Douro Valley Tourism Plan: The plan as part of a sustainable tourist destination development process

The purpose of this paper is to demonstrate through a case study, how a tourist destination plan can contribute to the management of the destination, via the development of sustainable, coherent, integrated and efficient tourism actions.

The methodology incorporates a literature review on tourism planning and a case study, where the models and tools presented are applied to the Douro Valley region.

The Douro Valley Tourism Plan (DVTP) is based on an integrated and global perspective (by taking into consideration all the elements of the tourism system) and has been designed with the close and active involvement of the stakeholders. The goal is to ensure that all future actions will be pursued through a high commitment from the community and institutions of the region.

Aware of the interest that the Portuguese Government has in the region, as well as the financial resources that can be deployed, attracting private investment and promotion can be facilitated. These tasks, essential to the development of the region, are more easily facilitated as the DVTP gives a positive sign to the markets (investors and travel operators) and consequently to potential tourists.

The paper reports on the Douro Valley as the first destination in the World that has been assessed by the World Centre of Excellence for Destinations. The System for Measuring Excellence on Destinations, helping destinations to achieve sustainable development objectives, constitutes a tool for a better implementation of the “Douro Valley Tourism Plan” and so is an excellent example for other destinations.