The importance of preserving heritage while also embracing innovation was underscored as UN Tourism welcomed experts from around the globe to its Global Conference on Wine Tourism.
The 8th edition of the Conference in September marked a milestone for both Armenia and global wine tourism. With over 300 participants from more than 25 countries, the conference emphasized key areas essential for advancing the contribution of wine tourism to development and territorial cohesion. It highlighted wine tourism’s potential to serve as a catalyst for cultural preservation, job creation, and economic growth.
Welcoming delegates, UN Tourism Secretary-General Zurab Pololikashvili stated, “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, emphasized the importance of wine tourism to the host country. In Armenia, the growing sector supports jobs and businesses, particularly in rural areas, while also protecting heritage that dates back more than 6,000 years.
Discussions highlighted a growing demand for experience-driven tourism, where visitors seek not only wine tastings but also connections with the people and places behind them. Participants analyzed how to combine innovation and cultural heritage in sessions focused on storytelling, digitalization, the creation of wine routes, e-commerce, and understanding changing consumer preferences, especially among 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. Collaboration among industry stakeholders was deemed 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 significant developments in wine tourism. Armenian winemakers presented their unique wine tourism experiences, rooted in centuries-old traditions such as the 6,000-year-old Areni-1 cave, alongside Armenia’s newest and most modern wineries.
Global Trends in Wine Tourism
Wine tourism, also known as enotourism, is a significant and growing sector within the global tourism industry. According to Tourism Teacher, the market was valued at approximately $8.7 billion in 2020 and is projected to reach nearly $29.6 billion by 2030. Key destinations include the USA, France, Germany, and Italy, which collectively attract millions of wine tourists annually.
Sustainability is increasingly important in wine tourism. A global survey by WineTourism.com revealed that 93% of wineries consider sustainability crucial, with environmental concerns being the top priority. This focus on sustainability is essential for preserving the cultural heritage of wine regions while promoting economic development.
By blending tradition with innovation, the Global Conference on Wine Tourism exemplifies how the industry can thrive, ensuring that the rich heritage of winemaking is preserved for future generations while embracing modern advancements.
