On 30 January 2025, the Portuguese Wine Tourism Association (APENO) will hold the fourth edition of the National Meeting of Wine Tourism Professionals (ENPE) at the Sines Sea View Business & Leisure Hotel in Sines. The event, considered a benchmark in the sector, will bring together experts, entrepreneurs, technicians, public decision-makers and other professionals linked to wine tourism, in a day dedicated to strategic debates, knowledge sharing and networking.
With the aim of boosting this growing segment of national tourism, ENPE 2025 promises to address crucial issues for the future of the sector, promoting innovation, internationalisation and the strengthening of business networks.
According to the president of APENO, Maria João de Almeida, ‘this meeting is a great opportunity for us to reflect on the future of Portuguese wine tourism and to strengthen our position as a national and international benchmark. We want to focus on innovation, such as the application of Artificial Intelligence in wine tourism, and internationalisation, to ensure the sustainable growth of the sector.’
Beginning at 9.30am, ENPE 2025 will be opened by the President of APENO and the President of the Alentejo and Ribatejo Regional Tourism Authority, José Santos, the event’s main sponsor, who emphasises Alentejo’s fundamental role in this sector: ‘Wine tourism is a strategic asset for Alentejo and Ribatejo, and for Portugal as a whole. Investing in this segment means creating value, preserving the authenticity of our regions and attracting quality tourism that benefits the entire economy,’ he says.
One of the most eagerly awaited moments will be the panel dedicated to the impact of Artificial Intelligence (AI) on wine tourism, where Jorge Catalão Ramos, Retail Executive at Google Portugal and Spain, will explore how AI can transform tourist experiences, improve business management and create new opportunities for operators in the sector. This panel reflects ENPE 2025’s commitment to innovation as an essential tool for the growth of wine tourism.
Another highlight of the programme will be the discussion on the importance of internationalising wine tourism, which will bring together the main leaders of the country’s various tourism regions: José Santos (Alentejo and Ribatejo), Anabela Freitas (Central Portugal), Carla Salsinha (Lisbon), Luís Pedro Martins (Porto and the North) and André Gomes (Algarve). This panel will discuss strategies and initiatives that can leverage Portuguese wine tourism on the global market.
After a coffee break, the event continues with the forum entitled ‘The Perfect Fair for Wine Tourism’, where APENO members will have the opportunity to share their ideas on the ideal event to promote this segment. This debate will be open to the public, encouraging active participation from those present.
The morning will close with the presentation of Strategy 2025 by the President of APENO, a plan that defines the association’s priorities for this year and the years to come. This moment will also include the announcement of the next venue for the National Wine Tourism Award, which recognises projects of excellence in the sector.
In the afternoon, ENPE 2025 will be dedicated to networking and business meetings between APENO members and buyers interested in national wine tourism. This meeting, organised in partnership with APAVT (Portuguese Association of Travel and Tourism Agencies), aims to create new opportunities and stimulate business that will strengthen the growth of the sector.
In addition to the Alentejo and Ribatejo Regional Authority, the event has the support of Sines Town Hall, the Sines Sea View Hotel, Gifts4Wine; Aluga’Aqui and MCoutinho, strategic partners in this event.
ENPE 2025 also reflects APENO’s commitment to decentralising its initiatives, consolidating Sines as one of the potential strategic destinations for wine tourism activities in the region.