Yerevan will proudly host the UN World Tourism Organization’s Global Conference on Wine Tourism on September 11-13. The goal of this annual event is to gather industry experts and discuss wine tourism development.
Of course, the conference will highlight Armenia’s rapidly growing wine culture. From its deep-rooted winemaking traditions to modern innovations, the participants, beyond other topics, will focus on Armenia as a spot on the global wine tourism map.
Winemakers, experts, and enthusiasts have been invited to discuss the future of wine tourism. Levon Travel will also be among the participants who will join workshops and share our knowledge about tourism.
Why Armenia?
Armenia was chosen to host the 8th UN Tourism Global Conference on Wine Tourism due to its rich, ancient winemaking heritage and the rapid development of its wine industry.
Over the past few years, Armenia has seen a surge in the number of wineries opening, combining traditional and new winemaking methods. This growth reflects the country’s commitment to re-establishing itself as a key player in the global wine market. The theme, “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences” resonates deeply with Armenia’s wine traditions. The conference provides a chance to showcase Armenia and its winemaking industry which is balancing cultural preservation with modernization.
According to UN Tourism Secretary-General Zurab Pololikashvili, Armenia’s winemaking culture not only boosts rural economies but protects the country’s cultural legacy.
Who Will Participate in the Global Conference on Wine Tourism?
The event will bring together representatives from renowned wine regions like Barolo (Italy), Bourgogne (France), and Mendoza (Argentina).
Representatives of the key players in the wine industry, including Catena Zapata, the world’s best winery for 2023, will also be among the attendees. The participants will explore strategies for attracting visitors, promoting wine routes, and boosting local economies. Masterclasses at Armenian wineries, including the historic Areni-1 cave, will showcase Armenia’s rich wine history. Besides, experts like Jochen Heussner, Alder Yarrow, and Paul Wagner will discuss topics ranging from e-commerce to sustainable tourism.
By the way, one of the keynote speakers is Minister of Tourism of Uruguay Eduardo Sanguinetti who will share his insights on the experience of bridging wine, culture, and tourism.
Armenian Wineries in the Spotlight
The UN Global Wine Tourism Conference will offer a packed agenda combining sessions, interactive workshops, and hands-on masterclasses. Starting on September 11 with a tour of Yerevan’s key landmarks, participants will also enjoy Armenian wine at a local winery.
The main conference on September 12 will include discussions on digital storytelling, e-commerce strategies, and wine tourism innovation, followed by workshops on topics like sustainable tourism.
The highlight for many will be the masterclasses on September 13 hosted by some of Armenia’s top wineries. This is obviously the best part for Armenian wineries. The participants will explore the transformation of the countryside at Hin Areni and learn about eco-friendly tourism at Alluria Wines.
Other masterclasses at Van Ardi, Voskevaz, Tushpa Wine Cellar, and ArmAs will focus on topics like maximizing revenue and reviving traditions. It’s a fantastic opportunity for participants to experience Armenia’s growing wine scene.
Armenia Wine Tours
Over the past few years, Armenia has become a must-visit destination for wine lovers, with wine tours and winery visits now among the top activities for tourists. Regions like Areni, known as the birthplace of Armenian wine are especially popular. The wine tours offer tasting local wines and exploring ancient wine-related sites like the Areni-1 cave, home to one of the world’s oldest wineries.
Armenian wines, such as those produced by Momik WineCube and Voskevaz, have also gained international recognition, with publications like Forbes naming Armenia as a wine region to watch in 2024. Alongside traditional winery tours, the local travel agencies offer creative wine-related activities such as wine spas and even wine casinos.
Besides, festivals like Yerevan Wine Days are further putting Armenia on the wine map. Wineries, set against stunning landscapes, have become popular venues for events like weddings as well. Thus, hosting the UN World Tourism Organization’s Global Conference on Wine Tourism is the next step marking Armenia’s progress in this industry.
Wine Tours by Levon Travel
Levon Travel offers a wide range of wine tours throughout Armenia’s famous wine regions. The tours are a mixture of wine tasting with exploring local gastronomy and cultural sites. Some itineraries are already available on the website, however, the agency specializes in custom-made tours. These tours are perfect for seasoned wine enthusiasts looking for something unique. These could be visits to boutique wineries or exclusive tasting sessions and wine-related activities.
The tours combine the best of Armenia’s cultural heritage with gastro tourism, offering everything from traditional Armenian dishes to hands-on experiences like lavash baking.