Wine tourism in the Dão Demarcated Region: challenges and opportunities for development

Introduction: Wine tourism has been consolidating itself as an important strand of tourism in Portugal, boosting both the economy and regional development. The Dão Demarcated Region, one of the country’s most traditional wine-producing areas, offers vast tourism potential, particularly through the Dão Wine Route. However, several challenges prevent this potential from being fully realised. Objective: Identify the main challenges and opportunities related to wine tourism in the region, analysing the perceptions of the stakeholders involved in the sector. Methods: A qualitative study based on semi-structured interviews with representatives of wineries and producers in the region. Results: The findings highlight the need to restructure the Dão Wine Route, increase promotion and coordination among stakeholders, and develop adequate infrastructure to attract and retain tourists. Conclusion: It is concluded that, with well-defined strategies, wine tourism can become a key pillar of the region’s sustainable development.