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Italy hosts the 6th World Conference on Wine Tourism

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Italy hosts the 6th World Conference on Wine Tourism
Source: UNWTO
September 14, 2022

The event will take place from September 19 to 21, 2022 in Alba, in the Piemonte region


UNWTO and the Government of Italy will host the 6th World Conference on Wine Tourism.

Under the motto "What's next? Wine tourism pairs with Innovation" and, building on the success of the last five editions, this 6th edition will take place from September 19 to 21, 2022, in Alba, in the Piemonte region, in the heart of the 'Landscape of vineyards of Piemonte: Langhe-Roero and Monferrato', a World Heritage Site recognized by UNESCO.

With more than 30 international speakers, the Conference will focus on the role of innovation in the future of wine tourism, how wine tourism can be more sustainable and what are the opportunities of digital and social to improve the value chain of wine tourism and create local benefits.

UNWTO Secretary-General Zurab Pololikashvili says: “As the recovery of the sector gets under way, I am sure that the conference will represent a unique opportunity to learn from the experiences facing these difficult times to ensure a sector of the successful and resilient wine tourism in the future”.

Massimo Garavaglia Italian Minister of Tourism: “Wine tourism is much more than just selling wine, which is clearly important. When you sell a bottle of wine, you are selling the territory behind that bottle, the culture of that territory, the history of the men who designed these landscapes with the rows of vines”.

As the recovery of the sector proceeds, I am confident that the conference will represent a unique opportunity to learn from experiences facing these difficult times to ensure a successful and resilient wine tourism sector well into the future.

“Wine-related tourism has an environmental sustainability component. It is a component of slow tourism, partly different from traditional tourism. And it is no coincidence that 90 percent of tourists have a food and wine experience during their visit”.

“For these reasons, the UNWTO Alba Conference is undoubtedly a great event for the Piemonte region. But it is also for all Italian regions, because it provides an international showcase for the entire Italian territory”.

“Wine is an engine of Italy's image around the world and an increasingly popular tourist attraction for visitors, thanks to the way it mixes with the characteristic culture, art and history of our country. In today's uncertain circumstances, it is vitally important to strengthen the capacity of the sector to remain competitive, so the Alba event will offer a key opportunity for the world of wine to reflect on the prospects and challenges facing wine tourism”, ENIT said. Managing Director Roberta Garibaldi.

Piemonte Region Tourism Councilor Vittoria Poggio says: “We are honored to welcome this important event, whose work will be preceded and accompanied by a rich program of wine-related events throughout Piedmont. It will be a prestigious moment to make known to the world the excellence of wine and tourism in our region, to discuss new topics and opportunities for the sector”.

Mariano Rabino, President of Ente Turismo Langhe Monferrato Roero, says: “We are proud that the Langhe Monferrato Roero region has been chosen to host the 6th UNWTO World Conference on Wine Tourism. For the first time, this Conference will be held in Italy and hundreds of delegates and institutional representatives will come to our region to attend the event. They will not only have the opportunity to discuss the main topics of wine tourism, but they will also have the opportunity to discover the beauties and uniqueness of our hills. Our region is a pioneer in the world of wine tourism and one of the first in Italy and in the world to interpret the demands of a constantly growing tourism market. The challenge today is to continue on this path, keeping the compass oriented towards development that seeks innovation, diversification and protection of the environment.

During the two days of this edition, 300 professionals from the sector, leading experts and institutional representatives will benefit from live debates, keynote speeches and workshops that experienced speakers will bring to Alba.

Among them, David Furer, Wine Business Communications and Harpers, Writer; Wine Future and Green Wine Future, Program Director; Carlo Petrini, Founder of Slow Food; Tanisha Townsend, Wine Director, Girl Meets Glass; Chef Pilar Rodríguez of Food & Wine Studio and Ambassador of Gastronomic Tourism of the UNWTO, Mauro Agnoletti, UNESCO Chair, Institute of Higher Education Landscapes of Agricultural Heritage University of Florence, Marta Domènech Tomas, General Director of Tourism of Catalonia, Spain, Martin Hawke , Global Product Director of WINERIST, Pamela Lanier, Founder of the Sonoma Sustainable Tourism Observatory, Roberta Garibaldi , CEO of the Italian National Tourism Board (ENIT), Niklas Ridoff , CEO of WineTourism.com, David Mora , Founder of Wine Tourism School, Filippo Polidori, Food GURU and CEO of Polidori and Partners, Jana Kreilein, Founder of the. wine.girl, Julia Zuccardi of Bodegas Zuccardi, Sofía Ruiz Cavanagh, CEO of Wineobs, Martin Lhuillier, Head of Wine Tourism at Atout France, the French National Tourist Office, Luca Balbiano, President of the Association of Urban Vineyards in Italy, António Pé- Curto , CEO & Founder of Alle Wine and Santiago Vivanco, Vice President and Director General of Fundación Vivanco.

The Conference also includes a High Level Panel on The Future of Wine Tourism , where the Bulgarian Minister of Tourism , the Georgian Minister of Economy and Sustainable Development , the Georgian Deputy Minister of Tourism will discuss the policies needed to promote wine tourism . Greece, the Minister of Tourism of Italy, the Minister of Culture of Moldova, the Secretary of State for Tourism, Commerce and Services of Portugal, the Minister of Tourism, Post, Cooperation and Exhibition of San Marino and the Minister of Commerce, Tourism and Serbian Telecommunications.

Since 2016, the Conference has highlighted the importance of wine tourism for the socioeconomic development of destinations and has served as a platform to exchange experiences, identify good practices and promote wine tourism as a tool for sustainable development.

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