UN Tourism announces eighth global wine tourism conference

UN Tourism has announced the eighth edition of the wine tourism conference, co-hosted by the Ministry of Economy of the Republic of Armenia. The conference will be held in Yerevan from September 11 to 13, 2024, and will focus on the theme of 'Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences', highlighting the importance of developing strategies that both preserve cultural traditions and benefit local communities.

The key focus will be on reviving traditions in the evolving landscape of wine tourism, balancing modernisation with cultural heritage.

The conference will showcase successful initiatives and provide a platform for exchanging expertise and developing innovative projects. Representatives from iconic wine regions, including the Strada del Barolo; Bourgogne, and Mendoza will present examples of best practices. Iter Vitis - Cultural Route of the Council of Europe, will also share insights from a network perspective. Participants will explore strategies for attracting and engaging visitors, as well as fostering coordinated efforts among stakeholders to effectively promote wine routes and experiences and maximise their positive impact on local economies and communities.

Zurab Pololikashvili, Secretary General, UN Tourism, stated, "Wine tourism continues to grow, both in popularity with tourists and as a pillar of rural growth and protector of cultural heritage. The Global Conference on Wine Tourism will once again bring together the most exciting leaders of the sector, and I look forward to welcoming them all to Yerevan, Armenia."

"Armenia is honoured to host the eighth UN Tourism Global Conference on Wine Tourism. With our millennia-old winemaking tradition and rich cultural heritage, Armenia is uniquely positioned to showcase its innovative practices and exceptional wine culture. This conference offers a unique platform for collaboration, learning, and advancing the global discourse on wine tourism,” added Susanna Hakobyan, Acting Head of the Tourism Committee of the Republic of Armenia.

The conference will also feature prominent industry leaders, such as Catena Zapata, named World's Best Winery for 2023, attendees will also be able to attend masterclasses at renowned Armenian wineries, such as the historic Areni-1 cave, the oldest known winery in the world. Topics will range from the application of e-commerce strategies in wine tourism to the integration of technology in sustainable wine tourism.