Gastronomy and Wine Tourism

As global tourism is on the rise and competition between destinations increases, unique local and regional intangible cultural heritage become increasingly the discerning factor for the attraction of tourists. 

For many destinations, food-making as well as wine-making represent an integral part of their history and identity and have become the key element in the nation’s brand image. Gastronomy and wine tourism represents an opportunity to revitalize and diversify tourism, promote local economic development, involve many different professional sectors and bring new uses to the primary sector. Hence, gastronomy and wine tourism contribute to promoting and branding destinations, maintaining and preserving local traditions and diversities, and harnessing and rewarding authenticity. 

Activities in this area include:

Events

Research

Product Development Projects

  • (Forthcoming) UNWTO Gastronomy Tourism Product Development Project (Indonesia)

The Joyful Journey introduces an innovative methodology to identify the existing 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 Spain through its wineries and the environment in which they have developed. This methodological tool can be adapted and replicated in different regions to help destinations to be promoted through their oenological framework which will also help emphasize other aspects such as culture, history and tradition.     

The project was carried out in Spain in collaboration with Affiliate Member Leading Brands in Spain Forum and with the participation of five major Spanish wineries from different wine regions: Galicia, La Rioja, Penedés, Priorato, Ribera del Duero, Somontano, Toledo and Toro.  Read more