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Alentejo presents at FITUR 2026 as the venue for the III GWTO Global Summit on Responsible Enotourism

ENG/ESP Press Release/Nota de Prensa.
Madrid, Spain/España.

ENG

The Portuguese region of Alentejo, renowned for its slow tourism philosophy and the quality of its wines, announced at FITUR 2026 that it will host the III GWTO Global Summit on Responsible Enotourism, organized by the Global Wine Tourism Organization (GWTO). This magnum meeting will bring together institutional leaders, experts, and professionals from the sector from around the world in Portugal.

The choice of the region as the venue for the OMET Summit reinforces its strategic positioning, based on low-impact tourism capable of connecting travelers with the Alentejo community.

Alentejo is a vast and mainly rural region. The beauty of its landscape and the quality of its archaeological, monumental, and architectural heritage, together with its excellent cuisine and wines, undoubtedly invite visitors to discover the region.

The event was attended by the president of Alentejo Tourism, José Santos, the president of the Global Wine Tourism Organization (GWTO), José Antonio Vidal, and the mayor of Beja, Nuno Palma Ferro.

The International Tourism Fair FITUR has been chosen as the venue to showcase the Alentejo model as a responsible enotourism destination, based on the authenticity of the region, respect for the environment, and local wine-making traditions.

“We are very proud to take another step forward in the recognition of the Alentejo as a enotourism destination committed to a conscious strategy that is deeply respectful of our region. In the Alentejo, wine is the most representative product: it is history, it is tradition, and it is identity,” said José Santos, president of Turismo de Alentejo.

The GWTO Founder and President CEO, José Antonio Vidal, reported that “the GWTOT Global Summits aim to contribute to the positioning of enotourism on the international map, both for emerging destinations and for strengthening those that are already well established.

Punta del Este (Maldonado, Uruguay) and Yantai (Shandong, China) hosted the GWTO Summits in 2024 and 2025, respectively. Beja (Alentejo, Portugal) will host this year’s summit from May 31 to June 3, and Querétaro (Mexico) and Ningxia (China) have submitted their credentials to host the 2027 Summit.

Vidal added that “GWTO Summits are part of its strategic plan, as a whole, for the international positioning and strengthening of destinations.

GWTO MICE promotional campaign complemented by four other lines of action, integrating the five pillars of OMET:

  • Recognition through the international GWTO-OMET Biosphere Certification as an RSS enotourism destination: responsible, sustainable, and satisfying for both visitors and residents.
  • Training in Comprehensive Management of RSS Enotourism (with GWTO Academy in collaboration with local academic institutions).
  • Commercialization, through the inclusion of enotourism activities on the GWTO global enotourism booking platform ‘EWC EnoWineClub: More than Wines’, and
  • Monitoring of destinations and their enotourism resources, contributing data to the ‘GWTO Economic Monitor/Observatory of Global Enotourism’.

Set among vineyards, centuries-old olive groves, and wide plains, the wineries open their doors to visitors, offering experiences that combine tours, tastings, accommodation, and gastronomy, creating a carefully curated wine tourism offering.

alentejo omet

ESP

Alentejo se presenta en FITUR 2026 como sede de la III Cumbre Global OMET de Enoturismo Responsable

La región portuguesa del Alentejo, reconocida por su filosofía de turismo slow y la calidad de sus vinos, ha presentado en FITUR 2026 su nombramiento como próxima anfitriona de la III Cumbre Global OMET de Enoturismo Responsable, organizada por la Organización Mundial del EnoTurismo (OMET). Este encuentro reunirá a líderes institucionales, expertos y profesionales del sector de todo el mundo en el territorio luso.

La elección de la región como sede de la Cumbre OMET refuerza su posicionamiento estratégico, basado en un turismo de bajo impacto capaz de conectar a los viajeros con la comunidad alentejana.

Alentejo es una región extensa y principalmente rural. La belleza de su paisaje y la calidad de su patrimonio arqueológico, monumental y arquitectónico, junto con su excelente gastronomía y sus vinos invitan, sin duda, a descubrir la región.

El acto ha contado con la presencia del presidente de Turismo de Alentejo, José Santos, del presidente de la Organización Mundial del EnoTurismo (OMET-GWTO), José Antonio Vidal, y del alcalde de Beja, Nuno Palma Ferro.

La Feria Internacional del Turismo FITUR ha sido el escenario elegido para poner en valor el modelo del Alentejo como destino enoturístico responsable, basado en la autenticidad del territorio, el respeto por el entorno y la tradición vitivinícola local.

“Estamos muy orgullosos de dar un paso más en el reconocimiento del Alentejo como destino enoturístico comprometido con una estrategia consciente y profundamente respetuosa con nuestro territorio. En el Alentejo, el vino es el producto más representativo: es historia, es tradición y es identidad” ha señalado José Santos, presidente de Turismo de Alentejo.

El Fundador y Presidente CEO de OMET, José Antonio Vidal, informó que “las Cumbres Globales OMET tienen como objetivo colaborar al posicionamiento en el mapa internacional del enoturismo, tanto de los destinos emergentes, como al fortalecimiento de los ya consolidados.

