The Douro is preparing to launch an international academy aimed at promoting the region’s identity through training in wine, gastronomy and heritage. The initiative, known as the Douro Identity Academy (DIA), seeks to strengthen the region’s international profile and create a network of professionals able to communicate and promote its distinctive qualities in overseas markets.
The project combines digital learning, face-to-face sessions and immersive experiences in the Douro. Its training programme will cover three main areas: wines, gastronomy and the territory, including its history, culture, heritage, local products and experiences.
The academy is aimed at international professionals, including wine and food specialists, importers and tourism operators. By providing direct knowledge of the region, the initiative seeks to strengthen connections with international markets and create new opportunities for local producers and businesses.
Japan has been selected as the first pilot market. The project was presented in Tokyo during Douro Week 2026, which included activities at the Portuguese Embassy and a masterclass focusing on Douro wines and gastronomy.
A visit by Japanese professionals to the Douro is planned for May 2027. The programme is expected to include meetings with producers, chefs, tourism businesses, institutions and local communities, giving participants first-hand insight into the region.
The initiative involves the Douro-Lamego School of Hospitality and Tourism and envisages cooperation with organisations including the Douro and Port Wine Institute (IVDP), Turismo do Porto e Norte and Turismo de Portugal.
Through the academy, the Douro aims to turn its international reputation into further opportunities for its wine, gastronomy and tourism sectors, while promoting the region’s cultural and economic identity.
