Global Wine Tourism Conference Highlights APENO’s Role in the Wine Tourism Sector

02/06/2026The Portuguese Association of Wine Tourism, the growth of wine tourism in Portugal, the sector’s future challenges and the role of organisations in its professionalisation were among the key topics discussed at the Global Wine Tourism Conference, held in the Alentejo region and attended by experts, academics, business leaders and institutional representatives linked to tourism and wine.

Maria João de Almeida, President of APENO – the Portuguese Association of Wine Tourism (pictured with her team), took part in two conference panels, stating that Portuguese wine tourism is currently experiencing “one of the most dynamic periods in its history”, driven by the increasing professionalisation of the sector and the growing appreciation of wine-producing regions.

In the first panel, dedicated to the present and future of the sector, Maria João de Almeida shared the stage with Jaime Serra, Professor at the University of Évora and one of Portugal’s leading academic experts in tourism, and Nuno Madeira, Product Manager at Turismo de Portugal, responsible for the development and promotion of strategic tourism products at a national level. The discussion was moderated by Carlos Fontão de Carvalho, President of the Portuguese Academy of Gastronomy.

Topics addressed during the session included the professionalisation of the sector, the need to strengthen training for industry professionals, destination sustainability, innovation in tourism experiences and the growing economic impact of wine tourism.

“What we are seeing in Portugal today is a sector that is increasingly structured, professional and aware of its importance to local communities and regions. Wine tourism has evolved from being a complement to wine production into a genuine business area capable of generating wealth, creating jobs and attracting visitors throughout the year. Naturally, there are challenges facing the sector, but we must continue to work with resilience to overcome them,” said Maria João de Almeida.

She also highlighted the work carried out by APENO since its foundation, emphasising that the association has sought to organise, professionalise and represent a sector that continues to grow despite lacking its own dedicated regulatory framework.

“It has been a demanding but highly rewarding journey. Today, we see APENO being recognised by various national and international organisations as an example of sector organisation and development, something that naturally makes us very proud,” she added.

In a second conference session, Maria João de Almeida moderated a panel dedicated to some of the most significant wine tourism projects in the Baixo Alentejo region.

The discussion featured Pedro Ribeiro, General Manager of Herdade do Rocim, a project that has become one of Portugal’s leading references in the promotion of traditional talha wines and organiser of the internationally recognised Amphora Wine Day festival; Rita Soares, General Manager of Herdade da Malhadinha Nova, a benchmark for luxury tourism in Portugal and internationally recognised for the quality of its integrated offering; Sofia Machado, representing Herdade do Sobroso, a family-owned estate combining wine production, accommodation and close contact with nature in one of the region’s largest private reserves; and Helena Manuel from Herdade dos Lagos, a project located in Mértola focused on organic farming and the sustainable development of the territory.

The debate provided insight into different business models and tourism development strategies, highlighting the diversity of the Alentejo’s wine tourism offer and the region’s increasing ability to attract both domestic and international visitors. Maria João de Almeida noted that the variety of approaches presented by the different projects demonstrated the maturity achieved by the sector.

“There is no single formula for success. What exists are authentic projects that remain true to the territory in which they are located and are capable of creating memorable experiences for visitors. That is precisely what this panel demonstrated,” she stated.

The President of APENO also highlighted the work carried out by the Alentejo and Ribatejo Regional Tourism Board in promoting the destination.

The opening session was attended by Portugal’s Secretary of State for Tourism, Pedro Machado, whose presence was considered by the organisers as a sign of the growing importance of wine tourism within the country’s tourism strategy.

Maria João de Almeida also thanked José Santos, President of the Alentejo and Ribatejo Regional Tourism Board, for the invitation, highlighting the organisation’s role in supporting and promoting the sector.

“Collaboration between institutions, businesses and public entities has been fundamental to the growth of Portuguese wine tourism. Today, the Alentejo is a clear example of how joint efforts can transform a territory into an international benchmark,” she concluded.

The Global Wine Tourism Conference took place as part of the initiatives associated with the designation of Baixo Alentejo as the European City of Wine 2026, bringing together national and international experts to discuss trends, challenges and opportunities for the future development of the sector.