As the promoting entity for the nomination of Madeira Wine Traditions for UNESCO Intangible Cultural Heritage (ICH) status, the University of Madeira (UMa) has concluded one of its most significant community involvement campaigns. This interdisciplinary initiative combined scientific knowledge with field practice, strengthening the social support network essential for the dossier to be submitted to UNESCO.
The strength of this nomination lies in the symbiosis between academic research and the active participation of heritage holders. Under the coordination of UMa, the second edition of the “Madeira Wine Traditions Ambassadors” program involved students from two strategic areas throughout the 1st semester of the 2025-2026 academic year:
- Bachelor's Degree in Culture Studies: Through the Text Workshop course unit, under the guidance of professor Naidea Nunes Nunes (Faculty of Arts and Humanities), the students focused on cultural mediation and the structuring of the safeguarding discourse.
- Bachelor's Degree in Hotel Management: Through the Food and Wine Pairing and Traditions course unit, under the guidance of professor António José Marques da Silva (Higher School of Technology and Management), the students explored land valuation and the importance of traditional practices for sustainable tourism.
Impact on the Ground: 37 Sessions and 491 Participants
The community engagement strategy enabled UMa to directly reach 491 people through 37 awareness sessions. This mobilization covered various municipalities across Madeira Island and Porto Santo Island, ensuring the geographical and social representation essential to the process.
Intergenerational Dialogue and Social Inclusion
One of the aspects we valued most in this new edition of the program was the intergenerational dialogue created. Students around 20 years old took on the role of mediators for older generations who are the direct holders of traditional knowledge.
This mobilization also excelled in inclusion, taking the safeguarding message to diverse contexts:
- Empowerment and Inclusion – The clarification session at the Activities and Empowerment Center for Inclusion (CACI) reinforced the role of heritage as a tool for integration.
- Expat Community – The meeting with Madeira Friends demonstrated how "knowing how to appreciate" Madeira Wine is a connecting factor for those who choose our region to live in.
Community Leadership: 239 New Subscriptions
This involvement proved that the community is not a passive actor, but rather the central engine of the heritage recognition process. Through the students' work, 239 new people formally signed the Charter for the Safeguarding of Madeira Wine Traditions.
Formalization of Support: 34 New Consent Letters
As a result of the dialogue established, the nomination received 34 new Consent Letters, bringing the total number of institutions formally supporting the project to 54. The content of these documents was drafted based on feedback received from the audience during the sessions, ensuring that the voices of Parish Councils, Community Centers, Folklore Groups, Cultural and Sports Associations, Community Organizations, and local Businesses were heard.
Consolidation of the Ambassadors Network
The official network of spokespersons grew with the integration of 52 new ambassadors, uniting student-mediators with members of the community.
Consult the official lists:
- Who has already signed the Safeguarding Charter
- Entities that have already formally consented
- Official List of Ambassadors
Be part of this safeguarding movement!
Our UNESCO application is a process in constant growth. We invite you to add your voice to the members of civil society who are already protecting our heritage:
- Endorse the Safeguarding Charter – Learn the protection principles and add your name. Sign here
- Become an Ambassador – Learn the role expectations and express your interest online. e manifeste a sua intenção online.
Madeira Wine defines our identity. Help us ensure that this "know-how," "knowing how to tell," and "knowing how to appreciate" are passed on to future generations.
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