Adventure tourism in a land of wine: the case of Melgaço

Abstract

Purpose The purpose of this paper is to present and analyse the development and marketing tourism strategy of Melgaço and determine how nature radical sports can be implemented as a core product, complemented with Alvarinho wine and its tradition. Design/methodology/approach The information used to develop the present paper is based on the recently developed tourism strategic and marketing plan for the municipality of Melgaço, which, by its turn, is supported on a variety of primary data and official regional, national and international sources. Findings Melgaço has a range of singular natural resources where it is possible to practice river and mountain sports throughout the year, a competitive factor compared to other destinations. With a positioning and communication strategy based on its distinctive features, the municipality wants to be perceived as “the most radical nature tourism destination in Portugal”, and hence, it has increased its touristic flows and improve economic and social indicators. Originality/value This paper presents the evolution and present situation of the tourism sector in Melgaço, as well as the main challenges, opportunities and lines for development.