Armenia set to host UN Tourism Global Conference on Wine Tourism

Traditions will be the theme of the eighth edition of the conference, which will be held under the motto “ Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences ”. Experts, producers and representatives of wine regions from around the world will discuss how to strengthen the links between wine, tourism and culture as a means of revitalizing and promoting traditions, how to integrate traditions into the wine tourism experience and how to communicate them.

The programme will include technical sessions, thematic presentations, masterclasses and workshops on Thursday 12 and Friday 13 September. Representatives from renowned wine regions, including Burgundy (France) and Mendoza (Argentina), will present best practice examples. Iter Vitis, the Cultural Route of Wine and Vine of the Council of Europe, will share insights from a networking perspective, with interventions by President Emanuela Panke (Italy). Discussions will also focus on developing effective communication strategies to reach a global audience. Digitalisation expert Jochen Heussner (Italy) will engage in conversations with renowned wine tourism specialists, including acclaimed wine writer Alder Yarrow (USA), Paul Wagner (USA) from the Culinary Institute of America and Napa Valley College, and Gergely Szolnoki (Germany), Professor of Market Research at Geisenheim University. The program includes a speech by Uruguayan Minister of Tourism Eduardo Sanguinetti and Carolina Fuller of Catena Zapata (Argentina), No. 1 among the "World´s Best Vineyards" 2023.

“Armenia is honored to host the 8th United Nations Global Conference on Wine Tourism,” said Susanna Hakobyan , Acting Director of the Tourism Committee of the Republic of Armenia. “With our millennia-old winemaking tradition and rich cultural heritage, Armenia is uniquely positioned to showcase its innovative practices and unique wine culture. This conference provides a unique platform for collaboration, learning and advancing the global conversation on wine tourism.” The country boasts numerous indigenous grape varieties, diverse terroirs and a deep cultural connection to wine, and will host visits to wineries, museums and wine tourism events. Among the scheduled visits will be the opportunity to explore the Areni-1 cave, where the world’s oldest wine cellar, dating back 6,100 years, was discovered.

“Wine tourism is deeply connected to the culture and identity of the territory, playing a crucial role in fostering rural empowerment and community development, helping destinations diversify their tourism offerings. This Conference not only seeks to highlight these aspects, promote exchanges and foster cooperation between destinations, but also to celebrate Armenia’s rich wine heritage, its people and culture,” said Sandra Carvao , Director of Market Intelligence, Policies and Competitiveness, UN Tourism.

In recent years, the interconnection between wine tourism and cultural heritage has become a core value for destinations and wineries. This fusion not only celebrates winemaking traditions, but also serves as a means to preserve and revitalize cultural heritage, community values, and create a stronger connection between wine, tourism, and culture. Wine tourism offers the opportunity to explore stories, customs, and rituals deeply rooted in the history of winemaking, helping to promote and safeguard ancestral cultures, especially in rural areas where traditions are central to the attractiveness of the region, thus enriching wine tourism experiences.

Armenia Tourism Committee and UN Tourism are ready to welcome participants of the United Nations Global Conference on Wine Tourism in Armenia.