Wine tourism: tasting is only part of the travel experience

Portugal’s culture, landscapes and pleasures of the palate make it an incomparable destination for wine tourism

Nowadays, wine tourism – also known as oenotourism – is about much more than simply visiting wineries. It now involves an extensive range of experiences and intertwines tasting with discovery of production areas and local stories, traditions and communities. As well as driving growth in local economies, it is an approach that promotes a new outlook on travel, with greater awareness and participation.

Once considered a niche activity, wine tourism has come to encompass an increasingly varied and individually tailored array of options, such as: tours of vineyards, grape picking, themed hotels, e-bike routes and hiking. As a result, it attracts a wide variety of visitors who are looking for authentic, multisensory experiences, from experts and enthusiasts to people who are simply curious.

In addition to the cultural side of things, there has also been growth on the well-being front, as tourists seek out revitalising experiences such as workshops, holistic activities and therapy in vineyards. There is a growing emphasis on sustainability, in the shape of doing things responsibly, working directly with producers, and taking the environment and social fabric into account.

Portugal is one of the Smarties for SMEs destinations

As a participant in the Smarties for SMEs project, Portugal offers a great example of how wine tourism can go hand in hand with innovative, sustainable methods that actively engage local communities.

In 2024, Portugal was recognised as one of the world’s top wine tourism destinations. Famed for its ancient wine traditions and the quality of its wines, it fuses culture, taste sensations and spectacular scenery. Visitors to its production regions also get the chance to find out all about age-old traditions and what rural life is really like.

One of the most iconic destinations is Alto Douro, which is renowned for its port wine. The landscape formed by the hillside terraces looking out over the Douro River is a UNESCO World Heritage Site. However, wine tourism is also on offer in plenty of other places, including the Azores, Dão, Bairrada and Alentejo. In every region, there are routes featuring indigenous vines, historic wineries and new types of hospitality.

The example set by the Madeira Wine Company

The contemporary approach to wine tourism is exemplified by the Madeira Wine Company, which combines environmental sustainability, community engagement and promotion of local culture.

Working with vineyards and cooperatives on the island, the company uses organic methods and regenerative techniques to preserve the area’s biodiversity. The experiences on offer range from guided tours to tastings featuring wines paired with local products, such as cheeses, chocolate and traditional desserts. There are also workshops that give participants the chance to try their hand at wine blending, grape harvesting and traditional wine-making.

Staff from the area – oenologists, sommeliers and guides – strengthen the bond between wine and the local identity. This concrete, replicable model shows how wine tourism can be a driver of sustainable development that is perfectly in keeping with the Smarties for SMEs spirit.