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The 8th World Wine Tourism Conference, organized by the UN Tourism Organization jointly with the Government of Armenia, is taking place in Armenian capital Yerevan, from Wednesday to Friday. The event brought together key industry players, international experts and government officials, as well as media and guests from various countries.
"Wine is much more than just a drink," said Deputy Mayor of Yerevan Levon Hovhannisyan. "Wine is an expression of our culture, traditions and history. As one of the oldest centers of winemaking, Armenia has a thousand-year history."
These words emphasized the importance of integrating ancient wine traditions with new opportunities for the development of wine tourism, which plays an important role in Armenia’s economy.
Minister of Economy Gevorg Papoyan, for his part, added that Armenia is on the right track in wine tourism and winemaking, implementing policies that promote the growth and development of this industry. "I believe that in this domain we [i.e. Armenia] are following the right policy and moving in the right direction," Papoyan said.
Importance of wine tourism according to the UN
UN Secretary-General for Tourism Zurab Pololikashvili noted that Armenia is the right place to host such a significant event, emphasizing the country's unique opportunities for wine tourism. "It is impossible to see all the beauty of this country in one, two or three months. Armenia is one of the most ancient places of wine heritage, where every corner breathes history, and wine tourism opens up huge prospects for development. Today's conference is not about how to make wine, but about how wine tourism can attract the attention of people from all over the world," he noted.
Pololikashvili emphasized that wine routes are an important product that can be developed jointly with neighboring countries, such as Georgia. "When tourists come to Armenia or Georgia, they want to see several countries at once and take photos for social media. Wine routes are a great opportunity to offer to other countries and regions." He noted that such events promote international cooperation, exchange of views, and promotion of Armenian wine culture at the global level.
Renaissance of winemaking in Armenia: New projects to promote the country, local winemakers
Director of the Armenian Viticulture and Winemaking Foundation, Zaruhi Muradyan, stressed the importance of Armenia's historical heritage in winemaking and its modern revival. "Armenia is experiencing a renaissance of winemaking after the Soviet period, when the country became known as a brandy producer. We lost considerable vineyards for winemaking; but over the past 10-15 years, we have seen rapid growth in the industry." According to her, more and more new wineries are opening their doors to tourists, which contributes to the development of the wine tourism sector.
Also, the Armenian Viticulture and Winemaking Foundation implements many projects aimed at promoting Armenian wine. One of the key projects is the development of a mobile app that helps tourists independently plan their routes through the wine regions of Armenia. "We have included information about all regions of the country, wineries and cultural attractions in the application. Tourists can create their own routes and book excursions without the help of guides."
In addition, an online platform was launched, which enables buyers from Europe to purchase Armenian wine directly.
Muradyan noted that today Armenia is actively working to improve the quality of wine and develop infrastructure for tourists. It is noteworthy that the country has created platforms to support small producers, including mobile apps and online stores which contribute to the promotion of Armenian wines in international markets.
One of the most important aspects of the development of wine tourism in Armenia is the support of small wineries. Small producers make a huge contribution to the development of tourism by attracting guests to villages and demonstrating to them the process of wine production. This contributes to the development of Armenia’s rural regions and the preservation of traditions.
Victoria Aslanian, CEO of Golden Grape ArmAs, shared her views on the revival of Armenian winemaking, and spoke about the blessed terroir of Armenian wines. “Our vineyards are located on the so-called ‘magical’ 45th parallel, at an altitude of 1,700 to 1,900 meters above sea level. We enjoy 300 days of sunshine a year, cold winters, warm days and cool nights in the summer, which allows us to achieve the perfect balance of sugar and acidity in the grapes.”
Also, Aslanian paid special attention to the unique soil of the region and local grape varieties. “We have very volcanic soil, which is difficult to cultivate, but it brings wonderful results. Our roots are ancient varieties such as Voskehat and Areni, which were born here, as well as the Kangun variety, which is my favorite, with its bright characteristics. Armenia is the birthplace of vines and wine, which is confirmed by both biblical legends and archaeological finds.”
The 8th World Wine Tourism Conference will give Armenia the opportunity not only to present its achievements in wine tourism, but also to establish connections with international partners. More than 170 international experts took part in the event, exchanged experiences, and proposed new ideas for the development of the industry. Cooperation with organizations such as GIZ and the Algon Federation helps Armenia attract investment and introduce innovations. The country is actively working to increase international awareness of its wines and wine routes, and such events contribute to its promotion as a tourism and wine destination at the global level.