UN Tourism has launched the European Wine Tourism Innovation Challenge, a new initiative designed to identify and support innovative solutions for the future of wine tourism across Europe.
The Challenge, proposed at the initiative of France, and in line with the Agenda for Europe, is open to start-ups, entrepreneurs, micro, small and medium-sized enterprises, wine producers and Destination Management Organisations from the European Member States of UN Tourism.
It aims to encourage cooperation between public and private stakeholders across the wine tourism value chain, from vineyards and wineries to gastronomy, culture, heritage, accommodation, mobility and visitor experiences.
Wine tourism is a growing driver of rural development, destination competitiveness and territorial identity.
By connecting visitors with landscapes, local products, cultural heritage and traditional knowledge, it creates new opportunities for producers, small businesses and local communities.
However, wine regions across Europe face significant challenges, including climate change, seasonality, evolving visitor expectations and the need for more sustainable and digital tourism models. The European Wine Tourism Innovation Challenge aims to identify practical and scalable solutions that strengthen sustainability, climate resilience, digital transformation, creative and immersive visitor experiences and inclusive access to wine tourism for all audiences.
Applications are invited in three categories:
- Smart Solutions for Sustainable Wine Tourism;
- Creative and Experiential Wine Tourism; and
- Accessibility: Wine Tourism Experiences for All.
Within these categories, the challenge aims to attract business models that help wineries, and rural tourism stakeholders diversify revenue streams, strengthen destination branding and enhance market positioning.
Particular emphasis will be placed on initiatives that strengthen links between wine tourism and gastronomy, culture, heritage, creative industries and experiential tourism. Proposals supporting local employment, skills development, youth and women entrepreneurship, and the preservation of cultural landscapes and traditional know-how are especially encouraged.
Applicants should have either a minimum viable product or an implementation-ready project concept with clear funding potential. Proposals should demonstrate scalability and the potential for replication across European wine regions, particularly those that are rural, seasonal, emerging or seeking greater international visibility.
Selected innovators will have the opportunity to pitch their solutions at the Destination Vignobles 2026 in Cognac 6-7 October 2026, organised by Atout France.
Participants will also benefit from expert mentorship, potential pilot projects, membership of the UN Tourism Innovation Network, scholarships of the UN Tourism Online Academy, and exclusive B2B networking opportunities with key stakeholders from the wine tourism ecosystem.
Applications are now open. Further information and application details are available at: https://www.untourism.int/startup-competition/european-wine-tourism-innovation-challenge
The Application deadline is 1 September 2026.
More information on UN Tourism Challenges and Competitions: https://www.untourism.int/startup-competition
More information on Gastronomy and Wine Tourism: https://www.untourism.int/gastronomy-wine-tourism
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