Complementarity and interaction of tourist services in an excellent wine tourism destination: The Douro Valley (Portugal)

Abstract

Today, wine and tourism are two complementary resources defi ned by the context of the area: by the region’s conditions for regulating and certifying wine that form the basis for the demarcated region, and because tourism, in this fi eld, is intimately linked to the design and attraction of the destination for tourists. One example of the symbiotic relationship between the two sectors is the Douro Valley (Portugal), which includes the fi rst demarcated, regulated region in the world. It produces world-renowned wines and its landscape has been classifi ed by UNESCO as Heritage of Humanity. The Douro area is marked by development based on the territorial framework applied to the region and its functioning is structured around “Quintas” (estates). These estates are the basic production units and are the result of a historic, social, economic, cultural and organizational process. Wine tourism in the Douro region is more than a specifi c reason to make the journey, prompted by wine; it is a new business opportunity and a catalyst for the region’s economy. Linked to the World Centre of Excellence for Destinations, the Douro is considered a “rural, natural destination of discovery” based on its success in wine tourism and the design of its wine routes. This success is aided by the reputation of the region’s wine, the organization of the wineries and the welcome given to visitors, as well as the stimulation and promotion of endogenous features and the creation of a range of services, attractions and events that complement the wineries and qualify the region as a tourist product integrated into a cultural framework.