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

2. The contribution of vine and wine to the territory’s identity
VIII Euromeeting 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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 …

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

10. 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