ABSTRACT
This paper is the outcome of extensive research carried out with the purpose of defining a development strategy for the Bairrada Wine Route in Portugal. This region has low levels of development, a condition made worse by the unfavourable economic situation of the private agents of the wine sector. Thus, the need to increase the region’s competitiveness and attractiveness associated with its endogenous products and services emerged as a priority. Considering that a wine route is a network of agents in a wine region, whose purpose is to promote regional development by employing strategies that lead to the development of an inclusive regional network which encompasses public and private agents from both sectors of activity (wine and tourism), this paper focuses on the way in which the implementation of communication tools and internal organization might encourage development at different levels and promote regional competitiveness. After the evaluation of the current situation of the Bairrada region and a literature review concerning wine tourism, wine routes and networks, we were able to design a strategic policy which allows the regional development plan, supported by an organization of destination management, to be put into practice.
