A series of masterclasses were held for participants from over 40 countries
Spanish city of La Rioja, one of the top wine tourism destinations worldwide, recently hosted the inaugural UNWTO Global Conference on Wine Tourism. It laid a strong emphasis on sustainability and inclusivity for local people and regions.
In a press statement, UNWTO says that the 7th edition of the UNWTO conference hosted thought-leaders from both emerging and established wine destinations, including Argentina, Armenia, Chile, France, Germany, Portugal, South Africa, Spain, and the United States of America. It fostered the growing interest in wine tourism and laid down the challenges for building more competitive destinations and transforming demand into economic growth and social inclusion.
A special focus was on rural areas, paving the way towards inclusive growth, which demands clear policies and a commitment to embracing digital transformation and innovation.
UNWTO adds that the conference discussed the growing wine tourism sector to address priorities including education, skills development and the effective use of data. Over two days, workshops and masterclasses focused on skills development and a better understanding of the impacts and trends of wine tourism to promote wine regions.
The statement adds that with the impact of climate change affecting the sector, participants discussed the need to harmonise data collection, the use of new data sources and innovative strategies for expanding new products, outreach on social media, utilising cutting-edge digital tools and leveraging new technologies.
A series of masterclasses were held for participants from over 40 countries. It allowed them to exchange and expand their knowledge on the links of wine tourism with gastronomy, arts and culture, communication and branding, new technologies, product development and sustainability, adds the statement.
The conference also unveiled La Rioja handing over the symbolic amphora to Armenia, marking the country’s status as the next host for the 8th UNWTO Global Conference on Wine Tourism in 2024.
