UNWTO: the agreements of the 6th Conference on Wine Tourism

11-10-22

The sixth edition of the UNWTO World Conference on Wine Tourism emphasised the importance of partnerships and cooperation to foster sustainability and community development.

Held in the city of Alba, in the Piedmont region of Italy, the Conference brought together over 300 leading public and private sector experts from 30 countries around the theme of "What's next for wine tourism". The event was organised in collaboration with the Italian Ministry of Tourism, the national tourism office (ENIT), the Piedmont region and the tourism office of Langhe, Monferrato and Roero.

Wine tourism for cultural preservation 

Well-managed tourism is a powerful tool for rural development, innovation and the preservation of our culture and natural spaces. This Conference is part of our work to harness the benefits of tourism and create new opportunities for rural areas.

Welcoming 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 wilderness. 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 already existed, from digitalisation to sustainability. Wine tourism is no exception". 

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

Digital transformation gains momentum

The Conference also discussed the role of technology in enhancing the wine tourism offer and attracting tourists, and how these innovative tools can affect the experience of the customer who is looking for fulfilment in their lifestyle and travel experience. The participants, thanks to the contributions of experts from Argentina, Chile, France, Germany, Italy, Portugal, Spain, Sweden, the United Kingdom, the United States of America and the United States of America, were able to embark on a path to the future outlined with a community vision.

On this occasion, UNWTO and Slow Food signed a Memorandum of Understanding to collaborate and formalize the intention of both organizations to work together to promote gastronomic tourism as a tool for development and socio-economic inclusion, especially in its connections with rural development.

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