The experiences economy in World Heritage Destinations: Porto and the Alto Douro Wine Region

Abstract

The growth of international tourism generates increased competitiveness among the tourist destinations that, increasingly, feel the need to differentiate themselves, to value the creativity and innovation in the products and services offered, in order to become more attractive, competitive and sustainable, and so be able to increase its market share. New challenges are required, and it is therefore necessary to create products and services that reflect the unique character and differentiating of the targets and are capable of inducing memorable experiences for a demanding audience, increasingly interested in customizing their trip. For these reasons, the cultural and creative events anchored in the authenticity of the place and its customs, are strategic tools in the management and promotion of destinations. In this framework, UNESCO World Heritage Sites, such as the St. John feast, which has its epicenter in the historical center, and the Harvest Festival in the Alto Douro Wine Region, are considered as strategic instruments which ensure not only the growth of tourism and the promotion of the local economy, but also the strengthening of the image and reputation, particularly relevant to the large local community involvement in these two events induces the development of the tourist experiences offered.