The Vital Role of Wine Cultivation and Tourism
Viticulture and tourism are vital to both cultural heritage and the economy, with each wine region offering unique flavours and stories. Sustainable tourism, as defined by the United Nations Environment Programme (UNEP) and the UN World Trade Organization, focuses on responsible practices that consider ecological, social, and economic impacts while addressing the needs of communities, industries, visitors, and the environment.[1] However, many winegrowers recognize the need for improvements in sustainability. Producers believe that promoting biodiversity, organic products and developing long-term business strategies are key, though many businesses struggle with limited resources and expertise in adopting sustainable models.[2] Regional and international networks can play a crucial role in facilitating the development of sustainable wine tourism.
Networking, Knowledge Sharing, and New Opportunities
On 12 February 2025, Steinbeis Europa Zentrum hosted an international online peer exchange on sustainable wine touristic destinations gathering about 60 participants from 13 European countries, representing wine tourism, sustainable tourism, destination management organizations, as well as public institutions, regional development, business support and educational organizations. The event aimed at sharing valuable insights on how to develop sustainable touristic (wine) destinations, promoting collaboration and networking between peers from different countries and regions and getting inspired by existing projects. Participants learned about sustainable certifications and were inspired by real-world examples of successful projects in wine tourism. Another objective was to engage the Cultural and Creative Industries (CCIs), which are key drivers of growth and job creation in the European economy. The event highlighted creative ways to develop and promote touristic offers and demonstrated how CCIs can be integrated into the wine touristic sector.
Exploring EU Projects for Sustainable Wine Tourism
In addition to Capacity2Transform, two other inspiring EU-funded projects showed how their activities contribute to empower local communities and businesses to develop sustainable, environmentally friendly touristic wine destinations. Green Vineyards Project gathered 22 sustainable practices in the wine sector and developed an online training aiming at increasing the efficiency of wine sector workers in meeting the challenges of climate change. #RomansWineDanube project on the other hand aims to strengthen the sustainable commercialization of the Roman Emperors and Danube Wine Route through the development of touristic sub-destinations, green travel products and Roman/Wine festivals.
Success Stories from Wineries Leading the Way
In the second session, two wineries – Albrecht-Kiessling Weingut from Baden-Württemberg and TOKAJ MACIK WINERY from Slovakia – shared their experiences, strategies, and best practices in producing organic products (wines and honey) and developing sustainable viticulture as well as sustainable touristic activities. Their stories showcased how small wine producers can contribute to sustainable tourism and enriching experiences for visitors. Giovanna Tosetto, a tourism design expert, who specializes in developing and planning new strategies for destinations, presented various interesting destination management and marketing activities, events and good practices from wine touristic destinations in Friuli Venezia Giulia. This region serves as an excellent example how small businesses joined forces to actively shape their region, increase their visibility and develop high quality sustainable touristic products and offers.
Sustainability Certifications: A Path to Responsible Tourism
The peer exchange also addressed sustainable certifications for the wine and tourism sector including Fair and Green, Green Destinations, TourCert and green N seals. TourCert and Compass Tourismus are supporting touristic companies and destinations to become more environmentally responsible by providing training and certification programs that help SMEs align with sustainability standards. These certification schemes are not only about rules but also about empowerment and innovation.
Building a Sustainable Future for Wine Tourism
In conclusion, the Peer Exchange was not only about sharing insights and knowledge but also about building networks and fostering cross-sector as well as cross-border collaboration. By connecting stakeholders from various sectors and regions, the event demonstrated how sustainable wine tourism can thrive through innovation, partnerships, and a shared commitment to preserving the unique qualities of each region. The outcomes of the Peer Exchange underscore the importance of sustainability in shaping the future of wine tourism, benefiting both local communities and visitors alike.
[1] United Nations Environment Programme (2005). Making tourism more sustainable: a guide for policy makers. Division of Technology, Industry and Economics, Paris.
[2] Nachhaltiger Weintourismus – eine globale Befragung | BIO Web of Conferences
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