Vineyard production is an iconic element of the Iberian regions connected by the River
Douro. It is also one of the most important pillars of the local economy, involving numerous actors
along a traditional value chain based on vineyard work, winemaking and wine marketing. Now, a
strong enotourism sector has emerged, creating a network of agents, initiatives and interests that play
a crucial role in local socio-economic contexts. This paper explores strategies for promoting enotourism
in the vine and wine regions along the Douro, aiming to highlight the multifunctional nature of
territorialised agricultural activity. Drawing on a review of scientific literature in this field, an analysis
of primary statistical sources and the outcomes of fieldwork conducted within the framework of the
AgroHub project, this paper emphasises the contextual diversity of experiences and resources that
characterise the tourism offerings of these territories.
