Algarve Hosts Iberian Wine Tourism Forum to Boost Off-Season Travel
The two-day event in Lagoa, organised by the Algarve Tourism Board, aims to diversify the region's appeal and attract visitors year-round with new wine and gastronomy experiences.
Lagoa Forum Gathers Iberian Travel Professionals
Lagoa, Portugal, will host the fourth Lagoa Wine Tourism Forum | Iberian Edition on November 12 and 13, 2026. The event, taking place at the Lagoa Congress Centre, is a joint initiative by the Algarve Tourism Board (Turismo do Algarve) and Lagoa Council.
It will bring together travel and wine professionals from Portugal and Spain to explore new opportunities for wine tourism in the Algarve.
The forum is part of the INOVA ALGARVE 3.0 project, a regional effort designed to foster collaboration and knowledge exchange among wine producers, tourism businesses, public authorities, and academic institutions across the Iberian Peninsula.
Diversifying Algarve's Year-Round Appeal
The Algarve Tourism Board aims to establish wine tourism as a key component for attracting visitors throughout the year, moving beyond the region's traditional focus on summer beach holidays. André Gomes, president of the Algarve Tourism Board, stated that wine allows the region to present a different Algarve, deeply connected to its land, gastronomy, and traditions.
Discussions at the forum will cover the relationship between wine, local cuisine, and identity, improving the quality of visitor activities, the potential of fortified wines, and promoting wine-producing destinations. Particular emphasis will be placed on authenticity, hospitality, and creating distinctive experiences that connect visitors with local traditions and communities.
Targeted Promotion and Familiarisation Trips
As part of its broader strategy, the Algarve Tourism Board recently hosted 14 Spanish travel agents from cities including Madrid, Barcelona, and Seville. From October 7 to 10, 2026, these agents explored various Algarve locations such as Albufeira, Lagoa, Portimão, and Faro, engaging in wine-related activities, gastronomy, nature, and outdoor pursuits.
This familiarisation trip sought to encourage Spanish operators to incorporate Algarve wine tourism into their short break offerings, especially outside the peak summer period. The board also launched new promotional tools: a wine tourism brochure and a film titled "Algarve, Entre Uvas e Marés" (Algarve, Between Grapes and Tides), produced by New Light Pictures.
These materials showcase the region's vineyards, estates, and four protected wine appellations: Lagos, Portimão, Lagoa, and Tavira, alongside experiences like grape harvesting and vineyard dining.
Implications for Asian Travellers and Industry
The Algarve's strategic push for year-round wine tourism, supported by targeted marketing and industry collaboration, shows a model for destinations seeking to diversify their appeal. For Asian travellers, this means new opportunities to explore European regions beyond their traditional peak seasons, focusing on cultural and gastronomic immersion.
Asian tour operators and travel agencies could consider similar strategies for promoting less-known regions or off-peak travel within their own markets, or developing specialised itineraries for European wine regions.
While direct Asian market engagement for Algarve wine tourism is not detailed, the emphasis on unique, authentic experiences and extending the travel season resonates with growing demand from Asian travellers for deeper cultural engagement and sustainable tourism options.
The success of such initiatives in Europe may prompt Asian tourism boards, like those in Japan or South Korea with emerging wine regions, to observe and adapt similar year-round promotional frameworks.
Get The Post.
The global travel stories that matter, three mornings a week. Free.
