Innovation, partnerships and enhanced coordination are essential for making wine tourism a driver of rural development. That was the takeaway message from the 5th UNWTO Global Conference on Wine Tourism, held this week in Alentejo, Portugal, around the theme “Wine Tourism – a driver for rural development.”

Aligning with the central focus of World Tourism Day 2021, due to be celebrated 27 September, the Conference brough public and private sector stakeholders together to identify ways to maximise the sector’s potential contributions to inclusive growth. Also on the agenda was advancing digital transformation, marketing and promotion and the conservation of nature through a thriving wine tourism sector. Around 150 people attended the conference in person, with many more joining virtually to hear from a wide range of experts, from wine producers and distributors to tour operators, destinations and media.

Connecting tourists to territories

Opening the event, UNWTO Secretary-General, Zurab Pololikashvili: “The pandemic has strengthened the role of tourism in advancing rural development. Wine tourism and its connection with the territory, local products and traditions opens new opportunities to advance jobs and inclusiveness in rural areas”.

Joining Secretary-General Pololikashvili for high-level panel discussions were Rita Marques, Secretary of State of Tourism of Portugal, Jean-Baptiste Lemoyne, State Secretary to the Minister of Europe and Foreign Affairs of France, Sofia Zaharaki, Deputy Minister of Tourism of Greece and Mariam Kvrivishvili, Deputy Minister of Economy and Sustainable Development of Georgia.

The Minister of State, Economy and Digital Transition for Portugal, Pedro Siza Vieira, affirmed: “Wine tourism is at the forefront of our National Plan for Tourism. Its mission is to reach more visitors, from more countries, around the year, all over Portugal.” He also announced the launch of the Portuguese Wine Tourism website and a first Wine & Travel Week to be held in Porto, in February 2022.

Growing demand for authentic experiences

Wine tourism is in increasing demand as consumers look for more open-air experiences in rural areas in the post-pandemic era. The conference stressed the importance of developing the whole tourism value chain to complement the activities at the wineries as a means to create more jobs and businesses, promote local products and improve the visitor experience.

Mayor of Reguengos de Monsaraz, José Calixto added: "Local Authorities play a decisive role in enhancing the built and intangible heritage of winegrowing territories. For Reguengos de Monsaraz, this conference was the most important moment of the Vine and Wine history in the largest wine-producing regions in Portugal and will provide a further boost to rural development."

The Conference was held on 8-10 September 2021, in the village of Monsaraz in the Alentejo region, in collaboration with the Government of Portugal, Turismo de Portugal and the Municipality of Reguengos de Monsaraz. The Italian village of Alba in Region Piemonte will host the 2022 edition of the UNWTO Global Conference on Wine Tourism.

The Minister of Tourism of Italy, Massimo Garavaglia, said “The wine and food sector is increasingly proving to be a fundamental lever for Italian tourism. And it will be even more so in the future. For these reasons, the appointment next year in Italy of the sixth edition of the World Conference of Wine Tourism is doubly important.”

About UN Tourism

The World Tourism Organization (UN Tourism) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.

As the leading international organization in the field of tourism, UN Tourism promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide.

Our Priorities

Mainstreaming tourism in the global agenda: Advocating the value of tourism as a driver of socio-economic growth and development, its inclusion as a priority in national and international policies and the need to create a level playing field for the sector to develop and prosper.

Promoting sustainable tourism development: Supporting sustainable tourism policies and practices: policies which make optimal use of environmental resources, respect the socio-cultural authenticity of host communities and provide socio-economic benefits for all.

Fostering knowledge, education and capacity building: Supporting countries to assess and address their needs in education and training, as well as providing networks for knowledge creation and exchange.

Improving tourism competitiveness: Improving UN Tourism Members' competitiveness through knowledge creation and exchange, human resources development and the promotion of excellence in areas such as policy planning, statistics and market trends, sustainable tourism development, marketing and promotion, product development and risk and crisis management.

Advancing tourism's contribution to poverty reduction and development: Maximizing the contribution of tourism to poverty reduction and achieving the SDGs by making tourism work as a tool for development and promoting the inclusion of tourism in the development agenda.

Building partnerships: Engaging with the private sector, regional and local tourism organizations, academia and research institutions, civil society and the UN system to build a more sustainable, responsible and competitive tourism sector.

Our Structure

Members: An intergovernmental organization, UN Tourism has 160 Member States, 6 Associate Members, 2 Observers and over 500 Affiliate Members.

Organs: The General Assembly is the supreme organ of the Organization. The Executive Council take all measures, in consultation with the Secretary-General, for the implementation of the decisions and recommendations of the General Assembly and reports to the Assembly.

Secretariat: UN Tourism headquarters are based in Madrid, Spain. The Secretariat is led by the Secretary-General and organized into departments covering issues such as sustainability, education, tourism trends and marketing, sustainable development, statistics and the Tourism Satellite Account (TSA), destination management, ethics and risk and crisis management. The Technical Cooperation and Silk Road Department carries out development projects in over 100 countries worldwide, while the Regional Departments for Africa, the Americas, Asia and the Pacific, Europe and the Middle East serve as the link between UN Tourism and its 160 Member States. The Affiliate Members Department represents UN Tourism's 500 plus Affiliate members.

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