UN Tourism Global Conference on Wine Tourism heads to Armenia to focus on 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 will once again bring together the most exciting leaders of the sector, and I look forward to welcoming them all to Yerevan, Armenia.”

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

“Armenia is honored to host the 8th UN Tourism Global Conference on Wine Tourism,” stated Susanna Hakobyan, Acting Head 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 exceptional wine culture. This conference offers a unique platform for collaboration, learning, and advancing the global discourse on wine tourism.”

Iconic wine regions and top experts represented

The conference will showcase successful initiatives and provide 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), will present examples of best practices. Iter Vitis – Cultural Route of the Council of Europe, will also share insights from a network perspective.

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 Catena Zapata, named World’s Best Winery for 2023. Attendees will be able to attend masterclasses at 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.

Discussions will also focus on developing effective communication strategies to reach a global audience. Digitalization expert Jochen Heussner (Italy) will engage in discussions with renowned wine tourism specialists, including Alder Yarrow, an acclaimed wine writer (USA), Paul Wagner, from the Culinary Institute of America and Napa Valley College (USA), and Gergely Szolnoki, a Professor of Market Research at Geisenheim University (Germany).