Unlocking the Digital Future: Liz Palmer’s Insights at the 8th UNWTO Global Conference on Wine Tourism

Liz Palmer Presents at the 8th UNWTO Global Conference on Wine Tourism: Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry

The 8th UNWTO Global Conference on Wine Tourism, held in Yerevan, Armenia, from September 11 to 13, 2024, hosted by the United Nations World Tourism Organization in partnership with the Ministry of Economy of the Republic of Armenia, stands as a landmark event in the wine tourism industry. The conference theme, “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences,” highlights the essential balance between modernizing wine tourism and preserving cultural heritage.

The conference provided an unparalleled platform for experts in the burgeoning field of wine tourism to collaborate on finding tangible solutions to make tourism a driver for a more sustainable, inclusive, and resilient future for communities. Attendees included renowned producers, tourism professionals, government officials, and representatives from international organizations.

I was thrilled to be asked to be a keynote speaker on Digital Branding in Wine Tourism. My presentation, titled “Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry,” covered several key topics:

  1. What is Digital Branding?
  2. Evolution of Digital Branding
  3. Key Trends (2020-2024)
  4. How Digital Branding Drives Success in Wine Tourism
  5. Current Trends in Digital Branding for Wine Tourism
  6. 10 Key Elements for Structuring an Effective Digital Brand Strategy

I’m also delighted to share my presentation from the 8th UN Tourism Global Conference on Wine Tourism in Armenia, 2024

Here it is on Slideshare + available to download: https://tinyurl.com/4peyfrye

Global tourism set for full recovery by 4Q with spending growing faster than arrivals

Around 1.1 billion tourists travelled internationally in the first nine months of 2024, as the global tourism sector recovered 98% of pre-pandemic levels. According to the latest World Tourism Barometer by UN Tourism, a full recovery from the biggest crisis in the sector’s history is expected by the end of the year, despite economic, geopolitical and climate challenges.

Four years after the outbreak of the COVID-19 pandemic, which brought global tourism to a standstill, the Barometer reflects the sector’s remarkable recovery, with most regions already exceeding 2019 arrival numbers from January to September 2024. The report also shows outstanding results in terms of international tourism receipts, with most destinations with available data posting double-digit growth compared to 2019.

UN Tourism Secretary-General Zurab Pololikashvili states:

“The strong growth seen in tourism receipts is excellent news for economies around the world. The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs and small businesses and contributes decisively to the balance of payments and tax revenues of many economies.”

Tourism Performance by Region

International tourist arrivals grew strongly in the first nine months of 2024, driven by strong post-pandemic demand in Europe and robust performance from large source markets globally, as well as the ongoing recovery of destinations in Asia and the Pacific. Increased air connectivity and visa facilitation also supported international travel.

The Middle East (+29% compared to 2019) continued to enjoy record growth this nine-month period, while Europe (+1%) and Africa (+6%) also exceeded 2019 levels.

The Americas recovered 97% of its pre-pandemic arrivals (-3% over 2019).

Asia and the Pacific reached 85% of 2019 levels as compared to a 66% recovery in 2023. Asia and the Pacific has experienced a gradual though uneven rebound in arrivals since the region reopened to international travel in 2023.

The summer season in the Northern Hemisphere was generally strong, with arrivals worldwide reaching 99% of pre-pandemic values in Q3 2024.

A total of 60 out of 111 destinations surpassed 2019 arrival numbers in the first eight to nine months of 2024. Some of the strongest performers in arrivals during this period were Qatar (+141% versus 2019) where arrivals more than doubled, Albania (+77%), Saudi Arabia (+61%), Curaçao (+48%), Tanzania (+43%), Colombia and Andorra (both +36%).

Tourism receipts show extraordinary growth

A total of 35 out of 43 countries with available data on receipts exceeded pre-pandemic values in the first eight to nine months of 2024, many reporting double-digit growth compared to 2019 (in local currencies), well above inflation in most cases.

