The Portuguese Wine Tourism Association (APENO) has recently launched an innovative online TV channel aimed at promoting the country’s rich wine tourism sector. This initiative, named Wine Tourism TV, represents a significant investment of €100,000 and is designed to showcase Portugal’s diverse wine regions to a global audience.

Key Takeaways

• Launch of Wine Tourism TV: The first online TV channel dedicated entirely to wine tourism.
• Investment: €100,000 invested in the initial phase for platform creation and program production.
• Content: Features two entertainment programs and one current affairs program focused on wine tourism.
• Global Reach: Aims to penetrate markets in the US, Canada, Brazil, UK, Germany, France, Spain, and Italy.
• Tourism Impact: Wine tourism in Portugal generates approximately €800 million annually with around three million visitors.

Overview of Wine Tourism TV

Presented in Paço de Arcos, Wine Tourism TV is the first of its kind globally, dedicated solely to wine tourism. The channel aims to creatively and educationally communicate the richness of Portuguese wine tourism, positioning the country as a premier destination for wine enthusiasts and industry professionals.

Goals of the Initiative

The primary objectives of the Wine Tourism TV channel include:

1. Combatting Seasonality: By promoting year-round activities, the channel seeks to mitigate the seasonal nature of tourism in Portugal.
2. Showcasing Wine Regions: The platform will highlight various wine-growing regions, decentralizing tourism and encouraging visitors to explore beyond the traditional hotspots.
3. Boosting Exports: By reaching foreign importers, distributors, and consumers, the channel aims to enhance the growth of Portuguese wine exports.

Content and Programming

Initially, the channel will feature:

• Two Entertainment Programs: Engaging content that showcases the lifestyle and culture surrounding wine tourism.
• One Current Affairs Program: Focused on the latest developments and trends in the wine tourism sector.

This diverse programming is designed to attract a wide audience, from casual wine drinkers to serious connoisseurs.

Economic Impact of Wine Tourism

According to Turismo de Portugal, wine tourism is a vital sector for the country’s economy, accounting for:

• Three Million Visitors Annually: A significant influx of tourists drawn to Portugal’s wine regions.
• €800 Million in Revenue: The economic contribution of wine tourism to the national economy by 2023.

Future Prospects

The launch of Wine Tourism TV is expected to enhance the visibility of Portuguese wines on the international stage. APENO’s president, Maria João de Almeida, emphasized that Portuguese wine tourism is among the best globally, and this initiative will further solidify its reputation.

As the channel develops, APENO hopes to expand its content offerings and reach, ultimately contributing to the growth of the wine tourism sector and the broader Portuguese economy.

Sources

• Lusa – Business News – Portugal: Wine tourism association launches online TV channel, AMAN -Alliance of Mediterranean News Agencies.