Digital Marketing in Wine Tourism – Trás-Os-Montes and Dão Case Study

Abstract Having quality wine is important for a wine company; however, it is necessary to have a communication strategy and be aware that digital marketing activities are constantly evolving and that companies need to adapt to stay close to their audience. Increasingly, the wine sector sees digital marketing as a valuable and convenient tool for promoting companies and as a way to reach consumers. The Regional Wine Commissions (RWC) are entities whose mission is to promote and publicise the wine products of their region. The aim of this paper is to analyse the performance, on a digital level (Facebook, Instagram and website), and the use of SEO (Search Engine Optimisation) techniques of two RWCs, that of the Trás-os-Montes Region and the Dão Region, both located in Portugal. It is also intended to identify how they promote regional producers and the wine tourism offers on their websites.