Monday, September 16, 2024 Global experts gathered at UN Tourism Wine Conference to explore the perfect balance of preserving centuries-old traditions while embracing modern innovation. Preserving heritage while embracing innovation took center stage as UN Tourism brought together global experts for its renowned Global Conference on Wine Tourism. This 8th edition was a milestone event for both Armenia and the international wine tourism community.
Drawing over 300 participants from more than 25 countries, the conference spotlighted wine tourism’s role in fostering regional development and territorial cohesion, positioning it as a driving force for cultural preservation, job creation, and economic growth. As the premier event for sharing the deep-rooted stories, customs, and rituals of winemaking, the conference underscored the significance of wine tourism to Armenia. Gevorg Papoyan, Armenia’s Minister of Economy, stressed the sector’s importance to the country.
Not only does wine tourism support local jobs and businesses—particularly in rural regions—it also safeguards a winemaking legacy that stretches back over 6,000 years. “Heritage in Every Bottle” Amid growing interest in experience-driven travel, discussions focused on how visitors increasingly crave not just wine tastings but authentic connections with the people and culture behind them. Attendees explored ways to harmonize innovation with tradition in areas like storytelling, digitalization, wine route creation, e-commerce, and adapting to the evolving preferences of Generation Z.
A key theme was the need for education and training to equip professionals with practical skills, ensuring that wine tourism continues to thrive. Collaboration among industry players was highlighted as critical to shaping a unified vision and maximizing the sector’s potential. Sustainability was also a focal point, as participants tackled how wine tourism destinations can address climate change and adopt eco-friendly practices.
The event showcased Armenia’s rapid growth in wine tourism, blending centuries-old traditions, such as the 6,000-year-old Areni-1 cave, with the cutting-edge developments of the country’s most modern wineries. Armenia’s winemakers displayed their distinctive wine tourism experiences, celebrating a legacy steeped in history yet primed for innovation..
