Wine & Senses is a project managed by a European consortium that obtained funding of 300 thousand Euros from the European Commission, through the COSME programme. This project was created to promote the development of wine tourism routes and products, linked to the physical and cultural heritage of the regions involved.
The final product is one week’s wine tourism routes in each of the implementation regions. A differentiated product, far from mass tourism, promoting the discovery of rurality. Unique and contextualized experiences in the patrimonial reality of the visited places.
Appeals to the senses, through thematic tastings to take place in surprising locations, boat trips, participation in wine-growing activities, musical experiences, walks along emblematic paths, overnight stays in hotels with historical architecture of local design, etc.
They are part of the consortium that develops the project: a RESEAU EUROPEEN DES VILLES DU VIN (RECEVIN), a CULTUR VIAJES PATRIMONIO SL (Cultur Viajes – Spain), a NARODNI PAMATKOVY USTAV (NPU – Czech Republic), a AGRUPACION ENTRESARIAL INNOVADORA PARA LA CONSTRUCCION (AEICE – Spain), o ENTE PARCO NAZIONALE DELLE CINQUE TERRE (Parco 5 Terre – Italy), INFORMAMUSE SRL (IMUSE – Italy) and MADI KOR BOR-EREDETVEDELMI KOZHASZNU EGYESULET (MÁD CIRCLE – Hungary).
In the project phase, the regions where it is being implemented are Duero Douro (D-D, Spain and Portugal), Cinque Terre (5Terre, Italy), Mád/Tokaj (MAD, Hungary) and South Moravia (Morava, Czech Republic).
Together, these regions account for a significant share of quality wine production in Europe, and they are all recognized UNESCO world heritage sites.
After this phase, the integration of other regions will be facilitated through international events, stakeholder meetings and various dissemination actions, mostly by RECEVIN (directly or through wine national associations and partners from the countries where the network is present).
THE ROLE OF RECEVIN
RECEVIN plays a key role in the promotion and dissemination of the Wine & Senses product. It is responsible for expanding the network of partners and stakeholders (mainly public authorities), collaborating with similar projects (possibly leading to the exchange of experiences), participating in events where the promotion of the product is relevant, as well as organizing an international thematic workshop focused on viticulture, tourism, culture and heritage (to be held in an integrated manner with the III European Congress of Wine Tourism in Torres Vedras).
The articulation between wine producers and distributors with local and regional authorities of the regions where the network operates will be determinant in the logistic exchange of integration in the various W&S packages. RECEVIN is also responsible for designing the model agreement for the accession of new regions to the W&S product.
Although the project started in May 2018, RECEVIN’s action will become the most visible from February 2019, when the communication kits and image standardization will be completed by the other consortium partners. This will continue until the end of the project.
Wineries, wine producers and distributors: W&S strengthens the wine tourism offer, linking it to territorial identity and cultural heritage, and optimising it through Smart Destinations.
Managers of cultural sites: the ICT (Information, Communication and Technology) tools developed within the scope of W&S will be made available to these managers (Unesco sites, museums, reception centres for tourists, etc.), enabling them to connect most of these sites with the network of wine production in the regions where they are located.
Professionals from the tourism sector: like the group above, they will have access to ICT tools and will be informed of successful cases in linking wine culture and heritage, for them to promote this link themselves.
European travel agencies and tour operators: following the design of the transnational W&S route, CULTUR will manage contacts with other European travel agencies in order to make the W&S packages available for marketing. Subsequently, communication campaigns and the creation of a European network of stakeholders will serve to broaden the target audience and increase the profit potential for these agencies.
Local and regional tourism authorities: RECEVIN, D-D, CULTUR and MAD work regularly with public authorities. NPU and 5Terre are themselves public authorities. They will be responsible for establishing productive communication with other interested public authorities, and later invite them to dissemination meetings.
CCIs: The W&S tourism product is not confined to the communication and culture industries linked to technology. It will also include publication of books, visual and performing arts, music, etc.
SMEs, associations and chambers of commerce: W&S activities aim to integrate local products and services into the transnational route as part of cultural and heritage identity. Thus, these local entities will be invited to devise strategies so that everyone can win in the future.
Audience interested in cultural tourism: With a much broader profile than wine tourism, the W&S packages present a strong component of cultural and sensorial offers, properly framed with the places, history, traditions, identity and context of the destinations, resulting in a fuller and more informed visit.