Among the best performers in terms of earnings were Serbia (+99%) where receipts almost doubled (compared to the same months of 2019), as well as Pakistan (+64%), Romania (+61%), Japan (+59%), Portugal (+51%), Nicaragua and Tanzania (both 50%).

Among the world’s top earners, Japan (+59%), Türkiye (+41%) and France (+27%) all recorded double-digit growth through September 2024. Spain (+36%) and Italy (+26%) also reported strong visitor receipts, through August. The United Kingdom recorded 43% higher earnings, Canada 35%, and Australia 18%, all through June 2024. As for the United States, the world’s top tourism earner, it reported 7% growth through September.

Data on international tourism expenditure reflects the same trend, especially among large source markets such as Germany (+35% compared to 2019), the United States (+33%) and France (+11%).

Strong expenditure growth was also reported by the United Kingdom (+46%) Australia (+34%), Canada (+28%) and Italy (+26%), all through June 2024. Available data for India shows a surge in outbound spending from this increasingly important market, with 81% growth through June 2024 (versus 2019).

International tourist arrivals are expected to reach 2019 levels in 2024. International tourism receipts had already virtually achieved pre-pandemic levels in 2023.

Full report can be found: https://www.unwto.org/news/global-tourism-set-for-full-recovery-by-end-of-the-year-with-spending-growing-faster-than-arrivals

 

Source:  UN Tourism

Benvenuto Brunello 2024: Celebrating Tuscany’s Iconic Wine PART I – Filippo Magnani

The storied hills of Montalcino welcomed wine enthusiasts and professionals for the 33rd edition of Benvenuto Brunello, the foundational event among Italian wine previews dedicated to Tuscany’s most iconic red wine. From November 14-18, the medieval Chiostro Sant’Agostino in Montalcino hosted this prestigious gathering, featuring 127 wineries and over 500 labels, marking a return to tradition while embracing innovation in its presentation format.

A Return to Tradition with Modern Flair

This year’s event notably returns to its roots, combining professional technical tastings with walk-around opportunities where producers personally present their wines. The anticipated debut of Brunello di Montalcino 2020 and Riserva 2019 took center stage, alongside the Rosso di Montalcino 2023, Moscadello, and Sant’Antimo. The revival of producer-attended tastings marks a significant evolution in the event’s format, creating more intimate opportunities for dialogue between winemakers and enthusiasts.

The Chiostro Sant’Agostino, with its historic architecture and serene atmosphere, provided an ideal setting for exploring these prestigious wines. The walk-around tastings offered visitors the chance to engage directly with producers, learning firsthand about their winemaking philosophies, terroir interpretations, and vintage characteristics.

A Strategic Autumn Preview

The event opened with two days of technical tastings exclusively for national and international press. These sessions featured professional sommelier service, allowing critics and journalists to evaluate the new releases under optimal conditions. The controlled environment and expert service ensured that each wine could be assessed thoroughly and objectively.

The program expanded significantly at the Teatro degli Astrusi with the thought-provoking discussion, “What future for the wine consortia.” This high-level industry forum brought together an unprecedented gathering of Italian wine’s most influential voices, including:

  • Albiera Antinori (Doc Bolgheri and Doc Bolgheri Sassicaia)
  • Francesco Cambria (Etna Doc)
  • Sergio Germano (Barolo Barbaresco Alba Langhe and Dogliani)
  • Giovanni Manetti (Chianti Classico)
  • Christian Marchesini (Valpolicella)

Tasting Brunello di Montalcino DOCG 2020

In general, Brunellos of this year turned out to be soft, fruity with good structure and alcohol content, making them very approachable to drink. This is partly a reflection of the vintage, which started quite dry with no frost in spring. The summer was also dry and quite hot with a great diurnal temperature range (temperature difference between night and day). The season ended with some rain at the beginning of September, which gave a little relief to the grapes.

