Vila Real, Portugal, Sept, 24, 2026 (Lusa) - The Douro could spearhead a strategy to promote wine tourism in the North and in Galicia; it should develop signature tourism and set up a sustainability observatory and a wine tourism ‘hub', according to a report published on Thursday.
Eixo Atlântico commissioned the report on wine tourism in Galicia and Northern Portugal, and the organisation presented it in Vila Real on Thursday.
The report focused on the potential for wine tourism in Galicia (Valdeorras and Ribeira Sacra) and in the North, with particular attention paid to the wine-producing regions of the Douro, Vinhos Verdes and Trás-os-Montes.
Carmen Pardo, from the University of Santiago de Compostela and co-author of the study, said that the initial aim was to develop wine tourism in two Portuguese wine-growing regions (Vinhos Verdes and Trás-os-Montes) and two Spanish ones, but this changed after they studied the Douro as a source of inspiration.
The Douro is an established wine tourism destination, but, according to Carmen Pardo, ‘based on the theory of the life cycles of tourist destinations', it may reach ‘a point where it can benefit from renewed dynamism'.
‘And so, we wanted to conclude the report with some proposals for the Douro as well,' she emphasised.
In this regard, as she explained, the report proposes developing the concept of ‘signature tourism' – a more personalised form of tourism in what is the world's oldest demarcated and regulated wine region – as well as the creation of a sustainability observatory and an innovation hub linked to wine tourism.
Another proposal was to create different entry points to the region, with a view to associating the Douro with its estates, landscapes, cuisine and heritage, in addition to wine itself.
«A major challenge is for the Douro to lead this joint destination with Galicia in terms of wine,» they emphasised, explaining that this was why the report was presented today in Vila Real, which is also part of the Douro Demarcated Region.
The aim is to generate year-round activity, reduce seasonality, and expand wine's impact on the hospitality sector, retail, and local entrepreneurship, turning it into a gateway to discover the entire region.
To increase the average length of stay for tourists and, consequently, encourage them to spend more in these areas, the Secretary-General of Eixo Atlântico, Xoán Vázquez Mao, said it is necessary «to provide reasons that appeal to people».
Reasons such as wine tourism, but also gastronomy, spa tourism and heritage.
«We have been working on this strategy and now realise that the time has come to take a step forward with wine, because until now we have highlighted one leading region, the Douro, but we realise that the other regions are now in a position to keep pace; therefore, we are proposing a joint strategy involving all of them,» emphasised Xoán Vázquez Mao.
The report sets out distinct strategies for the three northern wine-producing regions, tailored to each region's resources, to transform wine-related assets into distinctive, marketable tourist experiences and capitalise on each region's unique character.
The study proposes strengthening the role of Vila Real and Peso da Régua as «the gateway and centre of knowledge and innovation for the Douro», through the creation of the Douro Innovation & Tourism Hub, which would link local authorities, tourism organisations, universities and knowledge centres, wine-producing companies, accommodation providers, restaurants and tour operators.
And Vila Real, according to the mayor, Alexandre Favaios, could serve as «a hub bringing together a series of initiatives» and foster a «set of synergies that will boost» this Euroregion and, in the specific case of the Douro, help to further enhance the region's tourism offering.
The first step could be to organise a conference dedicated to wine.
PLI/ADB // ADB.
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