APENO opens its first branch in Alentejo, in Évora

19/11/2025The Portuguese Wine Tourism Association (APENO) inaugurated its first regional office outside Lisbon this week in Évora, located in the Alentejo Regional Tourism Authority building. This new step marks the beginning of a national expansion that plans to open several branches across the country, strengthening the association's presence in the main wine-producing regions and consolidating its commitment to the development of Portuguese wine tourism.

The Alentejo Regional Delegation will be headed by Miguel de Mello Breyner, a leading professional in the Portuguese hotel industry. With a degree in Hotel Management and Techniques from the Porto School of Hospitality and Tourism, Mello Breyner was Regional Director of Pousadas do Sul, headed the Hotel da Cartuxa and was General Manager of the Évora Hotel for around 17 years, playing a decisive role in the region’s tourism development.

The inauguration of the new branch was attended by the president of ERT Alentejo, José Santos, the president of APENO, Maria João de Almeida, the vice-president, Luís Souto, and Ana Gaspar, the association’s events coordinator. In the institutional speech, the importance of bringing APENO closer to regional agents was highlighted, promoting more effective, collaborative action in line with the needs of the territory.

‘It is an honour to lead this first regional delegation of APENO. The Alentejo has extraordinary wine tourism potential and I want to contribute to the continued growth of this sector, with professionalism and strategic vision,’ said Miguel de Mello Breyner. Maria João de Almeida, President of APENO, highlighted that the opening of this delegation represents a natural step in the evolution of APENO. ‘We want to be closer to the regions and work side by side with those who make wine tourism happen every day.’

In turn, the president of ERT Alentejo, José Santos, emphasised: ‘The presence of APENO in Évora reinforces the role of Alentejo on the national wine tourism map. It is a clear sign of confidence in the work that has been developed in the region.’

With this opening, APENO intends to further boost wine tourism in the Alentejo, foster partnerships, support local projects and contribute to establishing the Alentejo as a destination of excellence. The association is now preparing to set up new branches in other regions of the country, continuing its strategy of national presence that aims to consolidate Portugal as an international benchmark in the wine tourism sector.