The Rise of Brunello: A Legacy of Excellence

After more than five decades since achieving DOCG status, Brunello di Montalcino continues to captivate wine enthusiasts worldwide. The wine’s modern success story, beginning in the late 19th century, is inextricably linked to visionaries like Ferruccio Biondi-Santi, who pioneered the extended oak aging that would become a hallmark of Brunello’s distinctive character.

Today’s Brunello maintains these exacting standards while embracing modern precision in both vineyard and cellar. The DOCG requirements remain among Italy’s most stringent, requiring a minimum of four years aging, including two years in oak and four months in bottle, with Riserva wines demanding an additional year of maturation.

Terroir and Tradition Meet Innovation

The success of Brunello di Montalcino stems from the perfect marriage of the Sangiovese grape with Montalcino’s diverse terroir. The region’s varying elevations (250-600 meters above sea level) and complex soil compositions create a tapestry of microclimates that contribute to the wine’s renowned complexity.

The northern sector’s limestone and shale soils produce wines of particular finesse and aromatic complexity, while the central zone’s clay and marl contribute to wines of substantial structure and depth. The southern area, influenced by volcanic soils, yields wines of remarkable power and intensity. This diversity allows producers to craft wines that reflect their specific location while maintaining the high standards that define Brunello di Montalcino.

Today, over half of Montalcino’s producers are certified organic, demonstrating the region’s commitment to sustainable viticulture while preserving traditional winemaking excellence. This environmental consciousness extends beyond the vineyard, with many producers implementing sustainable practices throughout their operations.

Experiencing Montalcino: A Complete Tuscan Journey

Visitors to Benvenuto Brunello will find themselves in one of Tuscany’s most captivating wine destinations, where centuries of winemaking tradition blend seamlessly with modern hospitality. The medieval hilltop town of Montalcino, perched at 564 meters above sea level, offers a perfect base for exploring both the wines and the rich cultural heritage of the region.

The Historic Heart of Montalcino

The town’s crowning glory, the 14th-century Rocca fortress, stands as a testament to Montalcino’s historical significance. This perfectly preserved stronghold now houses the Enoteca la Fortezza, one of the region’s premier wine destinations. Here, visitors can taste an extensive selection of Brunello and Rosso di Montalcino wines, with expert sommeliers offering guidance through the various producers and vintages. The fortress’s ramparts provide breathtaking panoramic views of the surrounding vineyards, the Val d’Orcia, and Monte Amiata, making it an essential stop for photographers and wine lovers alike.

Gastronomic Treasures

Montalcino’s culinary scene perfectly complements its wines, with restaurants ranging from traditional trattorias to Michelin-starred establishments. Local specialties include:

  • Hand-rolled pici pasta, often served with robust wild boar ragù or the traditional pepper and cheese sauce called “cacio e pepe”
  • Locally-produced pecorino cheese, aged in various ways including under walnut leaves or in barriques
  • Traditional Tuscan soup called ribollita, perfect with Rosso di Montalcino
  • Seasonal truffle dishes, particularly abundant in autumn
  • Locally-sourced cinghiale (wild boar) prepared in various ways

The town’s historic center features numerous enotecas and wine bars where visitors can sample wines by the glass, often accompanied by local salumi and cheese. Many establishments offer formal wine tasting flights, allowing guests to compare different producers and vintages in a single sitting.

Year-Round Wine Tourism

While Benvenuto Brunello marks a highlight in Montalcino’s calendar, the region offers exceptional wine experiences throughout the year.

