In the heart of Portugal’s wine regions of Porto, Douro, and Vinhos Verdes, the spirit of wine extends far beyond the vineyards and cellars. Amidst the lush landscapes and rich viticultural heritage, a growing number of wine tourism companies are championing initiatives that promote social inclusion, community enhancement, and equal opportunities. Let’s shine a spotlight on some inspiring projects and initiatives that harness the power of wine for good in these iconic regions.
Empowering communities
Wine tourism companies are leading the charge in fostering social inclusion and empowerment within local communities. Some initiatives provide training and employment opportunities for individuals from marginalized backgrounds. Through hands-on experience in vineyard management, wine production, and hospitality, participants gain valuable skills while contributing to the vibrant wine tourism industry.
The Humanwinety project, created by winemaker Bento Amaral and wine consultant Cláudio Martins, promotes the integration of individuals with physical or intellectual disabilities, and other minorities in the wine and hotel sectors. The objective is to integrate them into the job market. With an innovative teaching approach adapted to individual needs, this initiative provides professional training in a b-learning format, providing everyone with the tools for a promising future.
Cultivating equality
In the terraced vineyards of Douro, wine tourism companies are nurturing a culture of equality and inclusivity through innovative initiatives. The Bagos D’Ouro Association has the mission to monitor the educational, social and family journey of children and young people in situations of economic need in the Douro region. This private institution of social solidarity defends that all children must have equal opportunities and that new generations have an active role in reversing the cycle of poverty and social exclusion through Education, assuming a long-term commitment and a proximity strategy, developing personalized work with each of the children and young people it supports.
Children social inclusion activities © BAGOS D’OURO
This project has the support of several Douro Quintas and Port Wine producers, who launched special editions of Vintage Port in 2013 and 2023, called O-PORT-UNIDADE, a name that should express the unity of the Port Houses to manufacture a special Port and the opportunity to support charity in the Douro Valley. The profit is donated to Bagos d’Ouro charity organization, supporting underprivileged children and youngsters.
Collaborative projects
Other companies and cooperatives offer training in viticulture and winemaking, empowering individuals to become active participants in the region’s winemaking heritage. Furthermore, this initiatives promote cultural exchange and understanding by welcoming visitors from diverse backgrounds to engage in wine-related activities and events.
This sustainable and integrated vision is forging connections and fostering social cohesion through collaborative projects, for instance, creating new partnerships with local schools and youth organizations to offer educational programs and workshops that explore the cultural and economic significance of wine. This initiatives aim to inspire future generations to become stewards of their traditional legacy.
Soalheiro Project Germinar © SOALHEIRO
Wine as a catalyst for positive change
As we raise a glass to the wines of Porto, Douro, and Vinhos Verdes, let us also celebrate the transformative power of wine for good. Through initiatives that promote social inclusion, community enhancement, and equal opportunities, associations and wine tourism companies in these regions are making a tangible difference in the lives of individuals and communities. By harnessing the shared passion for wine, these initiatives are not only enriching the wine tourism experience but also creating lasting impacts that extend far beyond the vineyards.
Photo credits: Porto Convention & Visitors Bureau (CC BY-NC-ND – Associação de Turismo do Porto e Norte, AR); Bagos d’Ouro | O-PORT-UNIDADE | Soalheiro Project Germinar
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