Yantai hosts World Summit on Responsible Wine Tourism in 2025 

Chinese city prepares to welcome global leaders and establish itself as a benchmark in sustainable wine tourism, with Portuguese presence assured
The coastal city of Yantai in China will host the 2nd OMET World Summit on Responsible Wine Tourism, one of the most important international meetings in the sector, which will take place from 2 to 5 July 2025. Organised by GWTO / OMET (Global Wine Tourism Organisation), the event will bring together experts, academics, tour operators, producers and government representatives from more than 20 countries, with the aim of promoting sustainable practices in wine tourism and strengthening global cooperation networks.

Portugal will be represented at this summit by three leading figures in the sector. Producer Luísa Rebelo, from Torre de Palma (Alentejo), will take part in a panel dedicated to wine tourism experiences and will present success stories in responsible wine tourism, in dialogue with wineries from other parts of the world. António Lacerda, from the Alentejo Regional Tourism Promotion Agency, will be on the panel of international destinations, contributing his perspective on a region that is increasingly recognised on the global wine tourism map. Maria João de Almeida, president of the Portuguese Wine Tourism Association (APENO), will take part in the international associations panel, promoting the much-needed international dialogues that foster networking and cooperation between countries.
‘These meetings are essential for strengthening Portugal’s visibility as a wine tourism destination, but also for learning from other countries and aligning global sustainability strategies,’ says Maria João de Almeida, adding: ‘Responsible wine tourism is a priority and requires collaborative work, sharing good practices and a vision of the future.’

José Antonio Vidal, president of the World Wine Tourism Organisation (GWTO OMET), said: ‘This major world conference represents a strategic milestone for strengthening global policies for responsible wine tourism, promoting the exchange of good practices between destinations, producers and institutions that share the same values of sustainability, inclusion and excellence.’
With a Gross Domestic Product of over one trillion yuan, Yantai is recognised not only for its economic strength, but also for its commitment to quality of life and sustainability. The city was honoured by the United Nations with the International Liveable Communities Award and is one of China’s first Tourist Cities of Excellence. During the summit, Yantai will be officially certified as a responsible, sustainable and enriching wine tourism destination.
Known as China’s cognac capital and holder of the title of Asia’s only “International City of Vine and Wine”, Yantai has established itself as an increasingly important destination for international wine tourists. Its privileged location by the sea and its wine-growing resources give it its own identity that combines tradition, innovation and hospitality.

The summit programme will include an exhibition area open to the public, workshops and round tables for professionals in the sector, academic conferences and gastronomic experiences highlighting Lu’s regional cuisine. Alongside the technical and training component, the event aims to create networking opportunities between the main players in the wine, tourism and food sectors.
For the organisers, the summit goes beyond a professional meeting. ‘Yantai invites the world to get to know this coastal city in the East and explore the infinite possibilities of wine tourism.’ For its part, China’s ambition is clear: to position Yantai as a new world centre of reference in responsible wine tourism and to show that Asia also has a role to play in shaping the future of this growing segment.
Holding this event in China emphasises the global nature of wine tourism and the growing importance of sustainability in tourism development strategies. The GWTO / OMET World Summit on Responsible Wine Tourism 2025 thus represents a unique opportunity to reflect on the challenges facing the sector, create synergies and strengthen international cooperation around more conscious and lasting tourism – with Portugal once again playing an active role in these discussions.