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The 8th UNWTO Global Conference on Wine Tourism, hosted recently in Yerevan, Armenia, 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. This conference brought together experts and stakeholders under the theme “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences,” highlighting the essential balance between modernizing wine tourism and preserving cultural heritage.
Focused on revitalizing age-old traditions within the dynamic context of wine tourism, the conference emphasized the importance of developing strategies that not only celebrate but also benefit local communities. The event proved to be an invaluable platform for discussing global wine tourism trends, pinpointing key challenges ahead, and discovering innovative solutions aimed at fostering sustainable, inclusive, and resilient tourism models that honor wine culture and heritage.
In his opening remarks, Zurab Pololikashvili, UN Tourism Secretary-General, underscored the vital role of wine tourism in maintaining the culture and history of wine-growing regions. “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,” he noted.
Adding to the prestige of the conference, notable figures such as Professor Gergely Szolnoki from Geisenheim University, a seasoned WTA Judge since the inaugural year, and Liz Palmer, a renowned wine journalist, author, and global influencer from Canada, were in attendance. Both integral members of the WTA community, with Palmer nominated as a Wine & Food Influencer/Expert Opinion, they were honored to serve as keynote speakers. Palmer shared her expertise in a presentation titled “Building and Sustaining a Strong Digital Brand,” while Szolnoki led a master class on “Sustainable Sips: Nurturing Eco-Friendly Wine Tourism.” We had the opportunity to speak with both to delve into their perspectives and gather key insights from the conference.
Additionally, Paul Wagner, another influential figure in global wine tourism and a new member of the WTA Jury for 2024-2025, also delivered a keynote. He led a master class titled “Wine Tourism through a New Lens” and participated in the panel discussion “Digital Storytelling and Engagement with a Global Audience,” moderated by Alder Yarrow, a consultant and wine writer from Vinography and a previous WTA winner. The panel also included Eric Wagnon, Founder and CEO of VinTrail Pro from France; Jochen Heussner, a digitalization expert from Italy; and Adela Pereira, a consultant from Spain. A comprehensive interview with Paul Wagner will soon be published, showcasing his extensive expertise in wine tourism.
”My key takeaway from the event was the realization that wine tourism is a powerful tool for economic and cultural development, but only if supported by a shared strategic vision. Successful wine tourism must intertwine history, art, gastronomy, and local culture to create immersive and educational experiences for visitors. Digitalization and sustainability must also play key roles in the future of the sector for it to succeed.
In my keynote speech, I emphasized the significance of establishing and maintaining a clear brand identity, leveraging content marketing, and using social media engagement to attract and retain future travelers. I outlined ten strategies how wine tourism brands can strengthen their digital presence and discussed how digital tools can enhance visibility and build resilient brands in an increasingly competitive market. Additionally, I stressed the need for personalization and authenticity in digital branding to connect more deeply with today’s audiences, who seek immersive wine tourism experiences.”
Gergely guided us throughout the entire conference, generously sharing his impressions and illustrations (he even provided some photos for this publication) from the first day to the last. We simply followed the narrator’s story, whose vivid images allowed us to capture the essence of being present in sunny Armenia at this outstanding conference.
“The UNWTO is renowned for organizing interesting and engaging conferences. Last year’s conference in Spain featured a diverse and dynamic program, touching on digitalization, sustainable development, and branding. These conferences consistently offer a heterogeneous array of topics,” he noted.
Following the close of the conference sessions, the focus shifted to the host country’s rich heritage in winemaking. Armenia, as the venue for the 8th UNWTO Global Conference on Wine Tourism, underscored its growing status as a prime destination for wine lovers. With a winemaking history that spans over 6,000 years, Armenia offers a wine tourism experience that is as deeply embedded in its culture as it is in its traditions and picturesque landscapes.
Susanna Hakobyan, Acting Head of the Tourism Committee of the Republic of Armenia, expressed pride in Armenia’s role as host: ” Armenia is honored to host the 8th UN Tourism Global Conference on Wine Tourism. 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.”
In a discussion, Gergely Szolnoki shared his profound appreciation for Armenia’s vibrant wine culture, enhanced by his previous collaborations with Armenian wines and the Vine and Wine Foundation of Armenia. He praised the region’s optimal conditions for organic viticulture, noting, “With over 300 sunny days a year and temperatures reaching 33 degrees in mid-September, Armenia provides the perfect climate for organic viticulture, thriving here with minimal need for fertilizers and reduced fungal pressures.”
Gergely arrived two days before the conference and jumped right into a tour organized by the Vine and Wine Foundation. He was immediately struck by the deep connection between wine and local cuisine in Armenia. “Here, wine and food go beyond pairing – they’re deeply intertwined, enhancing the experience with amazing local dishes and incredible hospitality from both cozy and large wineries,” he noted. He was truly moved by the genuine warmth of the welcome, seeing it as a heartfelt expression of the pride that runs deep in the wine industry.
Gergely also highlighted the diversity and quality of Armenian wines, particularly singing praises for the Areni grape. “The Areni, together with white varieties like Voskehat and Kangun, are making a mark and starting to influence both local and international markets,” he pointed out.
