With a strong focus on the future of wine tourism, the 7th UNWTO Global Conference on Wine Tourism will be held in La Rioja, Spain (22-24 November 2023), one of the world’s leading wine regions. This event will gather diverse industry players around data, governance, innovation, sustainability, and skills.

Co-organized by the World Tourism Organization (UNWTO), the Government of La Rioja and the Ministry of Industry, Trade and Tourism of Spain, the Conference will emphasize the pivotal role of this sector in promoting rural development, sustainable practices, and regional regeneration.

Innovation: Bridging Tradition and Technology

Against the backdrop of a landscape where tradition converges with technology, the Conference will shine a light on the seamless integration of wine tourism with the evolving preferences of tourists. The programme will address innovative digital tools and the exploration of new strategies to amplify outreach via social media platforms, reaching larger audiences and increasing visitor flow.

Skills: Cultivating Excellence in Wine Tourism

The Conference will underscore the importance of identifying and fostering skills development to enhance expertise, knowledge, and service quality, as a precursor to crafting a vibrant, sustainable, and inclusive wine tourism industry.

Data: Guiding the Future

Data can play a significant role in shaping wine tourism. Attendees will explore the mapping of existing metrics and methodologies to quantify wine tourism to create common frameworks.

Governance: Crafting Partnerships for Growth

The complex network of stakeholders in wine tourism requires adapted governance, including the significance of fostering public-private collaboration. The Conference will spotlight community engagement and coordination, both at local and national levels, as essential drivers for the sector's sustainable growth.

Nurturing Sustainability and Rural Development for a more Inclusive Tomorrow

Sustainability is at the heart of wine tourism's future. Destination managers and experts will showcase sustainable practices that embrace the principles of the circular economy. The Conference will also address the pivotal role of wine tourism in supporting rural development, revitalizing overlooked regions, tackling demographic challenges, and nurturing entrepreneurship for rural growth.

In the midst of the famous wine tourism hub of Barrio de la Estación in the city of Haro, a series of masterclasses will offer attendees an immersive journey into the art of wine pairing across various domains. These sessions will explore the fusion of wine with gastronomy, art and culture, its synergies with communication, branding, technology, events, and sustainability, promising enlightening and enriching experiences.

To further enhance the experience, participants will also have the opportunity to discover the renowned Vivanco Museum, recognized for its pioneering role and unwavering commitment to safeguarding the rich wine culture.

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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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