Wine Tourism and Sustainability in Island Destinations: The Case of Madeira Island

Abstract

Wine tourism has emerged as an effective strategy to promote sustainable development in island destinations, which are characterised by fragile ecosystems and economies dependent on tourism. This chapter analyses the importance of preserving wine cultural heritage for the sustainability of island destinations, taking Madeira wine traditions and their ongoing application to the UNESCO's Representative List of Intangible Cultural Heritage of Humanity as an example. We begin with a content analysis of interviews conducted by the multidisciplinary working group at the University of Madeira, responsible for preparing the nomination. Our main conclusion is that the sustainability of the Madeira destination and its organisations require territorial cooperation between urban and rural municipalities to safeguard their cultural heritage.