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- Intangible cultural heritage, local entrepreneurship, and sustainable tourism in an insular context: the case of Madeira Wine traditionsPublication . Santos, Rossana dos; Silva, António; Nunes, Naidea; Santos, Rossana; Santos, Rossana; Santos, Rossana; Marques da Silva, António José; Nunes Nunes, Naidea; Ponteditora, Sociedade Unipessoal, Lda.Intangible cultural heritage (ICH) has increasingly been recognized as a strategic resource for sus tainable tourism development, particularly in island territories where cultural identity and endog enous resources play a central role in territorial sustaina bility. This article examines the case of Madeira Wine Traditions within the context of the ongoing candidature to UNESCO’s Repre sentative List of the Intangible Cultural Heritage of Humanity, exploring how heritage safeguard ing may contribute to tourism development, local entrepreneurship and community engagement. The study adopts a qualitative case study approach, combining documentary analysis, participant observation and semi-structured interviews with 49 representatives of Madeira wine-producing organizations and 24 wine growers. The empirical material was analyzed through thematic con tent analysis focusing on four dimensions: heritage safeguarding and cultural identity, community participation and territorial mobilization, tourism entrepreneurship, and linguistic proximity. The findings reveal broad stakeholder support for the safeguarding of Madeira Wine Traditions and highlight the UNESCO candidature as a mechanism for awareness-raising, institutional cooper ation and community mobilization. The results also suggest that the valorization of this heritage may create opportunities for authentic wine tourism experiences while reinforcing cultural trans mission through linguistic proximity. At the same time, challenges related to vineyard abandon ment, demographic ageing and tourism pressures remain significant. The study demonstrates how intangible cultural heritage can support more sustainable tourism strategies in island destinations by strengthening cultural identity, community participation and local development.