THE BEST OF PORTUGAL and much more
The Wine and Travel Week Portugal 2024 took place this year in the beautiful city of Porto for the second time running, following its’ success in 2023. Already awarded in its’ first year with the title: Best Luxury Wine Travel Event in Europe at the Luxury Lifestyle Awards 2023, the event promised to be a splendid success for all concerned, and I was very honoured to take part.
The organisers of the event, ESSÊNCIA Company, together with the support of Turismo de Portugal and a partnership with the Great Wine Capitals Global Network, celebrated themselves, the 20th Anniversary of Portugal’s main Wine Experience, Essência do Vinho, held in Palácio da Bolsa, Porto.
As a first-time visitor to the event, the Wine and Travel Week Portugal 2024 proved a popular target for international professionals and is already an important calendar entry for trade exhibitors, buyers, and journalists in this sector. Outstanding and eminent from day one, were the extremely high standards, dedication and enthusiasm, tremendous support and promotion of the multiple key-players involved in the Portuguese Wine and Tourism Sector.
BORDERS WITHOUT BOUNDARIES
Of the 164 Organisations, 67 were Exhibitors. The international entourage included not only participants from Portugal, but also from Spain – Castilla y Léon – being for the first time, an additional showcased region and active contributor to the event. Trade Representatives arrived from Germany, the UK, the Netherlands, Japan, Denmark and Sweden, the US, Canada, Israel, and the Ukraine.
Considering the feedback, and having taken part myself, the first two days of networking were without doubt, the most important days of the week. Not only have cornerstones been laid for future partnerships, ideas and contact details exchanged, but also friendships established. Communication was, on all levels, intense.
Sunday arrival and after a speedy Hotel-check-in for many, the weeks agenda began with a welcome ceremony in the wonderful World of Wine (WOW), Vila Nova de Gaia. Following a cool refreshment and small-talk in pleasant musical ambiance, seven of Portugal’s Wine-Tourism regions were vividly show-cased to an attentive audience. The brief tour of the WOW Project, and the flow of Portuguese wine soon loosened tongues, igniting lively discussion between old and new-found colleagues alike. In a music-filled and relaxed atmosphere the ice was broken, hunger satiated at the beautifully laid out finger-food buffet and a truly promising week of activities and inspiration had begun.
SPEED-DATING IN PORTO
The B2B Meetings arranged between all participants in advance of the event, were held Monday and Tuesday in the Museu Nacional Soares dos Reis, with its impressive display of the almost 200-year-old history of the museums’ beginnings, artwork, ceramics, and sculpture.
The itinerary began punctually at 9.00 am, and the scheduled 15-minute slots soon a challenge to uphold. This is of course, a positive sign, as the flow of information was enthusiastic, vigorous and in its entirety, colossal.
During my own appointments, of which I had more than my fair share, I had the pleasure of speaking to regional Tourist Board spokespersons, the owners and management of Quintas, Destination Management Company (DMC's) representatives large and small, and during my Post Tour to Central Portugal, also international buyers.
This exchange included meetings with the Centre of Portugal Tourism Board (Filipe Pinto), the Regional Agency for Tourism Promotion of Alentejo (Ruben Obadia), the Algarve Tourism Bureau (Hugo Nascimento) and Teresa Ferreira, General Manager for Media Travel & Logistics (MTLV). Teresa together with her team, managed the events logistics, including hotel, flight bookings and transfer throughout the week.
My own table-hopping took me on a journey from the Azores (Filipe Rocha – Azores Wine Company) to the North of Portugal (Maria Branquinho - Porto and the North of Portugal).
From the Douro Valley (Marta Marques - Wild Douro) to the Vinho Verde Wine Route (João Paupério).
To highly acclaimed Port Wine Houses such as The Symington Family Estates (Teresa Symington Caxide with Ana Pinto), and to luxury destinations such as the Monverde Wine Experience Hotel with Quinta da Lixa (Miguel Ribeiro and Pedro Lopes).
