II Global Summit on Responsible Wine Tourism to Be Held in China's Yantai
From July 2 to 5, 2025, the II Global Summit on Responsible Wine Tourism, organized by the World Organization of Wine Tourism (OMET), will take place in Yantai (Shandong, China).
For the first time, Yantai will host the world’s most important wine tourism event, showcasing the region’s unique terroir and gastronomy, harmonized with its stunning natural landscapes, from mountain valleys to the "Yantai Coastal Wonderland." Highlights include the terraced vineyards of Penglai Qushan Valley, the Zhangyu Castle Winery, the Wine Culture Museum, and boutique wineries—witnessing the rise of Chinese wine from followers to leaders.
"Gastronomy has become a key element of national branding, an integral part of a country’s history and identity. Today, 85% of tourists' purchasing decisions focus on the gastronomic experience," said Rafael Ansón, Honorary President of OMET and the International and Ibero-American Academies of Gastronomy.
The summit aims to place the host wine region on the Global Map of Responsible Wine Tourism, establishing it as a world-class enogastronomic tourism destination:
From a wine-producing region to a globally recognized enogastronomic tourism destination
"OMET Summits follow a common pattern: offering an open platform to promote best practices and success trends worldwide, recognizing outstanding destinations, experiences, associations, and training programs. This summit will highlight Yantai’s certification as a Global Destination for Responsible Wine Tourism and announce the opening of the OMET Academy headquarters in Yantai, as well as the host location for the III Global Summit," stated José Antonio Vidal, Founding President & CEO of OMET.
OMET Summits are designed to strengthen connections between leading global experts in wine, gastronomy, and tourism, supporting wine tourism destinations through active knowledge exchange and cutting-edge research.
"From the founding of Zhangyu in 1892 to the establishment of the Long Dai Domaine winery by the French Lafite Rothschild group, Yantai’s wine industry has developed over the years, building a rich heritage and strong expertise. We are committed to showcasing Yantai as a Global Destination for Responsible Wine Tourism by hosting the OMET 2025 Summit, further enhancing its international influence and elevating its wine tourism industry to new heights," said Yu Yongxin, Director of Yantai’s Wine Industry and Chairman of the Yantai Municipal Committee of the Chinese People's Political Consultative Conference (CPPCC).
The OMET Summit concept combines three key themes of interest to businesses, public organizations, consumers, and professionals:
- Brand promotion (exhibition area and media coverage)
- Business development (B2B workshop area)
- Research and education (academic congress area)
This unique event offers both an international platform for business exchanges and an opportunity to develop wine and gastronomic culture through tourism.
"Yantai has always been a strategic hub for international wineries in Asia. Today, the city has developed a full industrial chain encompassing viticulture, winery clusters, culture, and tourism integration, with 63 boutique wineries welcoming over 3 million visitors annually, primarily domestic tourists. Through this OMET Summit, we aim to strengthen cooperation with international peers and accelerate Yantai’s integration into the global wine tourism community. We look forward to this great event and a bright future together with an open mindset," said Li Jun, President of the Yantai Wine Culture and Tourism Industry Development Alliance.
The OMET Summit in Yantai will bring together international organizations, wineries, successful wine tourism destinations, tour operators, experts, and scholars for a global dialogue on integrating wine culture and tourism. Participants will also enjoy exclusive winery visits, wine tastings, and gastronomic experiences.
"In 2023, Yantai’s Wine Industry actively engaged with the world’s two most authoritative organizations in wine and wine tourism: Yantai signed a cooperation agreement with the International Organisation of Vine and Wine (OIV), became a founding member of the OIV’s 100th-anniversary ‘International Network of Vine and Wine Cities,’ and joined the World Organization of Wine Tourism (OMET). These milestones have laid a solid foundation for hosting the OMET 2025 Summit," said Jiang Yingsong, Director of the Yantai Vine and Wine Office.
