WINE TOURISM – DEVELOPING A HOLISTIC APPROACH

UNWTO plots course for development of this fast- growing sector

The recent 3rd edition of the UNWTO Global Conference on Wine Tourism focused on rural development, stressing the contribution of wine tourism to the 2030 Universal Agenda for Sustainable Development and the Sustainable Development Goals (SDGs).

A number of action points emerged from the two days of discussions that brought together representatives of 30 nations. It was underlined that wine tourism needs to be recognised as part of national tourism and rural development policies with the setting up of the corresponding governance model. It was concluded that the contribution of wine tourism to rural development can only be achieved if local communities are engaged
and included in and benefit from the tourism value chain. Wine tourism is not only a means for wineries to increase their income. It is, states the UNWTO, an approach to rural and cultural tourism and thus requires a holistic approach in terms of destination management. The organisation called for more research to measure and understand wine tourism trends and consumers and allow for international comparability among destinations.