Drawing on his numerous interactions with the local community, Gergely reflected on the evolution of Armenia’s wine industry over the last 15 to 20 years. He noted that it has shifted significantly from primarily producing brandy during the Soviet era to now developing a thriving wine tourism sector and expanding small wineries. This transformation is quite distinct from what’s seen in countries like Germany, showcasing Armenia’s unique position in the global wine scene.
Gergely was particularly impressed by several wineries, including Zorah Winery, Old Bridge Winery, Trinity Canyon Vineyards, Momik Winery, Karas Winery and Armenia Wine Company.
Additionally, he observed a cultural shift among Armenian youth, contrasting with the declining interest in wine among young Europeans. “Wine bars in Yerevan, which started popping up about 15 years ago, are now trendy spots where young Armenians gather to enjoy wine,” he remarked, highlighting the growing enthusiasm for wine among the younger crowd.
In conclusion, Gergely noted a significant increase in the visibility and popularity of Armenian wines in local restaurants and tastings – a notable change from their previous scarcity. He views this as a very positive development for Armenia’s wine industry.
The 8th UNWTO Global Conference on Wine Tourism also set out to dissect how the sector can promote sustainability and resilience amid increasing climate concerns. As regions globally face the impacts of climate change, the push for inventive, adaptable strategies in wine production and tourism is ever more pressing.
The conference showcased various strategies for wine regions to adopt eco-friendly practices, minimize environmental impact, and bolster resilience against climatic challenges, providing attendees with cutting-edge knowledge on organic farming, sustainable wine production, and eco-tourism.
Gergely Szolnoki, a leading expert in sustainable wine tourism, shared valuable insights during his master class and further elaborated in our discussion the subtle differences between eco-friendly and sustainable wine tourism. He emphasized that while eco-friendly wine tourism and sustainable wine tourism are often interlinked, they address slightly different aspects of sustainability.
In Germany, Gergely is deeply involved in a project with organically certified wineries, termed Organic Wine Tourism, which also fits under the umbrella of Eco-Friendly Wine Tourism.
“Eco-friendly organic wine tourism fully covers the environmental dimension, however, for sustainable wine tourism the triple bottom line is of great importance. Therefore, certified organic wineries must also develop a concept to fulfil the economic and social dimensions of sustainability,” explains Gergely.
Gergely’s insights suggest that Armenia’s approach to eco-friendly practices in wine tourism could potentially serve as a blueprint for other regions looking to enhance their sustainability efforts.
In exploring sustainable wine tourism, Gergely stresses that true sustainability should encompass more than just environmental protection – it must also ensure economic viability and contribute positively to the social framework of the local community. He points out that while many current efforts focus primarily on reducing pesticide use and enhancing biodiversity, a genuinely sustainable approach to wine tourism must also integrate both economic and social dimensions.
Supported by results of a global survey with more than 1,500 wineries and a qualitative study with 30 sustainable wine experts, Gergely advocates for a strategy that not only protects the environment but also supports the long-term viability of businesses and fosters community engagement. He emphasizes the importance of integrating environmental sustainability with economic and social initiatives. For instance, promoting biodiversity not only benefits the environment but also enhances the overall visitor experience, adding value beyond the wine tasting itself. This comprehensive strategy includes efficient resource management, like water and energy, which are vital for sustainable operations throughout the winery.
Moreover, Gergely highlights how intertwined sustainable practices in wine production and tourism should be, noting even organic certification is viewed as part of an environmental strategy in sustainable wine tourism. He advocates for simple yet effective measures such as ditching single-use plastics, choosing recyclable materials, or using alternative energy sources such as solar power.
On the economic front, Gergely acknowledges the challenges small, family-owned wineries face – where sales must justify operational costs to remain viable. “It only makes sense to continue if the business can sustain profitability,” he remarks, also citing the role of new technologies like digitalization which can facilitate virtual wine tourism, thus reducing the carbon footprint associated with travel to wineries.
Addressing social aspects, Gergely points out regional differences in employee treatment. While European workers enjoy robust protections, those in regions like South Africa or California may encounter challenges. He stresses the importance of fair labor conditions and wages, particularly during crucial times like harvest.
For visitor engagement, Gergely champions indirect education through experiential learning rather than direct teaching. He believes every winery visit naturally provides educational opportunities through what visitors can observe and absorb – making each experience both enlightening and enjoyable.
Additionally, Gergely advocates for merging wine tourism with local arts and culinary scenes to enrich visitor experiences. “Integrating art exhibits with wine presentations not only captivates visitors but also deepens their connection to the region,” he notes. This strategy enhances the overall tourist experience and encourages collaboration among regional wineries, strengthening the local wine tourism ecosystem.
Studies on this topic for free download:
Sustainable Wine Tourism – a global survey
Sustainable and innovative wine tourism. Success models from all around the world – Book
Masterclass UNWTO Conference: “Sustainable Sips: Nurturing eco-friendly wine tourism
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