Enotourism Drives 20% of Portuguese Wine Sales as Industry Faces Climate and Market Uncertainty

The Portuguese wine sector will gather in Porto on December 16, 2025, for a major conference organized by the National Association of Wine and Spirits Merchants and Exporters (ANCEVE). The event, which will take place at the Aula Magna of the Universidade Portucalense, marks ANCEVE’s 50th anniversary and aims to address whether the Portuguese wine industry is prepared to face future challenges.

The conference comes at a time when the wine sector in Portugal is experiencing both success and uncertainty. Over the past decade, Portuguese wine exports have increased in value, contributing significantly to the country’s GDP. However, producers and exporters are facing a range of new pressures. Changes in global consumption habits, aggressive anti-alcohol campaigns, and ongoing climate change are reshaping the landscape. Enotourism now accounts for about 20% of wine sales in Portugal, reflecting a shift in how consumers engage with wine.

Industry leaders are concerned about several issues. These include declining or shifting consumption patterns, international instability affecting trade, difficulties in increasing added value, and low compensation for grape growers. There are also calls for crisis distillation measures and concerns about the business opportunities they create. Complaints about regulatory oversight and wine transit controls persist, as do worries about vineyard removal policies and the uncertain future of support programs like VITIS.

Climate change has made harvests more unpredictable and complicated production planning. New problems have emerged with crop insurance as weather events become more extreme. The sector is under pressure to adapt quickly to these realities while relying on political support to ensure continued growth.

The conference will feature a roundtable discussion with key figures from across the industry. Participants include Colonel Luís Filipe Cardoso Lourenço, Inspector-General of ASAE (the Food and Economic Safety Authority); Francisco Toscano Rico, President of IVV (Institute of Vine and Wine); Professor Helena Freitas from the University of Coimbra, an expert on climate change; Luís Sequeira, President of the Alentejo Regional Wine Commission; Pedro Soares, President of the Bairrada Wine Commission; José Luís Santos Lima Oliveira da Silva, a leading producer whose company operates in seven regions and exports to over 60 countries; and Professor Bebiana Monteiro from ESEIG, an enotourism specialist. The discussion will be moderated by journalist António Freitas de Sousa from Jornal Económico.

Following the roundtable, there will be an open debate where participants can discuss possible solutions to these pressing issues. The keynote address will be delivered by Ambassador António Martins da Cruz, former Minister of Foreign Affairs, who will speak on geopolitical factors affecting the sector.

This year’s conference follows another difficult harvest season for many producers. Organizers hope that by bringing together experts from different fields—production, regulation, climate science, tourism, and international relations—the event will foster constructive dialogue and help chart a path forward for Portuguese wine.

The gathering is expected to attract stakeholders from across Portugal’s wine regions as well as international observers interested in how one of Europe’s oldest wine industries is responding to rapid change. With new leadership at key institutions like IVV and the Alentejo Regional Wine Commission, along with upcoming elections at other regional bodies, the timing is seen as critical for setting priorities and strategies for the years ahead.

As Portugal’s wine sector navigates these challenges, enotourism remains a bright spot. Many see it as essential for boosting sales and strengthening brands both domestically and abroad. The conference aims to provide clarity on how best to leverage this opportunity while addressing broader structural issues facing growers and exporters.

The event begins at 2:30 p.m. local time at Universidade Portucalense in Porto. Organizers expect robust participation from industry professionals seeking answers—and new ideas—for sustaining Portugal’s reputation as a world-class wine producer amid changing times.