Yerevan hosts the eight edition of the UN Tourism Global Conference on Wine Tourism.
This year’s conference focuses on the theme “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences,” highlighting the importance of developing strategies that both preserve cultural traditions and benefit local communities. A key focus will be on reviving traditions in the evolving landscape of wine tourism, balancing modernization with cultural heritage.
UN Tourism Secretary-General Zurab Pololikashvili says: “Wine tourism continues to grow, both in popularity with tourists and as a pillar of rural growth and protector of cultural heritage. The Global Conference on Wine Tourism will once again bring together the most exciting leaders of the sector, and I look forward to welcoming them all to Yerevan, Armenia.”
The conference showcases successful initiatives and provides a platform for exchanging expertise and developing innovative projects. Representatives from iconic wine regions, including the Strada del Barolo (Italy); Bourgogne (France), and Mendoza (Argentina), present examples of best practices.
Participants 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.
Discussions also focus on developing effective communication strategies to reach a global audience.
