Last week Yerevan hosted the 8th UN World Tourism Organization’s Global Conference on Wine Tourism. It was a great chance to hold a thorough discussion about the perspectives of wine tourism in Armenia.
This event brought together winemakers, experts, and enthusiasts to discuss the development of wine tourism worldwide. The theme was “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences”. Besides, the conference emphasized Armenia’s rich winemaking traditions and its growing role on the global wine tourism map.
Levon Travel was among the participants, joining industry leaders in workshops and discussions. One of the main issues on the agenda was creating sustainable and authentic wine tourism experiences for the future.
Perspectives of Wine Tourism in Armenia
Armenia’s wine tourism is flourishing, drawing attention from both tourists and investors alike. International tourism registered a 22.3% increase in 2023 as compared to 2019. Wine tourism is also among the perspective directions. This is the reason the UN Conference highlighted these strengths while bringing new initiatives to the table.
One of the key outcomes of the conference was the launch of the “Tourism Doing Business – Investing in Armenia” guidelines. This document aims to attract investors by showcasing Armenia’s growing tourism potential, especially within its wine industry.
The guidelines emphasize Armenia’s strategic location, modern infrastructure, and open-door policy for foreign investment. Besides, wine tourism in Armenia is not just about vineyards and tastings; it’s about cultural heritage and economic growth.
“These new Guidelines underscore Armenia’s commitment to fostering a conducive environment for international capital and showcase the opportunities the country’s tourism sector offers to investors everywhere,” UN Tourism Secretary-General Zurab Pololikashvili said in Yerevan.
Travel Agencies Join the Conference
Levon Travel agency was among the participants who attended both the sessions and the masterclasses. The “Heritage in Every Bottle” motto of the event was important and resonated with the local travel agencies. This emphasized Armenia’s rich winemaking traditions and potential as a wine tourism destination.
One of the key trends discussed was the rising demand for experience-driven tourism. Visitors today don’t just want to taste wine. They want to understand the stories behind it and to try food that is typical of this region. This was a major focus in the sessions, where participants explored how to merge cultural heritage with innovation.
Here the travel agencies play a crucial role as they must focus on all aspects of wine tourism. Besides, it’s crucial for professionals in wine tourism to continually develop their skills, especially with the evolving demands of today’s market.
Sustainability was another major topic as climate change is affecting everyone, including wine tourism. The conference focused on the importance of adopting sustainable practices to ensure the long-term viability of wine destinations.
Masterclasses in Wineries
Another highlight of the conference was the masterclasses in the Armenian wineries led by leading wine experts. The last day of the event was fully dedicated to the training on the spot. The participants had a chance to visit some of the top wineries like Hin Areni, Van Ardi, Voskevaz, ArmAs, and Van Ardi.
One of them visited by Levon Travel representative Elina Kirakosyan was led by David Mora, Consultant and Coordinator of the master’s degree in Gastronomy Tourism, Basque Culinary Center. He emphasized the need to follow from terroir to table concept. The main idea is that Armenia as a home to ancient winemaking traditions and culinary heritage at the crossroads of Europe and Asia has to cherish its traditions.
