UN Wine Tourism Conference Heads to Armenia to Celebrate Cultural Heritage

The UN Tourism Global Conference on Wine Tourism will return this year, focusing on the rich traditions and cultural heritage of winemaking. Co-hosted by the Ministry of Economy of the Republic of Armenia, the eighth edition of the conference will take place in Yerevan from September 11-13, 2024, under the theme "Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences."

This year’s event will emphasize the importance of preserving cultural traditions while promoting local community benefits in the evolving landscape of wine tourism. Strategies for reviving and modernizing these traditions will be a key focus.

UN Tourism Secretary-General Zurab Pololikashvili highlighted the growing importance of wine tourism as a driver of rural development and cultural preservation, stating, "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."

Susanna Hakobyan, Acting Head of the Tourism Committee of the Republic of Armenia, expressed the country's pride in hosting the event, citing Armenia's ancient winemaking tradition and rich cultural heritage as key factors that make it an ideal venue.

The conference will feature presentations from renowned wine regions like Strada del Barolo in Italy, Bourgogne in France, and Mendoza in Argentina, sharing best practices and innovative projects. Attendees will also have the opportunity to participate in masterclasses at historic Armenian wineries, including the Areni-1 cave, the oldest known winery in the world.

In addition to exploring strategies for engaging visitors and promoting wine routes, discussions will cover topics such as e-commerce in wine tourism, the integration of technology for sustainable practices, and effective communication strategies to reach a global audience. Notable experts, including digitalization expert Jochen Heussner, wine writer Alder Yarrow, and Paul Wagner from the Culinary Institute of America, will contribute to the discussions.