THREE ISSUES I WANT TO COVER :

1. Wine Culture Tourism Exchange AIDV / OIVParis, France, 8 March 2008Madelena GrossmannCouncil of Europe

2. THREE ISSUES I WANT TO COVER : • 1 First, the context for this project: the Directorate of Culture of the Council of Europe: a wine and tourism project? • 2 Second, What is the WCTE ? What will it do? How will it do it? • 3 Third, I want to consider what your interest may be in this activity

3. WCTE : Cultural Project • Traditional Vision of Culture • Until recently – Culture was an elite sector • Outside the business of everyday life • Cultural Sector – Public sector management • Culture – National in its definition

4. New Context for Culture • Globalisation and revolution in New Technologies • Birth of cultural economy • New Cultural landscape • Culture had new definition • Cultural actors had new needs

5. Three key changes • First: Culture in the form of cultural industries has become omnipresent • More and more people making cultural products • Culture is now central to the “business of everyday life” • Culture Revenue Driven • Public/private management • New cultural markets • Culture requires diversity / exchange /access

6. WCTE 2006-2012 • WCTE is a response to this new cultural landscape • It provides new tools and approaches to engage in new forms of exchange

7. WCTE Characteristics • Regional –Cross frontier • Cross –sectoral • Generates revenues • Promotes fair exchange • Stakeholder Management body

8. Regional Dimension • Began in South Caucuses • Great Interest from many countries • Now a Black Sea Project • It will explore new types of legal and economic relationships to promote regional exchange

9. Cross-Sectoral • The Project unites wine, tourism, culture • Will give an equal role to each sector in development of project • Encourage development of cross sectoral revenue streams

10. Why Wine as a Sector? • First, wine tourism is something all countries have in common : • Wine has played a significant cultural role in the development of civilisation • Wine routes criss-cross regions • They represent a common cultural past • This common past pre-dates by centuries modern frontiers • Cross frontier collaboration could contribute to peace and prosperity

11. Why Tourism Sector? • Tourism Sector: • One of the most important sectors in terms of economic development • All countries want to develop tourism • They want to promote their own cultural identity and encourage an international interest in this.

12. Sectoral Roles:Culture • Most importantly WCTE Project will create a new relationship with culture • Culture will contribute to the value of wine tourism • However, the wine tourism routes will also contribute to the cultural communities which they are based on • Culture will be a net beneficiary of the activity • Cultural communities will be encouraged to ‘adopt’ the activity and to promote it as their own

13. What will the WCT Exchange achieve? • Stimulate the development of national wine and tourism industry through cross border cooperation and exchange; • Create Regional Identity and Cohesion • Establish broad ownership or adoption of the project by all cultural communities associates with the routes

14. Activities • A dedicated cultural tourism portal linking the ‘vine routes’, with on-line sales and booking capacity • A code or set of norms and standards which identify the WCTE routes • The development of a wine route in each country which meets the established norms and standards • A cross frontier wine route and tourism activity • Regional training programmes • Cultural mapping of entities and activities on WCTE routes • The creation of national stakeholder partnerships • The creation of an international management stakeholder partnership

15. Achievements • The identification of wine routes in Turkey, Moldova, Greece, Ukraine, Armenia and Azerbaijan • The decision to link wine routes across frontiers i.e. Azerbaijan and Georgia; • The development of a wine cultural portal software • A focussed partnership strategy for going forward • Reflections on a regional ‘Vine association or Foundation

16. Next Steps • Definition of the Norms and Standards governing the wine routes in this project • Development of a strategy for sustainability • Development of a Governance/partnership strategy

17. A Partnership StrategyA Partnership Strategy • Project actively seeking partnerships • Committed to public private management

18. OIV and WCTE Strategic Plan 2005-2008 1 Contribute to the harmonisation and adaptation of regulations 2 Foster cooperation between members 3 Draw up an frame recommendations in relation to oenological practices 4 Gather, process and disseminate information 5 Contribute to the recognition of vine and wine –growing heritage 6 Foster dialogue and conclude arrangements with stakeholders

19. WCTE and OIV Compatible WCTE Activities 1 Seeks to create broad community identity and adoption of the wine/cultural routes in question; 2 Provides a platform for standardisation of norms 3 Re-enforces the cultural dimension of wine production and consumption; 4 Engages in cultural mapping of entities along wine routes – 5 Develops data bases of information 6 Stimulates electronic networks across the wine and vine communities in Europe

20. Contact: Madelena GROSSMANN Regional Co-operation Division Directorate of Culture, DGIV COUNCIL OF EUROPE F – 67075 Strasbourg Tel: +33 (0)3 88 41 22 03 / +33 (0)3 88 41 31 70 E-mail: madelena.grossmann@coe.int Thank you for your attention!