With over 25 years of wine tourism expertise under its belt, Great Wine Capitals is a unique global network proudly connecting one-of-a-kind cities and their respective wine regions. We pour a glass with Catherine Leparmentier, Managing Director, to learn more about the network’s goal of elevating wine tourism and shaping the future of the industry.
GREAT WINE CAPITALS
Founded in 1999 as a unique collaboration between six cities with world-class wine destinations all aiming to promote wine tourism, economic growth, and cultural exchange, Great Wine Capitals (GWC) has grown to become a distinguished global network connecting internationally renowned cities and their associated wine regions across five continents.
Having expanded over the past 26 years, GWC now boasts a prestigious alliance of 12 wine capitals; namely Adelaide, South Australia; Bilbao I Rioja, Spain; Bordeaux, France; Cape Town I Cape Winelands, South Africa; Hawke’s Bay, New Zealand; Lausanne, Switzerland; Mainz I Rheinhessen, Germany; Mendoza, Argentina; Napa Valley, US; Porto, Portugal; Valparaíso, Chile; and Verona, Italy.
“Our mission is to elevate wine tourism through sustainability, innovation, excellence, and collaboration,” introduces Catherine Leparmentier, Managing Director.
“Beyond promoting wine tourism, we play a crucial role in shaping the future of the industry, supporting cutting-edge research, facilitating business-to-business (B2B) networking, and ensuring that wine regions continue to thrive economically and environmentally.”
Members of GWC benefit from international recognition, industry expertise, and access to exclusive business opportunities, making the network a powerful platform for growth and leadership in the world of wine tourism.
STANDOUT DESTINATION – LAUSANNE, SWITZERLAND
“Set against the stunning backdrop of Lake Geneva and the Swiss Alps, Lausanne is home to the Lavaux vineyards, a UNESCO World Heritage Site famous for its dramatic terraced landscapes and exceptional Chasselas wines. Visitors can stroll through centuries-old vineyards, experience guided wine tastings overlooking the lake, and engage with winemakers dedicated to sustainable viticulture. Lausanne has been a member of GWC since 2018 and has actively shaped the wine tourism landscape by fostering a balance between tradition, innovation, and cultural heritage.
“The region has excelled in the Best Of Wine Tourism Awards, particularly in categories such as sustainability, architecture and landscape, and wine tourism services. Travellers can explore historic wine cellars, dine in vineyard restaurants featuring regional pairings, or cruise along Lake Geneva for a wine-tasting experience with panoramic views. Lausanne’s commitment to authentic, high-quality wine tourism experiences makes it a must-visit destination for wine lovers seeking both heritage and innovation,” says Catherine Leparmentier, Managing Director, GWC.
In addition to offering a multitude of benefits to its members, GWC also provides travellers with a diverse range of exclusive wine tourism experiences, highlighting standout wineries and businesses that provide unique and immersive journeys.
“Whether through guided vineyard tours, gourmet dining, luxury accommodations, or immersive cultural events, the network guarantees that each destination offers a truly world-class journey into the world of wine,” prides Leparmentier.
HEIGHTENING THE WINE EXPERIENCE
GWC is dedicated to enhancing the wine tourism experience for travellers by ensuring that every member region offers exceptional wine, the finest hospitality, and unique tourism opportunities.
The network carefully selects its member regions based on their reputation for outstanding wine production and ability to provide top-tier visitor experiences, guaranteeing travellers access to the best wine destinations in the world.
“The process of adding a new member is highly selective. We approach wine cities with an internationally recognised reputation for producing exceptional wines that already offer diverse, immersive, and high-quality tourism experiences,” specifies Leparmentier.
“Once a city and its associated wine region is invited to apply, it undergoes a thorough evaluation to ensure it aligns with our high standards and contributes to the overall mission of GWC.”
By combining rigorous selection processes, independent assessments, and a commitment to continuous improvement, the network ensures that travellers visiting any of its 12 member regions can expect an unparalleled wine tourism experience.
Additionally, GWC fosters travel, education, and business exchanges between the world’s most renowned wine regions. It accomplishes this through a range of strategic initiatives, global partnerships, and industry networking opportunities.
By connecting 12 prestigious wine capitals, the network serves as a platform for collaboration, helping regions share expertise, drive innovation, and promote excellence.
A core aspect of GWC’s mission is education, as it collaborates with universities and research institutions to advance studies in viticulture, sustainability, and wine tourism.
“Our GWC Annual Conference, technical winery tours, and webinars further facilitate knowledge exchange by bringing together industry leaders to discuss emerging trends, climate challenges, and innovative tourism models,” insights Leparmentier.
