UN Tourism to Hold 8th Global Conference on Wine Tourism in September

Photo source: UN Tourism

The UN Tourism Global Conference on Wine Tourism will return in September to focus on traditions and cultural heritage.

The eighth edition of the conference, co-hosted by the Ministry of Economy of the Republic of Armenia, will be held during September 11-13 in Yerevan.

“Wine tourism continues to grow, both in popularity with tourists and as a pillar of rural growth and protector of cultural heritage,” UN Tourism Secretary-General Zurab Pololikashvili said.

This year’s conference will focus on the theme “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences”, highlighting the importance of developing strategies that both preserve cultural traditions and benefit local communities. A key focus will be on reviving traditions in the evolving landscape of wine tourism, balancing modernization with 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,” Pololikashvili added.

Iconic wine regions and top experts represented

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 (Italy); Bourgogne (France), and Mendoza (Argentina), 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 maximize their positive impact on local economies and communities.

Photo source: UN Tourism

The conference will feature prominent industry leaders, such Catena Zapata, named World’s Best Winery for 2023. Attendees will 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.

Discussions will also focus on developing effective communication strategies to reach a global audience. Digitalization expert Jochen Heussner (Italy) will engage in discussions with renowned wine tourism specialists, including Alder Yarrow, an acclaimed wine writer (USA); Paul Wagner, from the Culinary Institute of America and Napa Valley College (USA); and Gergely Szolnoki, a Professor of Market Research at Geisenheim University (Germany).