What makes a great wine tourism experience?
The wine, certainly. The landscape, the history, the place. But behind every tasting, every visit, and every story told, there is someone who brings it all together. And the skills required to do so are evolving.
As wine tourism experiences become more diverse, so do visitor expectations. Some seek a deeper understanding of wine and winemaking, while others are drawn to the stories, traditions, and people behind a destination. Meeting these different expectations requires more than technical expertise. Communication, creativity, adaptability, and the ability to connect with visitors are becoming increasingly important.
But how are these skills developed, and what does it take to put them into practice?
Curiosity as a Method
For Maria Aguiar, founder of Libatio, a contemporary wine bar housed in a former winery in the Douro and recognised with an Honourable Mention at the 2027 Best Of Wine Tourism Awards, the answer lies in a combination of curiosity, initiative and hands-on experience.
After leaving a career in law, and without a formal background in wine or hospitality, she had to find her own ways of developing the knowledge and confidence the sector demanded. “The process of learning depends very much on your own willingness and the energy you put into it,” she explains.
That meant visiting producers, attending wine fairs, and taking part in harvests. It also meant exploring restaurants and wine bars in Portugal and abroad. Just as importantly, it involved observing how others worked: how they welcomed guests, communicated their wines, and balanced professionalism with informality.
These experiences helped shape Libatio, where a communal counter encourages interaction and a relaxed atmosphere goes hand in hand with attentive service. Its wine selection also reflects the relationships Maria has built with producers and her commitment to sharing the stories behind their work.
What the Future Demands
For Maria, developing skills is not just about learning how to deliver a good experience. It is also about understanding what makes a destination distinctive and knowing how to communicate it honestly.
“We have to be honest – about the wines and other products we offer our guests, and about the stories we tell,” she says.
This requires genuine knowledge of Portugal’s wines, grape varieties, regions, and gastronomy, together with the the ability to make that knowledge accessible and engaging. Language skills, willingness to keep learning, and exposure to different approaches to hospitality are equally important. Maria also believes professionals should experience other establishments as visitors themselves, learning how others welcome guests and deliver their services.
As wine tourism continues to evolve, investing in people will be just as important as developing new experiences. The challenge is to equipe professionals with the skills to respond to changing expectations, while preserving the authenticity and identity that makes each destination distinctive..
After all, wine may be what brings visitors to the table. But it is the people, their knowledge and the way they share it that make the experience memorable.
Photo Credits: Libatio
📍 Address: Rua de Vila Franca, 5050-266, Régua, Portugal
🌐 Website: https://libatio.pt/en/
📸 Instagram: https://www.instagram.com/libatio.bardevinhos/
