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Monday, April 15, 2013

Georgia, Cradle of Wine (IWTC 2013)

by Jochen Erler

15.04.2013. This was the title of the closing plenary session at the International Wine Tourism Conference and Workshop in Croatia 2013 (read more here), and was made by the Georgian National Tourism Administration and the Georgian National Wine Agency. They gave an introduction to the wine industry of their country which has the longest history of uninterrupted wine production in the world. While under the Soviet regime emphasis was given to the volume of output, and this on a surface of 150.000 ha, nowadays only 40.000 ha are covered by productive vineyards. Quality of the wine has increased considerably since having lost the Russian market for the past few years and having established a foothold in other markets.

The development of wine tourism is one of the key targets of Georgia’s Government which has established an ambitious program of education and training for all manpower involved in the wine tourism industry. For each category of stakeholders, such as restaurant staff, winery staff, tour leaders and managerial staff specific and very detailed criteria have been laid down to ensure competence and professionalism for these people.

In addition, the existing wine festivals will receive support and further development. The highlight of the presentation was the announcement that Georgia will be the host country for next year’s (2014) International Wine Tourism Conference. The auditorium responded spontaneously by applauding this announcement. See you there in 2014!

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