New Postgraduate Programme Connects Place Branding with Wine Tourism

The Portuguese Association of Wine Tourism (APENO) and ISCTE Executive Education have launched a new postgraduate programme in Place Branding & Place Marketing, tailored to the wine tourism sector, with the aim of strengthening professional qualifications and enhancing the competitiveness of wine regions.

The course will be delivered online, in Portuguese, and has been designed in response to the sector’s growing demands, covering topics such as destination positioning, international promotion and place marketing, now applied directly to the context of wine and tourism.

The programme includes specific content such as the development of wine-related territorial brands, internationalisation strategies for wine destinations, integration between product, culture, gastronomy and tourism experience, as well as the use of artificial intelligence applied to destination marketing.

According to Maria João de Almeida, President of APENO, this initiative represents “a concrete step towards the qualification of wine tourism professionals, by providing applied knowledge and tools that enable territories and businesses to position themselves more effectively in an increasingly competitive market.”

Denise Henriques, programme coordinator, also highlights that the adaptation of the course to wine tourism stems from “a clear understanding of the sector’s needs”, further emphasising access to a leading international faculty and webinars featuring globally recognised experts in place branding and place marketing.

With a duration of three months, the postgraduate programme combines online evening classes with in-person networking opportunities and an immersive weekend, during which participants will develop projects applied to their professional reality, with a focus on wine, gastronomy and territory.

The faculty includes both international and national experts, featuring names such as Robert Govers, Caio Esteves, Magdalena Florek, Marcus Andersson, Marta Herezniak and Martin Boisen, as well as representatives from organisations including AICEP, IAPMEI and Turismo de Portugal.

The programme concludes with a diploma award ceremony at Casino Estoril.

As part of this partnership, APENO members will also benefit from special conditions, including a reduction in tuition fees.

To present the programme, an online webinar will take place on 14 April at 6:00pm, with the participation of the President of ISCTE Executive Education, the programme coordination team and the President of APENO.

For further information, please contact apeno@enoturismodeportugal.pt or call +351 964 716 968.