During the conference, various strategies to strengthen the link between wine tourism and cultural preservation will be explored. Experts will discuss how wine regions can capitalise on their cultural heritage to attract tourists interested in authentic and meaningful experiences. In addition, success stories from different parts of the world, where wine tourism has played a key role in the economic and social revitalisation of rural communities, will be analysed.

Wine tourism and sustainability

One of the central themes of the conference will be sustainability in wine tourism. As global tourism continues to grow, concerns about the environmental and social impact of tourism have intensified. Wine tourism, with its focus on agricultural production and connection to the land, is uniquely positioned to lead the way towards more sustainable tourism.

The conference will address how sustainable practices can be integrated into wine tourism, from wine production to destination management. Topics such as organic farming, reducing the carbon footprint of wine production and promoting responsible tourism practices that respect the environment and local communities will be discussed. In addition, it will explore how wine tourism can contribute to the fight against climate change by promoting sustainable agricultural practices and educating tourists about the importance of sustainability.

Innovation and technology in wine tourism

Another highlight of the conference will be the role of innovation and technology in the development of wine tourism. In an increasingly digitalised world, technology offers new opportunities to enhance the visitor experience and increase the visibility of wine regions in the global marketplace. From mobile apps that guide tourists along wine routes to the use of social media to promote wine tourism destinations, technology has become an essential tool for success in this sector.

During the event, examples of how technology is transforming wine tourism will be presented, facilitating the creation of personalised experiences for visitors and helping wineries connect with a wider audience. It will also discuss how technological innovations can contribute to sustainability in wine tourism, for example by using sensors and smart management systems in vineyards to optimise the use of natural resources.

Armenia: an emerging wine tourism destination

The choice of Armenia to host the 8th World Wine Tourism Conference is no coincidence. This small country, located in the Caucasus region, has experienced a renaissance in its wine industry in recent years. With vineyards stretching across mountainous landscapes and wineries combining traditional techniques with modern innovation, Armenia is emerging as a wine tourism destination with great potential.

The conference will offer participants the opportunity to discover the charm of Armenian wines and explore the historical roots of viticulture in the region. Visits to local wineries and wine tastings will be an integral part of the programme, allowing attendees to experience first-hand Armenia's rich wine-making heritage.