“Rio Grande do Sul in Europe” and “2nd World Conference on Oenological Tourism of the World Tourism Organization” will be promoted this week, between the 26th and 30th of this month
Responsible for aggregating value to the vitiviniculture sector, fortifying the public’s relationship with the culture and the producing regions, and stimulating the chain’s socioeconomics, oenotourism is one of the most important pillars for promoting Brazilian wines in national territory and Abroad. With the objective to promote, plan, and execute activities integrated with public and private players to reach the involvement of the so called experience tourism, the Brazilian Wine Institute (Ibravin) participates in two important events connected to this subject this week in Spain and Argentina: “Rio Grande do Sul in Europe” and “2nd World Conference on Oenological Tourism of the World Tourism Organization.”
From Tuesday (26) to Thursday (28), the Brazil Europe Cultural Foundation holds, in partnership with the Accommodation and Food Services Union of Porto Alegre and Region (Sindha), and with the technical support of the Secretariat of Culture, Tourism, Sports, and Leisure of Rio Grande do Sul (Sedactel-RS), the seminar “Rio Grande do Sul in Europe,” at Teatro Casa de Vacas (Parque del Retiro), in Madrid, Spain. The event oriented towards promoting gaúcho tourism will have a space dedicated to oenotourism on its first day. The sommelier Maurício Roloff will represent Ibravin at the conference “Wine and Oenotourism: Rio Grande do Sul as National Reference,” presenting a panorama of Brazilian wine and the experiences available to guests. Bicycle rides and jogs through vineyards, elaboration of the wine itself, night harvests, and grape stomping are some of the activities that will be promoted.
“Oenotourism is one of the most important tools in promoting Brazilian wines. And even if Spain is not a target market for national exportation, it is always nice to promote the quality of our products in countries of long-standing production. Today, the options that Brazilian wine offers to guests go beyond visiting the winery and to seeing the elaboration process. The diversity of programs that the producing region’s wineries and entire touristic trade offer to guests becomes an experience for several days, without being repetitive,” explains Roloff.
Oenotourism will also be up for debate from Thursday (28) to Saturday (30), in the Auditório Ángel Bustelo of the Convention and Exhibition Center in Mendoza, Argentina. The second edition of the “World Conference on Oenological Tourism,” promoted by the World Tourism Organization, will have Sustainable Tourism for Development as the central theme, aiming to support the International Year on the subject. Destinations, evolution, tendency, communication, product development, regional integration, public-private partnerships, and good practices will be some of the subjects touched upon in the workshops and technical visits. Alexandra Mezzacasa, member of the Oenotourism Committee and from Ibravin’s Promotion department, will represent the sector at the event.
“Initiatives such as these in Madrid and Mendoza make our representation possible in important events tied to oenotourism and also reiterate our position in the international market. Ibravin’s representatives’ participation in these symposia will bring opportunities and information to the Brazilian category and experiences for us to apply to the 8th Latin American Oenotourism Convention, which they will hold in 2018, in Bento Gonçalves,” anticipates Ibravin’s Promotion manager, Diego Bertolini.
In November of last year, Ibravin created the Oenotourism Committee with the objective to fortify Brazilian wine tourism. The group constitutes of business owners tied to the activity and representatives from the sector’s and government’s entities. According to the last Winery Census taken in Brazil, nearly 30% of the wineries have projects related to experience tourism, and, approximately, 42% of the companies presented an intention to develop it. Eighty percent of the wineries that work strongly with oenotourism are located on touristic routes.
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