Wine culture and vines as UNESCO heritage? Insights from Vinitaly 2026

Wine culture and vines towards UNESCO recognition

At Vinitaly 2026 in Verona, the proposal to nominate the culture of the vine and wine for UNESCO World Heritage status was discussed during the official visit of the EU Commissioner for Agriculture and the Director General of the International Organisation of Vine and Wine (OIV).

Why consider a nomination

Supporters argue that viticulture carries historical, cultural and landscape values that go beyond economic output. Vine growing and winemaking encompass techniques, traditions and social customs passed down for centuries. A UNESCO recognition could strengthen protection, promotion and the transmission of these values to future generations.

Key points from Vinitaly 2026

• Institutional alignment: European and OIV representatives emphasized the need for scientifically grounded protection measures and coordinated policy frameworks.
• Challenges and opportunities: climate change, market volatility and technological shifts require updated tools to safeguard the sector.
• Wine tourism: recognition could boost territorial visibility, competitiveness and the broader wine-related economy.

Potential impact for Italy

For Italy, a leading country in European viticulture, UNESCO recognition could bring:

• enhanced protection of wine landscapes and traditional practices;
• increased support for local economies and wine tourism;
• stronger international promotion and market access.

Next steps

Moving toward a nomination will require multilevel dialogue to define shared cultural criteria, protection measures and international cooperation with producing countries. Policy initiatives such as the EU "Wine Package" were cited as complementary tools that support competitiveness while addressing sustainability and promotion.

Advice for visitors and operators: highlight local traditions, adopt resilient agricultural practices and design enotourism experiences that communicate the cultural and landscape heritage of viticulture.