Porto consolidates its position as a global hub for wine tourism with Wine & Travel Week Portugal 2026

The city of Porto once again took center stage on the international wine tourism map with the hosting of Wine & Travel Week Portugal 2026, a professional event that brought together buyers, tour operators, destinations, wineries, and specialized media from various international markets.

The event is led by Nuno Pires, director of Essência Company, a Portuguese firm specialized in projects related to wine and gastronomy, and responsible for organizing the event.

With a format that integrates business, territory, and wine and gastronomy experiences, the event has established itself as one of the most specialized international platforms for the development of wine tourism.

A model that connects territory, experience, and business

Since its creation, Wine & Travel Week has stood out from traditional trade fairs by prioritizing direct connections between supply and demand in an experiential environment.

The event aims to strengthen relationships between destinations, producers, and tour operators, generating real business opportunities and promoting the development of tourism products linked to wine.

According to Pires, the goal is to consolidate Portugal as an international benchmark for wine tourism, integrating wine, culture, gastronomy, and territory into a single value proposition.

Pre-tours: immersion in Portugal’s wine regions

One of the key pillars of the program was the pre-tours, held between February 19 and 21, allowing international buyers and specialized media to experience firsthand some of Portugal’s main wine regions.

Destinations included the Douro Valley, Alentejo, Madeira, Algarve, and the Lisbon wine region, offering an immersive experience of the country’s diverse landscapes, wines, and traditions.

These tours allow participants to experience the territory beyond winery visits, incorporating local gastronomy, culture, and heritage.

B2B meetings at Casa da Música

The professional core of the event took place at the iconic Casa da Música in Porto, where pre-scheduled B2B meetings were held between industry suppliers and international buyers.

The program included dozens of business meetings per participant, optimizing networking and facilitating the creation of new commercial partnerships between destinations, wineries, hotels, and specialized tour operators.

International boost for Portuguese wine tourism

Beyond its direct economic impact, Wine & Travel Week Portugal 2026 contributes to strengthening the country’s international positioning within the premium and luxury wine tourism segment.

The event also serves as a platform to give global visibility to Portuguese wine regions and promote their inclusion in international wine tourism itineraries.

In a context where travelers seek authentic, sustainable, and territory-based experiences, initiatives like this are becoming key strategic tools for the global growth of the sector.

Source: Wine & Travel Week