The importance of preserving heritage while embracing innovation was highlighted as UN Tourism welcomed experts worldwide to its Global Conference on Wine Tourism this week.
The 8th edition of the Conference marked a milestone for Armenia and global wine tourism. With over 300 participants from more than 25 countries, the conference emphasized key areas essential for advancing wine tourism’s contribution to development and territorial cohesion, highlighting its potential to serve as a catalyst for 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.”
The Global Wine Tourism Conference is the leading event to share stories, customs, and rituals rooted in the history of winemaking.
Liz Palmer states during her presentation [Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry] “Implementing these integrated 10 Key Strategies will strengthen your digital brand, making it future-proof and well-positioned to address the evolving needs of international wine travellers in 2025 and beyond.”
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 the 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 to connect 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 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 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.