Beyond tourism and education, GWC plays a pivotal role in fostering business connections by organising B2B meetings, trade delegations, and industry events, creating opportunities for wineries, tourism operators, and regional stakeholders to engage with international buyers and investors.
“Through these initiatives, we strengthen the global wine tourism landscape, ensuring that its member regions continue to thrive,” expands Leparmentier.
“By bridging the gap between travel, education, and business, the network creates a dynamic exchange of ideas and expertise, shaping the future of wine tourism on an international scale.”
“By bridging the gap between travel, education, and business, the network creates a dynamic exchange of ideas and expertise, shaping the future of wine tourism on an international scale”
Catherine Leparmentier, Managing Director, Great Wine Capitals
BEST OF WINE TOURISM AWARDS
A key way in which GWC encourages travel is through the Best Of Wine Tourism Awards, which recognise outstanding wineries and businesses that excel in areas such as hospitality, sustainability, and innovation. These annual awards not only celebrate excellence but also serve as a guide for travellers seeking high-quality experiences.
“Each year, wineries, hotels, restaurants, and tourism businesses in member regions are invited to apply for these prestigious awards, and the criteria evaluated includes service quality, sustainability initiatives, architectural excellence, cultural contributions, and innovation in wine tourism experiences,” details Leparmentier.
The event receives over 550 applications per year and provides global recognition to its winners. By showcasing innovation and best practices, the awards not only celebrate industry leaders but also help raise international awareness of exceptional wine tourism destinations.
The Best Of Wine Tourism Awards also highlights art and culture by recognising wineries and tourism experiences that integrate creativity into their offerings, whether through vineyard art installations, cultural festivals, historical preservation, or immersive exhibitions.
“Many winning wineries feature dedicated art galleries, host live performances, or preserve architectural heritage, blending wine with cultural expression,” furthers Leparmentier.
By showcasing wineries and regions that excel in art, culture, sustainability, and quality experiences, the awards inspire industry-wide innovation and set the benchmark for excellence, ensuring wine tourism continues to evolve in a meaningful and environmentally-friendly way.
In parallel to the Best Of Wine Tourism Awards, another flagship initiative is the GWC Annual Conference, which is hosted in a different member city each year.
This gathering brings together 120 to 150 industry experts to discuss trends and participate in technical vineyard visits. The conference also provides invaluable insight into topics such as sustainability, climate change, and technological innovation, shaping the future of the industry.
“Through these initiatives, we continue to drive excellence in wine tourism, strengthen global business connections, and support innovation. By integrating sustainability, education, and collaboration, GWC ensures that its member regions remain at the forefront of a thriving and responsible industry,” confirms Leparmentier.
“Whether through guided vineyard tours, gourmet dining, luxury accommodations, or immersive cultural events, the network guarantees that each destination offers a truly world-class journey into the world of wine”
Catherine Leparmentier, Managing Director, Great Wine Capitals
A THIRST-QUENCHING FUTURE
GWC serves as a vital hub for knowledge exchange, industry expertise, and commercial growth, connecting professionals across the world’s leading wine regions.
“By leveraging a combination of forums, expert panels, webinars, and strategic networking events, we foster dialogue on key issues such as sustainability, innovation, and best practices in wine tourism,” details Leparmentier.
At the core of this exchange is GWC’s Executive Committee, which provides leadership and strategic direction. Supporting the committee are local coordinators who are experts in tourism, wine tourism, and hospitality, ensuring that insights from each member region contribute to the network’s collective prowess.
The committee’s role is instrumental in driving discussions on emerging trends, business development, and destination management, making GWC a key facilitator of industry-wide growth.
A key element of the network’s knowledge-sharing initiatives is its webinar series, which provides a platform for industry experts, researchers, and business leaders to discuss the latest developments in wine tourism, digital transformation, and climate adaptation strategies. These virtual sessions allow professionals from across the globe to engage in real-time discussions, ensuring that knowledge is accessible beyond in-person events.
“By facilitating meaningful industry discussions and commercial exchanges, the network ensures our member regions remain at the forefront of a constantly evolving global landscape,” informs Leparmentier.
Ultimately, GWC plays a crucial role in facilitating travel between the world’s most renowned wine regions, offering visitors seamless and immersive experiences that showcase the best of international wine tourism.
“At our core, we enhance the accessibility and visibility of member regions by curating travel itineraries, promoting award-winning wineries and tourism businesses, and fostering partnerships with hospitality and tourism providers,” Leparmentier proudly concludes.
Visitors benefit from exclusive access to world-class wineries, boutique accommodations, culinary experiences, and cultural landmarks, all carefully selected to reflect the distinct identity of each wine capital.