Minas Gerais Launches Wine Tourism Campaign in Portugal to Attract European Travelers

Minas Gerais, a state in southeastern Brazil, is making a strategic push to promote its wine tourism sector in Portugal. On Friday, a breakfast event called “Destino Minas Gerais em Portugal” took place at the Tivoli Oriente hotel in Lisbon’s Parque das Nações district. The event was organized by the State Secretariat of Culture and Tourism of Minas Gerais (Secult-MG) with curatorial support from the Cumbucca platform, which specializes in connecting gastronomy and tourism with creative economy initiatives.

The gathering brought together Portuguese travel agents, journalists, and tour operators. Attendees were introduced to the flavors of Minas Gerais through regional products such as artisanal cheese and pão de queijo, while learning about new tourism proposals aimed at the Portuguese market. The main focus was on enotourism—wine tourism—which is being positioned as a new cultural bridge between Minas Gerais and Portugal. This initiative complements existing connections based on gastronomy, historical architecture, and heritage routes that already link the two regions.

Patrícia Moreira, the state’s Deputy Secretary of Tourism, explained during the event that Minas Gerais is seeking to expand its international narrative. She emphasized that the state should be seen not only as a destination for historic cities and renowned cuisine but also as an emerging wine region. According to Moreira, there are now more than 130 wineries spread across nine regions in Minas Gerais. The state government has recently launched projects to support local wine producers and create authentic tourism experiences that combine wine with artisanal cheeses and contemporary cuisine.

The growth of wine production in Minas Gerais is rooted in European influence but has gained momentum through technological innovation. A notable example is the “double pruning” technique developed locally, which allows for the production of award-winning winter wines. Key regions for enotourism include Serra da Mantiqueira in southern Minas, Serra da Canastra, and several historic towns. These areas offer guided vineyard tours, tastings, and direct interaction with producers, giving visitors a closer connection to local identity.

During the presentation, organizers highlighted how the pairing of wine and cheese—a tradition familiar to Portuguese culture—finds a parallel in Minas Gerais, especially with Canastra cheese and other regional varieties. The shared architectural heritage between Portugal and Minas Gerais is also evident in baroque cities like Ouro Preto and Tiradentes, reinforcing a sense of familiarity for European visitors.

Marcelo Freixo, president of Embratur (the Brazilian Agency for International Tourism Promotion), attended the event and spoke about Brazil’s positive moment in tourism. He argued that Brazil is transforming its culture and hospitality into central elements of its tourism experience. Freixo noted that travelers today seek emotional connections with destinations, something he believes Minas Gerais offers through its human dimension.

The relationship between Minas Gerais and Portugal is further strengthened by direct flights between Lisbon and Belo Horizonte operated by TAP Air Portugal for 18 years. Carlos Antunes, TAP’s director for the Americas, stated at the event that this route carries about 180,000 passengers annually. He sees this as a clear opportunity to increase tourist flows and position Minas Gerais as an ideal complement to other Brazilian destinations already popular among Portuguese travelers.

Cumbucca’s involvement goes beyond event curation. The platform supports public policies and private initiatives aimed at developing gastronomy and tourism in Minas Gerais. Its projects range from supporting small producers to engaging entrepreneurs and consumers. One notable project is the “Cozinha Interativa Itambé,” an interactive kitchen located at Belo Horizonte’s Central Market. This space offers workshops, classes, immersive experiences, and serves as a venue for special projects that blend tradition with innovation in gastronomy.

Through these efforts in Lisbon, Minas Gerais aims to attract more European tourists by showcasing its unique blend of wine culture, culinary traditions, historical sites, and authentic local experiences. The state hopes that these initiatives will strengthen cultural ties with Portugal while boosting its profile as a diverse travel destination within Brazil.