Punta del Este (Maldonado, Uruguay) y Yantai (Shandong, China) fueron sedes de las Cumbres OMET en 2024 y 2025, respectivamente. Beja (Alentejo, Portugal), lo será este año, del 31 de mayo al 3 de junio, y Querétaro (México) y Ningxia (China) aportaron sus credenciales para serlo en 2027”.

Vidal añadió que “las Cumbres OMET se enmarcan dentro de su plan estratégico, como una parte del todo, para el posicionamiento y fortalecimiento internacional de los destinos.

Acción promocional de OMET MICE que se completa con las otras 4 líneas de actuación, integrando los 5 pilares de OMET:

  •  El reconocimiento, a través de la Certificación internacional ‘GWTO-OMET Biosphere’ como destino enoturístico RSS: responsable, sostenible, y satisfactorio tanto para los visitantes como para los residentes.
  • La capacitación en Gestión Integral del Enoturismo RSS (con OMET Academy en colaboración con entidades académicas locales).
  • La comercialización, mediante la inclusión de las actividades enoturísticas  en la plataforma OMET de reservas del enoturismo mundial ‘EWC EnoWineClub: Más que Vinos’, y
  • La monitorización de los destinos y sus recursos enoturísticos, aportando sus datos al  ‘Monitor/Observatorio Económico OMET del Enoturismo Mundial’ ”.

Entre viñedos y olivares centenarios y amplias llanuras, las bodegas abren sus puertas al visitante con experiencias que integran visitas, catas, alojamiento y gastronomía, configurando una oferta enoturística cuidada.

gwto visits mexico

The Global Wine Tourism Organization visits México

Promoted by the National Association of Tour Operators of Mexico (ANTOMEX), the Global Wine Tourism Organization (GWTO) visited four wine tourism states, sponsorized by ANTOMEX and VinoFest Querétaro.

gwto visits mexico1

Accompanied by the president of ANTOMEX, Luis Gilberto González Arocha, the general coordinator Dora Luz Villarino, and by the directors of each of the states -Gilberto Gamiño, from Baja California; Eliud Vertti and Lorenia Martínez, from Cohauila; Mariana Álvarez with the support of Jorge Ferreira, from Querétaro; and Xavi Armas, Carla and Christian Rivera, from Aguascalientes-, the president of GWTO, José Antonio Vidal, held working meetings with authorities from the public sector (Secretaries of Tourism and Directors of OCVs), private sector (winery associations) and academia.

In Valle de Guadalupe (Ensenada, Baja Ca.) wines are mostly made in small boutique wineries and do not import grapes from elsewhere. This makes it difficult to find a bottle of wine from this region outside the country and has resulted in so many wine lovers travelling to the Valley to taste them at their source and get to know the destination.

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Excellent conception in Coahuila, Querétaro and Aguascalientes of what a brand-destination should be as a tourist attraction in a wine destination: Ruta de Vinos & Dinos, Ruta de Arte, Queso y Vino, and Sangre y Toro, respectively. Cultural and nature heritage.

Invited to the 1st edition of the VinoFest in Querétaro, the president of GWTO signed with its organizers, Elia Navarro and Pedro Gárfias, an agreement for the presentation of international proposals in future editions.

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In each of the meetings, the willingness to collaborate in the design of strategic plans, in promotion through the organization of events, in communication, in the marketing of activities through the EnWineClub.com booking platform, in quality and sustainability tourism certifications, in training, and in advice on the creation of wine tourism associations has been made clear.

All of this with the aim of positioning México on the world wine tourism map.

official visit gwto georgia 1

Official visit of the Global Wine Tourism Organization to Georgia

GWTO President José Antonio Vidal met with Kakha Kakabadze, Vice Minister of Environment and Agriculture, with David Songulashvili, Chair of the Sector Economy and Economic Policy Committee at Parliament of Georgia, with Levan Andriashvili, Mayor of Telavi (Kakheti), with Levan Mekhuzla and Zurab Vacharadze, President and Vice-President of the National Wine Agency, with Kakha and Vakhtang Tsivtsicpvdze, President and Director of the Caucasus International University, and with Kety Gorgiladze, co-founder of the Georgian EnoTourism Association (GETA).

official visit gwto georgia 2

During the meetings, the importance of the development of enotourism in Georgia and the quality of wine was emphasised.

“Georgia is a country with an 8000 year old wine tradition. We attach special importance to this rich history, working to improve the quality of wine and increase its export. It is also relevant to note that tourism is experiencing rapid growth in the country; both tourism and the thriving wine industry drive our economy. Sharing best practices in any field, including enotourism, is a necessary and important condition for development,” Kakha Kakabadze stressed.

“Enotourism is gaining popularity globally, and this goes beyond wine tasting. Tourists also enjoy exploring vineyards, and Kakheti is the ideal place to boost this facet of tourism. With Mr Vidal, we discussed prospects for future collaboration. For us, it is crucial to share and benefit from his wisdom and experience. Mutual cooperation promotes positioning Georgia as one of the world’s leading enotourism destinations,” said Levan Andriashvili, Mayor of Telavi.

official visit gwto georgia 3

The President of GWTOn visited the Caucasus International University. José Antonio Vidal met with CIU leaders and discussed with them the main aspects of future cooperation focused on the implementation of joint academic and educational projects in enotourism management.

