Portugal’s Wine Country Boom: Why Now Is the Time to Go

Portugal has always charmed travelers with its soulful food, dramatic coastline, and centuries-old cities. However, in recent years, wine has become an increasingly important part of its appeal.

Last weekend, New York City welcomed Vinho Voyage, a lively celebration of Portugal’s wine, food, and culture. Guests sampled more than 100 wines alongside bites of the country’s dynamic cuisine, thanks to Leitao, a well-regarded Portuguese restaurant in New York City's Greenwich Village.

As part of the event, a seminar, Exploring Oenotourism, brought together Claudine Ko, Culture Editor for T Brand Studio at The New York Times, Iain Reynolds Richardson, owner and managing director of Herdade do Mouchão, and Eugenio Jardim, U.S. Ambassador for Wines of Portugal and Sunset Magazine’s “Sommelier of the Year,” for a wide-ranging conversation about why Portugal is such an exciting destination for travelers interested in wine.

Left to right: Claudine Ko, Iain Reynolds Richardson, Eugenio Jardim.

A Tourism Boom with Room to Grow

Richardson noted how Portugal has experienced an explosion of visitors in recent years. “With only 10.3 million residents,” he stated, “the country welcomed more than triple that number in travelers in 2024, with visitors from America alone growing by an astounding 300%.”

Yet despite this surge, Portugal hasn’t lost its sense of intimacy. Jardim said Portugal offers travelers what they crave but can rarely find: a popular location that has kept its authenticity. “When you visit the wineries,” noted Jardim, “it still feels like you’re tasting with the families. There’s a very personal touch.”

Grapes or Regions?

One of Portugal’s quirks is its dizzying array of indigenous grape varieties. Over 250 are cultivated, with names that challenge even the most knowledgeable sommeliers. For many visitors, trying to remember or pronounce them can feel overwhelming. Richardson suggested a simpler path: focus on learning the regions rather than the grape names.

This approach makes sense. Getting a handle on Portugal’s vast diversity of climates, cultures, and various wine styles is way more fun. A traveler can move from the Atlantic seaside vineyards of Vinho Verde to the sun-soaked plains of Alentejo in just a few hours, tasting wildly different wines along the way.

First Stops: Where Wine and Food Shine

For first-time visitors, Jardim and Richardson noted two must-see regions:

• Douro Valley – A UNESCO World Heritage site, the Douro is breathtaking with its terraced vineyards carved into dramatic river valleys. While famous for Port, the region also produces dry reds and whites that are winning acclaim worldwide.

• Alentejo – Within a couple of hours' drive of Lisbon, Alentejo offers sweeping hills dotted with whitewashed villages and Roman ruins. The wines are bold and generous, and the pace of life invites you to linger.

Steep vineyards of Douro Valley

The charming town of Evora in Alentejo.

Wine at the Heart of Culture

Portugal isn’t just producing wine for visitors, either. The Portuguese are the world’s top wine consumers per capita, proof of how much wine is woven into daily life. And yet, as the panelists agreed, the country has historically been modest about promoting itself on the global stage. That’s now changing.

“The personality and customs of our people are reflected in the wines,” said Richardson. “And as the world discovers these stories, Portugal is finally earning recognition as a wine powerhouse.”

Wine culture here also extends to experiences. Some wineries, like Mouchão, invite guests to participate in the traditional foot-treading of grapes, a unique experience that serves as a reminder of Portugal's winemaking heritage. And beyond wine, Portugal is also one of the world’s great olive oil producers, adding another dimension to its food-and-wine appeal.

Making Portugal Easier to Experience

However, Portugal still faces challenges in developing wine tourism. Roads to remote wineries can be rough, and many estates lack the tasting facilities that international visitors expect. The panelists suggested that wineries could bridge the gap by creating tasting rooms in urban hubs like Lisbon and Porto, drawing travelers in before encouraging them to explore further afield.

At the same time, Portugal has key advantages: most people speak English, flights from the U.S. are now more plentiful, and the regions are relatively close together. The panelists recommended spending four to five days in each area to get a true sense of place.

Why Go Now

Portugal is in a rare sweet spot. It is one of the world's hottest destinations, yet it still manages to feel personal and unspoiled. Its wines are distinctive, food-friendly, and increasingly well-marketed, and they are finally stepping into the international spotlight.

Portugal offers a wine and food experience like no other. “There’s so much to see,” Jardim reminded the audience. “And so much to taste.”

Additional Regions Worth Visiting

• Madeira – Closer to Morocco than Lisbon, this island offers legendary fortified wines, a seafood-rich cuisine, and a split personality: one side semi-arid, the other lush and subtropical.

• Azores – Remote and volcanic, the islands are only beginning to be discovered as a wine destination. The vines grow on rugged, stone-walled plots, producing wines with a salty, mineral-driven character that reflects their Atlantic home.

• Vinho Verde (Minho, in the north): Fresh, zesty whites (and increasingly interesting reds), usually low in alcohol, perfect with seafood. A great first stop if you’re landing in Porto.

• Dão (inland north-central): Elegant reds often compared to Burgundy in structure, plus fresh, minerally whites. A bit under the radar, but wine lovers adore it.

• Bairrada (west-central, near the coast): Home to Baga, a grape that produces structured, age-worthy reds. Also known for excellent sparkling wines.

• Lisboa Region: Situated close to the capital, this region boasts historic estates and a diverse mix of traditional and modern wines, making it convenient for travelers with limited time.

• Setúbal Peninsula: Located south of Lisbon and easily accessible as a day trip from the city, the area is renowned for its sweet Moscatel de Setúbal wines and excellent seafood.