6th Conference on Wine Tourism: Innovation, Partnerships and Technology

The importance of partnerships and collaborations to build sustainability and community development was emphasized at the sixth edition of the UNWTO Global Conference on Wine Tourism.

The conference, held in the town of Alba in Piedmont, Italy, brought together more than 300 leading experts from the public and private sectors from 30 countries around the topic What’s next for wine tourism?. The event was organized in collaboration with the Italian Ministry of Tourism, the National Tourist Office – ENIT, the Piedmont Region and the Langhe Monferrato Roero Tourism Board.

Wine tourism for cultural preservation

Welcoming the delegates, UNWTO Secretary-General Zurab Pololikashvili said. “Well managed tourism is a powerful tool for rural development, innovation and the preservation of our culture and nature. This conference is part of our work to harness the benefits of tourism and create new opportunities for rural areas. The last two years have brought great changes in the world and in tourism. They have accelerated many challenges that are already in motion – from digital to sustainable. Wine tourism is no exception.”

Participants emphasized the importance of expanding the links between wineries and wine regions to foster innovative experiences that value local products and traditions, the landscape, heritage, gastronomy and people. The role of women and young people in the development of wine tourism was also highlighted. To this end, investments in wine tourism in rural areas should be encouraged, as this can motivate young people to get involved in the activity and preserve the knowledge and traditions of their region.

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The digital transformation is picking up speed

The conference also discussed the role of technology in enhancing wine tourism offerings and attracting tourists, and how these innovative tools can impact the experience of the customer seeking fulfillment in their lifestyle and travel experience. Benefiting from expert insights from Argentina, Chile, France, Germany, Italy, Portugal, Spain, Sweden, the United Kingdom and the United States of America, participants were able to delve deep into a path created with a vision of community.

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On this occasion, UNWTO and Slow Food signed a memorandum of understanding on cooperation and formalized the intention of both organizations to work together in the promotion of gastronomic tourism as a tool for development and socio-economic integration, particularly in relation to rural development.

La Rioja in Spain will host the 2023 edition of the UNWTO World Conference on Wine Tourism.

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About the World Tourism Organization (UNWTO)

The World Tourism Organization (UNWTO) is the United Nations’ specialized agency for the promotion of tourism as a vehicle for equitable, inclusive and sustainable development. In cooperation with its Member States, international organizations and the private sector, UNWTO promotes safe and seamless travel for all. UNWTO is also working to make tourism the foundation of trust and international cooperation and a central pillar of recovery. As part of the broader UN system, UNWTO is at the forefront of global efforts to achieve the 2030 Agenda for Sustainable Development, including through its ability to create decent jobs, promote equality and preserve natural and cultural heritage.

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