The UN World Tourism Conference on Wine Tourism will focus on cultural heritage

The UN World Tourism Conference on Wine Tourism will once again focus on tradition and cultural heritage.

The eighth edition of the Conference, co-hosted by the Ministry of Economy of the Republic of Armenia, will be held in Yerevan from September 11 to 13, 2024.

This year's conference will focus on the theme "Heritage in every bottle: Creating authentic wine tourism experiences", emphasizing the importance of developing strategies that preserve cultural traditions and benefit local communities.

A key focus will be on reviving tradition in the evolving wine tourism landscape, balancing modernization with cultural heritage.

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

Susanna Hakobyan, Acting Head of the Tourism Board of the Republic of Armenia said that Armenia is honored to host the 8th UN Global Tourism Conference on Wine Tourism. 

"With our millennial winemaking tradition and rich cultural heritage, Armenia is in a unique position 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", she pointed out.

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Cult wine regions and top experts

The conference will present successful initiatives and provide a platform for the exchange of expertise and the development of innovative projects.

Representatives from iconic wine regions, including Strada del Barolo (Italy), Bourgogne (France) and Mendoza (Argentina), will present examples of best practice. Iter Vitis - Council of Europe Cultural Route - will also share insights from a network perspective.

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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.

The conference will feature prominent industry leaders such as Catena Zapata, the world's best winery in 2023.

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Participants will be able to attend master classes in 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.

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Discussions will also focus on developing effective communication strategies to reach global audiences.

Digitization expert Jochen Heussner from Italy will engage in discussions with renowned wine tourism experts, including Alder Yarrow, acclaimed American wine writer, Paul Wagner from the Culinary Institute of America and Napa Valley College, and Gergely Szolnoki, professor of market research at Germany's Geisenheim University .

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Photo: Teran winewalk
Source: UN Tourism