Tourexpi
Global Conference on Wine Tourism Celebrates Heritage and Innovation
The 8th edition of the Conference marked a
milestone for both Armenia and global wine tourism. With over 300 participants
from more than 25 countries, the conference emphasized key areas that are
essential for advancing 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 Tourism Secretary-General
Zurab Pololikashvili said: “The Global Wine Tourism Conference is the leading
event to share stories, customs, and rituals rooted in the history of
winemaking. These stories are not just about wine—they are about the people,
the land, and the cultures that have nurtured these traditions for generations.
We must include these traditions in the wine tourism experience.”
Minister of Economy of the Republic of Armenia, Gevorg
Papoyan, made clear the importance of wine tourism to the host country. In
Armenia, the growing sector supports jobs and businesses, most notably in rural
areas, while also protecting heritage that dates back more than 6,000 years.
Celebrating "Heritage in Every Bottle”
Discussions highlighted a growing demand for
experience-driven tourism, where visitors seek not only wine tastings but to
connect with the people and places behind them. Participants analysed how to
combine innovation and cultural heritage in sessions focused on storytelling,
digitalization, the creation of wine routes, e-commerce and understanding
changing consumers’ preferences and Generation Z.
The conference also emphasized the importance of
education and training in wine tourism, focusing on the need to empower
professionals with practical skills as well as on the collaboration among
industry stakeholders as essential for creating a shared vision and maximizing
the benefits of wine tourism destinations. Addressing 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 Armenia’s the important
development in wine tourism in Armenia. Armenian winemakers showcased their
unique wine tourism experiences, rooted in centuries-old traditions such as the
6000-year-old Areni-1 cave, and Armenia’s newest and most modern wineries.
Image
Credit: © UN Tourism
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