Wine Tourism and Alqueva Highlighted as Strategic Investments
Alentejo Tourism is taking decisive steps to position the region as a leader in sustainable wine tourism and lakeside cultural experiences.
Through two major applications to the Alentejo 2030 Regional Program (PR 2030), the region has secured an investment of over 700,000€, focusing on two high-potential areas: Enotourism and the Alqueva Lake territory.
These initiatives are spearheaded by the Regional Tourism Entity and the Regional Agency for Tourism Promotion, under the broader PROVERE framework, aimed at boosting territorial cohesion, innovation, and international visibility.
Elevating Wine Tourism to a Global Standard
One of the flagship projects, known as PROVERE Enotur, seeks to turn the Alentejo and Ribatejo regions into world-class wine tourism destinations.
According to José Santos, president of both leading tourism organizations, the goal is clear:
“Within two years, we aim to have the most advanced technological platforms in the world dedicated to the promotion and commercialization of wine tourism experiences.”
This forward-looking vision places wine tourism at the heart of Alentejo’s identity, with a strong emphasis on digital transformation, global marketing, and integrated communication. The development of the “Enotur Portal” and a bold digital activation campaign will serve as the backbone of this strategy, helping the region lead the conversation around wine, gastronomy, and cultural tourism on the international stage.
Alqueva: A Rising Star on the International Tourism Map
The second project centers on the international promotion of the “Alqueva Event Calendar”, part of the ALQUEVA + Inovador initiative under Strategic Axis IV of the regional plan. This project is designed to spotlight the Alqueva Lake region through a structured and diverse program of events that showcase local culture, cuisine, and nature-based tourism.
José Santos emphasizes the ambition behind the initiative:
“Our goal is to firmly position Alqueva as a key international destination by promoting a well-curated calendar of events that attract visitors for their cultural, gastronomic, and touristic value.”
This promotional strategy will target key European markets, with Germany, France, and the UK identified as primary audiences. Through tailored marketing campaigns and cross-border partnerships, Alqueva will emerge as a reference point for slow tourism, experiential travel, and lakeside retreats.
A New Era of Destination Marketing in Alentejo
Both of these initiatives reflect a broader commitment to sustainable regional development, highlighting the Alentejo’s strengths in heritage, landscape, and local products. They also signal a significant shift toward innovation and international competitiveness, ensuring the region remains top-of-mind for discerning travelers.
Whether through the vineyards and wine estates of Enoturismo, or the tranquil charm and cultural richness of Alqueva, the Alentejo is positioning itself not just as a beautiful destination, but as a smart, forward-thinking region ready to lead in tourism innovation.
With strategic investments in wine and water, the Alentejo is uncorking new possibilities and flowing toward a brighter, more connected future in tourism.