José Maria da Fonseca Grows Wine Tourism Business by 40% and Reinforces Focus on Premium Experiences

José Maria da Fonseca has recorded growth of around 40% in revenue from its wine tourism and events division over the past five years, reflecting the increase in visitor numbers, the growing demand for premium experiences and higher average spending per visitor. The company aims to further strengthen this area in 2026, focusing on expanding its offering and developing new wine and lifestyle experiences.

International visitors currently represent around 80% of the company’s total visitors, with key markets including the United States, Brazil, the United Kingdom, France, Canada and Germany. This growth mirrors the increasing appreciation of Portuguese wine tourism among foreign audiences, who are increasingly seeking authentic, distinctive and territory-driven experiences.

José Maria da Fonseca’s wine tourism operation is divided between the historic José Maria da Fonseca House-Museum in Azeitão and the José de Sousa Winery in Reguengos de Monsaraz. In Azeitão, the offering includes guided tours, tutored tastings, workshops, private experiences and the Wine Corner by José Maria da Fonseca restaurant. In the Alentejo, visitors have the opportunity to discover one of the country’s most emblematic clay pot wineries, where 114 traditional clay amphorae remain in use.

The events area has also become increasingly important within the company’s strategy. In 2025 alone, the House-Museum hosted more than 60 events involving over three thousand participants. Among the new developments planned for this year is the launch of the new “Winter Garden” space, designed to host weddings, corporate events and private celebrations.

In a statement, Sofia Soares Franco, Head of Institutional Communication, Wine Tourism and Events at the company, noted that this growth “reinforces the ambition to continue investing in a distinctive offering focused on quality and authenticity.”

With this development, José Maria da Fonseca further consolidates its position as a benchmark in Portuguese wine tourism, strengthening the connection between heritage, wine, gastronomy and premium experiences.