I travelled to lesser-known resorts such as Terra Rosa Country House and Vineyards (Elliana Monteiro Rosa - Vinho Verde)
and Quinta Dona Matilde (Filipe Barros - Douro Valley) and to Destination Management Companies (DMC’s) such as Vinitur (with João Marinho Falcão), who welcome the inclusion of local people. The incoming message was clear: all are united in their efforts to strengthen Portugal’s valuable position as Top Wine and Tourism destination and attractive Key-Player on the international market.
UNDER PRESSURE
The pressure, however, is most definitely on and competition high on the worlds’ stage. Guest Experiences today go far and beyond a simple Wine-Tasting or Winery-Tour. The list of creative and original ideas to successfully combine Wine-Production with Wine-Tourism, is a long one and growing fast. Yet there is a huge difference between the introduction of Tourism to an already established Winery, compared to Tourism enhanced through Wine.
Hands-on interaction and Wine-Education itself are certainly more popular than ever, and with guest expectations high, so too, their readiness to spend just that little bit more. From luxury accommodation to the more traditional and simpler set-up, Portugal offers something for every pocket and taste. Today, vineyard walks and tours are upgraded with home-made picnics and traditional meals, some served on Jeep Adventures at sunset, others on antique and revamped trains for the lesser mobile.
Interaction, rather than “Experience” I find a more fitting description for activities such as Painting with Wine or learning the traditional Art of Tile-Making. Such endeavours certainly strengthen customer relations, loyalty, and commitment, as does the warmth of the Portuguese people.
Some Estates provide modern facilities and the necessary technology for Corporate Team Building Events and Incentives and with these, an extremely high standard on the catering front, as we participants were soon to find out.
PULL ON YOUR HANDBRAKE ONCE IN A WHILE
Two days of fascinating and compelling input were almost complete when on Tuesday, towards the end of the meetings, I met Eliana Monteiro Rosa. Eliana, based in the Vinho Verde Wine-growing Region of Portugal, proudly announced she does none of the above. Her Project, the Terra Rosa Country House and Vineyards, reflect both past and future and is an enchanting father – daughter affair which first opened its doors to guests in 2021.
Eliana, who successfully convinced her father to invest in her project financially, comes from a background of Interior Design rather than a wine-growing one. She is an extremely approachable and empathetic character, with an eye for detail. Her qualities and creativity are reflected in her home and its’ renovation. The houses’ furnishings and Elianas use of antique or otherwise discarded materials, have given not only the building, but also these old and integrated materials a new lease of life.
“The main activity our guests undertake, is nothing.” she said during our conversation. “I sometimes have people calling me, asking me what we offer, and my reply is simple: NOTHING! If you want a pool, aerobics, wellness, or an agenda, please don`t book us, for you will be bored here!”
“The meaning of life is to find your gift. The purpose of life is to give it away.” William Shakespeare apparently said. In offering her guests nothing more than serene tranquillity and the opportunity of simply being, Elianas purpose becomes very clear. In an increasingly fast and competitive world, this was music to my ears.
BREAKING FREE FROM TRADITION
One Estate-Winery with whom I immediately sympathised, and whose wines I had the pleasure of tasting on no less than two occasions during my visit, was Soalheiro. My appointment, originally made with Maria João Cerdeira, herself a vet by profession and now responsible for both the vineyards and the production of their own herbal teas, was accompanied by Communications Manager João Almeida.
Maria, together with her brother António Luís Cerdeira, himself responsible for viticulture, produce wines of international recognition, presenting their wines today in over 40 countries worldwide. The Soalheiro family are pioneers in the creation of Alvarinho in Melgaço, high up in the Vinho Verde Region of Portugal, and just 50 kilometres from the coast.
In 1974 in Melgaço, the family made an important and business-changing decision. They planted an otherwise mixed vineyard, as was common practise and tradition at the time, with only one variety: Alvarinho. This vineyard-parcel's name was Soalheiro. In 1982, under the very same name, Soalheiro became the first brand of Alvarinho in Melgaço. This bold move paid off. The family became an inspiration to many other regional producers, and in 1995, it was the Soalheiro Estate who produced the very first sparkling wine ever to be vinified entirely using the Alvarinho grape.
