Porto, Portugal's second city, is one of the oldest cities in Europe. It is the origin of the Portuguese name and the entire downtown area was designated as a UNESCO World Heritage site in 1996. The blue azulejo (traditional tile) decorations and medieval architecture visible throughout the city provide a mysterious charm where the past and present coexist.
Porto is a popular tourist destination worldwide, but it has recently gained a particular popularity among Koreans. It is a frequent spot for travel or busking broadcasts. The beautiful scenery and atmosphere that seems to have stopped time contrast sharply with Korea's fast-paced vibe.
Porto, the birthplace of the world-famous port wine, is, for wine lovers, a 'dream city' in itself. Being a port city, fresh seafood dishes and traditional cuisine are also perfect for food enthusiasts. The relatively low cost of living compared to other European cities is another significant advantage.
As a small city, it doesn't take long to visit well-known tourist spots like the Lello Bookstore, where author J.K. Rowling drew inspiration for writing Harry Potter, or the Clerigos Church. As a result, tourists have recently shown interest in experiential tourism, such as wine tasting at wineries famous for port wine.
◇Porto 'WOW'… Experience tourism from port wine to museums
On 3rd, I visited the WOW district, which is adjacent to Porto's historic center, Villa Nova de Gaia. WOW, which opened in August 2020, captures the essence of Porto from port wine to culinary culture. Crossing the Dom Luís I Bridge, an arch bridge reinforced with steel, from downtown Porto takes you to WOW in no time.
WOW features six experiential museums and 12 restaurants, bars, and cafes. This was created by restoring an old port wine cellar. It is established by The Fladgate Partnership, which owns Taylor's Port, founded in 1692. The Fladgate Partnership is a leading producer of port sold in over 105 countries.
Port wine, a specialty of Porto, is a fortified wine. It is a sweet wine that is aged by adding a high-alcohol spirit, similar to brandy, to regular wine. As a result, while the alcohol content of regular wine is about 13%, the alcohol content of port wine is 19-20%.
Due to the long maritime route to its main market, the United Kingdom, port wine began when brandy was mixed in to preserve it after fermentation. This business prospered as England began looking for alternative sources for wine imports after the Hundred Years' War with France, with major port wine brands like Taylor and Graham typically founded by the British.
True to its reputation as the birthplace of port wine, wine is the main theme that makes up WOW. At one of the WOW museums, 'Wine Experience', visitors can experience port wine aging in massive oak barrels.
The Yeatman Hotel, located within WOW, is a luxury hotel known among Korean tourists as Porto's 'Shilla Hotel'. Every room offers an excellent view of the Douro River. Yeatman Hotel is recognized as one of the best wine hotels in Europe, with each room named after a wine brand and hosting seasonal wine events. The hotel boasts over 35,000 bottles of wine and offers wine-themed spa treatments.
Centered around Yeatman Hotel, six wine-related museums stand. True to being the leading cork producer, various wine-themed museums like 'Cork Museum' and 'Art of Drinking', featuring drinking vessels from throughout history, welcome tourists.
There are 12 restaurants led by Michelin-starred chef Ricardo Costa, including fine dining restaurant Mira Mira, along with a Taylor's Port cellar, established in 1692, all gathered in one place. Currently, a Christmas market is bustling for the year-end season.
◇ A 'place of urban regeneration'… turning old wine cellars into tourism capital
WOW is regarded as a symbol of urban regeneration in Portugal beyond being just a tourist attraction. The Villa Nova de Gaia area thrived as the center of the port wine industry from the 18th to the 20th century, but declined as large wine companies moved production and storage facilities to other areas with more modern facilities.
The Fladgate Partnership has captured the potential of this area as a tourism capital for Porto. They remodeled spaces that were once wine cellars and warehouses into a complex space featuring a wine museum, experience center, and restaurants. Through WOW, tourists are drawn to the Villa Nova de Gaia area, extending the Porto urban area.
Not only is it attracting tourists, but it is also creating employment opportunities across various fields including wine-related jobs, tourism, culture, and restaurants in the area. Additionally, it contributes to revitalizing the local economy by collaborating with local small business owners to sell local products.
According to WOW officials, aside from the U.S. and the U.K., Koreans are the most frequent visitors from Asia. Although there are no direct flights from Korea to Porto, foreign airlines do offer connecting flights. Turkish Airlines, in particular, operates more than one flight daily to Lisbon and Porto, making it highly rated for traveling in Portugal between Lisbon and Porto.
A WOW representative noted, 'WOW is not just a wine-centric space but a multifaceted cultural space that offers various cultural content.' They added, 'Regular art exhibitions, film screenings, and historical education programs provide cultural experiences not only for local residents but also for tourists,' affirming that it promotes Portugal's culture and heritage globally while also instilling pride in the local community.