Yantai to Host Global Responsible Enotourism Summit in 2025

From July 2 to 5, 2025, Yantai in Shandong, China, will host the II Global Responsible Enotourism Summit organized by the Global Wine Tourism Organization (GWTO). This event marks the first time Yantai will host such a significant gathering in the international enotourism industry. The summit aims to showcase Yantai's unique terroir and gastronomy, highlighting its natural beauty, including mountains, valleys, and the 'Yantai Wonderland SeaCoast'. Key locations like Penglai Qushan Valley, Zhangyu Castle Winery, and the Wine Culture Museum will be featured, illustrating the evolution of Chinese wine from a follower to a leader in the industry.

Rafael Ansón, GWTO President of Honor, emphasized the importance of gastronomy in shaping a nation's brand image, noting that 85% of tourists base their purchasing decisions on culinary experiences. The summit's goal is to position Yantai as a prominent destination on the World Responsible EnoTourism Map, transforming it from a wine-producing region to a globally recognized enogastronomy tourism destination.

The GWTO Summits aim to promote successful practices and trends in the industry, awarding destinations and experiences, and highlighting training programs. The summit will also announce the opening of the GWTO Academy and the venue for the next summit. José Antonio Vidal, GWTO Founder President and CEO, stated that the event will strengthen relationships among key stakeholders in wine, gastronomy, and tourism, fostering knowledge sharing and research.

Yantai's wine industry has a rich history, dating back to the founding of Zhangyu in 1892. The city has developed a strong wine heritage, with significant contributions from international players like the French Lafite Rothschild group. Yu Yongxin, Chairman of the Yantai Municipal Committee of the Chinese People’s Political Consultative Conference, expressed commitment to showcasing Yantai's charm as a Global Responsible Enotourism Destination, enhancing its international influence.

The GWTO Summit will combine brand promotion, business workshops, and research and training, providing a platform for industrial exchanges and promoting wine and gastronomy culture through tourism. Li Jun, Chairman of the Yantai Wine Culture and Tourism Industry Development Alliance, highlighted Yantai's strategic importance for international wineries in Asia. The city boasts a comprehensive industry chain, with 63 boutique wineries attracting over 3 million mainly domestic tourists annually. The summit aims to strengthen cooperation with international counterparts and integrate Yantai into the global enotourism community.

The Yantai GWTO Summit will gather international entities, wineries, tour operators, experts, and scholars to discuss the integration of wine culture and tourism worldwide. Participants will engage in winery field trips and food and wine tastings. In 2023, Yantai actively collaborated with the International Organization of Vine and Wine (OIV) and became a founding member of the OIV 100th Anniversary “International Network of Vine Cities”. Yantai also joined the GWTO, laying a solid foundation for hosting the 2025 summit, according to Jiang Yingsong, Director of the Yantai Vine and Wine Bureau.