From Port to Experiences: Tourism-Led Cluster Renewal and Firm Strategy in the Douro Region

Purpose: This study investigates how cluster dynamics influence firms’ strategic choices and perceived performance during cluster renewal, focusing on the Douro wine cluster and the growing strategic role of the wine tourism ecosystem in regional transformation. Design/methodology/approach: The study adopts an exploratory case study design based on twelve in-depth interviews with managers of wine firms varying in size, age, and internationalisation profiles. Data were analysed thematically to examine how firms interpret cluster evolution and translate it into corporate- and business-level strategies, with particular attention to ecosystem complementarities linked to wine tourism and regional offerings. Findings: Diversification emerges as the dominant corporate strategy, particularly into wine tourism, DOC Douro wines, and complementary regional products, often complemented by internationalisation and selective vertical integration. At the business level, firms prioritise differentiation through quality, branding, innovation, and sustainability, while smaller firms frequently deploy hybrid strategies that balance efficiency and differentiation. The evolving cluster environment—reinforced by institutions and EU funding—enables performance by strengthening collaborative networks and coopetition, supporting both market development and resilience. Originality/value: The study shows how dynamic cluster environments simultaneously constrain and enable firm strategies, highlighting the mutual shaping of firm action and cluster evolution. It advances research on path dependency, strategic renewal, and ecosystem embeddedness by clarifying which strategic orientations are most salient during renewal phases and by illustrating how wine tourism-related complementarities operate as a mechanism of cluster reconfiguration. Practical implications: The findings suggest that diversification and internationalisation are particularly suitable during renewal, while differentiation and hybridisation support resilience at the business level. For managers and policymakers, the results provide guidance on leveraging wine tourism ecosystem complementarities, regional branding, and collaborative governance to strengthen competitiveness during periods of cluster transition. Keywords: Cluster dynamics; Wine tourism ecosystem; Strategic renewal; Diversification; Differentiation; Coopetition; Wine industry