Tourism Experience

Product and Management Model for Dão Wine Route

The project, commissioned by the Dão Regional Wine Commission aimed to develop a product definition study and management model for the Dão Wine Route. Located in one of Portugal's most important wine-growing regions, this project seeks to promote the region's wines and stimulate tourism development, creating an integrated and sustainable product in the Gastronomy and Wine segment.

Launched in 2015, the project is currently being implemented and dynamised, strengthening the link between the wine sector and tourism, and positioning the Dão Wine Route as a national and international benchmark in this segment.


Project Scope

We were engaged by the Dão Regional Wine Commission to develop a product definition study and management model for the Dão Wine Route, a project designed to enhance the region’s reputation as a premier wine tourism destination. The initiative sought to define the identity and structure of the wine route while creating a sustainable and effective model for its operation and promotion.

The process began with an in-depth analysis of the Dão region’s wine heritage, including its unique characteristics, historical significance, and cultural connections. This was complemented by research into global best practices in wine tourism to identify key elements that could inform the development of a distinctive and competitive product offering.

The product definition study focused on identifying the core experiences and assets of the Dão Wine Route, including wineries, vineyards, gastronomic offerings, and cultural attractions. Emphasis was placed on crafting a narrative that celebrated the region’s rich history and the artistry of its winemakers while appealing to a broad range of visitors.

Simultaneously, the management model was developed to ensure the route’s long-term viability. This included establishing guidelines for partnerships with local stakeholders, operational frameworks for route management, and strategies for marketing and visitor engagement. Particular attention was given to creating a collaborative approach that involved wineries, local businesses, and tourism operators to maximise the route’s impact.

The final deliverable provided a comprehensive blueprint for the Dão Wine Route, including actionable recommendations for implementation. By aligning the region’s unique attributes with an effective management model, the project positioned the Dão Wine Route as a cornerstone of regional tourism, contributing to economic development and the celebration of the region’s wine culture.

Tourism
Strategy and Planning
Destinations