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UNWTO 2024 conclusions: Crafting authentic wine tourism

Knowledge documents

15 May 2025

UNWTO 2024 conclusions: Crafting authentic wine tourism

Cultural tourism

Gastronomy tourism

Best practices, peer learning and networking

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An illustrative photo of a person holding a wine glass bottle.

The UNWTO’s publication summarises the 8th Global Conference on Wine Tourism, emphasising the need for authenticity, heritage preservation, and stakeholder collaboration to foster sustainable and inclusive wine tourism.

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UNWTO

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Geographical descriptors

Albania

Armenia

Austria

Belgium

Bosnia and Herzegovina

Bulgaria

Croatia

Cyprus

Czechia

Denmark

Estonia

EU-27

Finland

France

Georgia

Germany

Greece

Hungary

Iceland

Ireland

Italy

Kosovo

Latvia

Liechtenstein

Lithuania

Luxembourg

Malta

Moldova

Montenegro

Netherlands

North Macedonia

Norway

Poland

Portugal

Romania

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Türkiye

Ukraine

Organisation Type

Company with 250 or more employees

Cultural and Heritage Organisations

Industry Associations and Chambers of Commerce

Local Authorities

National authorities

Regional Authorities

SMEs (a company with less than 250 employees)

  • Specific types of tourism

    • Cultural tourism

    • Gastronomy tourism

  • Transition Pathway Strategic Areas

    • Best practices, peer learning and networking

    • Innovative tourism services

  • Business activities

    • Events catering and other food services

    • Festivals, cultural and entertainment activities

    • Gardens and nature reserves activities

    • Mobile beverage services

    • Operation of historical sites

    • Other food and beverage services

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The Conclusions of the 8th UN Tourism Global Conference on Wine Tourism, held from 11–13 September 2024 in Yerevan, Armenia, underscore the importance of authenticity, heritage, and community engagement in crafting meaningful wine tourism experiences. Published by UNWTO in April 2025, the document provides insights from participants' discussions which emphasised the role of wine tourism in preserving cultural landscapes and traditions, while also fostering innovation and sustainability. The conference called for stronger collaboration between stakeholders to enhance local value chains and promote inclusive growth. 

#Cultural preservation #Sustainable tourism #Innovation in tourism 

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