Portugal Tourism has announced an investment of 500,000 euros in a wine tourism promotion campaign under the slogan ‘Wine pairs with Portugal’ in the markets of the United Kingdom, Spain, France, United States, Brazil, Germany and Canada.
The campaign is exclusive to digital media and will be active until the end of 2020.
This is one of the initiatives included in the Wine Tourism Action Plan whose objective is to position Portugal as a reference destination in this segment.
To this end, six films were created, one generic and five specific ones that, through the promotion of ‘pairings’ (connections) between the wine and some of the strategic tourist assets of the country, invite to have a wine tourism experience in Portugal: ‘Wine pairs with Adventure’, ‘Wine pairs with Art’, ‘Wine pairs with Discovery’, ‘Wine pairs with Music’, ‘Wine pairs with Wellness’.
Identified as one of the qualifying assets of the destination in the Tourism Strategy 2027, wine tourism is, due to its characteristics and strengths, a segment with the ability to attract and retain tourists of greater value, both for lower density territories and to Throughout the year, it is important to highlight.
This action program and the campaign now launched, aim to enhance Portugal’s destination, thanks to the cross between sectors, contributing to the cohesion and sustainability of tourism activity with the aim of positioning the country as a world-renowned wine tourism destination.
Since the program was launched in March 2019, more than 60 million euros of investment in 38 projects have been approved to develop the offer, in different aspects such as theme hotels, routes, wine shops, museums, events, wineries, fifths and country houses, mostly located in the regions of Porto and Norte, Centro and Alentejo.
Other actions include the development of Regional Promotion Plans and the launch of the ‘Portuguese Wine Tourism’ digital platform, an information hub and international promotion of the specific destination for this segment.
The Tourism Office of Portugal also highlights the Enotur training plan, aimed at professionals in the tourism and wine sector, with which they are given global organizational, planning, management and project execution skills to enhance the visitor’s experience, as well as of capacities for the use of tourist resources of the region in the conception of the offer of the wine tourism product.
In the field of promoting this segment, the fifth World Wine Tourism Conference to be held in Reguengos de Monsaraz, in October 2020, organized by the World Tourism Organization (UNWTO) and which has the support of Portugal tourism.