APENO LAUNCHES WINE TOURISM TV TO BOOST SECTOR’S INTERNATIONALIZATION 

WITH TOURISM DECENTRALIZATION AND INCREASED PORTUGUESE WINE EXPORTS IN FOCUS,  

 APENO LAUNCHES WINE TOURISM TV TO BOOST SECTOR’S INTERNATIONALIZATION 

 PORTUGUESE WINE TOURISM GENERATES €800 MILLION IN REVENUE IN 2023 

 Portuguese wine tourism now has a new online TV channel, launched by APENO – the Portuguese Association of Wine Tourism. Wine Tourism TV was created with the aim of promoting the sector internationally and attracting visitors to lesser-known regions of Portugal. 

Officially launched today at the Hotel Vila Galé Collection Palácio dos Arcos, the first channel entirely dedicated to national wine tourism is part of APENO’s internationalization strategy. The platform aims to communicate, in a creative and educational way, the richness and diversity of Portuguese wine tourism, positioning Portugal as a reference destination for wine lovers and industry professionals. 

APENO has already invested around €100,000 in the first phase of the project, which involved the creation of the platform and the production of the first programs.  

Wine Tourism TV, with all programming subtitled in English, is aimed at both domestic and international wine tourists, as well as companies, entities in the wine and tourism sectors, and specialized journalists. 

Initially, the channel will feature two programs — “Wine Tourism World” and “Wine Tourism Talks” — as well as a weekly news program, “Wine Tourism News”. “Wine Tourism Talks” will also be available on streaming platforms such as Spotify, Google Podcast, and Apple Podcast.  

This project was born out of the need for a dedicated communication channel for wine tourism, both in Portugal and abroad.

“We want to showcase that Portuguese wine tourism is one of the best in the world. Besides the quality of our wines, the Portuguese are masters of hospitality,” says Maria João de Almeida, president of APENO.  

In addition to attracting younger audiences, the association’s president highlights the goal of combating tourism seasonality by promoting activities throughout the year. 

With Wine Tourism TV, APENO aims to ensure greater agility in the creation and dissemination of content for the sector, increasing penetration in strategic markets such as the USA, Canada, Brazil, United Kingdom, Germany, France, Spain, and Italy.  

The president also highlights that the platform will contribute to the decentralization of tourism, promoting lesser-known wine regions and boosting regional economic development 

“Beyond promoting tourism decentralization, this channel will be a showcase for the quality of our wines. By reaching importers, distributors, and foreign consumers, we also hope to boost exports of Portuguese wine,” adds Maria João de Almeida.  

 In addition to promoting wine regions, Wine Tourism TV aims to attract new investments to the sector, with a view to creating new infrastructure and improving existing ones. 

A new era for wine tourism in Portugal is dawning  

With annual visitor numbers reaching approximately 3 million, according to Turismo de Portugal, the sector has experienced substantial growth. The launch of Wine Tourism TV is expected to propel this growth further, capitalizing on the global trend of valuing cultural and gastronomic experiences. 

 In 2023, wine tourism accounted for 4.2% of tourism’s contribution to the national GDP, generating a turnover of €800 million. APENO estimates that this value will increase to 5% by the end of 2024. 

 The Wine Tourism TV platform is already preparing to expand into new languages and formats, including live events, virtual tours, and even a marketplace for members. Premium content areas, merchandising, and distribution on TV operators such as NOS, MEO, and Vodafone, as well as transportation companies like CP and TAP, social media, and travel websites are also planned. 

 With a program that includes visits to wine tourism companies, interviews with industry professionals, weekly news, and much more, Wine Tourism TV promises to be an essential tool for increasing the visibility of Portuguese wine tourism, positioning the country as a leading international destination. ‘Wine Tourism TV will showcase the best of Portugal and contribute to a new era in wine tourism,’ concludes Maria João de Almeida.”