The Alentejo is the region chosen to host the next Global Conference on Wine Tourism to be held in Monsaraz from 8 to 10 September, organised by the World Tourism Organization (UNWTO) with the support of Turismo de Portugal and the Municipality of Reguengos de Monsaraz.
In a hybrid format, the event brings together experts to analyse the wine tourism segment worldwide and evaluate strategies for its development. This is an opportunity to debate the contribution of wine tourism to territorial cohesion and to building a more sustainable, inclusive and resilient future for local communities.
Identified in the Tourism Strategy 2027 (ET27) as one of the destination's qualifying assets, wine tourism, due to its characteristics and valences, has a capacity to attract and retain a highly qualified public with high purchasing power, allowing multiple anchors of attraction throughout the territory and throughout the year, thus contributing to the desired reduction of seasonality. Turismo de Portugal, committed to keeping the destination at the top of tourists' preferences, has launched the Action Programme for Wine Tourism 2019-2021, which has allocated 5 million euros for promotion and training actions, with a view to boosting cross-selling between “wine” and “tourism”, inducing good practices in the sector's agents, contributing to the structuring and enhancement of wine tourism destinations and routes, as well as valuing wine-growing territories.
Portugal, as a producer of some of the best wines in the world, aims to position itself as a world reference destination in the wine tourism segment. Due to its strategic importance, the dynamisation of this product is part of the Reactivate Tourism | Build the Future Action Plan, which aims to ensure the effective recovery of national tourism activity and guarantee that the sector continues to be one of Portugal's main economic activities.
