installations, mostly located in the Porto and the North, Centro and Alentejo regions.


Other investments include the development of regional Promotion Plans and the launch of the digital platform “Portuguese Wine Tourism” — an international information and promotion hub.


An Enotur training plan is part of the effort, aimed at professionals in the tourism and wine sector, endowing them with global skills for organizing, planning, managing and executing projects to enhance the visitor's experience, as well as the use of tourist attractions resources in the conception of the wine tourism product


Within the scope of promoting this segment, the 5th World Wine Tourism Conference that will be held in Reguengos de Monsaraz, in October 2020, organized in partnerships with the World Tourism Organization (WTO) and with the support of Turismo de Portugal.


For more than 2,000 years the Portuguese have celebrated the fall harvest. In breathtaking valleys, where microclimates have nurtured grapes, the fall is a time to reap the benefit of months of hard work. From the plains of the Alentejo, to the Valleys of the Dão and Douro, the harvest is a unique event that today visitors can take part in this ancient rite.


Guests can experience the excitement and history of winemaking, and even  participate in numerous activities and celebrations throughout the 20+  Portuguese wine regions. Portugal offers stunning landscapes of the wine-making regions: from the charming, verdant Minho where the vinho verde grapes grow on trellises, to the terraces of the Douro River Valley, the oldest demarcated region in the world and home of the famous port wine.


In the Centro de Portugal region, the wine routes do not run through the countryside, but through towns. Each is brimming with history. Venture further south and the routes near the capital have a close connection to water. Along the River Tejo, the Ribatejo Route travels through fertile fields irrigated when the river rises in the spring.


Portugal has the oldest appellation system in the world, the Douro Valley. This region, Vinho Verde, Alentejo and the Dão region, in the Northwest produce some of the world's unique wines. Portugal has two wine producing regions recognized by UNESCO as World Heritage: the Douro Valley Wine Region and the Pico Island Wine Region in the Azores.


Portugal is a unique gem of Europe.  While the country has eight centuries of history with marvelous castles and architecture, it is also a must-visit place for foodies. Portugal has the biggest exclusive fishing zone in Europe, making seafood fresh and affordable. Local cuisine is vegetarian-friendly as well, offering hearty soups, stews and locally grown fruits and vegetables. Pop music lovers of all ages will enjoy local music festivals.



About Turismo de Portugal

Integrated in the Ministry of Economy and Digital Transition, Turismo de Portugal is the National Tourism Agency responsible for the promotion, enhancement and sustainability of tourism activity. It brings together in a single entity all the institutional skills related to boosting tourism, from supply to demand. With a special relationship with other public entities and economic agents, at home and abroad, Turismo de Portugal is committed to fulfilling the goal of strengthening tourism as one of the pillars of the Portuguese economy.






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