Maria’s family courage set not only an example to others but has since motivated more than 180 families into devoting themselves too, to the cultivation of this multifaceted white grape variety. Their dedication has been recorded in a book, a wonderfully bound edition named Patchwork – and a living portrait of the Soalheiro Philosophy and their Vision: The Viticulturists’ Club is a story of passion, of individuals not necessarily working primarily in the wine-sector, but one of single-minded devotion.
The Melgaço region has since received special recognition for its’ exceptional characteristics. The unique climatic influence brings warm moist air in from the sea and the mountainous terrain provides protection from cold inland winds. Additionally, the regions geological diversity with a combination of mineral-rich Schist, river-bed loam and sedimentary-rock, contribute to the production of magnificent wines. „Our obsession is to reflect the terroir in our wines." João told me, „For we believe in the character and essence of the geological diversity here." From what I have tasted, they are achieving just that.
But Soalheiro do not only produce outstanding wines. At their Casa das Infusões, they have very attractive accommodation, where great emphasis is placed on the use of traditional and organically home-grown produce. The Portfolio includes an interesting selection of Wine-Experiences, an insight into their own Tea-Production, and the Soalheiro Innovation-Centre, where guests have the opportunity of getting involved themselves. Plenty of excuses to pay them a visit.
PORTUGUESE HOSPITALITY
During and following the first two days of intense exchange, the participants of The Wine and Travel Week 2024 were invited to take part in a lavish celebration of Portuguese culture and later, specially designed Post Tours to various destinations outside of Porto.
Monday lunch for example, was presented by Chef Renato Cunha at the Casa do Vinho Verde (Palacete Silva Monteiro). The delicious food, cooked and served outside under the heat of a Portuguese sun, was served with an excellent selection of chilled wines from Vinho Verde.
In the evening, Porto, as proud founding member of the Great Wine Capitals Global Network, went on to celebrate the 20th edition of The Best Of Wine Tourism Awards 2024.
In Porto’s classical Casa da Música, tribute was paid in nine different categories to innovation and excellence, passion, and hard work and of course, the promotion of Portugal.
The categories included: Best Accommodation, Architecture and Landscape and the People’s choice award. All winners may be found here. The evenings celebrations were a joyous mix of music, moderation, and insanely good cuisine.
Tuesday saw an end to official business with a late lunch at the National Museum Soares dos Reis, superbly put together by two-star Michelin Chef Rui Paula, washed down on this occasion, with still wines from Alentejo and Tejo, also a twenty-year-old Tawny Port.
Hosts in the evening, were the Spanish guest region Castilla y León.
The evening’s agenda kicked off with the world Premiere of Merino, a mixture of music, dance and fashion and a celebration of the history of Merino Wool.
In stark contrast to the show, the Gala Night was a festival of colours in the vibrantly decorated monastery of Mosteiro São Bento da Vitória.
With their work still not yet complete, the Wine and Travel Week’s team had by now earned their laurels. Their success and the high standards already attained, were just a taste of what was still to come.
It was now time for the Post-Tour activities or for those not travelling, kick-off time for the 20th edition of Essência do Vinho – Portugal’s most important and as it seems, very well attended Wine Fair and held in the Palácio da Bolsa.
For all Post-Tour attendees, some now flying to the Azores or Madeira, others travelling to the Algarve or the North of Portugal, it was time for bed. Many, on return to Porto before catching connecting flights home, were still lucky enough to attend the Essência do Vinho. This was to prove the Grand Finale of a week of professional insight and an excellent opportunity to try Wines of Portugal from North to South.
For myself, my chosen destination took me to the heart of the country, to Central Portugal. I`ll be writing more on my Post-Tour in a further article. This trip too, was thoroughly enjoyable. I had a fantastic time and was blessed with a group of colleagues who all contributed, one way or another, to the tours success.
Fotocredits: Gail Treuer, ©Revista de Vinhos, Soalheiro, Eliana Monteiro Rosa