During his visit to CIU, the president of GWTO visited the library, the multimedia centre, the material and technical base of the faculty of business and viticulture and oenology, the laboratories and the “Kolkhi” winery where guests learned about the production process of the university company “Ethno-Okami”, the potential of converting the existing spaces into a tourist area and the traditions of Georgian winemaking.

official visit gwto georgia 4

“GWTO’s main objective is the socio-economic development of wine regions. To this end, we promote enotourism destinations in order to position them in global markets. The awareness and participation of all chain actors is fundamental in this process. We offer support to both the public and private sectors, as well as to the academic sphere: Strategic Plans, brand creation, MICE organization, booking platform, quality certification and professional training,” said José Antonio Vidal.

1st wine tourism forum in abrau durso

1st EnoTourism Forum in Abrau-Durso (Krasnodar, Russia)

The 1st EnoTourism Forum, the largest wine tourism industry event in Russia, took place in Abrau-Durso on May 12 and 13. It was promoted and organized by the Abrau-Durso Tourism Centre with the support of the Global Wine Tourism Organization (GWTO) and the International Center for Wine and Gastronomy (ICWAG), bringing together more than 400 professionals from 11 countries.

Abrau-Durso owner and Forum promoter Boris Titov commented on his company’s position as the largest enotourism centre, “Abrau is a notable player in this segment in Russia and even in the world. But we will also stop developing if there are not many small and medium sized signature, boutique designed wineries. Enotourists don’t go to a wine region to visit one winery, they are interested in exploring the whole wine province”.

GWTO President José Antonio Vidal gave an overview of current trends enotourism at a new level, praised “the potential of enotourism both in the world and in Russia”, and called it the “industry of happiness: tourism, gastronomy, culture and leisure. GWTO welcomes all stakeholders in the development of enotourism: governmental and public bodies, wine producers, tourism companies, industry associations and academia”.

Leonid Gelibterman, GWTO Vice President for Eurasia: “Based on its own history and following the trends of the modern world, Russian enotourism can successfully compete on the international market and develop an (eno)gastronomic culture in Russian society.

The participants of the Forum discussed the development of enotourism in the Russian wine regions, described the main problems and possible solutions. It was, in particular, promotion and commercialization (through GWTO MICE events and EnoWineClub reservations platform), International Quality Certificate on customer experience (by GWTO Q seal), training of qualified personnel and wine tourism guides (GWTO Academy), creation of a unified map of wine routes (GWTO Advisors), improvement of legislation, economic efficiency and accessibility of transport.

Leonid Popovich, GWTO Director for Russia, stressed the particular importance of the cooperation of market players: only together will it be possible to achieve positive changes.

Within the framework of the Forum, an important event for national enotourism took place: the first three Russian wineries were awarded certificates of membership in the Global Wine Tourism Organization: Abrau-Durso, Château de Talu and WinePark received their certificates.

wine tourism forum abrau durso

Joining the international organization will provide opportunities for exchange of experiences, training with GWTO Academy, hosting events, international wine tourism quality certification, participating in the global wine tourism booking platform and advice on creating national and regional enotourism associations.

GWTO Vice President for Latin America, Pablo Singerman, gave an overview of the state of enotourism in different countries of the region. He drew attention to an important point: an “oenological” tourist spends on average 56% more than a regular tourist.

Sergei Danilov, Director of GWTO in Uzbekistan, spoke about the connection of enotourism with gastronomy, as well as with the history and culture of individual countries and regions.

A real eye-opener for many forum participants was the speech by GWTO China Director Jiawei Jiang on the impressive pace of development of oenology and enotourism in China where GWTO President will participate in the Yantai International Expo on June 16 and 17.

Ceylan Sensoy, Marketing Director of the Turkish Tourism Promotion and Development Agency, spoke about her country’s emerging enotourism regions.

I GWTO Global Summit to be held in Uruguay

Arnaldo Nardone, GWTO MICE Director, presented the 1st GWTO Global Summit on EnoTourism to be held in Spring 2024 in Punta del Este (Uruguay).

“Uruguay is honoured to host the first GWTO Global Summit next year. We are very grateful that our country has been chosen to host it -said Daniel Rubén Castillos, Ambassador Extraordinary and Plenipotentiary of the Eastern Republic of Uruguay to the Russian Federation.

Personnel make the difference

A panel was dedicated to the topic of Training and Talent in the field of enotourism. Moderated by Elena Didenko, director of the GWTO Academy in Russia, Russian experts together with the directors of the GWTO Academy in Portugal and Chile, Bebiana Monteiro and Jorge Espinosa, respectively, addressed the lack of qualified personnel.

“Every employee who meets a tourist must be highly professional. In entourism specially, a guide must not only be an excellent communicator, but also capable of transmitting emotions,” José Antonio Vidal stressed.

It is envisaged that the EnoTourism Forum will become an annual meeting place for wine tourism industry professionals in Russia and other countries.

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