Lisbon, Oct. 28, 2024 (Lusa) - The Portuguese Wine Tourism Association (APENO) has launched an online TV channel to publicise the sector and Portugal's wine regions abroad.

Wine Tourism TV, APENO's project involved an investment of €100,000 in its first phase, which involved the creation of the platform and the production of the first programmes.

The channel was presented this month in Paço de Arcos and is the first in the world "entirely dedicated to wine tourism’.

"The platform aims to communicate, in a creative and didactic way, the richness and diversity of Portuguese wine tourism, positioning Portugal as a reference destination for wine lovers and professionals in the sector," APENO said.

The channel will initially have two entertainment programmes and one current affairs programme focusing on wine tourism.

The document quotes the president of APENO, Maria João de Almeida, as saying that Portuguese wine tourism "is one of the best in the world" and that the aim is to combat the seasonality of tourism and promote activities all year round.

APENO hopes to increase its penetration with the channel in markets such as the US, Canada, Brazil, the UK, Germany, France, Spain and Italy.

"As well as promoting wine-growing regions and decentralising tourism, this channel will be a showcase for the quality of our wines. By reaching foreign importers, distributors and consumers, we also hope to boost the growth of Portuguese wine exports," added the association's president.

According to Turismo de Portugal, wine tourism in Portugal accounts for around three million visitors a year, generating a turnover of €800 million by 2023.

JO/ADB // ADB.

Lusa