Final Dissemination Event Successfully Held in Porto
The final dissemination event of the EnoTour Project took place on 21–22 May 2026 at the Faculty of Sciences of the University of Porto, in collaboration with the OENOVITI International Network, an international network of universities specialised in viticulture, oenology and wine tourism. This collaboration reinforced the international dimension of the event, bringing together experts, researchers and professionals from different European institutions and promoting dialogue between academia and the wine tourism industry.
The event gathered nearly 100 participants, including academics, wineries, tourism professionals, researchers and international stakeholders, to discuss current challenges and future trends related to wine tourism, digitalisation and sustainability.
The programme featured presentations of the main outcomes of the EnoTour Project, international roundtables on the twin digital and green transition in wine tourism, discussions on digital marketing and storytelling strategies, as well as expert sessions addressing global wine tourism trends and innovation in the wine industry.
International Roundtable: Twin Transition in Wine Tourism
The first international roundtable focused on the concept of the Twin Transition, exploring how digital and green transitions are reshaping the future of wine tourism.
The session was moderated by Matteo Marangon, lecturer at the Università degli Studi di Padova and researcher specialised in oenology, agronomy and sensory evaluation.
The panel brought together international experts from academia and industry, including Adrian Bridge, CEO of The Fladgate Partnership and founder of the Porto Protocol, recognised for promoting sustainability and climate action in the wine sector; Nashidil Rouiai, Associate Professor specialised in cultural geography, landscape representation and wine tourism dynamics; Laia Morales, CEO of Bexperience and expert in customer experience innovation and technology integration; and Vladi Finotto, Associate Professor of Entrepreneurship and Strategy at Ca’ Foscari University of Venice, specialised in strategic innovation and business model transformation.
The discussion addressed topics such as artificial intelligence and digital innovation, sustainability across the wine tourism value chain, changing visitor expectations and the evolution of wine tourism products and services.
International Roundtable: Digital Marketing of Wine Tourism
The second international roundtable focused on digital marketing strategies and the role of digital communication in strengthening wine tourism destinations and visitor engagement.
The session was moderated by Noemí Rabassa, Lecturer and Researcher in Tourism Marketing and Communication at the Universitat Rovira i Virgili.
Participants included Pedro Lopes, marketing and digitalisation professional at Grande Porto, S.A.; Claire Lamoureux, lecturer-researcher specialised in wine tourism and marketing strategies at Bordeaux Sciences Agro and Calle Nilsson, Co-Founder and CEO of Winetourism.com, with extensive experience in destination marketing and tourism development.
The session explored storytelling and social media strategies, visitor behaviour analysis, digital customer engagementand emerging trends in wine tourism marketing.
The event also provided an important networking space for strengthening collaboration between universities, wineries and tourism stakeholders across Europe.
For more information:
🌐 https://enotourproject.org/
The future of wine tourism will be more digital, more sustainable and more collaborative and EnoTour is contributing to making this transition possible