Winery Visits

Many of Montalcino’s 127 wineries welcome visitors year-round, though advance reservations are essential. Experiences range from basic tastings to elaborate tours including:

  • Vertical tastings of multiple vintages
  • Vineyard walks with detailed explanations of different terroirs
  • Barrel tastings in historic cellars
  • Food and wine pairing experiences
  • Helicopter tours of the denomination
  • Harvest experiences during September and October

Seasonal Events

  • Brunello Crossing (February): A series of competitive and recreational hiking trails through the vineyards, offering routes of varying difficulty from 10 to 44 kilometers
  • Jazz & Wine Festival (July): Combining world-class jazz performances with wine tastings in historic settings
  • L’Eroica (October): The famous vintage bicycle race traversing the scenic white roads of Tuscany, with a special route through the Brunello vineyards
  • Honey Week (September): Celebrating local honey production with tastings and pairings with Moscadello di Montalcino

Natural and Cultural Attractions

The surrounding UNESCO World Heritage landscape of Val d’Orcia offers activities for every interest:

  • Hiking and biking trails ranging from easy walks to challenging mountain bike routes
  • The famous cypress-lined roads featured in countless photographs and films
  • Historic abbeys including Sant’Antimo, where Gregorian chants still echo through the stone halls
  • Natural hot springs in nearby Bagno Vignoni and San Filippo
  • The artistic treasures of nearby Pienza and San Quirico d’Orcia

Practical Information for Visitors

Accommodation

Montalcino offers diverse lodging options:

  • Luxury wine resorts integrated with working wineries
  • Historic palace hotels in the town center
  • Intimate bed & breakfasts in converted farmhouses
  • Agriturismos offering authentic farm stays
  • Self-catering apartments in restored village houses

Transportation

  • The nearest train stations are Buonconvento (10 km) and Monte Amiata-Castiglione d’Orcia (13 km)
  • Regular bus service connects Montalcino with Siena (40 km)
  • Car rental is recommended for exploring the region’s wineries
  • Several companies offer private driver services specialized in wine tours
  • Electric bike rentals are available in town for environmentally conscious exploration

Best Times to Visit

  • Spring (April-May): Mild temperatures and wildflowers in bloom
  • Early Summer (June): Perfect weather for outdoor activities
  • Autumn (September-November): Harvest season and cultural events
  • Winter (December-February): Quiet season with crisp days and cozy wine tastings

This year’s Benvenuto Brunello is supported by the SRG10 “Promotion of quality products” intervention of the Complement for Rural Development of Tuscany 2023-2027, co-financed by the European Agricultural Fund for Rural Development (EAFRD), demonstrating the continued investment in promoting this exceptional wine region’s heritage and future.

The 33rd edition of Benvenuto Brunello was a comprehensive celebration of one of Italy’s most prestigious wines, offering participants an immersive experience in the tradition, innovation, and excellence that define Brunello di Montalcino. Through technical tastings, producer interactions, and educational masterclasses, the event continues to evolve while honoring the timeless appeal of this iconic Tuscan wine.

PART ll – Wine Reviews by Liz Palmer

The 2024 World’s Best Vineyards Announced

World’s Best Vineyards has revealed this year’s top 50 wine destinations for 2024, showcasing wineries that provide unforgettable wine experiences, and promote wine culture. The Top 50 list was recently announced at Nyetimber Estate in West Sussex, at an event attended by winemakers and international vineyard owners.

This year, the top spot went to Bodegas De Los Herederos Del Marqués De Riscal, Rioja.  Marqués de Riscal was established in 1858 and is known for its amazing wines but also its iconic architecture.  Visitors can stay in their luxurious hotel designed by Frank Gehry overlooking the vines.

VIK from Chile jumped up one place to 2nd on the list, claiming the World’s Best Vineyards Continent Winner – South America award with its sleek, futuristic design of a reflective titanium roof that mirrors the surrounding landscape, blending harmoniously with the natural beauty of the valley. As well as vineyard tours and wine tastings, visitors can also explore the grounds on horseback.

3rd place was awarded to Creation in South Africa, also named the World’s Best Vineyards Continent Winner – Africa, renowned for crafting gourmet tasting menus that complement its wines perfectly. Creation also offers an educational insight into the winemaking process and vineyard management for wine enthusiasts who wish to delve deeper into the world of wine.

Bodegas Ysios came in 4th place, known for its high-quality Rioja wines and avant-garde architecture, and was also awarded Highest Climber, having climbed 67 places from last year. Visitors can book private vineyard tours with a private driver and sommelier to explore the vineyards and wines in depth.

