Euromeeting 2010 VIII^ Edizione Manuel de Novaes Cabral Firenze, 9-10 dicembre 2010 Auditorium Sant’Apollonia Via San Gallo, 25 www.itervitis.eu Sede: Palazzo Panitteri 92017 Sambuca di Sicilia (Ag) - Italia Tel. +39 0925 940217 - Fax +39 0925 941007

The contribution of vine and wine to the territory’s identity VIII Euromeeting - 2010 Politiche Regionale per un Turismo Europeo Sostenible & Competitivo Firenze, 9-10 dicembre The contribution of vine and wine to the territory’s identity Manuel de Novaes Cabral manuel.cabral@cm-porto.pt

1. Vine and wine – territory Product Economic resource Promotion tool Wine: Organises Qualifies Marks the landscape Territory Selling the product and, trough it, divulge the region

2. Vine and Wine – sustainability Generate value Promote development Retain human presence Demarked regions Environment Diversify the territory Land use planning Promotion of local population’s quality of life Diversify the territory increasing its vitality and its economic and cultural attractiveness

Terroir & Savoir - faire 3. Identity Identity History & Stories Cultural environment Terroir & Savoir - faire There are cities which have in wine their main identity reference Wine tourism is not only a type of tourism but also a way of better promoting the territory

Wine assets become a motive of promotion and of tourist attraction 4. Wine and Tourism Positioning Territory Identity Competitiveness Wine is a condition for the economic development, but also for the technological and scientific progress of numerous regions in Europe and in the world The market demands quality in the whole product line and also in wine’s region of origin Wine assets become a motive of promotion and of tourist attraction

5. Routes and Tourism Tourists - Demand Routes - Supply Need: Want: To know To live To experience To participate To enjoy Routes - Supply To be attractive To be popular To create synergies To offer quality To focus on the characteristic elements Need: Want: Find ways to prepare diversified products, to suggest multi-theme routes aiming to sell the territory, retaining the tourists´ interest, motivating them

6. Routes Are tourism facilitators that have: organized and rationalized the supply created itineraries lead to the renovation of heritage and patrimony promoted the diversification of services highlight lack of services, products or quality Still thematic routes do not show the adaptability to respond to a new demand which is more criterious in what quality is concerned but also wanting more in less time, unless …

... Tourism Holistic vision Set of alliances Sectorial policies focused on territory Common policies of external promotion  

7. Territorial competitiveness European Union Common framework Territorial identities External promotion Step by step approach in order to both contribute and work together to boost territorial competitiveness and sustainability

manuel.cabral@cm-porto.pt