The eighth edition of the Conference marked a milestone for both Armenia and global wine tourism. With over 300 participants from over 25 countries, the conference emphasized key areas that are essential to promoting the contribution of wine tourism to development and territorial cohesion, highlighting its potential to serve as a catalyst for both cultural preservation, job creation and economic growth.
Welcoming delegates, UN Secretary-General for Tourism Zurab Pololikashvili said: “The World Wine Tourism Conference is the leading event for sharing stories, customs and rituals rooted in the history of winemaking. These stories are not just about wine, but about the people, land and cultures that have nurtured these traditions for generations. We must include these traditions in the wine tourism experience.”
The Minister of Economy of the Republic of Armenia, Gevorg Papoyan, made clear the importance of wine tourism for the host country. In Armenia, this growing sector generates employment and businesses, especially in rural areas, while protecting a heritage that dates back more than 6,000 years.
Celebrating “Heritage in every bottle”.
The discussions highlighted the growing demand for experience-based tourism, where visitors are not just looking for wine tastings, but also to connect with the people and places behind them. Participants discussed how to combine innovation and cultural heritage in sessions focusing on storytelling, digitalisation, creating wine routes, e-commerce and understanding the changing preferences of consumers and Generation Z.
The conference also emphasised the importance of education and training in wine tourism, focusing on the need to equip professionals with practical skills, as well as collaboration between industry stakeholders as essential to creating a shared vision and maximising the benefits of wine tourism destinations. Tackling climate change and adopting sustainable practices were key themes, with participants discussing the need for clear guidelines and skills to ensure the long-term viability of wine tourism destinations.
The conference showcased the significant development of wine tourism in Armenia. Armenian wine producers showcased their unique wine tourism experiences, rooted in centuries-old traditions, such as the 6,000-year-old Areni-1 cave and Armenia's newest and most modern wineries.
Source: UN Tourism.