Schloss Johannisberg, Germany, known as the birthplace of Riesling, with over 1,200 years of winemaking history, came in 5th place. The winery was a former monastery rebuilt as a castle in 1716 and is surrounded by vineyards and breathtaking views of the Rhine River. It offers tours and tastings that provide insight into centuries of winemaking tradition.

Some Key Facts + Figures

Spain had the most vineyards in the top 10 this year with three vineyards in the top 10, two of which are from Rioja. Overall, it had eight vineyards in the top 50.

France and Germany both had two entrants in the top 10 and France also had eight vineyards in the top 50. Half of France’s top vineyards are Champagne houses, including Maison Ruinart (number six), Champagne Bollinger (number 12), Champagne Billecart-Salmon (number 27) and Maison Pommery (number 47).

There were 28 vineyards from Europe in this year’s list, 12 from South America, three from North America, three from Asia, two from Africa, and two from Australasia.

The World’s Best Vineyards Continent Winners also included Robert Mondavi Winery in Napa Valley, United States for North America, D’Arenberg in the McLaren Vale wine region of Australia for Australasia and Château Héritage in Lebanon for Asia.

This year, Catena Zapata, World’s Best Vineyard 2023, entered the World’s Best Vineyards Hall of Fame, which is reserved for vineyards that have topped the winning list in previous years.

Andrew Reed, Managing Director Wine and Exhibitions at William Reed, comments: “We are thrilled to unveil the World’s Best Vineyards 2024, celebrating the finest vineyards across the globe. This annual ranking recognises the unique experiences that these vineyards offer, from stunning landscapes and rich histories to extraordinary restaurants and vineyard tours. The top 50 vineyards exemplify excellence, innovation, and a commitment to quality, guiding wine enthusiasts to explore both hidden gems and renowned estates.”

The full list can be found here:  www.worldsbestvineyards.com

The Napa Valley Wine Train Secures Global Accolades

The Napa Valley Wine Train, renowned for its immersive journey that captures the essence of luxurious rail travel, announces its achievement as the 2025 Global Winner for Wine Tourism Services in the San Francisco/Napa Valley region. This honor, awarded by the Great Wine Capitals’ prestigious Best of Wine Tourism Awards, recognizes the Wine Train’s unparalleled contribution to wine tourism.

As one of the few remaining historic passenger railroads in the United States, the Napa Valley Wine Train provides an authentic and unforgettable experience that mirrors the golden age of train travel. With exquisite dining, curated multi-course meals, and breathtaking views of Napa Valley, guests are transported back in time aboard meticulously restored Pullman rail cars, featuring Honduran mahogany, brass accents, etched glass, and plush seating. The train offers convenient, car-free travel options from San Francisco, enhancing access to Napa Valley for both locals and tourists.

The Great Wine Capitals, an alliance of twelve esteemed wine-producing cities spanning the Northern and Southern Hemispheres, spotlights excellence in wine tourism. The Best of Wine Tourism Awards recognize organizations that exemplify quality and innovation in wine tourism, while promoting rich wine experiences and celebrating cultural heritage, landscapes, and local assets.

“We are deeply honored by this global recognition,” shared Nathan Davis, General Manager of Napa Valley Wine Train. “This award reflects the dedication and passion of our team, who work tirelessly to preserve the history and distinctive experiences we offer. We remain devoted to representing Napa Wine Country and nurturing its legacy for future generations.”

Napa Valley’s delegation includes the County of Napa, Napa Valley Vintners, and Visit Napa Valley, all of whom play pivotal roles in enhancing the region’s wine tourism footprint. The Best of Wine Tourism Awards commend excellence across seven categories, including Architecture & Landscapes, Art & Culture, and Sustainable Wine Tourism Practices.

Napa Valley Wine Train: www.winetrain.com
Great Wine Capitals and Best of Wine Tourism Awards: www.greatwinecapitals.com