ABSTRACT
This chapter focuses on the development of Wine Tourism in Alentejo, Portugal. This is a traditional region, with a typical rural predominance that has lagged the more advanced parts of the country. Since the 1980s, Alentejo underwent important transformations, developing its comparative advantages in wine production through the modernisation of its structures at all levels, as well as associating the sector with the tourism potential existing in the region (e.g. gastronomy, monuments, natural and cultural heritage). Therefore, this chapter studies the evolution of Wine Tourism in Alentejo, and in particular tries to assess its contribution and linkages to the regional tourism development. After the analysis of the main facts and empirical trends of this process, as well as the results of our inquiry to regional stakeholders, we may conclude that an institution-favourable environment was critical for getting Wine Tourism in Alentejo on the move and upgrading a tourism supply largely based on local distinctive products. We need, however, further research in order to gain a more accurate knowledge about how to consolidate and foster this process where Wine Tourism played a prominent role.
