The Joyful Journey - A UNWTO Wine Tourism Network

 

For many countries, wine and wine-making represent an integral part of their history and identity and has become the key element in the nation’s brand image. In the last decade, wine tourism has gradually become a key component of gastronomy tourism until being today recognized as an essential segment of the tourism industry. Indeed, many wine regions and tourism destinations have realized that the benefits of wine tourism extend well beyond the cellar door to all areas of the regional economy, acknowledging the tremendous potential wine tourism can bring to destinations by enhancing and diversifying their tourism offer.

Mindful of this, the World Tourism Organization (UNWTO) has developed the UNWTO Wine Tourism Prototype, a prototype that introduces an innovative methodology to identify the existing correlative relationship of the wineries and their surroundings, including their influences on local and regional history, socio-economics and culture. This relationship created the framework for the development of a product that would allow the visitor to experience the region through its wineries and the environment in which they have developed, enhancing both the cultural, historical and gastronomy heritage of the region.  

As the project is gradually expending to new regions, UNWTO acknowledged the necessity to develop a space where all participants who had led the development of a UNWTO prototype on wine tourism could share their individual experience and the knowledge they had gathered along the implementation of the prototype in their region. Against this backdrop“The Joyful Journey - A UNWTO Wine Tourism Network was officially launched in May 2017, during the 105th Executive Council in Madrid, Spain.

So far, the only participant of the Network is Spain, where the project has been carried out by UNWTO, Affiliate Member The Leading Brand of Spain and with the participation of major Spanish wineries. The result is an innovative and complex tourism product named "Spain Through Its Wineries", which is the first product to be officially commercialized. 

 

Spain through its wineries

On the occasion of the 2018 edition of FITUR, the World Tourism Organization and the Leading Brands of Spain (Foro de Marcas renombradas, FMRE) proudly introduced the outcomes of a year-long collaboration: an innovative tourism offer named "Spain Through its Wineries". 

This brand is the result of a fruitful alliance between UNWTO, the major Spanish wineries as well as Affiliate Member Innova Tax Free, which decided to join forces to develop a more innovative and complex tourism product to contribute to enhance the competitiveness of Spanish wineries and position Spain as a leading wine tourism destination. 

The resulting innovative product meets the demands of emerging consumer profiles and allows the tourist to experience the wineries and their surroundings in a completely new and unique way, including but not limited to their influences on local and regional history, socio-economics and culture. Developed in line with the United Nations Sustainable Development Goals (SDGs), it was designed around three main lines of action: promote sustainable development (Environmental, economic and social), address seasonality and contribute to the development of rural areas. 

"Spain through its wineries" is the first project to be officially commercialized through the application of phases 4 and 5 of the UNWTO Prototype methodology. The product will be available in February 2018 and can be accessed through the "De Bodeguas" portal, available at the following website. 
 
 

Join the “The Joyful Journey - A UNWTO Wine Tourism Network” 

The Network is open to all UNWTO Members (Member States, Associate Members and Affiliate Members) that have led the development of a UNWTO prototype on wine tourism.

 

Related initiatives

UNWTO Wine Tourism Prototype
1st UNWTO Global Conference on Wine Tourism
2nd UNWTO Global Conference on Wine Tourism