Regenerative wine tourism in rural areas: the role of local entrepreneurs

Abstract

In “old world” wine tourism destinations like Portugal, wine tourism is often considered a complement to wine production. It can diversify rural economies and strengthen regional branding, but also intensify pressures on fragile socio-ecological systems if poorly governed. Building on a regenerative rural tourism lens, this study examines how local entrepreneurs contribute to regenerative dynamics in wine-producing rural areas, focusing on the Portuguese Bairrada Wine Route. The study adopts a qualitative case-study approach based on fourteen in-depth semi-structured interviews with entrepreneurs/managers of wineries offering wine tourism, conducted on-site between October 2019 and August 2020. Data were transcribed and analysed using NVivo. Findings suggest that, although wine tourism presents modest revenue for most interviewees, entrepreneurs’ motivations and “management DNA” frequently reflect regenerative-oriented concerns. Strong place attachment, commitment to endogenous products and culture, preference for “quality over quantity”, and a desire to create value for the community emerge as central drivers shaping business practice. Notably, community involvement, sustainability-oriented operations, cooperation within networks, and the preservation of family heritage emerge as means to enhance a broader entrepreneurial ecosystem and destination-level resilience. The paper discusses implications for strengthening regenerative wine tourism through network-based governance, community empowerment, continuous learning, and adaptive action across stakeholders.