UNWTO Wine Tourism Prototype: The Joyful Journey


In the last decade, wine tourism has become a key component of gastronomy tourism until being today recognized as an essential segment of the tourism industry. 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. Wine, food, tourism and the arts collectively comprise the core elements of the wine tourism product and provide the lifestyle package that wine tourists seek to experience. If efficiently developed, wine tourism represents an excellent opportunity for destinations to diversify and enhance consumer´s value.   

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 a product to experience a region through its wineries and the environment in which they have developed. The wine tourism prototype includes an analysis and diagnostic assessment of the current situation with regard to wine tourism, in comparison with other markets and in the technical design of the tourism model.

The pilot project was developed in Spain together with Affiliate Member Foro de Marcas Renombradas Espaňolas (FMRE) and in collaboration with FMRE´s member wineries Barbadillo, González & Byass, Freixenet Group, Osborne and Pagos del Rey. The UNWTO Wine Tourism Prototype: Joyful Journey aims to provide an innovative way to promote Spain and its culture through FMRE´s member wineries and meet the demands of emerging consumer profiles. UNWTO has also developed the prototype’s technical design, brand image, product development strategy, communication plan and governance model. This project can be adapted for application in other destinations that meet the standards established in the prototype.

The study was presented at the 1st UNWTO Global Conference of Wine Tourism, in the Kakheti Region, Georgia (7-9 September 2016). The Conference derived in the draft of the Georgia Declaration on Wine Tourism, a statutory document that identifies a number of recommendations to facilitate the development of wine tourism that would help destinations to implement key actions.

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 participants of the Network are:

  • Spain: The project was first carried out in Spain by UNWTO, Affiliate Member The Leading Brand of Spain and with the participation of five Spanish wineries in 2016. For more information, please refer to this page.
  • Argentina: At the request of the Ministry of Tourism of Argentina, it is currently being implemented in the region of Mendoza by the Tourism Board of Mendoza.

The prototype is currently open to the development of the initiative in other destinations.


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For more information on the development, objectives and main findings of the UNWTO Wine Tourism Prototype, please download the UNWTO Wine Tourism Prototype booklet (In English and Spanish).





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